By Chuck Stecker

Imagine being a lifetime customer of a company and being told you really were not the type of customer they were now seeking.  Take a moment and picture yourself walking into an automobile dealership where you have done business for over 30 years – a car dealership where not only you had bought many cars but also had brought your kids and grandkids to buy their cars. Now imagine yourself being ignored. Finally, a salesman who seems fairly new to the business happens to see you and states you are free to look around and let him know if he can help you.

You have this uneasy feeling that things have changed. This is not the old dealership you have done business with for so many years. More importantly, you have the clear feeling you are not even the type of customer for which the young salesman is looking. You may certainly stay and look on your own, but his eyes are on the door waiting for the new, first-time buyer.

Hard to imagine.

Consider a different scenario. Last year I flew way too many miles. As a result, I have what is referred to as “Premier” status. With this status there is a certain level of appreciation for my business. I received a special number to call for my reservations or problems. When I identify myself by my frequent flyer number, the airline representative calls me by name. Another of the “perks” is being allowed to board the flight at the front of the line.

Imagine the airline deciding they needed to give the perks to the first-time flyers. Now the customers who had flown nearly 100,000 miles the previous year would be taken for granted.

Clearly, that is a crazy way of doing business. That airline is not going to be in business much longer if they do not change and honor the customers who had made them successful.

Businesses know the truth. While the exact numbers may vary depending on the industry, it is widely held that it costs a business between 5 and 30 times more to attract a new customer than it does to keep an existing one.

Successful businesses also know that the long-term success of their business is dependent on acquiring new customers while working hard to keep the old ones.

This begs the question – if successful businesses understand these truths, why are well-intended churches being so naïve?

I am passionate about the local church. This may seem like a strange statement from a man who leads a ministry instead of pastoring or serving on staff at a church.

When I hear that a senior pastor has told the senior choir they are “culturally irrelevant,” my heart breaks. This statement was followed up by telling the choir the church is now trying to reach a new generation.

When a pastor tells the seniors the church is trying to reach a new generation, there needs to be a directory of churches available that would love to have seniors who were willing to serve in nearly every ministry of the church.

What is rarely forgotten by businesses is their best advertising is a “satisfied customer.”

It is also important to remember “satisfied customers” come in all colors, sizes, and shapes.

At the beginning of this article I asked you to “imagine.” Now imagine the car dealership advertising more than cars, but their satisfied customers.

Picture a senior proudly telling the world about the tenth car he has bought from this dealership.

Picture the young lady starting her first job and buying her first car.

Imagine the father bringing his son in to buy his first car.

Picture grandparents with their grandchild loaning her the down payment on her very own car.

Imagine the family who just moved to town and needs a new car.

Picture the young couple ready for their first baby who are trading in their small car for their first van.

Imagine the single mom who does not know how she can pay for a car but must have one to work.

Imagine the guy whose car was just totaled in an accident and really needs a friend more than a salesman. Now imagine all these same people at your church.

Some who have been there their entire lives and love their church.

Some who are walking in for the first time.

Some who have just moved to town.

And some who have been in town all their lives, but never been to church.

Some who have come because they had no no place else to go.

Churches must work hard to honor and value those who have been there for so many years and at the same time reach out to those who are desperately seeking answers in a world that can be so confusing.

Churches must be a family where:

  • Every generation has a seat at the table.
  • Every generation is allowed to serve and be served.
  • Every generation is valued and has something to offer.

A Chosen Generation has resources and seminars that can help churches and ministries adjust to the foundational value of honoring and engaging all generations.

 

Chuck Stecker is president/founder of A Chosen Generation and The Center for InterGenerational Ministry. He combines business, military, and ministry experience to help churches and ministries develop strategies to equip leaders and develop intergenerational communities.