People Are Priceless

Customer Servces

People Are Priceless
by Shawna Schuh



We are in the most prosperous time of history. Every day we hear more and more about how well Americans are doing. Unemployment is at an all time low.  People are spending more, investing more and hopefully saving more. I am filled with optimism as I write these words and share this very common fact. At the same time, we are experiencing the rudest behavior we’ve ever experienced in history. Now I don’t have statistics on this, I can only go by what my clients and audiences tell me. I am hearing and experiencing the rudest behavior I’ve ever seen from almost all sectors. It seems that rudeness rules!

I can also turn to the local news media which is printing more and more on the phenomenon that we have left customer service and service in general by the side of the cyber highway. In an article in Business Week titled “Why Service Stinks” Diane Brady makes a pretty persuasive case about why we have become an automated society and why more and more companies are treating us not as individuals but as profit and loss centers. According to this article, the companies of the future, and the present, have a customer profile on each of us to determine if we are buyers, complainers and what our business is really worth. Then they treat us according to those statistics and not by the simple fact that we are human beings and deserving of a little common courtesy and some service.

They don’t even bother to thank us for our business anymore unless we’ve spent over the predetermined profit limit.

I believe all of this is scary and misses a very big point of the power of purchasing; it doesn’t take into account what we will do in the future.

This simple fact gives a huge advantage to anyone willing to go the extra mile in regards to service. Let me say that again. This economy is providing a huge advantage to any service or business that is willing to go the extra mile.

When service and courtesy were common- place and everyone treated everyone else with courtesy and respect, and businesses were glad for any customer, not just the one’s who spent the most; it was more difficult to make it big. That’s why the discounters became so popular. People were willing to give up some service for better prices. We began to bag our own groceries and do our own banking. This isn’t a bad thing and has made life more convenient in many ways. The challenge is that when we really do need some answers from a living breathing person, there aren’t any to be found and even if there are they won’t answer our calls if we aren’t in the upper percentage of spenders. This is where the advantage comes in.

If we are the type of business that can actually answer the phone with a “live” person, answer questions and make a customer feel valued, why would a customer go anywhere else? They wouldn’t of course, and more importantly they may spend more than their profile ever imagined since we’ve hit something no statistic ever has, we’ve touched their heart and mind.

I would never underestimate the power of a person. They are the most unique, unusual and fabulous creations God ever made and if you want to excel in this prosperous economy, then do what the big guns aren’t, take care of your customers with courtesy and respect.

When those low spenders start making money, they will be twice as likely to buy from someone who has treated them well over the big guns who treated them like a statistic.

It only stands to reason that when money becomes no challenge, the challenge is not how much to spend, but where to spend it. Would a person really go back to the company who had no regard for them now that they are successful?

I’m reminded of a friend who was just starting her own business and was treated very poorly by an office supply company. There was a challenge with the fact that her account didn’t have her company name on it yet. (She was using temporary bank checks to buy her office furniture). Well, to this day, even though this friend is highly successful, she will not step foot in that office supply store again.  I would venture to say that this friend now can spend thousands of dollars for whatever she wants and that money will never go to the company who considered her small potatoes in the past.  She will never forget the embarrassment and hurt feelings that she experienced.

So heed this advice on how to polish your relationships with your customers: Never behave towards people from the viewpoint of what they have or can spend. Always treat people by what they will and could spend and you will have a very big advantage over those that use technology to determine a person’s worth. People are priceless. Treat them that way and you will always be successful.


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Shawna Schuh is a People Performance Expert, Author, and Freelance Writer. Oregon-based Shawna speaks throughout the nation on communication, motivation, and business finesse. For a free brochure of services, to reprint this article, or to book Shawna to