A well-deserved lesson on valuing customers - True story!

Many years ago, during one of the business trips that Orna and I made to America, we held a trunk show in Savannah Georgia, at one of our retailers. On the first day of the show, during a quiet period, a very refined, an elegant lady entered and approached our showcases. The retailer introduced her with much respect and honor. “Isaac, I want you to meet Mrs. Billit, she is one of the most respected ladies in Savannah and our most valued customer”. Mrs. Billit picked up some of the most expensive pieces and said, “I like this ruby and blue sapphire necklace and earrings. I have to rush to an appointment now, but I’ll be back tomorrow to discuss the price.

The next morning while Orna and I set up the jewelry in the showcases, the doors opened and we became busy greeting and serving the customers. After a while, the retailer called me into his office where Mrs. Billit was sitting and said: “Isaac, Mrs. Billit would like to see the jewelry that she saw yesterday”. Excitedly I went back to our showcase to get the expensive ruby and sapphire set, but it wasn’t there. Frantically I looked around and said to Orna, “Mrs. Billit is here! Where is the set?” She pointed to a short, heavyset, poorly dressed woman standing in front of our showcase, and in her sweaty hands was my beautiful and expensive ruby and blue sapphire jewelry. ”Can I have this back please?” I ask her impatiently. “How much are they?” she inquired, holding them tighter”. “Sorry Ma’am, I really need this set back”, I said. “But I asked you how much is it”, she persisted. Irritated by her insistence and not wanting to keep Mrs. Billit waiting, I replied: “Well, I don’t think you can afford this set”. The moment that those words came out of my mouth, I knew that I made a terrible mistake. She looked straight into my eyes as she placed the set on the showcase, then turned and left. I ran back to Mrs. Billit with the jewelry and apologized for the delay. We negotiated a price and completed the sale.

At the end of the week when the show was over, the retailer called me into his office. Somehow I had already guessed what was coming. “I know I was rude to a lady at my showcase. I am so sorry” I said. “Well you should be sorry”, he replied. “Not only because you were rude to her, but because this lady won 432 million dollars in the Powerball last month and just spent hundreds of thousands of dollars with each of our vendors except with you”.

I had learned a well-deserved lesson on how to value customers no matter who they are or where they come from. Never again would I judge a book by its cover.