Character is like a tree and reputation is its shadow.
The shadow is what we think it is;
the tree is the real thing.

—Abraham Lincoln, sixteenth President
of the United States

I get between my customers and any problems they might experience.

Sam Walton, the founder of Walmart, once said that the two most important words he ever wrote were “satisfaction guaranteed.” They were on the company’s very first sign. Customers knew that from the moment they entered the doors beneath that sign, they could feel secure in any purchase they made there. The company stood behind those two words. Their reputation and future were locked together in that promise, and, in my opinion, it’s the main reason why Walmart became one of the most successful companies in history. Simple but brilliant—that’s the kind of stuff I like. Satisfaction guaranteed. Just two words! What a combination; what a smart business plan.

I take a slightly different approach than Sam Walton did, but we come out the same way. I don’t stand behind anything I do for my customers. I stand in front of everything I do for them. By that, I mean I get between my customers and any difficulties they may be having with the products they buy from me. I don’t want them anywhere near problems. My goal is always to shield and protect them from anything bad at all times. In this chapter, I’m going to show you how to do that.

As I said in the Introduction, my first six rules focus on preparation. The next four center on interaction. Rules #11 and #12 are all about closing the deal. This, then, is the second of that last set, Rule #12: Stand in front of everything you do for others.

The Power of a Promise

The way I look at it, taking care of customers is more than a matter of good business sense. It’s a matter of good conscience. I couldn’t go to sleep at night knowing I could have done something to make a customer’s day end a little bit better than how it started, but didn’t, because I decided to either ignore them or get involved in something else. But it did happen to me—ONCE.

Whenever I got busy, which was more often than not, I would sometimes get so focused on making the most of my time that I could disconnect myself from anything else going on around me. While that was a great discipline and asset for me, it could also create a small problem. I remember one instance when a prospect caught me going out of my office, heading to the finance department. He said he had a question for me. I was moving quickly as I usually do when I work, especially when I have a customer in my office. I glanced at him and said, “I’ll get to your question as quickly as I can, but right now I have to take care of what I’m doing at this moment.”

By the time I got around to that prospect, he was nowhere to be seen. I remember the anxious look on his face as I passed him by. He wanted help. I could have stopped, taken one minute, and answered his question, but I was focused on my mission of the moment. I felt bad not because of the potential lost sale but because I had an opportunity to make his day a little bit better than when it started, and I didn’t.

That evening, I gave myself a good lecture for ignoring him. That was not like me at all. “What kind of attitude is that?” I asked myself. It never happened again.

If you ignore someone who is crucial to your livelihood, and you’re right there and know exactly what to do to help them, then what the hell are you waiting for? Where is your common sense?

When I shook the hands of my customers as I gave them the keys to their new vehicles, I complimented them on their purchase decision and reminded them, “Today, you also ‘bought’ Joe Girard.” I made a promise to them right then and there that I would be there for them if ever they needed anything. And I meant it. I gave them my word. I knew what the power of a promise could do for my future relationship with a customer. I also knew how it could backfire on me if I ever violated that trust. Don’t ever make a promise you can’t keep. It will come back to haunt you and kill any chance you have of generating future business or referrals. You must take your commitments very seriously. If you stand in front of your commitments to your customers, they will follow you to the ends of the earth. Watch the Girard touch here.

If ever a customer of mine had a problem with their product, they were instructed to call me first, not the service department. I know what you’re thinking: “What? Why not let them go right to the service department? After all, that’s what it’s for, right?” No, no, no—not in Girard’s world. If they’re coming in for normal service maintenance like an oil change, I probably wouldn’t get involved. But if they’re having problems with their vehicle, I’m in the loop immediately.

The service department (remember, these guys are on my team) understood that all those types of calls were to be channeled to me first. If I’m the one making the promise, then I’m going to be the one controlling what and how that customer is handled. One of my people (I’m talking about the two guys I hired that I paid to assist me, not the dealership) would be the contact point for all my customers. I always got between my customers and their service needs. I left nothing to chance. That’s the way I operated. I was the ONLY salesperson that did that. But listen up! I was also the most successful retail salesperson of all time.

