The People Business - Highly Profitable

"Things change. People don´t"
"Companies don´t do business with other companies. People do business with people"
Two phrases that have stuck with me for years.

As human beings we have our personalities and our values. Those are difficult things to change.
Meanwhile we see the world as we know it, change around us every second. New apps, tools, ways of doing business pop up around us as we speak and we´ll pick them up, try them out, see what works...

Our basic values that most of us share, haven´t changed...and will not change. Things like wanting to be treated well, appreciating good customer service, wanting to be loved, smiling when somebody presents us a great deal.
But what have changed and even more - will KEEP ON changing is the environment, the place where we spend time, the places where we do business, the platforms we use, the approach we take.
Companies and businesses that don´t adapt these changes will lose, period. Companies that don´t understand the value of changing to meet the customers needs will go out of business.

As a customer I now have more choices where to spend my money than ever before. I can pick in between 100 types of cereals in the food market, 10 places to buy my cocktail dress, 20 different gyms to do my spinning lessons and hundreds of restaurants to have dinner on a Friday night.
Each of them can set up a Facebook page or a blog in a matter of minutes, but not each of them will show me that they care and that they are willing to step up for me as a customer. Far from all of them know how to change the way they do business to fit the customers needs.

It´s true that the customers are more in power than ever before, but we are still human beings with feelings and empathy. That said if a company surprises me and gives me something extra to do business with them I DO feel like I owe them a little bit of my time or money. It´s an opening to give me a first sweet taste of that the company is about, what´s their mentality, are they NICE PEOPLE?
Behind that desk is there a person doing her job just because of the monthly paycheck or is there harmony and love in this house?
That guy in the super market yesterday, who helped me find exactly what I was looking for, I simply COULD NOT walk out without buying something, even though my initial intention was to just have a look. He really wanted to help me find what I was looking for.

I got a free invitation to try out a new gym (DIR Tusets) the other day and not just that, the nice girl at the reception called me up and said I could come back and try it out for free again, anytime I wanted to!

On the other hand I bought a pair of 200 eur headphones (Beats By Dre) 2 weeks ago and signed a 3 year insurance with FNAC (where I bought the headphones).
A small accessory part that probably costs 5-10 eur (the ear hooks) broke in the moment of putting them on and neither the FNAC or the brand (MONSTER) offered any type of help. Makes it highly UNLIKELY I will recommend this brand or the store to anyone I know. Makes it LIKELY I will feel the need to spread the word to warn other customers by tweeting or posting on Facebook about it, remembering every time I pass the store "This place does not deserve my time or my money".

Think about the small cost for them to get my blessings and loyalty and the massive damage this treatment can cost them if they pass on me.
The gym will get my sweet words, a blog post and possibly a new customer.

The customers are in charge and we want basic things in a complex and technological environment.
The trick for businesses is to figure out that environment and combine it with the voice and atmosphere of people.

This is a mentality that businesses have to adapt.
It´s about the details, the small things, the points that make the business human. Because people do business with people.

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