What an Iced Tea Taught Me about Trust
Much as I try to be clear, focused and present, sometimes I don't notice details until they kick me in the face. That's what happened when I ordered an iced tea yesterday.
I was in a little coffee shop across from the train station in my town, a place I've been many times before. But two things were different yesterday. First, the place recently changed ownership, although the employees remain the same. Second, unlike most days, I didn't order food and an iced tea, but rather just an iced tea.
"$4.25," said the cashier. I blinked twice. That sounded like an awful lot. In my entire life, I wondered, had I ever paid that much for an iced tea? (As a basis of comparison, the same-sized iced tea at Starbucks costs a little over half as much.)
It was early in the morning and I'm not a morning person. Should I say something? I had to do something besides stare at the woman with a confused look on my face. I looked at the chalkboard behind her. It said this:
Iced Tea $3.00/$3.50
"Is that right?" I finally managed, "That seems high."
She didn't blink. "Yes, it includes tax." She was ready for me to leave, even though I come all the time. I know half the people who pass through this place. I always leave a tip for this woman and her colleague, who is almost always the same guy.
"It says $3.50 on the board, and tax wouldn't be that much."
Her colleague looked at the board, and agreed with me, sort of. "We have to change the board," he said.
Neither one of them apologized or offered to charge me the price it actually said on their price list. The cashier just stared at me.
I took my iced tea and left quietly, but it's been bothering me ever since.
The new owners of this shop probably figure they need to raise prices to stay in business, because the old owners didn't do so well. In fact, they were in such a rush to raise prices that they simply told their employees the new prices, rather than actually taking the time to change their menu.
The employees never even thought that it might be a problem to start charging customers more than the menu says.
They also were so oblivious to the way that business works that they never apologized or expressed regret.
No matter whether you sell candles, cars, or consulting... your prices must seem fair to your customers. They must trust you to do the right thing. Likewise, if you manage other people, you must trust them to do the right thing for your customers.
When trust disappears, it becomes impossible for people to do business with you. I realized yesterday that trust is MUCH more important than money. I can afford an expensive iced tea, but I can't afford to live without trust.
What do you think? Am I over-reacting? I'd really like to know, and to hear your own experiences.
Bruce Kasanoff is a ghostwriter for entrepreneurs. Learn more at Kasanoff.com. He is the author of How to Self-Promote without Being a Jerk.
Project Management Professional
10 年Is it not a wonder that in an era of 'Dont care' approach,TRUST overrules others ??
President, Carolina Bomanite Corporation
10 年Bruce, as the customer we can make the biggest impact. You just did by telling several thousand your experience with that coffee store. Don't believe I've read an article on LinkedIn about the glowing value of a Starbucks Ice Tea or there overpriced coffee!
Sr. Field Land Agent at Contract Land Staff / Master Peace Officer
10 年Not so much a trust issue rather a price gouging issue and not to worry they won't be there long with that attitude and let's get real a little water and tea is cheap come on people what happened to customer service and loyalty of a valued customer charge a fair price for the tea your not gonna get the 4.50 again I bet that and when word gets out you will wish you would have charged a buck for it and would have had a customer that would have returned to purchase more
Managing Partner at Automation Prototypes [email protected]
10 年I agree with the post, but not sure about it being all about trust. More about business attitude? I once frequented a place in Houston and knew the owners quite well. They sold the restaurant and one night a frequent customer came in and presented a gift voucher good for $100 for his table of 6. The new owner said they were not going to honor the voucher because they didn’t issue it. After a bit of a debate, the customer walked out with his guests and the new owner just shrugged and said some comment about it being not his problem. Well, I knew that customer. He came in and bought dinner 1-2 times each week, entertaining clients and probably dropped $200-400 each time. He’ll never come back and I never went back after watching. I think it was the business owner’s attitude that killed the goose, although I wouldn’t have trusted his ethics in the future as well.
Automotive Service Consultant at Infiniti of Lynbrook
10 年I don't think that your over reacting. I, too have noticed that when a business makes a mistake they do not apologize or offer a compensation of some sort. I guess they think "it does not matter if we lose, one another will come." I say, but for how long before people stop coming to your business. Companies need to train their employees for proper customer service.