Most of us understand some customers make decisions by price alone; others purchase based on perceived value. Marketing to each type of customers is very different.

When I was in the international trade business, a fast food chain bought large amounts of hamburger meat from Australia and shipped it in frozen food containers. The customer generally requested competitive bids over three months. They made it clear that they would accept the lowest price. For several years we bid for the business and a couple times we landed the work for a quarter or two. However, when somebody was a dollar less; the business quickly went to the lower bid. Customer service seemed to make little difference. A sharp pencil was the only way to make successful bid.

Many of us are bombarded with requests for meetings, many from people we don’t know very well. The meetings probably won’t be productive, at least from our viewpoint. 

Nehemiah encountered this circumstance and he responded with this reply: “I am carrying on a great project and cannot go down. Why should the work stop while I leave it and go down to you?” (Nehemiah 6:3, NIV) Four times messengers brought the same mess and four times Nehemiah gave the same answer, he couldn’t come. (Nehemiah 6:4 NIV)

The use of masks has become a hot button issue for many individuals. Some believe everyone should wear a mask all the time.  Others believe it is a liberty issue and each person should be able to make their own decision regarding wearing a mask. I don’t intend to get into the political issues of mask-wearing. Rather, I want to provide a perspective for businesses. 

The Mayo Clinic has provided the guidance that masks are helpful in reducing the spread of COVID 19. Many state and local governments have issued regulations regarding the use of masks in business. However, for the purpose of this article, I would like to look at mask-wearing from a business owner’s perspective as well as from the perspective of a customer. 

Over the past several months civil unrest has caused substantial damage to private property, particularly business establishments. People ask me how far a business owner should go to protect their property. My perspective is not a simple answer. Above all, we need to seek the Lord’s guidance concerning the steps we should take.

None of us likes losing customers. Over the years, I have had customers take their business to competitors for one reason or another. 

I have always treated departing customers with the utmost kindness and respect.  I strive to make the transition as easy as possible for the customer. I’ve done this for four specific reasons.