When A Customer Enters Our Store . . .

"When a customer enters my store, forget me.

He is king."

-- John Wanamaker

"The golden rule for every business man is this:

"Put yourself in your customer's place.""

-- Orison Swett Marden

Having been a consumer for a very long time now, and in addition being a business owner, and having managed businesses in the past, I've had a lot of input about customers and how they relate to business. It's almost as if we think we can separate the two. I don't see how that is possible. Without the customer, there can be no business for very long.

Then I have seen businesses who weigh their customer based on the value they bring to the business. You know, the good customers and the bad customers and the in between. That very judgment could be a self-fulfilling prophecy.

I've seen the most lethargic responses--and even no responses when I have entered as a customer or potential customer. Some businesses I have just left, feeling that they must not desire my business.

Then, I have also been treated well and with enthusiasm and care. They are rarer and stand out as a result, and that seems to be true from other writers and other consumers I've talked with.

Why in the world would we open a business and then either ignore, or mistreat our customers?

So, I could go on with a long list of reasons, but you know what? It doesn't matter!

Here's the deal: If you want to improve your business without spending a single additional cent, and if you want to do some of the best advertising in the world without spending a single additional cent, then treat your customer--each and every one of them--as if they were royalty showing up at your house. Ratchet up your service to the nines. Better service doesn't cost money, it makes money. Raising the level of service consistently raises the profits consistently. The best service wins every time.