Every Customer Is Precious

Jobs Graph

Responding to my comment that our sheet metal shop was too busy to take walk-in business, my father invited me to join him for a cup of coffee.

Over coffee he related the difficulties involved in opening a business in the midst of the Great Depression—phones not ringing and no customers walking through the door. He recounted driving all over the county, looking for a job to quote and worrying about making payroll.

He expounded on the loyalty of walk-in customers. How a smile and a thank you for a two-dollar order, often resulted in thousands of dollars of business. He declared, “Every customer is precious—you never know where a relationship may lead.” Needless to say, we continued to accept walk-in customers.

During the housing boom, many building material retailers erected signs discouraging walk-in customers: “Contractors Only,” “No Cash Customers,” “Customers Must Have a Trade Account.” The advent of the “Great Recession” resulted in many of those signs being removed, but the message, “We don’t need your business.” had been delivered. Gone was the opportunity to develop new relationships, lost was the opportunity to grow with customers and lingering was the bitterness of rejection.

As with my father and the Great Depression, the lessons of the “Great Recession” are deeply ingrained within many building supply industry leaders. They have come to understand the relationships made during the good times, will be needed when the bad times come, and that today’s small customer, may be tomorrow’s prime account.

2 responses to “Every Customer Is Precious

  1. Christy Carpenter

    Absolutely loved this article!!! Perhaps the same national chain that I worked for? As an outside salesman for a national building supply, I experienced the benefits of the before & during the boom– & the horrific fallout after the crash! Your dad was one very wise man!!! Greed & pride are a double-whammy guarantee for failure…like a ticking time bomb! Sad part is that so many of us who made it possible for them to maintain their “lifestyles of the rich & famous” lost everything that we had worked out entire lives for; while they had to opt for ribeyes over caviar for a handful of years! Hope & pray that the owners realize their faults & can some day appreciate just how good a fried bologna sandwich really is!

    • Christy,

      Thank you for your insightful comment. The American landscape is a land fill of failed building supply industry initiatives. Consolidation was most often led by people who did not understand the value of relationships. They let customers go; mishandled employees and bullied vendors and, as you alluded, many walked away without scars. Amazing, all the failures did not result in a greater pool of wisdom!

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