At 8.30 am a wealthy client (on his way to make a presentation to the local council at 9 am) walked into a store that sells photocopiers. They also provide a copy service. He wanted to make a back-up copy of his lengthy presentation.

The shop appeared to be open - doors unlocked, lights on, etc but the young lady who met him said she couldn't do photocopies until 9 am because that's when the copy centre opened for business.

He went two doors down the road to the Council Library and did them himself at 10 cents per page, spending $11.00.

Guess where he won't look for his next copier?

Two men walked into a bakery / coffee shop at 4.45 pm and asked for two coffees and two slices of cake. They were told they could only have the cake to take-away as the shop closed at 5 and coffee took too long to make and drink.

They left.

The point is that the two men were local council aldermen and the Deputy Mayor owns the shop.

The owner of a local cafe went on holidays and hung a sign in the window "Have taken 10 days holiday. We knew you'd understand". I understood. I went around the corner, discovered a new cafe that has given me a voucher for a free coffee for every four I buy. I'm going there again.

How's this in contrast?

My lawnmower man was driving down my street on Sunday and saw me pruning some bushes in the yard. He stopped, grabbed his chain saw and started to help.

I asked him how much he wanted and he said, "Nothing mate. I was on my way to the tip and the trailer isn't full". He knows the value of a customer - he's cut my lawn on average 20 times a year for the last five years.

I pay him $25 per mow - that's over $2,500 over five years so I guess a free load to the tip wasn't that much to give away. He saved me having to borrow a trailer and spend my afternoon going to the tip. He's got a lot more $25 coming his way!

Such a little thing but what cost and what benefit?

Take a look at the silly things you do that cost you money and fix them!

? James Yuille, Brisbane, Australia, 2004.

About the author:

James Yuille is a sales and marketing consultant and trainer with over 32 years experience. He is based in Brisbane, Australia. His free weekly sales and marketing newsletter provides topical information for business owners and salespeople. Find out more at http://www.jamesyuille.com