I overheard an exchange at a local small business. It went like this:

• Will those be back in stock next week?

• Maybe.

• Really? Oh! That's wonderful. Can you please call me when they arrive?

• I can…

It’s the way the shop owner said “I can” that was telling. The word “can” was up-and-down sing-song in a way that conveyed, “I can, but I certainly don’t want to do that.”

The customer seemed surprised by the tone.

I know that brick and mortar shops face all kinds of challenges, particularly when so many goods are available online with next-day shipping.

But interacting with customers face-to-face is an opportunity where shop owners have the advantage.

Replace the reluctant “I can” with a cheery “I’d be happy to do that” and you win the valuable loyalty of a customer.

If someone has left her home and traveled to your store with a willingness to buy your wares, show appreciation and serve her well.