The Doctor, the Convenience Store Owner & the Wicked Receptionist

My doctor is a great guy.

He is a general practitioner in a family-run, private practice. His father and uncle started the business and he joined them after graduating medical school.

What makes him so special is that he is extremely thorough in his explanations as well as second-to-none in bedside manner. He greets his patients with a smile and a firm, warm, handshake. He is civil. He doesn't put on airs though his education and socio-economic status greatly surpasses that of most of his patients.

He is warm, sincere and genuine.

I've recommended him to everyone who has ever asked.

And, this is why I was so thoroughly disappointed when I called his office the other day.

I called the other day and was treated with outright contempt by the receptionist. Since the purpose of my call was not appointment-related and caused her to deviate from her mental script – her abrupt tone made it fully clear that I was wasting her precious time.

I asked if I could leave a message for him. She told me to call back later. He was busy, as was she. It still bothers me a week later.

I never bothered. I'm still not sure that I will. I felt THAT uncomfortable and I find it unlikely that I could face her without making a scene in the office.

Most of all, I can't help but wonder how much of his business has been affected by his $8-an-hour "gatekeeper". I, certainly, cannot be the only one with whom she had taken such a venomous approach, could I?

After all, I am not only a patient. I am a CUSTOMER.

Like the old Head & Shoulders commercial, you only get one chance to make a first impression...and if she were my secretary, I would have fired her on the spot - no matter how busy either of us were.

It doesn't take a genius to figure out what happens when customers call and find the wicked witch of the west on the other end of the line.

They hang up. They go away. They go find someone nice - even if that someone doesn't really mean it.

Why bother building your business? Why spend money on market research? Why scope out locations? Why pay top dollar for enticing creative as well as placement in effective media only to have it ruined by someone who would rather be doing something else?

All of the effort goes straight down the drain because 120 seconds of someone's time was "wasted".

So, the message of the week is to make sure that you and every person in your company answers the phone with a smile.

Yes, an actual smile. That's what I meant (don't laugh, it works!). The inflection and tone of your voice will be noticeably evident.

Your customers, vendors and even the dread tele-sellers will respond with a higher level of respect and courtesy. And if they don't, shame on them!

It's generally accepted that it costs much more to capture a new customer than retain an old one. It doesn't take that much extra effort to keep a loyal customer happy - just deliver what you promise and be nice about it.

Relationships aren't everything. I don't base my purchase decisions solely on my opinion of a sales person or my affinity towards a brand. I'm not a raving fan of my favorite car wash or of my wireless phone provider. But I do solicit businesses where I am treated well and with respect - even if I must pay a premium. Oftentimes, this is the final intangible.

My local convenience store is run by a nice foreign fellow who always calls me sir - and I always reciprocate. Strange, it's been two years and he still does it though he knows my name (as I know his).

Is he cheaper? No. Does he have a wider selection? No. But I'd rather give him my money than "the jerk" around the corner. I like making small talk with him when purchasing my Sunday paper.

At a modest twenty dollars a week, my annual spending exceeds a thousand dollars. If he were "the jerk" I'd be spending that $1,000 somewhere else. If twenty other people felt the same way, it could result in a loss of $20,000 of potential sales.

Personally, I also go out of my way NOT to shop at certain places and I'm sure you have as well.

Grace and common courtesy are increasingly growing out of vogue.

Though it is ironically fortunate for those who have the common sense to say "please" and "thank you". People like my local convenience store guy.

They stand out.

So do the rude. We never forget them either. Even years later!

Though this little story may sound like common sense, it's amazing how uncommon sense can actually be when put into practice.

Smile, be polite and make your customer feel special. Even if they're not calling to buy - they are calling for A REASON. Though it may not be important to you, it is to them!

Answer their questions and take the time to stand out. Eventually, they'll thank you through repeat business.

Thanks for reading!