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What Is A Customer?

Merriam-Webster defines "customer" as:
1. One that purchases a commodity or service.
2. An individual usually having some specified distinctive trait.
Re-read #2. A distinctive trait?

A friend sent us this photo he took at a customer’s location. It featured a quote by Kenneth B. Elliott:

“A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so.”

We can’t count the number of times we've heard grunts, groans, complaints, and disrespect towards customers. Remember: Without customers, there are no sales. Without sales, there is no business, and without a business…NO JOB! We all have our moments, but let’s think about this.

Customers are human, and like snowflakes, no two are alike. They even have quirks, just like you and me. They buy for various reasons, and it’s your responsibility to understand why and how to help.

If you or someone in your organization has a problem customer, ask yourself:

  • Why are they a problem?

  • Do I/we offer what they need?

  • Can I/we meet their expectations?

  • Is it the individual, company, or both I/we am/are struggling with?

  • What can I/we do to improve the experience?

  • Am I/we the problem (be honest)?

Instead of complaining, ask these questions. Maybe it's not a good fit. Do you let them go or manage them differently?

If you or anyone in your organization has a bad attitude, fix it, or the customers will eventually go away.

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