Be a stand-up person. You stand for your family, country and friends. When and if trouble comes, let oth­ers have no doubt that they can count on you for help and support. Your commitments don’t waver with the moods of the moment. You don’t hesitate to act.

At work, you build customer loyalty by concentrating on service with an attitude clear to everyone that cus­tomer retention is very important to you. You don’t run a business solely dependent on finding new customers.

You are consistent, devoted, faithful and true. You stand for your beliefs and values. You aren’t afraid to pledge allegiance to what is right. This is loyalty.

Build employee loyalty through fair dealing. Let employees know that you appreciate their efforts. Reward them. With good news or bad, keep them informed and in the loop. Make everyone feel that they are a part of an important team doing honest work. It is much more cost and time effective to retain loyal employ­ees than constantly hiring and training new employees. You need your core of loyal veteran workers to set the example and lead the way for new hires.

Most consumers are not natural risk takers and will remain loyal to brands that consistently deliver a quality product or service. Thank them. It is much more cost and time effective to keep existing customers satis­fied than to search constantly for new business. It is eas­ier to sell to a loyal repeat customer than to try to sell to someone new.

Loyalty is a two way street. To get it, you have to give it first.

BillFitzPatrick.com, The Action Principles

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