I knew how to keep the customers I had already sold. ARE YOU GETTING THE MESSAGE? This is one of the reasons you bought this book, so pay attention here. Nothing would anger me more than finding out that one of my customers had to come back a second time to correct the same problem, especially one I could have prevented had I been involved. The fact that this had happened on a few occasions is precisely what prompted me to set up my own system for servicing my customers. As far as I was concerned, those customers (that I had already sold) could be lost in the service department if things weren’t done the way they should be.

The entire service department understood my position on customers; I never ever thought of a customer coming in for service as being anything less than a sales opportunity. I’ve always been a firm believer that excellence in how customers are serviced has everything to do with closing sales—future sales! To me, there is no such thing as a “routine” service visit—even for an oil change. All customer visits are special.

Don’t get me wrong here. We had an excellent team of professionals in our service department who I knew could make me or break me. I wanted them on my side, so I took good care of them. As you know from reading Chapter 9, “Stay in Touch,” I respected and appreciated them very much, and they knew it (36 people, wined and dined, every month, by me—and, of course, Uncle Sam). There was nothing they wouldn’t do for me. Those service reps and technicians stood behind me every step of the way in much the same way I stood in front of my customers. We worked together, not against each other (unlike what you often hear about sales and service departments in many businesses). As a result, my customers were always “special” cases. THIS IS A VERY IMPORTANT CONCEPT YOU MUST GRASP. More of the Girard touch in action.

As I mentioned earlier, there were even occasions when I actually paid for parts out of my own pocket for customers on minor service repairs, like a wheel alignment, for example (and touched Uncle Sam for it later with a write-off on my tax return). Even when their warranties expired, I might say to them, “Come see me.” I’d work something out for them. The dealership management thought I was insane for doing that. NOBODY, I MEAN NOBODY, EVER DOES THAT! BUT I DID.

Once again, I was way ahead of the curve on this. Although I didn’t have to do it that often, I remembered that I made a promise to these customers, and I was going to keep it! This small measure of goodwill had a major impact on securing my relationships with them. I saw it as an inexpensive, personalized commercial, tailor-made just for them—chump change (I don’t think I ever spent more than $30 or $40) for building a long-term relationship. They never forgot how I made them feel—special. They jumped back on my Ferris wheel so fast it would make your head spin.

Those customers never belonged to the dealership or anybody else! I was the key human contact they had in that place. That’s the way I set it up. They belonged to me. They were mine as long as I protected them! Period. That’s the power (and reward) of keeping a promise, pure and simple. Winner—Joe Girard! This is so simple and logical to me, it makes me laugh to think that nobody else would do it. Here it is in “Girard-speak”: PUT A NICKEL ON THE TABLE TODAY TO MAKE A DIME TOMORROW.

Nurturing Relationships

I know you know I don’t care for tattoos any more than I like earrings pierced in the tongue. But when someone meets me, they’re introduced to a different kind of “tattoo.” This one shines so brightly, they never forget it—my smile. It’s the one that says, “I LIKE YOU.” They see it in the way I treat them, in the way I follow up with them, and in the way I care for them. Many of my repeat customers (some on their third and fourth vehicle purchases) know the first thing they see whenever they come in to select their new vehicles is the welcoming smile that sold them the first time we ever met. One customer told me they felt so relaxed and at home when they were with me that I made buying a new car feel like a visit with family. I took that as a high compliment.

No matter what line of work you’re in, every time you come in contact with a customer or client you’ve sold something to, or entered into a business agreement with, your goal remains the same—add a layer of glue to your relationship. Never take them for granted any more than you would a spouse, or you will surely lose them. And, yes, you have to work at it. Everyday life may never be as grand or as beautiful as that wedding day, but you must never forget the promise and commitment you made, whether it’s personal or professional. Stand in front of what you said you would do.

A lifetime commitment is never realized because of a single gigantic act. It is attained by never letting up on the constant day-in-and-day-out attention to and nurturing of the little things that make up the whole. That’s what really makes the difference. If you’ve been ignoring this approach up to now, it’s time to get on board! A relationship can grow into the most beautiful tree you ever saw and bear the sweetest fruit you ever tasted for as long as you care for it. Nurturing relationships are at the very foundation of My 13 Rules. They are the way to make living life to the fullest a reality, not an empty dream or wish.

