THE RED BUTTON:
HUMAN EXPERIENCE IS INTELLIGENCE
- By: Anthony del Monte
- November 12, 2024
Uncle Frankie
My Uncle Frankie was a door-to-door vacuum salesman for Electrolux, a company known for its reliable household technology and an army of door knockers ready to demo its products. He was one of the Northeast’s strongest salesmen of new vacuums in the '70s and '80s. His charm, humor, and honesty made him a beloved figure in any neighborhood he canvassed. The ability to strike a chord with a stranger to make your point in just seconds is a dying but important skill in any vocation. It takes courage and confidence to have genuine customer interactions, and in all sales-forward situations, this skill is paramount.
The Red Button Moment
Twenty years ago, my buddy Matt found himself in need of an affordable vacuum cleaner and, as a recent college grad, was on a tight budget. I introduced him to my Uncle Frankie, who recognized his financial situation and gave him a great deal on a used vacuum. He was one of the few salespeople at the organization who recognized the potential for upcycling over 30 years ago. A few weeks later, the vacuum stopped working altogether. Frustrated, Matt complained, “Man, your uncle sold me a piece of junk.” Still confident in my uncle’s integrity, I simply suggested, “Just call him. He’ll sort it out.”
Matt picked up the phone to complain, but Uncle Frankie caught him midstream and simply instructed him, “Turn the vacuum over. You see that red button? Press it.” Just like that, the vacuum came back to life. With a wink in his voice, he added, “Now, send me five dollars in the mail… You won’t, but if I had five dollars for everyone I’ve helped with that red button, I’d be retired by now!” While it was a joke, it was also a lesson. He understood Matt’s situation; he didn’t pressure him for money or try to upsell him on a brand-new vacuum. Uncle Frankie had the knowledge of his product and shared it without any agenda separate from supporting his customer. Matt was a client and deserved an empathetic solution to his needs.
Always Lead with Empathy
This approach goes beyond just good customer service; it’s about connecting. In today’s tech-driven world, empathy is the missing ingredient in building genuine connections. A great relationship builder doesn’t just focus on the immediate; they look for opportunities to strengthen the bond beyond the transaction. Uncle Frankie’s actions established a foundation of deep loyalty from his clients to him and the product he represented.
We traverse our daily lives in an era dominated by technology and immediacy. It’s important to recognize that while AI can provide much, it’s human experience that offers depth. Whether you work in sales, customer support, or run your own business, don’t just be there for the transaction; be there for the red button moments. Those moments turn customers into advocates.
