We’ve all heard a lot about relationships in business. The “R” word is big, whether you’re talking about relationships with customers, vendors, your employees or the community at large. “Selling is all about relationship building.” I’ve heard that about a thousand times – and believe it with all my heart.
Right now I’m involved in a remarkable story that is unfolding in my little beach community – a story about relationships. My part in the story began last summer when I made my first visit to the Café de Paris Bakery on Indian Rocks Beach. The café is a charming little establishment where you can find the most delectable croissants and excellent coffee. I soon became a regular customer and a friend of the French couple who own the bakery.
Somewhat all year long, and especially in the winter season, this area has a strong international flavor. In one day, you are likely to meet folks from many different countries. Some are just here for the sunshine. Others began visiting as tourists and eventually became year-round residents. Sooner or later, most of them discover the Café de Paris. Perhaps they come for the croissants, but they stay because they love the lively conversations, the charm of owners Valerie and Xavier, and the open conviviality they find among the diverse group of customers. Several languages are usually floating through the air with frequent translation attempts, which may be rough but somehow effective with a little help from body language. It is just a great way to start the day.
A few months ago, Valerie and Xavier began talking about the application for renewal of their E-2 business visa. I knew nothing about this process then and know not a whole lot more now.
I did learn that you begin the process months ahead of the renewal date. You need to work with an attorney specializing in immigration law. The paperwork seems to come in pounds. You get notice of your appointment – which in this case was at the American Embassy in Paris – only a few days before you are to be there. The whole family must appear for the appointment.
Of course the consequences of being denied the renewal of the business visa are dramatic. These dear people faced the possibility of having to close their business, sell their home and return to France with their teenage son who was happy in his high school here.
A few of us began helping Valerie and Xavier collect letters and other documentation to support their truth, i.e. they owned and operated a unique business. They give to the community in significant ways beyond their economic contribution. They’ve created a setting and an atmosphere that enhance the cultural diversity of our community.
Soon they amassed a collection of positive letters from customers, from local political leaders and from organizations where they provide excellent catering services. Armed with a file of these impressive letters, they prepared to leave for Paris on Thanksgiving Day. Their last gift before departure was to donate their remaining inventory to the Beach Community Food Pantry. And off they flew to Paris.
A few days later, when I was thinking of champagne to celebrate the renewal of their business visa, I got a call from Xavier in Paris.
“My visa was denied,” he said.
I could hardly believe it and even said the inane words, “Are you serious?”
Unfortunately he was. The reason given was, “your business is not more than marginal…”
And that is where relationships really came into play. Within days, a group of regulars had formed a committee of sorts, calling ourselves “Friends of Café de Paris.” We began meeting to plot out a strategy to help our friends somehow get this unthinkable denial reversed. With Valerie and Xavier still in Paris and on Skype, we brainstormed. We developed a letter-writing campaign. We planned two petition-signing events and hung a big banner across the front of the café inviting everyone to come for free croissants and coffee while they signed the petition. We began conversations with the media. Xavier, Valerie and one of our committee members called a French couple in New Hampshire who had gone through the same traumatic experience, and the outpouring of support from their small town resulted in a reversal of the decision. We had learned about this French bakery through an article in the New York Times.
In France, Valerie and Xavier were drawing support from newspapers and their many friends there. A big article appeared in Xavier’s hometown newspaper. They returned to the U.S. and began to energetically lead the campaign for the survival of their business. They never asked for our help. We felt compelled to help in the name of friendship, in the name of justice – and because they would do the same for any one of us.
So, e-mails and phone calls and in-person conversations have been flying among us all ever since. A major network aired a segment about the bakery five times one evening. Recently, a front-page story appeared in the local newspapers.
You can’t believe how many customers have rallied around this cause. We already have hundreds of signatures on the petition calling on the American embassy in Paris, E Visa Unit to re-examine all available evidence and reverse the Nov. 30 decision.
It seems I heard someone say, “Take care of your customers and they will take care of you.” That phrase is ringing out loud and clear in my brain every day as we all pull together in this cause. I’ll let you know the outcome…and if you want to help feel free to visit www.GoPetition.com and sign the petition “Save the Bakery.”
