No _______. No service.
Nothing sets me off more than a sign like that. I confess upfront, I'm a non-conformist. It is one of my strengths as indicated by my Forte′ Institute's® Communication Intelligence Survey - a survey I use in leadership coaching and one which I believe is essential to leading effectively. My non-conformity is useful when rules need to be broken or when creative thinking is paramount. It is not useful when the rules should be followed. "No parking," I'll be just a minute. "Use other door," why? Thankfully I have my wife and other teammates around me to challenge my nonconformity when it needs to be challenged - to remind me that often, the rules do apply.
Recently I've been interacting with other businesses to make an introduction and, in some cases, buy their products or services. While I've had mostly positive encounters, it is the bad ones that stick out and I attribute each of them to bad leadership. Every organization has a leader and he or she is responsible for the reception a potential customer gets, the signs which are placed on the door or walls, and the messages sent to customers about their own internal challenges. I'm talking about tone. Leaders, not followers set tone. Leaders set tone and communicate messages with every verbal or written word. Here are my greatest hits - the sign, comment, or demeanor, the message or tone that I received, and an alternative.
Message: "If I'm not here, call..." or "Back in 10 minutes." Tone: The inconvenience of me not being here at a physical business, which ought to be open during business hours is yours, the customer. Alternative: Avoid this at all costs. If you have a store, man it. Never place the inconvenience on others.
Message: "We are really busy today." Tone: The problem of our busyness, our lack of planning and preparation is yours not ours. Alternative: "We are going to take good care of you." "We beg your patience." "We'll be just a moment."
Message: "No mask. No service." Tone: Shame on you for not conforming. You're punished. Alternative. "You are welcome here. We are eager to serve you but please wear a mask. We have provided some for you if you need them."
Message: Preoccupied receptionist, juggling your presence with his or her email, phone, or other distraction. Tone: my distraction is more important than you. Alternative: Stand, look them in the eye, step away from your distraction and engage warmly. If on the phone, look them in the eye, smile and silently mouth, "one second."
Unfortunately, there are no shortages of these kinds of interactions today. I'm not for bucking the rules just to buck the rules, and I do not enter an establishment looking to pick a fight. Most people do not. I also know times are tough, but we can do better. While I've loathed them, I have respected and continue to respect mask policies. I don't push back there. But when the first interaction is what I describe above, how should I or others react? Moreover, what does this say about leadership?
I run a business which interacts with customers through multiple means - phone, email, text and in-person. Our tone - treat our customers like gold, like family. They are the reason for our being and it is our job to develop a healthy, enduring relationship with them. I repeat this often and I set a personal example. I do this not only with our customers, I do it with my own people. I treat them like gold and invest time creating a relationship with them. It works.
Make it Personal!
Rob
Rob Campbell