If you don’t treat your customers well, they won’t buy your pizza
Here’s a story that happened to me sometime in the past. We were ordering two pizzas from a nearby pizzeria. We only lived like 50 meters away from the restaurant but since the home delivery was free when ordering two pizzas, why bother walking when they can bring the pizzas at your door.
The pizzas were ordered, we had to wait some time before unknown number called my cellphone. It was the pizza delivery guy, and he said “The pizzas are here, come”. I went to get the pizzas. I was wondering a bit why the pizza guy didn’t come to 6th floor but called me – even when the outdoor was open.
I went out and there the pizza guy was. I paid the pizzas and got quite upset response. He started telling how “home delivery was only for those who live far away, not for your apartment building because it’s so close”. And then he went away.
Can you believe this guy? Basically he was saying that “I’d rather drive 3 kilometers to deliver pizzas than drive 50 meters to deliver pizzas”. There are other pizzerias all over the city. Why would I bother walking a single meter when I can get pizzas delivered at home from any (except this one) restaurant I want?
He couldn’t see a forest for just one tree
Although we weren’t (and aren’t) eating pizzas every other day we still order pizzas now and then and sometimes might recommend these pizzerias them to our friends. The pizza guy was thinking just his feet (well, actually – he wasn’t thinking even them) and the $10 he got from one order. If we would make 10 or 20 orders per year we would have been bringing them $100-$200 per year and also recommending their pizzeria to our friends who might have continued doing this, so basically this delivery guy (who was actually one of the owners) lost several hundreds of dollars per year to other pizzerias.
And that only because he likes to drive 3 kilometers rather than 50 meters to meet the customer.
Well, now he has all the time in the world to do that. I won’t be bothering them anymore.