Cresencia Chiremba
Nowadays, receipts, guarantees, and ID copies have become the currency of trust, Dumie’s experience at Electro Sales Hardware reads like a quiet miracle. It’s the kind of story that doesn’t make headlines—but should.
Because in the heart of it lies a truth we often forget: sometimes, the best customer service isn’t about policy. It’s about people.
Dumie had walked into the store casually, drawn by the sight of Jojo tanks lined up for sale. He wasn’t there to buy—at least not yet.
He was heading out of town and simply wanted to inquire about the price. But in a moment of light-hearted banter, he turned to the manager and said, “Can’t you just give me one? I’ll bring your money when I get back.”
It was a joke. Or so he thought.
The manager looked at him, puzzled. “Manje I don’t know you,” he said. “How would I know kuti you will pay?”
Dumie replied, “Just trust me.”
And the manager did.
No chitupa. No deposit. No paperwork. Just a handshake and a promise.
Dumie left with the tank. And true to his word, he returned after his trip and paid in full.
The manager had taken a risk—and it paid off. But more than that, he had made a statement: that trust, even in business, still matters.
This story isn’t just heartwarming. It’s a masterclass in customer experience.
The Human Element in Sales
Sales is often taught as a numbers game. Know your product. Know your pitch. Close the deal. But what Dumie’s story reveals is that the most powerful sales tool isn’t a script—it’s sincerity.
The manager didn’t know Dumie. He had no reason to trust him. But something in that moment—the tone, the honesty, the simplicity—made him choose faith over fear. And that choice created a customer for life.
When businesses treat customers like transactions, they lose the opportunity to build relationships. But when they treat them like people, magic happens. Dumie didn’t just buy a tank. He bought into a brand that saw him, heard him, and believed in him.
Service Beyond Policy
Most companies have strict policies for credit, lay-bys, and deferred payments. And rightly so—systems protect businesses. But rigid systems can also choke opportunity.
What made this experience exceptional wasn’t the absence of policy—it was the presence of discretion. The manager didn’t break rules recklessly. He made a judgment call. He weighed the risk, trusted his instinct, and chose to serve.
That kind of service requires emotional intelligence. It’s not something you can automate or script. It comes from experience, empathy, and a willingness to see beyond the surface.
Trust as a Growth Strategy
Trust isn’t just a feel-good concept. It’s a growth strategy.
Customers who feel trusted are more likely to return, refer others, and become brand ambassadors. They’re also more forgiving when things go wrong. Because trust creates goodwill—and goodwill is the cushion every business needs.
In Dumie’s case, the manager didn’t just make a sale. He made a statement. And that statement travelled—through Dumie’s story, through this article, and through every person who reads it and thinks, “I want to shop there.”
Lessons for Business Owners
1. Train for discretion, not just compliance.
Empower your staff to make judgment calls. Give them the tools to assess risk and the freedom to act when it feels right.
2. Celebrate trust stories.
Share moments like Dumie’s in team meetings, newsletters, and social media. They reinforce your brand values and inspire others to lead with heart.
3. Build systems that allow flexibility.
Not every customer fits the mould. Create pathways for exceptions—especially when they’re backed by sincerity.
4. Follow up with trust-based customers.
A simple call or message saying, “Thank you for honouring your word,” goes a long way. It turns a transaction into a relationship.
What Customers Remember
Customers rarely remember the specs. They remember how they felt. Dumie will never forget the moment a stranger trusted him. That feeling—of being seen, respected, and believed—is what keeps people coming back.
In customer service, we often chase perfection. But sometimes, what people need isn’t flawless execution. It’s faith.
Dumie’s story reminds us that trust isn’t naïve—it’s transformative. And in a world that’s increasingly automated, impersonal, and guarded, choosing to trust might just be the boldest business move of all.
*Cresencia Marjorie Chiremba is a Marketing, Sales & Customer Service Consultant. For Suggestions and Training you can contact her on: Email: info@customersuccess.co.zw; +263 712 979 461 / 0719 978 335 / 0772 978 335