Do you want order takers or salespeople in your business?

Today I was stunned by a completely bland customer experience at a copy shop in Welland.

This copy shop, which shall remain nameless, was on my way somewhere where I happened to need 150 copies of a fundraising flier (legal sized). Since I didn't have those 150 copies, I stopped at this shop.

I've stopped there before, but this time there's new management as the old company that owned it was sold last year.

Anyway, I walk in, smiling. I'm greeted by a lady who asked "Can I help you?". "I need 150 copies of this form on legal sized paper" I replied.

So, the lady dutifully took the fundraising form over to the copier and proceeded to make 150 copies of it.

It takes a little bit of time to make 150 copies. I might have expected a little bit of small talk about the weather (how Canadian) or something. But I was wrong.

I was completely ignored while I was waiting.

Now, I shouldn't be surprised, but here's what I thought might happen.

a) She might have LOOKED at what she was copying and asked what group I was fundraising for. I would have told her.
b) She might have made some comment about how their print shop can design carbonless order forms (it was implied on one of their wall signs) and suggested perhaps we consider those for our next fundraising endeavours.
c) She might have asked if we needed any other things printed - like business cards, flyers etc.
d) She might have asked if I knew anyone else who needed copies or other business printing services.

Alas, she did none of these things, which was sad, because the fundraising efforts might have gone easier with carbonless forms. The organization I'm helping fundraise for just changed their website URL and could use some new flyers with the new address. They could also use business cards. I also happen to be part of a couple of organizations where I'm sure I could think of one or two people who needed printing.

The lady simply took my money, gave me my receipt and my copies (asking if I needed a bag, presumably thinking I could simply tuck 150 legal size copies under my arm and keep them together on a cold, windy & rainy morning) and thanked me.

So, I figure the copy shop made about $10 on a $15 order. Maybe more. Maybe less. It's not really important.

What's important is how much they WON'T make on any future business with me because I don't have any reason (aside from occasional last-minute copy requirements) to go there.

The only way that company can make more money from me - or any of their walk-in customers - is to convince them they need more services that only that company can provide. That means learning more about those walk-in customers by talking to them.

Since the lady at the counter was just an order taker, the company probably won't capitalize on the potential revenue their walk-in customers represent.

Is the same true in your business? Think about it. I sure did.