Business for Beginners: Loyalty

Stephen L. Capper, along with his wife, Nora, and their daughters, Jami and Toni, owns and operates A-1 Awards, Inc. in Indianapolis. He has been associated with the awards and recognition industry for over 45 years, and has given numerous seminars since 1979.

I know there are many of you who are just starting your business, or maybe you haven’t even started, and you are wondering will the people come and buy from me? And then, will they keep coming, especially if I invest my time and energy in this business? Can I depend on my clients to support me, and will it work?

No one knows how clients will respond, but you can build loyalty if you solve your clients’ problems. And remember, in order to receive something, you must be willing to give it. In order to receive loyalty, you must have a bond of loyalty you give to our clients.

—Stephen L. Capper, A-1 Awards