Becoming a Believer

There’s an old saying: “If you want to dance, you’ve gotta get on the dance floor first.” In other words, you won’t get a thing done if you don’t have your mind and your heart fully committed to the task at hand. You must believe in whatever it is you are doing to be successful. The folks at IBM understood this idea very well. They had three basic beliefs that governed everything they did. They started out by first getting everyone in the company on the same page right up front. We’re talking about thousands of people here.

1. Everyone had to respect the individual. Success was achieved by getting all employees pulling in the same direction.

2. They were almost fanatic about becoming global leaders in providing the best customer service possible. They understood the value of customer retention.

3. They expected to achieve all their goals and objectives through the superior performance of all their employees.

There are some people who think company beliefs and mission statements are just there for the amusement of corporate management. The reality is, it’s the people on the front lines who can make or break a company, and that’s serious. What I like about the beliefs IBM adopted is that they all center on the individual. They’re about making believers out of individuals. So what does this have to do with getting customers and other people, perhaps in your personal life, believing and trusting in you? Well, it’s IBM’s second belief that got my attention: providing the best customer service possible.

Once you become a believer in its power, the reward for customer service is customer retention. People will always be grateful for any extra effort or service you give them to let them know how important they are. This is especially true when a product or service you sold them is in question. Now’s the time to “turn that lemon into a peach.” That’s the opportunity to really shine and make your mark. And if you do a little something extra the way I did, they’ll never forget how you made them feel. It’s when they least expect it that makes it special. They know you don’t have to do it! That’s when it counts the most.

Don’t let others talk you out of doing something extra for people you care about. Don’t let their jealousy take you down. Stay away from losers, and separate yourself from the pack. The truth is, when people see how much you believe in what you’re doing for them by standing in front of your commitments, they’ll respond by believing in you. It’s human nature. You don’t need a degree in psychology to figure this out either. “Dr. Girard” has spoken.

Leave a Legacy

Once I got rolling in my sales career, I made up my mind that, when I was through, I wanted to leave a legacy of compassion and commitment to all my customers. And, since most of them came back to me time and time again, I think I did. When you needed Joe Girard, he was there for you. He didn’t “hit you when you were down.” He stood in front of everything he ever did for you. I think I am most proud of the fact that that’s what made me successful. Believe it or not, not everyone agrees with this approach. Some are doing nothing and apparently don’t seem to care much about it.

When I think of the health care and pharmaceutical industries, I can’t help but be outraged at what charges, even for the simplest of services, are being heaped on the majority of American citizens—yes, right here in the USA. What kind of legacy are those industries leaving in the minds of the average person? What about the elderly in our society who have the greatest needs? And what impression are they giving to the young people growing up today? When people have to decide between food, clothing, and a flu shot for their families, the flu shot loses every time. It seems as though no one really cares. In my opinion, the legacy of these industries is clearly one of shame. And, yes, it will eventually take the government to rope them in like all other rogue industries that just can’t find the conscience to do the right thing on their own. Remember the tobacco industry?

Listen, I’m not trying to make a political statement here or get on the case of doctors, nurses, pharmacists, or anyone else in those industries. I know there are very dedicated and wonderful people in all professions. But the facts speak for themselves: when people are going without basic medical services because they can’t afford them, and the profits are stacking up higher and higher in the health care and pharmaceutical industries, something’s wrong with this picture. If I took care of my customers that way, they’d walk so fast I’d be out of business in no time.

How you handle the people you care about most in this world—your family, your customers—has everything to do with whether or not they will stay with you or come back to you. People don’t forget how you treat them. Fortunately, you get to decide your own fate here.

HERE’S THE LESSON: What people will think about your character and reputation in the future is forged now—not tomorrow but right now. What are you doing about your legacy? Here are some guideposts for you to follow:

1. Always remember the time you spend cultivating customers today is the fruit that will keep them for tomorrow.

2. Do thoughtful little things for your customers to remind them you care. Send a birthday card; congratulate them on a new baby or a new job.

3. It is the unexpected little things you do that will register the most (reread Chapter 9, “Stay in Touch”).

4. “Give them what they want—and a little more,” as Sam Walton used to say. They’ll remember you and return your kindness many times over.

