Guerrilla Marketers understand that customers and prospects are constantly judging their actions. Your image is constantly on the line. One negative can undermine months of hard work and customer loyalty.

Tonight, at a "neighborhood" type of franchise restaurant, I had an experience that really soured my meal.

Upon arriving at the front entrance, I was pleased to see one of the hostesses come out and hold the door open for my wife and I. She greeted us with a warm and friendly, supposedly sincere, "Hi!"

I was really impressed. "What a nice touch," I thought. I was very flattered that I turned to her and thanked her.

Unfortunately, instead of replying "You're welcome," she responded with an equally enthusiastic "Hi!" that she delivered without even looking me in the eye.

Her thoughtless response undermined the good feelings that her opening the door had generated. Instead of being treated as an "individual," I felt she was simply going through the motions and not even present at the doorway.

Don't allow a "habitual" or insincere comment to undermine your otherwise friendly and sincere way you treat your customers and prospects. They're individuals--each and every one of them!