Satisfied customers are apathetic. Loyal customers will be your advocate.
It seems to me that it's actually harder to invent excuses than it is to get a sale.
You don't earn loyalty in a day. You earn loyalty day-by-day.
Most salespeople are half prepared. They know everything about their company and their product. They know nothing about their prospect.
Trust is not a request, Trust is earned.
The biggest mistake businesses make is advertising before they have become well known.