By Rufus Mudsucker
(c) RTO Online
www.rtoonline.com

We hold these truths to be self evident...

• Customers may rent because they have to...they will only rent from you if they want to.
   
• Customers have two lists; One they have to pay, and one they want to pay. Which list are you on?
   
• The merchandise you rent is not unique, you are.
   
• Relationships are built, not bought
   
• A new tie, fancy signage, and uptown location will not extend an agreement a single day.
   
• The value of your multifaceted advertising campaign vanishes the instant you open your mouth.
   
• Regardless of what your accountant says, the most valuable asset you own is not your inventory, it's the relationship with your customers.
   
• You can maximize Turn or Relationship...but not both.
   
• The most important customer you have is the one standing in front of you.
   
• Customers rent from a person, not a company.