Back in the early ’70s, I was lucky enough to be in one of the first classrooms ever allowed to take work experience for credit. I was taking a marketing class in high school, and I ended up spending a semester working at Radio Shack.
It was an absolute blast. I learned a lot, met a lot of people and had a lot of fun. But one day stands out above all the rest.
The customer my boss wouldn’t serve
My boss was very strict, ex-military. One day a long-haired guy walked into the store. My boss watched him come in, was plainly disgusted, and would not go deal with him.
So I went over. “Hi, how are you? Can I help you?” We got talking.
He ended up buying a very expensive, high-end stereo system. And he paid for it by peeling cash off the biggest wad of bills I had ever seen, right there in front of me.
My boss couldn’t believe it. All it took was paying attention to the man.
What it taught me
I’ve carried that day with me ever since. You can’t tell who your best customer is by looking at them. Not by their hair, their clothes, the truck they drive or the email address they write from.
Every person who comes to you deserves the same welcome. Some will buy a little, some will buy nothing today, and some will surprise you. You never know which one is which, so treat them all the same.
Making it a habit in your business
- Greet everyone the same way. The same smile and the same “How can I help?” for every person who walks in, calls or writes.
- Make it a rule for your staff. Nobody decides who’s worth serving. If someone is waiting, somebody helps them.
- Answer the odd-looking email. A short message from an unfamiliar address can be a real customer. (Check it’s not a scam, but don’t ignore it.)
- Listen first. Find out what they actually need before you decide what they can afford.
That long-haired customer walked out happy, and a high school kid learned one of the best lessons of his working life. It didn’t cost a thing.
— Gary Wheeler, Dok-Tor Harddrive Inc.
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