Your Most Important Customer
Posted by Trevor on 23 November 2012 | 1 Comment
I have always taken the approach that whoever I am communicating with at the moment, whether in person, on the phone or through my writing, becomes the most important customer in the world to me.
Right now you are my most important customer.
Because you and I are engaging in this written conversation, you are my best customer. I don’t know if you will buy one copy of Three Simple Steps or a thousand copies for your staff. I treat everyone as if they have the potential to buy a thousand copies, and then some do. Even if you don’t buy Three Simple Steps, you might refer somebody to the website who will.
I have lost count of the number of restaurants and hotel registration areas I have been in where the person dealing with me suddenly breaks off the communication to answer a phone call. In that moment they tell me “You are already here so are less important to me than this potential sale.” Most times I turn around and walk out but they still don’t learn the lesson.
I have also been dismissed at car dealerships a number of times. I am not going to wear a suit and tie when I shop for a Mercedes, because someone is going to say, “Here is a guy with a lot of money.” So I go in my shorts and flip-flops. I am younger than their typical customer and I can stand there for an hour, and no one will come up to me; no one will say anything to me. They just ignore me – they dismiss me.
A few years ago my wife and I were shopping for a particular car at a local dealership. We were both casually dressed, and we could see three sales people with nothing to do standing around. They looked us up and down and then ignored us. They just assumed that we were quite young and unable to afford their automobiles; we didn’t look like an important customer.
So we spent some time at that dealership, looking over the car and deciding which color and options we wanted. Then we drove to a dealership 25 miles away from where we lived and bought it there instead. After our purchase we sent a photo of us in our new car to the original dealership closer to our home, letting them know: They lost a sale. I didn’t hear back from them, which was an equally foolish mistake because we buy a new car every year. Not only did their dismissive attitude lose one sale, it lost one sale every year for life.
Treat everyone you are communicating with as if they are your best ever customer. They may not be, but they may know someone who will be.
Thank you for reading this article and for your support of Three Simple Steps.