Some wise man once went on record to say, “The purpose of a business is to create customers.” If my memory serves me correctly, it was Peter Drucker, the well-esteemed Master Guru of Management. But I misquoted Big Pete. He actually said, “The purpose of a business is to create and KEEP customers.”
There is a major difference between these two quoted assertions. Allow me to explain.
Having studied the art of sales and service from selling (1) kites at flea markets, (2) electrical gizmos to IBM and (3) articulated air (speeches) to industry associations, I have come up with a number of truths:
- Anybody can sell anything to anybody… once.
- The second sale to the same person/organization is a giant step in the right direction.
- The third sale to the same person/organization is the beginning of “relationship.”
Mr. Drucker would be the first to admit that “relationships” are key if your mission is to KEEP customers coming back again and again. And relationships are built by exhibiting an unwavering interest in your customer’s well-being.
If my three points above hold any water, why do so many so-called service providers refuse to take heed to this strategy?
A recent experience helped stimulate todays “reminder.”
My wife and I recently walked into a Verizon store prepared to open my wallet in an effort to upgrade my current, out-of-date cell phone. Four (1,2,3,4) employees were positioned around the open floor scheme. All four noticed our entrance as a bell sounded as we crossed the threshold. All four (1,2,3,4) failed to say, do, or attempt to make us feel noticed, welcomed or comfortable. Granted they all appeared to be doing something, but that does not explain their total “dis.”
After walking around for a few minutes, we glanced at each other and thought the same thing. “Let’s get out of here.” Key point. My wallet was not any lighter, and I wasn’t carrying a new iPhone 15 upon leaving.
I can hear the four of them huddled with a cup of coffee later that day. “Did you see that couple walk in and walk out? Probably just two shoppers wanting to waste our time. What did they expect from us?”
What we (I) expected was a nod, a finger point indicating they knew we were there, or a smile.
Not much to ask. But apparently, a whole lot to expect.
The bad news, according to me, is that this is not an exception to the rule. Customers today have to count to ten more often than not when trying to glean a little information or assistance from pre-occupied salesclerks.
In all fairness, let me shed some light on the flipside. Many customers today (people) have become rude, arrogant and less forgiving by the minute. I’ve also written articles about this group of self-absorbed individuals.
So here is my dual message today. Sales personnel need to remember what side of the bread the butter goes on. They need to focus a little more on service. Customers need to appreciate that service reps often have to deal with many nasty individuals. A little kindness and patience upfront can go a long way
But when the day is over, the dust settles, and it is time to write the rent check, according to Peter Drucker (and me) it is the customer who will continue to make the world go around.
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club, mike@mikemarchev.com.
*** You want more to think about? Check out my weekly podcast (Miked Up Marchev). Also listed on Spotify, Apple Podcasts, Google, and iHeartRadio.
