You walk into a little butcher shop and the bells tied to the doorknob jingle. A jovial, well-fed butcher waves in greeting and booms, “Hello! And what can I do for you today?” You look around for his lifelong buddy, who probably followed you into the store. No, he’s talking to you. You recover and reply that you’d like a couple of pounds of hamburger. “We just made it this morning,” he says. ”Now remember, don’t overcook your burgers. You want nice, juicy patties, not hockey pucks.” Another butcher is slicing summer sausage.
“Who wants to try some summer sausage?” he sings out, and passes full slices to everyone in the store. Business picks up, and there is a greeting for every customer. “How did your kid do in the track meet?” “How were those steaks?” You leave with your package, a slice of summer sausage, and a smile. It’s going to be a very good day.
In contrast, I invite you to experience another true personal story.
You’re in a major supermarket, and a sale item rings up at full price. The cashier snaps, “I can’t help that. See customer service.” There is one customer at customer service, arguing with an indifferent clerk. Two other clerks idly ignore you. Twenty minutes later, the customer ahead of you leaves angrily and you tell the clerk your problem. “I don’t handle that,” she says. “Talk to the manager.”
The manager stands a few steps away, casually chatting and laughing with a young couple. You stand at a respectful distance, trying to catch his eye. He turns away from you. You move; he turns again. Finally you ask, “Excuse me, are you the manager? I have a problem and need your help.”
“You’re interrupting me; I’ll be with you when I can,” he sneers, and turns his back to you. Ten minutes later, he finishes his conversation and saunters over. “Those are great people - old friends of mine. Haven’t seen them in months,” he says airily. You relate your problem. “Oh, no,” he says. This item is full price.” You show him a sign, perched on a pyramid of the product. “You’re wrong,” he says. “The sale items are over there.” You tell him you’ve been waiting 45 minutes for help.”You know,” he says, “I can’t just give you this item at any price you want. It’s not my fault you don’t understand the sign.” You leave, frustrated and furious. Within 24 hours, you spouse, co-workers and half the PTO have heard your story and are doubting if they ever want to set foot in that store again.
A smile, a free sample or an arrogant moment – you never know when you have created a story. Stories have power; they live in the heart as well as the mind. Stories are remembered long after media ads, mass mailings and promotional campaigns have faded. Stories tell people the kind of person you are.
A priceless story can cost next to nothing. A few seconds of your time or a little extra thought can bring dividends which money cannot buy. How do you create good stories for your business? You know the answer. Care about your customers. Go the extra step. Exceed expectations. Do the right thing. Give generously. Support the community. Smile a lot. You will feel good, and others will, too. Think about it. Tonight, what will your customers feel? What will they say? What story did you create today?
Ellen Huxtable
Advantage Business Concepts
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