Building the Power Reputation

No matter what industry you’re in, your reputation for standing in front of your products or services is the lifeblood of your business. If it isn’t, it should be. It’s the power in your engine. We had a butcher in our neighborhood some years back who was known for selling fresh quality meats. He had been in business ever since I can remember, working hard to build it up to what it was. It became so successful, he moved into a larger facility and expanded his staff to meet the demand. Unfortunately, some of the new hires didn’t have his passion for quality. Pretty soon the reputation of his market began to slip. Some of the meat he was selling was starting to “turn.” Once the word spread, he was finished—“deadski,” as I like to say. None of his regular customers would shop there again. A lifetime of hard work down the drain because he failed to manage his growth and success properly. His business never did recover to what it once was.

If your reputation is suspect, that can put your business “out in the street” in a split second—and that’s for real.

When I say stand in front of everything you do for others, I’m talking about backing up the commitments and promises you made. Your reputation and character are on the line now. Here’s the good news: when a customer or person has a question or issue with a product or service you provided, don’t think of yourself as being in the service department where you work. I want you to picture yourself as though you are standing in front of the sales department door where you work, and you’re about to write up this customer for another order. That’s exactly what’s going on here. This is your opportunity to flex your reputation muscles. You’re servicing them to death so they’ll get in line, one more time, to buy again. You want them leaping onto your Ferris wheel for yet another ride. Close the deal. That’s the kind of power a positive reputation commands.

Here are some things you can do to help stand in front of everything you do for others:

1. Make sure you’re the primary contact for everything your customers or clients need. If it’s a service matter or a product issue, you can send them to someone else if you like, but make sure the initial contact always begins with you. You’re in control. No surprises.

2. Ask yourself, “What’s it going to take to retain this client or customer?” What’s this customer worth to you over the next 10 years? This is a value judgment. Do the math. I’d bet that, in most industries, keeping a customer for 10 years or more will weigh in heavily for “putting that nickel on the table today to make a dime tomorrow.” As you know, I would occasionally put up a little of my own money to keep a customer happy. Does it make sense for you?

3. Make them feel special. Whatever it is you’re doing for them, make sure they know you don’t do this for everyone. Make them feel appreciated. Once you accomplish that, it is they who will appreciate you!

4. Follow up personally. After doctors perform surgeries, they typically contact the patients directly for a person-to-person discussion about recovery and next steps. You should too. Always check with your customers or business clients after you’ve resolved some issue to make sure they’re happy and satisfied. You can’t get your name in their minds too often at a time like that. You must know that all is well.

As you know by now, My 13 Rules apply to your personal as well as your professional life. The power of your reputation works the same way except that it’s even more important here because it impacts a personal relationship.

It should be obvious by now that building a power reputation is a significant step toward establishing the character of who you are and what you stand for in life whenever you are seen or others mention your name. This isn’t about being famous or anything like that. It’s about representing yourself to others with the same honesty and respect you would want from them. When your character achieves that status, your reputation cannot reflect anything other than a positive image. You are now the complete person.

Creating the Complete Person

When I talk about being the complete person, I’m not referring to anything that suggests you, I, or anyone else is trying to become the perfect being. Far from it. We’re all human and subject to making mistakes. My ideas about being a complete person are simply to make you aware of how others see you. When you are interacting with people who are either counting on you to stand behind your commitments or to provide some needed assistance, this is your opportunity to make a difference and step up to the plate. Stand in front of everything you do for others.

It’s one thing to show a caring nature and help customers and other clients through some issues so that your relationship remains intact with them. You should do that. It’s quite another thing to let anyone (prospect or customer) who comes in to see you about something think that “it’s all free.” It’s been said, “If you help someone when they’re in trouble, they’ll remember you when they’re in trouble again.” Once in a while, you’ll run into someone who’ll try to take advantage of you, especially if you develop a reputation for being a person who demonstrates a caring attitude toward others. There are some conniving thieves out there who will see you as a “soft touch” when it comes to getting favors. Be prepared for them. They have only one goal—to cheat you out of something. Trust me, as your success grows, they will come. This is something that, unfortunately, you might also see in your personal life with family and friends. It happens.

As I mentioned several times, I often “gave a little” to help customers out to let them know I cared about our relationship. For the most part, they were all very appreciative. Once in a while, though, I’d run into a person who was interested only in taking advantage of me and not really sincere about being a loyal customer. They were interested only in what they could get for free—nothing else. Even prospects would occasionally come in and ask for free oil changes for the life of a new car as part of the deal because they heard Joe Girard never says “no” (which was not true).

