Most of us create a framework for our world through assumptions about how the world works. Our assumptions are based on past experiences and what we have been taught. However, in today’s mobile-friendly world, assumptions can be dangerous. At the very least, relying on our assumptions can lead to losing business.
"Your assumptions are your windows on the world. Scrub them off every once in a while, or the light won’t come in."
– Isaac Asimov
Assumptions are a Poor Way to Doing Business
With the ability to work from practically anywhere due to the internet and Wi-Fi, people from many careers often work from home. Working from home means that they may work in their grungiest clothes or even their pajamas. Depending on how eccentric they are, you may even find people shopping in their pjs.
It is amazing how many assumptions people make based on how other people dress. These assumptions can lead to insulting the wrong customer and losing business that you need.
Working from Home
Working from home is not a new invention. In fact, there are several careers that have traditionally been pursued from home or a studio, namely writing, photography, music, art and invention. It is notable that all of these careers are creative endeavors, often pursued by unusual people. The question is, when a famous writer comes into your shop to have their work printed or the next Picasso comes along to have a print made of their artwork, how do you differentiate them from everyone else wearing raggedy jeans and a t-shirt? You can’t.
In fact, if a top executive from a corporation works at home, it is extremely likely that he will work in his most comfortable clothing. Therefore, when he walks into your store, you will see a man in jeans and a t-shirt, someone who looks like they are a college student or an average Joe.
Treating Every Customer like Your Best Customer
This situation is exactly why assumptions are bad for business. With mobile technology, any traveler can be your biggest customer. A paint-covered customer might be a famous artist instead of the house painter next door. And even if they aren’t your biggest client, they might refer her to you if they like how you do business.
"Do what you do so well that they will want to see it again and bring their friends." – Walt Disney
Kissmetrics notes in an article about customer service (https://blog.kissmetrics.com/true-love-with-customers/) that the best thing you can do to make your customer fall in love with your business is to genuinely interact with them. In other words, make every customer interaction a relationship-building one. Develop your customer by how you work with them each time they come in. Even if they are just a college student needing their final paper printed, they could be starting a career that will bring you the best customer you have ever had.
Don’t make assumptions. They are bad for business.