Marc Haine describes a retail return where he was forced to refund and repurchase a $2.49 item, wasting his time and energy. He uses the story to argue that inconsiderate service costs customers far more than the price of the product itself.
Just go to the cash and they'll give you your money back. I said, but I want to do an exchange. He goes, oh well, our policy is we have to give you your money back and then you can go and purchase the next one. So, I went trudging back to the cash. I gave them the slip. They gave me the money back. I went and bought the part I needed, went back, processed the sale, and walked out of the store. And this is not somebody who cares about my time, my energy. $2.49 for that much hassle took It cost me 10 minutes. And I would even argue in all our businesses, if we didn't have people, we wouldn't have this business. So, I think it's really important that we commit to our customers. The first 2, being attentive, this is the way that you open the door to your customers' hearts. The next one is being on fire. You have to be excited and get your customers excited
