Potential Profit Killer: Making Assumptions About Customers
My friend Norman Beck sends me interesting articles and stories on a regular basis. Recently, he shared the story of a wealthy customer who entered a luxury store and asked to see a $25,000 chess set. The customer wasn’t dressed well, and the salesperson made the assumption that she couldn’t afford to buy it. The customer walked away, but before leaving the store, she visited the owner’s office, who also happened to be a close friend. She bought the chess set – but only after the owner promised not to give the salesperson a commission.
Eight years ago, I wrote an article titled Big Mistake … Don’t Judge a Book by Its Cover. The words “big mistake” are a callback to the movie Pretty Woman, starring Julia Roberts and Richard Gere, where in one scene, a salesperson at an upscale store wouldn’t wait on Robert’s character because of the way she was dressed. In the article, I opened with an old proverb: Outward appearances are not a reliable indication of true character.
It’s time to resurrect the idea with some thoughts that my buddy Norman shared. He said, You never know who people are, what they are, who they know and what they know. You just don’t know. So, I assume they are the most important and influential people on the planet.
Making Assumptions About Customers Can Be Costly.
Norman’s perspective highlights a common mistake in customer service: assumptions can be costly. When we decide who someone is based on their appearance or a first impression, we risk not only a potential sale but also a longer relationship that could have been built. This story is a great reminder of how all customers should be treated. We should always remember the following:
Every customer deserves respect: No matter how someone is dressed, the way they look or the way they act initially, each customer deserves the same level of respect and attention.
First impressions can be deceiving: As Norman points out, you never truly know who you’re dealing with. The person who may not look the part could turn out to be your best customer.
The power of word of mouth: The woman in Norman’s story didn’t just buy a chess set. She left with a lasting impression of the store that likely influenced how she talked about the store – and the experience – to others. Had she not been friends with the owner, who knows what negative comments she might eventually make. Positive experiences can lead to positive reviews and referrals. Negative ones can do just the opposite.
Norman’s story isn’t about a lost commission. It’s an example of what happens when we forget the very basics of not only customer service, but also how people should be treated. Let this story be a reminder of how all people should be treated – and don’t rely on assumptions.
Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops at www.Hyken.com. Connect with Shep on LinkedIn.
