In his book, "How to become a Rainmaker", Jeffrey J. Fox gives a simple list of 
the "Rainmaker's Credo." What is a rainmaker? A rainmaker is someone who brings money into a business. Since Realtors are self-employed, every Realtor should be a rainmaker, but anyone who is self-employed should be a rainmaker. And trust me, everyone is self-employed. If you don't believe me, take a few weeks off from your 9-5 without permission and see what your status is when you return.
The first credo on his list is, "Cherish customers at all times." Customers are the source of our income. Without them, we would not be in business. Therefore, it's even more important for those of us who are self-employed to cherish our customers.
I was buying three dishwashers last weekend, and I went to a local store whom I had talked to on the phone previously. They had given me a great deal (I thought) over the phone. I went in to solidify the deal, but before I inked anything, I decided I should double-check the numbers and have the purchase estimated at a few other businesses.
When I stopped by the store, the salesman demonstrated that he could not care less that I was there buying three dishwashers. He tried to sneak multiple items onto the estimate that were not a part of the phone conversation. When I questioned what they were for, he couldn't answer. I'm also a contractor, so trying to slip something past me that is related to the construction of the house is insulting. That's not a cherish-able moment.
I took the estimate to three other businesses. At two of the three, the saleswomen didn't even acknowledge I was there. They didn't have what I wanted on the floor, so I moved on to the third store. Again, it was not a cherish-able moment.
At the third store, I had to request a salesperson, and when he arrived, he did engage and help make the deal come together. Again, this salesman tried to slip things onto the estimate that were unnecessary. He didn't ask if I needed this or that, he just added them on to the estimate. When I questioned him, he acknowledged they weren't necessary and took them off. When it was all said and done the estimate dropped $500 from the initial estimate at the first store. The store followed up with multiple phone calls and emails. They delivered my products as scheduled, and they took away the bad units. The delivery guys were excellent. Overall, it wasn't 100% cherish-able, but it was much better.
That brings me to my point. Being a business owner, and in this case a customer, I have a few pointers I would like to offer other business professionals, including those I dealt with last week.
- Clients and customers want to feel like they are important to the salesperson they are engaging with. They don't want to feel like they are imposing on the salesperson's time.
- Clients and customers don't like to be lied to. It's always a mistake, and it should cost that salesperson business. They are in the wrong profession if that is the only way they can make a sale.
- Clients and customers want what is promised. Nothing should happen after the agreement is made that is not part of that agreement. If something has to change, it needs to be with the agreement of all parties. People don't necessarily like surprises in a business deal.
- Clients and customers like to be kept up to date. Information is knowledge, and knowledge empowers clients and customers to trust their salesperson. That builds trust and trust builds repeat customers.
- Clients and customers like to know that they are appreciated for bringing business to the salesperson and his place of business.
This list could go on and on. Sadly, many of these simple items are missing in today's business world. Like in my case, I didn't feel cherished at all in three out of four stores. I was lied to in two out of four, and when I called the salesmen on it, only one knew how to respond truthfully. It may be part of their training, but that just makes it worse. If the corporate training is to deceive clients into making choices on a false narrative, what else can you trust about the deal or their products? I have a feeling the false information is probably more local than corporate.
Cherish customers at all times. That is the key to repeat customers who will tell their friends and family. They will become your greatest source of advertising, but remember, the reverse is also true. It's better to cherish customers at all times.
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