“You can’t judge an apple by looking at the tree, You can’t judge honey by looking at the bee, You can’t judge a daughter by looking at the mother, You can’t judge a book by looking at the cover.”
    — Willie Dixon

    How many times have you sized up a customer based on a first impression, or superficial data…only to find out your initial assessment sold them short?
    You've got to look deeper.
    Mercedes Benz salesman Charles V. Washington never presumes, based on appearances, that a shopper isn’t serious or likely to buy. “They may be dressed in patched jeans from 1969, partying like it’s 1999 in baggie jeans with gold chains, or dressed as the Jean Jeannie. Looks can be deceiving. I treat them with the utmost respect, unlimited potential and love. They're my customers, present and future.” You’ve got to look deeper.

    “You can’t judge a fish by lookin’ in the pond, You can’t judge right by lookin’ at the wrong, You can’t judge one by lookin’ at the other, You can’t judge a book by looking’ at the cover.”

    The customer who buys that 10-cent part today, when treated well, will return to buy $100 worth of product the next month. Treat them well and they will keep coming back, for whatever you're selling. Why give them cause to look elsewhere?

    “You can’t judge sugar by looking at the cane, You can’t judge a woman by looking at her man, You can’t judge a sister by looking at her brother, You can’t judge a book by looking at the cover.”

    The lifetime value of a customer can reach into hundreds of thousands of dollars or more. For clients, the value can stretch into the millions. And customers arrive in all shapes and sizes. The obsequious salesperson only befriends those he or she thinks can help them or caters to the “big dawgs” to the detriment of smaller clients. Yet how many times have we seen the little fish become the big fish? To quote former big league pitcher Joaquin Andujar: “the answer is one word…youneverknow!”
    Become an artist and repertoire scout for new customers. They’re everywhere. Look around you, look back at past customers and by all means, look deeper. Willie Dixon, Bo Diddley and the Yardbirds know the score: “You can’t judge a book by looking at its cover!” And that’s the name of that tune.

San Francisco Bay Area-based Professional speaker Craig Harrison founded Expressions of Excellence!™ to provide sales and service solutions through speaking. For information on keynotes, training, coaching, curriculum for licensing and more, call (888) 450-0664 or visit www.ExpressionsOf-Excellence.com or E-mail excellence@craigspeaks.com for inquiries.