What is “The Best”?

Illustration of concept with word the best on background

 

We often hear people asking for a recommendation for a product or service and wanting to know what “the best” product or service is that they are looking for. Another component to this question is an additional statement relating to price such as “Where is the best place to get my windows tinted……for cheap?”. This is obviously a contradictory statement and defies the common law of business balance as laid out by John Ruskin:

“The common law of business balance prohibits paying a little and getting a lot — it can’t be done. If you deal with the lowest bidder, it is well to add something for the risk you run, and if you do that you will have enough to pay for something better.”

Merriam Webster defines the word best as:

of the highest quality, excellence, or standing”
It’s important to understand that everyone’s interpretation of what “best” has come to mean is probably different and making sure that your expectation of what that means to you is on par with people that you might be asking for recommendations from. 
customers

I was recently sent this from an associate on the importance of customers from Charles Marshall, one of the country’s top comedic motivators specializing in personal development and customer service. It’s a great read and exemplifies the attitude we try and convey to our customers at the shop.

I 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 moods.

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.

Learn me. Know me.

I am a customer.

o.