In 1947's classic film, "Miracle on 34th Street," character actress, Thelma Ritter, utters three sentences businesses around the world could learn a great deal from.
She was at Macy's, Christmas shopping. Her son asked for a firetruck that Macy's didn't have. After hearing Macy's Santa Clause recommend she buy her son's new fire truck at Gimbels (Macy's competitor), she tells a store executive:
She was at Macy's, Christmas shopping. Her son asked for a firetruck that Macy's didn't have. After hearing Macy's Santa Clause recommend she buy her son's new fire truck at Gimbels (Macy's competitor), she tells a store executive:
"Imagine, a big outfit like Macy's putting the spirit of Christmas ahead of the commercial. It's wonderful. I never done much shopping here before... but from now on, I'm going to be a regular Macy customer."
Macy's Santa Clause did his research and found the best toys available -- and recommended the parents buy the best toy at the best store -- even if it wasn't at Macy's.
And in the film (at least), Mr. Macy agreed:
"No high pressuring and forcing a customer... to take something he doesn't really want. We'll be known as the helpful store... the friendly store, the store with a heart... the store that places public service ahead of profits. And, consequently, we'll make more profits than ever before."
It's something that we (as businesses) might say we practice, but it's a tough initiative to implement.
But you may be surprised that instead of losing the customer (and the profits from them), you'll find your customers respect you more, they're grateful you're looking out for their best interests (instead of your own), and they're willing to tell their friends and family all about you.