Customers are the lifeblood of every business. Without paying customers, there is no commerce. The grocer on the corner relies on the neighborhood residents to drop in and purchase milk, cereal and bread. The gas station just off the freeway relies on motorists to stop by and fill up their gas tanks and maybe purchase a cup of coffee and some snacks. The attorney needs clients; the physician needs patients; the actor needs an audience. All businesses need and rely on customers.

Businesses come in all sizes: from a one-person, home-based business to a huge global conglomerate. Regardless of size, each business has to have customers who buy what they sell. All businesses have something to sell, something that the customer receives in exchange for currency [for the most part] - that "something" could be a product, a service, information or influence [an argument can be made that politicians sell their influence in exchange for votes]. Even in a barter-type of commerce, each is a customer of the other.

And, in all cases, customers are looking for 3 key things.

1. Quality. Regardless of price, people want quality. Granted, some people will begin with price [could be low or very high] and then find the highest quality they can for that price. One example might be the $5 hamburger...a low price, but people will search for the best quality $5 burger. Other people will assume quality based on price. An example of this would be jewelry...often if a diamond bracelet retails for $5,000 it is assumed to be of high quality because of the price. Whichever it is, the customer wants quality for their money. The definition of "quality" can be subjective. Quality could be in the product's fabrication or production. Quality could be in the promptness and timeliness of service; or of meeting all conditions of a contract within an acceptable framework...it depends upon what the customer is looking for.

2. Value. How does "value" differ from "quality?" People say, "The cost was a bit high, but it was a good value." Or, conversely, "I can't believe the value for such a low cost item." Value is a subjective measurement of a product or service. The example of a fast food $5 hamburger is a good one as both a good quality product and a good value product. Now, there are fast food franchises that have low cost, good value [as compared to cost], but the quality is not high. Maybe you get two burgers for the price of one. That might be a good value for the price, but the overall quality of the food is low. Regardless, your customer is also looking for value as well as quality...however he or she defines value.

3. A reason to return. Many people, when they find a product or service they like [the quality is what they want and the value is what they expect] will return again. Once a customer finds a good place for a quality, low cost burger that he values, he'll want to return there for more. That way the customer is not always searching for a good place to have lunch when he only wants to spend a few dollars but doesn't want to compromise quality.

How do you get people to return? You offer "added value." One key reason a customer might return to the $5 hamburger place is for its friendly service; for the clean interior and exterior; for the clean restrooms. These are all "added values" that can keep customers returning.

What happens when you give your customers the 3 key things they want? They give you referrals. They give you more of their business. People love to tell other people about great products and services they've used and people love to share their stories of "added value." [A warning: people also will share their negative experiences and not only will you lose that person as a customer, you lose all those they told.]

Give your customers quality, value and reason to return and - although nothing in life is a guarantee - you'll greatly increase the chances of a favorable bottom line.