What outcome do you have in mind? You need to know, because that’s the outcome you’re going to get.
By means of illustration, I have a story for you. It’s called, “The Pineapple.”
One day Alice (I’ve changed the name to protect the bold) went to her favorite grocery store to buy a pineapple. She took it home and sliced it open. It was one bad piece of fruit. Rotten to the core. She called the store manager, described the pineapple’s condition and asked if he would like her to return it for a refund.
“There’s no need,” he said, “we trust you. Just remind us when you come in and we’ll be glad to refund your money or deduct the amount from your next purchase. We sincerely apologize for this inconvenience. We’ll look forward to seeing you soon.”
Alice was disappointed with the pineapple and very satisfied with the manager’s gracious response.
The next day, and because she was in the neighborhood, she stopped at another location of this favorite store. She selected another pineapple and told the check out clerk of her conversation with the sister store’s manager.
“Where’s your receipt?” said the clerk. “We can’t refund your money or exchange a product without a receipt.”
Alice was startled by the abrupt reply, but explained the situation again, indicating that she had not kept her grocery store receipt, never expecting to have to prove her pineapple purchase.
“We cannot do anything without a receipt,” said the clerk, “store policy.”
Alice asked for the store manager.
He appeared immediately, if somewhat impatiently, and quickly asked Alice to explain her problem. She described the pineapple, as she had to the first manager, and indicated her desire to exchange it for a healthy one.
The manager asked for a receipt from the first purchase. “It’s policy,” he said, “store policy.”
Alice, embarrassed and annoyed by the direction this was taking, asked, “Do you think I’m trying to cheat you out of the price of a pineapple?”
The manager did not respond to her question and repeated his request for a receipt or the case was closed. As he turned to leave, Alice made a request by suggesting:
“Here is my card. I’m the President and CEO of a fairly large company that operates in this area. Every year during the holidays, I present hundreds of gift certificates from your store, to my employees, vendors, and account representatives. If you’ll check your records you will see that this amounts to considerably more than the price of a pineapple.”
The store manager slowly turned to face Alice. This time his response was quite different.
“I didn’t know that. I’ll refund your money, or you can take a new pineapple, whichever you prefer.”
The manager followed her to the parking lot, pleading that she allow him to refund her money. “Take a fresh pineapple!” he begged. “Take two!”
“No”, said Alice, “you didn’t trust me or value me until you realized that I represent significant income for your store. You have lost me as a customer. How many other customers have you lost in your desire to save the cost of a pineapple?”
What outcome do you seek? Any strength, overused, becomes its own liability. Whether you’re selling tires, automobiles, or pineapples, overindulge your quest for cost savings and cost efficiencies, and you’ll save money at the expense of customer service, satisfaction, dedication, and loyalty.
Short term gain, long term loss. You do the math.
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Joyce Richman (www.joycerichman.com) has been specializing in executive and career coaching since 1982. She works in a variety of environments including: higher education, manufacturing, sales, marketing, media, technology, pharmaceuticals, medicine, banking and finance, service, IT, and non-profit sectors. A member of the adjunct faculty at the Center for Creative Leadership, Joyce is certified to administer a number of feedback and psychological instruments. Joyce is a weekly guest on WFMY-TV and the career columnist for The Greensboro News & Record. She is the author of Roads, Routes and Ruts: A Guidebook to Career Success and co-author of Getting Your Kid Out of the House and Into a Job. A popular speaker, Richman conducts seminars and workshops throughout the United States, Canada and Europe. Her coaching profile can be found at www.thecoachingassociation.com.
