Hello There!
Years ago, when I was managing a retail store, a customer came up to the register with a coupon that had expired weeks ago. Technically, I could’ve said no. The policy was clear. But our registers had this cool feature as part of the Rewards program where we can look up receipts using your phone number.
So, I researched her purchase history on the register and saw all the times she shopped with us. It went back as far as 2011. Then I thought about how many friends and family she told about shopping with us, or how many times she chose our store over other competitors.
What happened next became one of the most important lessons I’ve carried into every business decision since, as a solo professional.
Expired Coupon
So instead, I used my better judgment and said yes.
I honored the coupon.
Not because it was the easy thing to do––but because it was the right thing to do. My goal was for her to trust that we would take care of her. I was looking at the bigger picture of making her a loyal customer, as opposed to the opposite which would’ve been losing her over a measly 15% coupon.
That’s what my business is about—doing right by the people who chose me.
As solo professionals, we can get so caught up in policies, processes, and protecting our time that we forget what keeps our business thriving. It’s the relationships. If there is one thing that retail taught me, it’s the way we show up, respond and serve our clients––especially when it’s not convenient. At the end of the day, it’s what brings them back.
So, what does that really look like in our small business? Sometimes, “doing what’s right” looks like flexibility. Sometimes it’s going the extra mile. And sometimes, it’s simply slowing down enough to see the human being on the other side of the invoice. Everything doesn’t have to be transactional.
Every choice we make regarding our client relationships is like honoring that expired coupon. It costs little in the moment but builds loyalty that no marketing plan can buy.
What we need to keep in mind is that in the end, people don’t come back for the “coupon”. They come back for how we treated them and how we made them feel. And they want to feel valued. As a customer who goes shopping, I like to feel valued as well. I like to be greeted when I walk into a store, I like to know about the deals going on, and I like when an associate willingly helps me when I need it.
The Bottom Line
I just want to do what’s right to keep my clients coming back. I hate keeping score. When we lead with care, people notice. They return. They refer. That’s the kind of marketing no money can buy.
Chuckle of the day! 😂
My favorite kind of math? The kind where a $2 coupon makes me spend $50 more than I planned.
Shamayne Brown is a virtual assistant and the founder of Camp Virtual Assistance.
She works with solo professionals and small business owners who are ready to invest in their business and need the support that she offers.
She specializes in creating email newsletters as well as other admin and creative design tasks.
Click here to connect on LinkedIn.
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