GET TO KNOW YOUR CUSTOMER, ONE TRANSACTION AT A TIME

Mark Campanale Expert Guidance

~ JEFF WILHELM WILL BE SPEAKING ON THIS TOPIC AT PAWN EXPO 2021! ~

BY JEFF WILHELM
DIRECTOR STORE OPERATIONS
NATIONAL PAWN AND JEWELRY

My thoughts as I see the landscape of the industry today, and how our behaviors have to change.

Who do you work for?

As leaders, pawnbrokers, and business owners over the years, we may have taken for granted the very people for whom we work. In today’s world, we must pivot our behaviors and think about how we see the customer and our team members. Have you visualized what your business may look like, without these 2 most important resources? Are you making it easy for the customer to do business with a customer-centric mindset? Are you sharing your wisdom and knowledge with an abundance mentality with your team members?

Allow me to introduce myself. I am a customer and a team member.

In case you’ve lost sight of who I am, let’s get re-acquainted. I am the person that makes the economic engine turn. I am the reason you take home a paycheck. I am the reason you are able to feed your family, pay your mortgage, go on vacation, buy a car, and contribute to your church or synagogue. Because of me, gigantic corporations and small businesses alike have risen and flourished. Because of my absence, they have faded from existence.

The roads you drive on, the police and fireman that protect your community, the teachers that teach your children all exist because of me. Politicians and postal workers, sanitation workers, and soldiers all owe their jobs to me. Without me, no taxes would be paid and societal advances would come to a halt.

The wise come to know, respect, and love me. The foolish disregard my importance and suffer accordingly.

By the way, you’ll notice that I didn’t introduce myself by name. That’s because I don’t belong to you. Even if I make a purchase from you or continue to provide world-class customer service for you, that doesn’t mean that I will do it again in the future. Our relationship is built one interaction at a time, resetting itself all the time. I am always evaluating, measuring, and testing your product, service, and loyalty.

Therefore, you’re wise to pay attention to me. Get to know me. Learn my habits. My likes. My dislikes. My desires. My dreams. My values. Learn my language. Learn to recognize my moods.

Above all, treat me with respect. I will not be ill-treated, and why should I be? There are too many businesses vying for my attention, now more than ever. Every time you turn on the television, open a newspaper or listen to the radio, you see and hear multitudes of companies competing for my attention. There are too many people who are willing to treat me well in exchange for my business or efforts.

You should also know this; I am not easily fooled. Business and leaders treat me right or suffer the consequences. Sooner or later I always discover dishonesty, disrespect, or disinterest. Most, of the time, I don’t announce my displeasure. I simply take my business or my employment elsewhere.

Occasionally, we will have disagreements. I don’t like mistakes, but I understand that sometimes you will make them. The manner in which you handle my complaint determines the future interaction I have with you. And, in my mind, it also determines the character of your business and organization. I rarely ever give you a second chance to make the same mistake twice.

So, watch for me in your business and organization community. If you’re fortunate enough to see me, do everything in your power to woo me and make me your own, because I hold the key to your financial success. It is no exaggeration to say that when you interact with me your future hangs in the balance. Learn me. Know me.

I am a customer and a team member.