Bizsuccess

Thursday, November 12, 2009
By Pattie Baker

I just ran out to the bank.  I was in a bit of a rush because I needed to come back and work, and what do you know, I ended up having a great local business experience and now, here I am writing about it!  The second I walked into the bank, the bank manager stood up and said, “Welcome!”   The teller referred to me by name.  Another employee asked me if there was anything else I needed.  As I left the building, smiling, I realized that this happens every single time I go to this bank.  And, you know what?  It’s nice.  It’s just plain ole’ nice.  In fact, it’s so nice that I have never once considered switching banks.  My bank, with almost 2,000 locations in numerous states, feels like a small, local business to me, and that is quite an accomplishment in this day and age.

There’s another place to which I go occasionally that gives me a similar good feeling the second I walk in the door, and that’s  Moe’s Southwest Grill.  Ever been there?  If so, then you know what happens when you enter—an employee behind the counter shouts, “Welcome to Moe’s!” to every single person who comes in.  Don’t take my word for it—listen here.

Now, you don’t have to jump up and shout “welcome” to everyone who enters your medical practice, auto repair shop, or salon, but saying hello never hurts and usually helps.  That’s a pretty solid rule of thumb.  Other things to consider—comfortable chairs, a water cooler, up-to-date magazines, enough room for wheelchairs and strollers, a clean restroom, and, more than anything, a noticeable feeling of pleasantness. Get off the phone and away from the computer and acknowledge people.  Give them an idea for how long they may have to wait, and provide alternative options such as rescheduling if the wait is too long or calling them on their cell phones when their car is ready, in case they want to walk across the street and run an errand.  Accommodate them.  Treat them with dignity and respect.  Recognize that strong fragrances (a vase of highly fragrant flowers or a bowl of potpourri, for instance) and loud TVs bother some people, and give them a way to avoid these if you have them in your office or waiting area.

Ask a friend of yours whom your employees don’t know to come to your place of business and evaluate how he or she feels upon entering.  Is the environment inviting?  Is he or she acknowledged? Can he or she identify things that could make the experience more positive?  Take the feedback you get and consider a potential differentiator you can develop that makes going to your business extra special.  For instance, I remember every doctor’s office to which I’ve ever been in my life that had a fish tank.   Kids know that if they go with you to the bank, they get a lollipop. A car wash I used to frequent sold greeting cards so I could always catch up on those late birthday wishes.  I’ve heard of a cleaning service that leaves a chocolate on every pillow.  A hair salon lets little girls choose a barrette from a bowl.  It’s the little things that make folks feel welcome, including something as simple as just saying “welcome.”