The Customer is always right….Except when he isn’t…
As part of my continuing series on markets and customers, I would like to tell you about another entrepreneur who was determined to change his customer. Unlike Bob from the last blog who was content to live with his books, this entrepreneur, Luis, has been fighting to convince customers that he was right and they needed to change since the day he opened his doors.
Luis was a Portuguese immigrant to Canada in 1980. Luis was a bright, energetic and enthusiastic young man eager to make a life for himself and his family. He came over to Canada as a pastry chef. His family had been bakers for generations in Portugal and despite his rather Neadrathal like appearance, Luis was rather artistic when it came to decorating cakes.
He started off living in Leamington, Canada, working for a baker there who sponsored him. Within a few months, knowing some contacts in London, Canada, Luis moved there. Always dissatisfied working for others, Luis changed jobs every few months, much to the chagrin of his wife and young family. Finally, in 1986/7, Luis took over a Latvian bakery and began working for himself on weekends (still doing construction during the week to supplement the family income).In 1989 the bakery was forced to re-locate due to a zoning change and Luis bought a new home and bakery in Aylmer, Ontario Canada where he has been ever since.
Luis makes what we would call today artisan bread. The bread is made with flour, salt and water-nothing more. Fashionable today, these loaves in the 1980’s resembled a cross between a flatbread and a rock. Despite this, Luis peddled his wares at area markets. He haggled with customers, yelled at them, insulted them and kept coming back for more every week. For a few years he tried retail-delivering to area health food stores and supplement stores. When one of them went broke–owing him a large amount of money, he swore off retail in favor of farmers markets and flea markets where he could sell directly to customers.
What makes Luis unique? Well for one, he has never changed his product in nearly 30 years. He has added lines, detracted products, changed recipes slightly, but the core product has never changed. His selling style resembles old world Arab market (think yelling and haggling) crossed with a pushy car sales man. People either love him or hate him. He has adapted his “pitch” to go with the times. In the 1980’s-1990’s the pitch was “diet bread” no fat, sugar, milk or oil…..the magic fix pill that would make you lose weight. In the late 1990’s to 2000’s healthy bread-with no fats or oils, that would let you take charge of your health. From the late 2000’s onward he has been peddling artisan breads with no additives or preservatives that supports the small business owner.
Over time has his product changed? Not really. Instead he uses language of the times to “re-invent” himself and keep his product relevant. He is still in business, fighting with customers who disagree with him, pushing his product onto unsuspecting passer-bys. Is he happy? Yes, 99% of the time he loves what he does. He is eccentric and his work environment permits him to be eccentric.
Luis, fights with his customers to make them understand why his product is relevant. Everyweek he fights. For some this would be exhausting, but for Luis, this weekly fight is what motivates him, what drives him. At heart, he loves people (“I am a lover, not a fighter” as he would say). He is known to be yelled at to keep him quiet. However, despite all of this, he loves what he does. He is passionate about bread and never hesitates to educate customers about his product, about bread, about why you should be passionate about it. He does not let the customer dictate what product he should sell, rather he fights with the customer, changes his sales pitch and educates, until the customer exhaustedly agrees to buy a loaf just to shut him up. The funny thing is, most customers come back a second time, a third…etc. He knows he just has to get them to take one loaf. A few have put up with him for nearly 30 years, others tire of his ways, and only come back occasionally. Does Luis care? No. He knows the world is full of customers, they just have to be convinced and he will go on “convincing” till the day he stops baking.
As an aside, there is much more I could tell you about Luis–enough to fill an entire book–and that book would be called ” A Baker’s Daughter” –yes he is my dad and probably the reason I am a passionate entrepreneur today.
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