MARC: I think that you have to be able to lead with air as your credentials to start out with. You have no real credentials when you start out. There is no slack. The staff is cutting you no slack, they can make money somewhere else. You have to motivate them to listen to the old school of thought, and you have no track history. Now when I talk to somebody...and they're coming in, and they know of me or who I am or I have this certain presence......I get listened to more. But in the beginning it just takes a certain amount of being able to pull it out of the hat, from your own internal strength and belief, and discipline that you're right so that you can get somebody to do it.

HATTIE: Is that it, belief? In other words, if you believe that you're making the best kosher style sandwich west of the Hudson then they'll believe it too?

MARC: No question.

MARC: When I say, `I am going to do whatever it takes to get your business,' they know it, because I mean it.

HATTIE: And that's what it takes.

MARC: That's what it takes for me to be successful. You've got to look good and you have to smile and you have to be ready. And you have to treat everybody like we're here because we knew you were coming. Don't shut off my water and don't tell me the electricity went out because the city had a power outage. Katz's never closes and we've got a lot at stake. We lost our power, the whole neighborhood lost their power. We drove cars up on the sidewalk and beamed their headlights into the dining room so we never closed. I'm going to do whatever it takes. I'm going to put money in the meter, I'm going to run around to the special events center, I'm going to go to meetings, I'm going todo this and make sure it's right and if it's not right I'm going to be humble and I'm going to change it. And I'm going to do whatever it takes. And I'm going to stand here and I'm going to work for it, and I'm tough.

Running a business is not for wimps. It takes some muscle. (Marc sings "New York, New York" during a band performance)

HATTIE: (Voiceover) Advice on ordering a deli sandwich includes...

MARC: (Voiceover) Well, the first criteria, if they have white bread they're out of the question. The next question would be, `Do you put mayo on the sandwiches?' and if they say `Yes,' order something else. Get the burger. This is my lust. This is beyond like. This is a life. Corned beef is my life. I live and breathe. (Marc and band perform)

Unidentified Singer: Marc Katz, folks. What'd I tell you? He's been practicing.

In the Studio

HATTIE: In this program, you saw customer service at its finest. You don't have a business if you don't have a customer. And the best businesses find ways to surprise, please and bowl their customers over. We have studied many companies who like Marc have figured out how to please their customers.

For over a decade, Gary Walls of Trailblazer foods has kept his original customers happy with jams and jellies. At Ping Golf every product is customized to fit the customer.

Well into her 80s Ebby Halliday sells more real estate than almost anyone else in the country by tying a bow on every transaction.

Study these business owners at Small Business School.org. You'll find streaming video, transcripts and study guides.

And remember, Marc's philosophy is, you keep what you have by giving it away.