Do you remember your first job? I do. My first “real” job was as a college recruiter.

The dreams that I had of reaching out to college students, seeing them choose my college…I was so excited. Never mind that I came into the job toward the end of the recruiting season. My numbers were going to be awesome!

I remember the first student that I recruited. The feeling of accomplishment was overwhelming. I gave that student and her family the royal treatment. No request was too big or small.

The same thrill comes to me anytime I sell a product online or at my booth. “They chose me!” I think, “What can I do to help them further?”

A satisfied customer is akin to a drug high for me. Presenting a product. Closing a deal. What could be better?

I never want to lose this excitement.

Going back to my time as a college recruiter, I realize that I wasn’t the best. My colleagues were way ahead of me in their numbers. But I know that the students I recruited received the best of my time and effort.

Many businesses are too focused on the end goal: meeting their quota. Customers become another tick mark instead of being treated as an invaluable asset. Lots of my business colleagues are on straight commission. They’re often much better at grasping the importance of people to their success.

Comfy, unseasoned “professionals” are the only ones silly enough to ignore the value of great customer service. Maybe a few months of bologna sandwiches and Vienna sausages will wake them up.

The entire economy is in the people business. Clever sales techniques and fancy websites will only take you so far.

A high level of customer service–a great respect for other people–is key.