One weekend we went to a higher end electronic store because he wanted to purchase a stereo system. We walked in, him with enough money in his pocket to assemble any system in the store, and started to look around. After 15 minutes in a store that was empty save for 3 salesmen, he decided that since no one was interested enough to greet him, that this store didn't need his business. We left and purchased an expensive sound system somewhere else. (In addition, when he later custom built his multi-million dollar house, the first store was not considered for the electronics in the new house). While we were driving to the next store, we agreed that the salesmen in the first store had judged him to not be worth their time due to his attire. He obviously wouldn't have the means to purchase anything from them. They all lost a significant sale and some return business.
What they could have done better:
1) Never assume your customer's ability (or desire) to pay based on their current attire or appearance. In retail, you really cannot afford to judge a book by it's cover. Not only could that jeopardize your current sale, it may potentially ruin any future business.
2) Always treat every customer with respect and as a potential new client. Even if they aren't, they have friends and co-workers who may be. If they are treated well, all those people will hear about it and if they are "shunned" everyone in their world will hear about it.
3) A friendly, courteous greeting and helpful service should be given to everyone.
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