Don’t Preach To Your Customers

talk to customers not at themIt is important for any business person and any company to have values. Business is the most powerful tool on the planet and it can make people’s lives better. To do this, and still keep your customers happy and revenue coming in, is a balancing act. One key element is that you can’t preach to your customers.

Starbucks found this out the hard way. The company routinely fights for different causes. They offer their employees opportunities to improve themselves and donate to worthy causes. However, when baristas tried to start conversations with customers about racial inequality it didn’t go as well as they would have liked. Customers felt uncomfortable and didn’t engage. Even when they agreed with barista, they didn’t want to talk about anything beyond their order and small talk. People ordered less because they wanted to leave quickly. The conversation didn’t happen and the business took a hit.

Another bad example is a small vegan restaurant in CT. They support women’s rights. They decided to show their support by posting a rant over the men’s urinal. They expressed their support badly and even the men who agreed thought they were heavy handed and obnoxious.

Support your values through your actions. Treat employees, customers, suppliers, and others according to your values. Promote charities and events that showcase those values. Just don’t beat your customers over the head with them. Even if they agree, they won’t stay your customers.