With credit card in hand, I took the refill card to the counter, where the store’s proprietor was at the cash register.

Tersely he said, “Cash?”

“I’m sorry, I don’t have any cash with me.  Do you not take credit card?”  I could see the little electronic credit card terminal right in front of me.

“Debit card?”

Me: “Uh, sorry, I only have a credit card.”

“Fine, slide your card…”

Now, I understand why he balked at the credit card.  Credit cards impose a percentage fee, probable around 2% (worth $2.00 in this case) for him.  Debit cards have a fee which is less expensive.  And of course cash is best.

So by my using credit card, he would earn $2.00 less profit on this transaction.

Previously I’ve used a credit card to buy phone refills at places like Target without so much as a bat of an eyelash.

That was my first visit to his 7-11, and it will be my last. Why?  His reaction left me feeling hesitant to go through that experience again, when a much easier and friendly experience is available elsewhere.

He gained nothing.  In the end, I still paid with credit card, and he missed out on $2.  Worse still, he lost a potential repeat customer (the 7-11 is conveniently located along my daily route).  On subsequent trips, maybe I’d have cash.  Or maybe I’d also buy other items in the store (with higher profit margins) while there to get a phone card.

In this light, it was very shortsighted to be so concerned about a single transaction — especially since this was my “first impression” with his business.  Conventional wisdom says that existing customers are 7-10 TIMES more valuable than new customers because someone who’s bought from you before is far more likely to buy from you (again).

It’s all about your customer’s experience.

If your customers have a good experience with you, they’ll happily come back for more.

If your customers have a GREAT experience with you, that they can’t get anywhere else, they’ll become raving fans and tell all their friends.

Think about your business from your customer’s perspective.  What can you do to give them a great experience?  What can you offer your customers that’s uniquely you?

P.S. Bonus points if you can figure out how I knew the man at the register was the proprietor. 

I went expecting there to be a handful of people — but instead was greeted by a line that extended outside the restaurant and down the sidewalk! The place was JAM PACKED. The spectacle generated a tangible buzz amongst the passers-by. (See photos below!)

There were so many people I was in line for about an hour before I could place an order. But it was well worth the wait! I had a “classic burger” and it was delicious.

I drove all the way from San Rafael, and despite the distance, I will definitely be back. There are few restaurants I can eat at and feel 100% confident about the vegan-ness of the food. On top of it, I get to feel good that I’m supporting something I believe in and voting with my dollars.

Nature’s express is 100% plant-based “fast food” — though it’s not what you might think of as fast food. There’s an appetizingly large variety of options, and includes items like fruit smoothies.

While there I had the pleasure of meeting Dr. Carl Myers, the founder, as well as general manager (and fellow SF Bay Area Vegan Business Owners group member) Molly Patrick, green event planner Karine Brighten, and (vegan) photographer Cathryn Lovecraft.

Congratulations to Nature’s Express on such a phenomenally successful opening!

Nature’s Express
1823 Solano Ave.
Berkeley, CA 94707
510-527-5331
http://natures-express.com

Monday – Saturday 6 am to 9 pm
Sunday 8 am to 8 pm

If you’re in the area, definitely stop by and support this fantastic vegan business!

There were about 30-40 people in line when I got there, and the line continued to grow. (I'm all the way on the right talking to vegan photographer Cathryn Lovecraft.)

Nature's Express founder Dr. Carl Myers gives a brief speech to an enthusiastic (and hungry!) crowd.

In supporting veganism, there are two basic paths to choose from. The first is trying to increase the number of vegans. The second is supporting those who are already vegan.

The first path involves the long and difficult uphill task of changing people’s awareness and thinking. This is what organizations such as PETA try to do. I’ve found that, for whatever reasons,  most people just aren’t ready yet to be so conscious and open-minded.

It doesn’t make sense to try to "convert" people to veganism, any more than it makes sense to convert people to a particular religion. And in-your-face dogma typically backfires.

People are willing to give it a try only when they believe they have come to their own conclusions and feel that the time is right for them — and not a moment before.

Making factual and non-fanatical information available for non-vegans to educate themselves about the merits of a vegetable-based diet is an important part of this.

There are many intelligent and dedicated individuals and organizations pursuing this first path.

I have chosen the second path for myself. I want to help vegan entrepreneurs and businesses succeed.

Why is it so important to me that you succeed?

It’s about making a difference, and beneficially touching as many lives as possible.

There are limits to what I as an isolated individual can accomplish. So to maximize the positive value I can add to the world, I aim to leverage myself through supporting vegan entrepreneurs and vegan business owners. This is the perfect intersection among my passion, experience, and abilities.

When you, the vegan business owner, prosper, you’re in a position to make your optimal positive impact on the world. When that happens, everybody wins.

Entrepreneurs are the life blood of society. Vegan businesses add value to the lives of vegans everywhere. By helping vegan business owners, I indirectly support the vegan society as a whole and help vegans thrive.

At least, that’s my humble goal.