I’m going to tell you a short story. Truthful, as far as memory allows. The actions that I took, the challenges I managed to successfully address, can be directly attributed to the lessons in a book I had bought way back when.

This tale would fall under the “My Dancing with Ms. Serendipity” series. Also, it qualifies for my “Counter-intuitive Series for Free-Thinkers”; now, if only I had two such series running.

Many years ago, I along with a good friend of mine, we’re perusing the business section at our local Barnes & Noble. I came across a book on marketing. I pulled the copy, flipped the pages, and quickly skimmed through the entire work.

“What are you looking at” asked Monty.

“A book on marketing”, I replied

“Did you check out the glossary, index, along with the about and forward sectionals”, he inquired.

“Yes”

“And”

“There are no references or citations to speak of…” I said.

“Then it’s of no value” he retorted.

“Hmm”

“Hmm, what?”

“Maybe the author is talking from experience”, I said.

So, I took a chance and bought the book!

Now the takeaway part of this tale occurred shortly after I bought and read the work. So I’m going to tell you about it, to the best of my memory. Like the referenced author below, I too am citation lite.

“How to Become a Marketing Superstar” by Jeffery Fox. Hyperion, 2003*  

I read the work in one sitting. It’s an easy read, the author does a great job making his experiences resonate. One such adventure had to do when he was hired as a consultant to help an owner of several car washes turn things around.

The owner was receiving an inordinately high volume of lawsuits and daily complaints.

Mr. Fox was hired to ameliorate these problems. Upon review, he noticed how the owner had signs all over the place. The owner was attempting to indemnify himself from all would-be liabilities.

Fox noticed the signage that attempted to indemnify the car wash (owner(s)/management) from a litany of things that could go wrong simply by choosing to wash your car with them.

We’re not responsible for:

1. Broken antennas.
2. Lost change, jewelry, and other items
3. Minor scratches

And the list continued…

Throughout the car wash, a negative hue was cast.

After he conducted his preliminary due diligence he responded in kind. Mr. Fox had the owner tear down the negative signage, and replace them with new ones.

Ones that took a positive and caring approach; enhancing the customer experience by adding to, and dramatically improving the value proposition that was initially absent by the owner.

1. Should you not be thoroughly satisfied for any reason please let us know?
2. Regarding any damage to your vehicle, that you believe may have occurred during your visit or are looking for any particular misplaced items, again, please let management know immediately. We will do whatever we can, to adequately and with empathy to address your concerns.
3. Your satisfaction is what matters most!

This counter-intuitive approach had a happy ending for all involved. Complaints and lawsuits dropped dramatically. Customer retention, and repeat business activities increased from the get-go! It was a win, win for all.

Please continue to indulge me, in the telling of a tale within a tale.

Thanks to Ms. Serendipity, just after I finished reading the book, say within thirty days or so. I received a small consulting deal with… you guessed it! The owner of several car washes.

Immediately and with authority to boot, I tore down all the negative signs and replaced them with signs of a positive ilk. In short order, here too as with Mr. Fox’s experience, my owner’s business conditions immediately improved.

Complaints dropped, lawsuits became non-existent. Even worker attitudes changed for the better. You saw this in how they interacted with their customers. A smile and a few choice words can go a long way in building goodwill.

Even today that negative hue still permeates through many a business. The trigger for my writing this memory piece came from two places on the same day. The first was a local bagel shop. The second is a local sports bar.

At the bagel place, they’re always nickel and diming their customers. You want butter, extra fifty cents! How about using a credit card? That’s an extra fifty cents? WHAT! You want a refill on your coffee…

At the sports bar, they SPORT a sign; one that over the years I’ve seen more than I care to admit.

“We reserve the right to refuse service to anyone!”

I get it, and so do you! We understand “What extenuating factors come into play…” but that’s not addressing the issues of a customer “taking umbrage” with the house. Do you want your customers to feel that they’re being picked off and/or maybe they’re not all that welcome?

It has nothing to do with fifty cents here or there. And as with the Sport’s Bar’s attitude towards its customers, well it’s all about being and remaining cognizant of customer goodwill.

Authenticity, placing the customer first, taking action, and being appreciative of not only what you have to gain; but of what value you are able to provide to your customers. Is a key to success!

Old School thinking? Most definitely.