This article explores the key to gaining and retaining customers.
I parked my car in the lot and began to walk away when I noticed a 4-5 inch cut in my tire. It was large enough and obvious enough to be noticed from several feet away with nothing more than a casual glance in the direction of the tire. I wasn’t looking directly at the tire, much less inspecting it with the intention of finding a flaw or safety hazard.

Since the tire was less than a year old and still under warranty coverage, I took it back to the tire center where I purchased it and explained the dilemma to the person at the reception area. She typed in my information, scheduled my service and asked me to return in about 30-40 minutes, as there was only one person ahead of me.

I came back an hour and fifteen minutes later to see my car parked in the lot, so I proceeded to the checkout. They thanked me for coming in, and then gave me my paperwork and keys.

As I approached my car I realized that the tire I complained about was still on my car along with the big cut. Amazed, I read a note on the paperwork and found the words “no leak found” written in bold letters.

When I called it to the manager’s attention, he apologized. Then he proceeded to make excuses, telling me how they aired up the tire and tested it in water to see if they could find a leak. He reasoned that their certified technician must have determined that no problem existed because the tire wasn’t leaking air.

I pointed to the obvious cut, and asked him how anyone, much less a certified

Although there was no excuse, he made one anyway. I suppose he thought it would make me feel better when he told me that their technicians USUALLY look at the tires before they test them.

I wasn’t comforted by knowing that their technicians USUALLY followed procedures. I invested in quality tires from what was supposed to be a reputable tire center for the safety of my family and myself. I didn’t merely buy tires. I bought equipment that I thought would make my automobile safe for my family and me.

That manager and technician thought they were in the automotive business. They sold, fixed, and replaced auto parts. I believe they lost sight of the fact that they really sell what those parts do. If they understood their job was actually about reliable and safe transportation equipment that kept customers alive, USUALLY following procedures would have been unacceptable.

Regardless of your industry, keep one thing in mind if you want to gain and retain more customers. Whatever product or service you sell is secondary to what that product or service does for your customer.

About the Author

Mason Duchatschek is the president of AMO-Employer Services, Inc., in St. Louis, Missouri, and co-author of the book Sales Utopia: How to Get the Right People, Doing the Right Things, Enough Times. His phone number is 1-800-245-0445, and his company’s website is www.amo-es.com.