There’s nothing more important in a business transaction than making it clear to your client that you’re happy that they have chosen you. After all, they do have a choice. It’s been a while since I was inspired to write about the experience I’ll explain below, but reading A Customer Service Confluence. Realizing the Key to Business Success by a fellow REALTOR® reminded me of the incident, and how important customer service is.
Now, when it comes to where you purchase your gasoline, your coca cola, or your convenient store snack, one usually doesn’t have high expectations for customer service, as these transactions require very little interaction between the purchaser, and the attendant.
At the corner of Indian School Road and Pima Road sits a standard convenient store and filling station which received a visit from me recently. At the pump, I paid for my gasoline to the tune of around $40.00 total. While the tank was filling, I stopped inside to pickup a drink. When I handed the clerk my debit card, I was told that there was a $5.00 minimum purchase to use my card.
ME: “I’m sorry, what?”
HER: “Sorry sir, there’s a $5.00 minimum purchase.”
ME: “I just spent over $40.00 at pump one.”
(At this point, it didn’t matter, I had already made my decision.)
HER: “It’s per transaction, sir.”
ME: “Are you serious?” (there were plenty of people standing around who overheard me.) ”You know what? Keep your drink. I’ll go do business with someone who wants my money. And I’ll make sure never to visit here again.”
I wasn’t angry, I wasn’t rude. I didn’t raise a stink, or make a scene. I simply said these words kindly and matter-of-fact-like, and went on my way, never to return.
Was I effective? It’s possible. I won’t be able to measure it. Perhaps this article will inspire you to be more conscious about your purchasing decision and you’ll avoid the same gas station. I do know that they will never receive any of my business ever again. ”Come on,” you say. ”It’s just a gas station. It’s not like it’s a big deal.” Well, to me, it is a big deal, because it doesn’t just happen at the little gas station. It happens with all of the places you choose to spend your money.
It’s my observation that even though we as consumers have the power to dictate the products that come to market, and the services that certain companies offer, we often believe that we are powerless and are subject to whatever is offered at the price it is offered. Part of this reasoning comes from the impulsivity that we bow to as we have to have it now and fail to exercise patience and planning to acquire the things that we like.
Yes, the convenient store was a “have to have it now” scenario for the fuel, as I need to be able to drive, but I didn’t need the drink. In fact, it was well worth it to me to sacrifice the joy of cracking open a fresh beverage, even in the midst of one of the hottest weeks of the year in order to make a financial point.
Where I spend money and on what is the determinant of what will be available to me and where it will be available. If I don’t like the service, I don’t have to use it.
Sometimes it’s not the product that we need to step away from, but the middle man who provides it. If one purveyor provides lemonade with a smile, and the other frowns at you, it’s still lemonade, but the choice is clear. You will vote with your wallet whether you like it or not.
Start recognizing that you have the power as the consumer to tell the world who you support and who you do not.
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