Give WIthout Pause

in 1996I bought something I had wanted for a long time: A Jeep Wrangler. I bought the "Sahara Edition" which came loaded with everything someone buying a Jeep could wish for. I loved it.

The dealership was Brown-Daub in Easton, PA, and it was the finest experience in buying a car I have ever had.

After all the paperwork was complete, and after I had even signed it, the business manager said to me, "Have you graduated college recently?"

I was in my 30s at the time and did not appear to be a recent college graduate. I had, however, just finished my doctorate, which I explained to him.

He said, "That counts. We have a $500 recent college graduate rebate, so I need to re-do this paperwork."

He tore up all the documents and printed them all out again to reflect the $500 rebate that I hadn't even known about.

It taught me a huge lesson about honestly.

And it made me a fan for life of the Brown-Daub dealership.

It's one thing for a car dealer to treat you fairly, since it seems so unusual. (No offense to car dealers, but it's not highly rated in terms of how consumers feel about them.)

It's another thing entirely, though, for a car dealer -- or any retailer -- to make sure you know about a sale, rebate or any other benefit you didn't ask about.

The reason I thought of this is because yesterday someone bought a subscription to my newsletter, Jewelry Selling Insights. They had responded to an e-mail in which I had offered seven dollars off if the customer entered the Coupon Code BIG7 at the order page.

She either forgot, or didn't click "Apply," because her subscription came in at the regular price.

I did not wait for her to contact me. I proactively refunded seven dollars to her credit card account.

I'm not telling you this to pat myself on the back. I'm telling you this because I learned a lesson from Brown-Daub about the right way to do business.

If you're running a special or a sale and someone neglects to ask for the sale price, offer it to them anyway. You just may create a fan for life. And they may just pay it forward.

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