Business 101

When Susan and I first got married, we inherited a small, black-and-white TV that had mold or something growing around the perimeter of the screen, on the back side of the glass. We used that TV for our first few years of wedded bliss, watching the picture become smaller and smaller as the mold grew toward the center of the screen. When it finally came time to replace "old moldy" with a real TV, we went shopping. We visited all the big-name department stores, comparing features between the different brand names and models of television sets (but mostly comparing the price tags with our checkbook balance).

Then we came across a place called Consumers Warehouse. Quite a fitting name, too. As we walked in the door, a very friendly sales person named Tim met us. He introduced himself and asked our names. We told him that we were looking to buy our first television set, and he showed us to the appropriate section of the warehouse. After asking us a few questions about what we were looking for (features, price range, etc.), he suggested a couple of models and then left us alone, pointing out that he would be right up there at the front desk if we needed any further assistance. We looked around a bit, talked about a couple of TV's, and then left, thanking Tim for his help.

After doing some more window shopping and "tire kicking", we decided that we would go back to Consumers Warehouse and look at their TV's one more time before making a final decision. It was then that something truly amazing happened.

It had been about a week since our first, brief visit with Salesman Tim. As we walked in the door this time, a week later, Tim stood up from behind the counter, began walking toward us, and said, "Hey, Paul, how's it going?" Whoa! I was flabbergasted. I had met this guy one time, a week earlier. He had asked my name one time, a week earlier. We had been the typical customers with the typical "no-thanks-we're-just-looking" approach a week earlier. We had not spent a penny in his store. And now, a week later, the guy remembers my name when I walk in the door. HE REMEMBERED MY NAME! In that brief moment of time, my buying decision became anchored in cement. Tim sold me a TV.

Over the next few years, we purchased several other appliances and entertainment components as the need arose. Every time we were in the market for some particular item that Consumers Warehouse sold, we ALWAYS went to see Tim. Even when someone else could beat Tim's price by a few dollars (or even several dollars), Tim got my business. Why? Because Tim treated me like a person. He treated me with respect. HE REMEMBERED MY NAME, for crying out loud!

So, what's the point of my Salesman Tim story? Simply this. In the 13 or 14 years since we bought that TV from Tim, there have been more occasions than I can count, when I have found myself walking out of some business scratching my head, and thinking, "How in the world does this place stay in business, with the way they treat potential customers?"

You see, it works kind of like this. When you treat a person right, you have a much better chance of gaining his business. When he becomes your customer and you continue to treat him right, you have a much better chance of gaining his loyalty. (This isn't rocket science, you know.)

And so, I issue a friendly reminder to businesses everywhere. Customers are people. People like to be treated right. (You might even want to write this down.) When you treat people with the same courtesy, friendliness, and respect with which YOU would want to be treated, you will have a thriving and successful business.

The converse is true as well. When you treat people with disrespect ... When you are rude to people ... When you treat your customers or potential customers as though it is a pain to have to wait on them ... When you DON'T treat people with the same courtesy, friendliness, and respect with which you would want to be treated ... don't come crying to me when your business goes belly up and you just can't figure out why!

Treating people right just makes good business sense. Consider yourself reminded.

Paul O'Rear is just an ordinary guy who lives in Waxahachie, is married, has two kids, and loves his job as youth minister for the College Street Church of Christ.