He knows that in retail sales, customer service sets you apart from your competition. Everyone should go the extra mile to become an eagle. Do what others fail to do. Successful people set themselves apart from the masses by making things happen. Success doesn't just come to you - you have to work for it.
Nothing happens until somebody sells something.
That applies to everyone in every aspect of life, including salespeople and job seekers. They mail resumes, then just wait for replies. They don't know what they want. They just hope an employer will find a place for them. They just sit home and mope.