Guest Post: Charles Marshall
am a customer
Allow me to introduce myself. I am a customer.
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 any and all 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 as your customer. That’s
because I don’t belong to you. Even if I make a purchase from you, that doesn’t
mean that I will do it again in the future. You are always on trial and I am
always evaluating, measuring, and testing your product and service.
So 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
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. 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 right in exchange for my business.
And know this, I am not easily fooled. Businesses 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 elsewhere.
Occasionally, we will have disagreements. I don’t like mistakes but I
understand that you sometimes make them. The manner in which you handle my
complaint determines any future interaction I have with you. And, in my mind,
it also determines the character of your business. I rarely ever give you a
second chance to make the same mistake twice.
So, watch for me in your business 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.
me. Know me.
I am a customer.
2012 Charles Marshall. Charles Marshall is a nationally known
humorous motivational speaker and author.
Visit his Web site at www.charlesmarshall.net
or contact him via e-mail at firstname.lastname@example.org.