Who Is Your Customer? (Hint: It’s Everyone You Meet)

When we think of the word customer, most of us picture someone making a purchase—maybe someone walking into your store, calling your office, or clicking “buy now” on your website. But here’s the truth: your real customer base is much, much bigger than that.

So, who is your customer?
Everyone you interact with on any given day.

That’s right—everyone.

The delivery person dropping off a package.
The mail carrier sliding letters into your mailbox.
The barista who hands you your morning coffee.
The person who calls your business but doesn’t buy anything… today.

Each of these people is a potential advocate (or critic) of your brand. The way you treat them, speak to them, and make them feel—that’s your reputation in motion.

Why This Matters More Than You Think

In business, reputation is everything. One kind gesture, one respectful conversation, one moment of showing you genuinely care—it’s these things that turn strangers into supporters, and supporters into raving fans.

Let me tell you a quick story.

Years ago, I was looking to get a gas fireplace installed. I didn’t turn to Google or check online reviews. I asked my brother-in-law—a delivery driver. Without hesitation, he recommended a fireplace store where he regularly made deliveries. “They always treat me with respect,” he said. “They’re the real deal.”

That was all I needed to hear. I used that company, had a great experience, and then recommended them to my brother and friends. That one referral snowballed into tens of thousands of dollars in business—because they treated everyone like a valued customer, not just the ones signing the cheque.

The Power of Word-of-Mouth

How often do we ask our friends for referrals?

• “Do you know a good plumber?”

• “Where did you get your roof done?”

• “Who did your branding?”

Your reputation walks out the door with every interaction. And every interaction is an opportunity to grow your business—or hurt it.

Want to Be in Business for a Long Time?

Treat everyone like your best customer. Because in a way, they are.

The person you impress today might not buy from you tomorrow—but they just might tell someone who will.

The bottom line:
Be the business that people can’t stop talking about for all the right reasons.
Because in the end, everyone you meet is a customer—or a connector to one.