By DAVID EPPS
Pastor

I'm not certain when and where I decided not to put up with poor service any longer, but, whenever and wherever that was, it changed the way I do business.

In the dog-eat-dog world of competition, customer service can make or break a company. Some years ago, I lived in a community that had only one fast food restaurant, a member of a nationally known chain. The food was decent enough but the attention to detail was lacking and the attitude of the employees was sorry.

If one ordered at the drive-through window, the odds were that, somehow, the order would be filled incorrectly. There were literally dozens of times that I would arrive home with the meal only to find items that I had ordered and paid for missing. When complaints were given by consumers, the attitude of store management was “Oh, well. Shop somewhere else.”

The problem, of course, was that there was nowhere else to shop.

All that changed one day when a competing restaurant was built next door. For months people talked about having a choice. When the new facility opened, its parking lots were overflowing while, across the street, the lot was virtually empty. The food at the new establishment wasn't as tasty as the cuisine at the older restaurant. But the employees were friendly, orders were correctly filled, and mistakes were quickly acknowledged and corrected.

It didn't take long for the older restaurant to go out of business. The customers had voted with their feet.

Joe Girard, who was a legend in the automobile sales world and earned the title of “the world's greatest salesman,” wrote in his book, “How to Sell Anything to Anybody,” about his “Rule of 250.” Simply put, Girard's “Rule of 250” states that every person who comes into a business has the ability to influence 250 other people either for you or against you in their lifetime.

He contends that, if a customer is treated with respect and dignity, if problems are corrected, that person, if satisfied, will likely send an average of 250 people to that business over the years. Conversely, a customer who has been demeaned, insulted, argued with or cheated with go out of his way to influence his 250 contacts to never do business in that place.

Even a shopper who buys nothing will relate his experience of his good treatment or his mistreatment to others. So, it makes good business sense to satisfy the customer.

It is surprising how many businesses fail to understand the Rule of 250. Some time ago, one of my sons took his car to a car lot where he hoped to trade automobiles. He left his car on the lot and test drove a car and a tentative deal was struck. The agreement fell through but when he went to retrieve his vehicle he was presented with a bill for $176. “For what?!” he inquired.

He had never given authorization for repairs to be made but the car lot did them anyway. When he refused to pay for the unauthorized repairs, even though he had returned the dealership's car, the dealership refused to return his car.

This stalemate continued for weeks and I finally became involved. I made numerous phone calls which resulted in nothing. I was variously stalled, transferred, patronized and ignored, depending on the day.

I even talked to an attorney who agreed that the dealership had committed an unethical and possibly illegal act but was advised that it would cost more in court costs and attorney's fees that the $176. Finally, I met with a representative of the business who would not budge one inch.

Several compromises were offered but the dealership arrogantly refused every overture. If the car was to be returned, the bill — unauthorized or not — had to be paid.

After I handed the check to the manager (and my son had the keys to the car), I said, “I just want you to know that this will be the most expensive $176 you will ever receive.” “Harrump. How do you figure that?” he asked. I reminded him of Girard's Rule of 250 and promised that, as long as there was breath in my body, I would make it my personal business to steer as much business away from his establishment as I could.

“You can't do that!” he exclaimed. “Oh, I can and I will,” I retorted. “We'll take legal action,” he said. “For what? Telling the truth?” I asked. “Why you aren't even a customer!” he enjoined. I reminded him that I was indeed a customer since he had one hundred and seventy-six of my dollars.

I figure that, so far, I have had about 50 people tell me they are thinking about buying a car since that unpleasant experience. So far, I have told the story of my experience with this dealer about 50 times.

To my knowledge, not one of those people has even stepped on the lot.

Fifty potential customers lost — as much as $1 million (if you figure a car sells for $20,000) in lost sales — all over a $176 bill that could have been easily dealt with if the dealership had considered the customer important. And it doesn't end there, for each of the 50 has the ability to influence an additional 250 and on and on it goes. And I still share my sad story with any of my friends who care to listen — especially if they are in the market for cars.

I amply and gladly reward good service, as many waiters and waitresses in the area have discovered. I tip well when the meal is good, the service is attentive, and the diet cola never runs dry. I am a loyal and consistent customer at those establishments that believe in doing the job right and believe in the value of the consumer.

I have spent many hundreds of dollars at my favorite auto repair shop and I have sent thousands of dollars to him by way of referral. All because he has done right by me, has never cheated me, and has treated me with respect.

I don't expect perfection — mistakes happen. I just expect the mistakes to be set right and apologies offered. I am easy to get along with and easy to please. But I will not be belittled, offended, argued with, or insulted at any business more than once. I will take my money and my business elsewhere and I will do my best to influence others to do the same.

Do I feel guilty? Not at all. In the world of business it is said that success is a matter of the “survival of the fittest.” Businesses who do not value their customers are not fit to survive.

The Rev. David Epps is rector of Christ the King Church. He may be contacted at P. O. Box 2192 Peachtree City 30269 or on-line at CTKCEC@aol.com

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