These two have had to have a tough side to have achieved what we see today. But I saw in their eyes compassion for their customers. Out of this compassion flows their decisions to deliver the same type of service they gave when they just had one location and thin profits. Jose and Luis have the precise solution to the problems their customers brings them. Do you?

As business owners, we solve the problems of our customers. But should our attitude be arrogance--`I've got the solution to your problem'? No, because arrogance makes most people sick.

Learn from Jose and Luis. These are the words that describe the way they see their customers: respect, deference, admiration, honor, appreciation, regard, fondness and approval.

If you don't have these true feelings for your customers, you'll never build the kind of loyalty we see from the customers of Navarro Pharmacies. There's much more at smallbusinessschool.com. You can see streaming video of this and all of the programs, as well as transcripts and study guides.