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Published on 07/13/1998 All articles from this issue

Why don't the clerks act like they own the business?

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By Jean Hollands

Jean on the Job

I was in a shop the other day in which the clerk offered me a discount on something I was dissatisfied about. I was dumbfounded ... and pleased. It felt like the old days. It felt like she cared. It felt like she owned the business. When I went to pick up the "in question" item, she informed me that a further discount had been applied.

Whether this staff member brought it to the owner's mind or whether she made an independent decision, I became convinced that this was the place for me. Without the gesture or maybe even the second gesture, I would have been a reluctant consumer. Isn't that the Wal-Mart or Nordstrom mentality? Isn't that wonderful?

In our office we have instructed our staff that the customer is always right. We give away free consultations or books or tapes if we make a mistake and double book or show up late.

If your people are not acting like they own the business, give them some incentive to do so. Small informal profit-sharing can make the difference. Commenting on employees who put their heart and soul into the business helps.

Teach employees to simply think of themselves as owning your business. Remind them that every unsatisfied customer tells 18 others, while the satisfied customer only tells two or three friends. Unsatisfied customers are deadly to a business. A very small percentage will never be happy or satisfied, but teach your staff to at least say "I'm sorry we disappointed you," or that the order hasn't arrived, or that you feel inconvenienced. Don't blame the cook or Federal Express. Simply say, "I am really sorry."

Hollands, CEO, Growth & Leadership Center, author, "Silicon Syndrome: How to Survive a High-Tech Relationship," "Optimistic Organizations" and "Red Ink Behavior: Measure the High Cost of Problem Employees," was voted Business Woman of the Year in 1986 and 1996. Write to GLC, 1451 Grant Road, Mountain View, 94040.