BUSINESS MATTERS by MICHAEL WALSH

It was Oscar Wilde who said that anyone who doesn’t judge by appearance is a fool. Well, I hate to disagree with a fellow Irishman, but the latter comment doesn’t necessarily hold water.

We do judge people on appearance, which is not always a wise thing to do. Besides, such an attitude doesn’t add to the credit in one’s bank account.

I recall the story of a character who ambled into an upmarket show home in England’s blue-chip county, Cheshire. The showhouse doubled as a sales office for the local housing development nearing completion.

In fairness, he did look out of place, and to say he was dressed down would be to flatter him.

Seemingly a farmer, his distressed corduroys and shabby jacket set him far apart from the usual jet-set house buyers. After all, this was a top-grade Cheshire property investment where one’s neighbour might well be a celebrity or sports icon.

As the man entered the company’s sales office, two fashionably dressed sales clerks paused in polishing their nails. The scornful pair put the man down when he politely enquired as to the purchasing price and buying process of two homes.

You know what is coming, don’t you? It turned out that he was the multi-millionaire owner of the land. Now, the company’s sales representatives polish their fingernails elsewhere.

The lesson learned: don’t judge on appearance. I know several millionaires, as I am sure you do.

Not one of them could be picked out in a crowd as being wealthier than the rest of us, and two of my super-rich friends look down at heel.

LEFT: Click the picture for more information

In my long experience, those who flaunt their wealth have very little of it, whilst those who do rarely, if ever, advertise it.

If you lose a customer by forgetting he is king, then your business takes a double hit. You lose his custom, and your rival pockets your profits.

If you think the poor man’s shilling is worth less than the rich man’s shilling, you shouldn’t be running a business. Treat all customers with deference and respect. It’s called business.

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