I remember a certain customer who bargained so hard with me on the value of a trade-in car they were putting down on a new vehicle that the sale was almost not worth the time and effort I was putting into it. It was this same customer who, after I provided a free oil change and tire rotation a year later as a way of letting him know I cared about his business, wanted a set of new floor mats thrown in just to see if my interest in him could be stretched a little bit further. I was offended, to say the least, that someone would have the nerve to suggest that, but I handled it with dignity (although I had to shame him a little).

I said to him that I was quite sure a man of his stature was used to high-level business dealings that far exceeded the paltry value of a set of car mats. He didn’t press me on the car mats.

Don’t be a patsy. Here’s what to do if someone comes looking for something for nothing:

1. Don’t be rude or impolite. That’s not who you are. The complete person does not take that approach.

2. Let them know you are flattered that they know of your reputation for taking care of customers.

3. Tell them that all your customers are special people and deserve special treatment. What you do for them is reserved for them only.

4. Close the conversation by telling them you’d love to add them to your list of special people too. Now you’re calling their bluff. The ball is in their court. You’re getting right to the point—“Buy a new vehicle from me”—but you’re doing it politely.

Chances are they’ll walk, but your dignity and self-respect will remain intact.

Or who knows? Maybe you’ll convert someone! That’s the classy way to handle a situation like that.

With family, I think it’s a little bit more delicate. While I firmly believe in sharing what I have with others, you have to be aware that some may just be looking for a handout and will send you on a guilt trip if you don’t come across with some cash. I know there are situations that require more than a compassionate heart, but I have always been a believer in the old proverb, “Give a man a fish and you feed him for a day; teach a man to fish and you feed him for life.” I believe My 13 Rules are very much aligned with this idea—both for you and the people who are important in your life, whether they’re customers, family, or friends. If you do something that impacts the direction of someone’s life positively, there’s so much more to feel good about than simply putting a piece of bread on their table for the moment. The complete person understands this concept very well. Could that be YOU?

Becoming a Visionary

I believe one of the most important reasons to stand in front of everything you do for others is to unlock the potential that lies ahead as a result of seeing the possibilities we’ve been discussing for repeat business, mending relationships, or just plain giving someone a helping hand when they need it most. Each outcome carries its own special form of gratification. Once you begin to see things in this fashion, you’re on the road to becoming a visionary, one who has developed the skill and instincts to think with imagination, or “outside the box” as some people like to say.

Ordinary, predictable, and hard-headed behaviors are not the traits of a visionary. That sounds more like some of the people I worked for during my sales career. I finally came to the conclusion that some things and some people are just not meant to be changed. The stubborn positions of people like that actually made it easier for me to succeed and stand out in the crowd.

As my sales began to grow and grow, I discovered less and less competition. I found myself quite alone because I was so far ahead of everyone else in the industry. Somebody once said, “It’s lonely at the top.” As far as I was concerned, nothing could be further from the truth. I loved it up there by myself. Try it; you’ll like it. I did.

Although I never felt especially gifted, I did know how to “look around the corner.” I anticipated with the best of them. I developed a visionary’s approach to finding opportunity. I dared to put my money where my mouth was when everyone else curled up in a ball and hid. My words to my customers echo in my head to this day: “I will do whatever it takes to turn that lemon into a peach. I will stand in front of everything I do for you.”

No one else had the vision or audacity to do what I did. Yes, I took a risk, but it was well thought out. I knew how people wanted to be treated. I also knew the power of doing something a little bit special for them when they least expected it—no magic, no mystery, just common sense and, yes, vision.

The opposite of being a visionary is being narrow-minded. Everyone in the industry saw what I was doing. I never kept my approaches a secret. It was there for the taking. Anyone could have copied what I did with customers. Unfortunately, many didn’t want to put in the time or make the effort that I did. Some weren’t willing to “give up a little today to make it up and more in the future.”

If you can latch onto this idea of having vision and not be afraid to try some imaginative approaches, you’ll grasp the idea behind why standing in front of everything you do for others is not difficult to do at all. It’s the smart approach.

Girard’s recipe is simple:

TAKE A CUP OF CONFIDENCE

ADD A PINCH OF IMAGINATION

LACE IT WITH LOVE

STIR REPEATEDLY UNTIL THE VISION IS CLEAR.