Smiling: FREE and easy advertising

Laura is more than a clerk at a small tanning salon located inside a large office building that houses a gym and other small businesses. Laura is the most valuable advertising asset the salon owner has, and he may not even know it. This salon spends money advertising in things like the Yellow Pages, flyers, signs, print, and other media. However, so do the many other local tanning salons. Laura does something, though, that no other salon does. When you walk by or enter her business she is standing up, looks you in the eyes, and shows a big smile, as if to say she is so happy you just arrived. She enthusiastically greets you and makes you feel genuinely welcome. If you have become accustomed to the typical drone like welcome (eyes aimed downward, barely audible mumble, and the icy cold agitated "hi") Laura may catch you off guard. However, if you watch her and her shop long enough you see that no amount of advertising competes with her smile and welcome in bringing in customers.

This reminded me of an article I wrote years ago and wanted to share with you. It discusses a practice that is free and easy, but can have a serious impact on your bottom line. When spending money isn't an option for you as a small business owner, look to the things you can do that make you stand out and attract positive attention without financial investment. Smile at your customers and make them feel welcome. That is worth more than all your advertising.

USE A “TAIL WAGGIN’ GREETING”

Those of you that own or have owned a dog will know what I am talking about. Regardless of how any dog owner feels or acts when she comes home her dog is right there at the door wagging his tail excitedly as if to say “I am sooo glad you are home! I missed you so much!” You may not always be able to count on anyone else in the house to give you such an enthusiastic greeting but your canine companion never lets you down. You feel so good because someone makes a big fuss over you when you arrive.

Now I am not about to suggest that you act like a dog and snap at strangers. However, we can learn a valuable lesson from them in making others feel good thus setting a tone for meetings and calls that will result in a more productive outcome! People want to feel important. They want to be recognized. Many customers feel like nameless numbers wandering aimlessly through your store or call queue. You can change that feeling in others immediately with a “tail waggin’ greeting”! It is really easy.

Stand up when a customer or colleague shows up at your door or office. That action signals excitement. Put a huge smile on your face. Make a sincere, excited statement such as “Hey Mike!! It is sooo good to see you!” Stick your hand out to shake hands or even make a quick soft touch to that person’s shoulder when appropriate. The entire greeting should last up to 5-8 seconds. During that time keep a big smile on your face. Make eye contact the whole time. Show real interest in that person. Those 5-8 seconds will set the tone of that person’s entire visit.

You can do the same thing over the phone. Using your voice properly you can show genuine happiness to have the chance to interact with your customer. That enthusiasm that is directed at them over the phone or in person always helps cool the temper that could be boiling over on the other side of the phone or negotiating table!

Most importantly that 5-8 second investment you are make into others will pay back huge dividends. Customers will feel good around you. They will look out for you because they will want you around. Of course they will, you are the guy that makes them feel good. When you can make customers feel good about themselves their perception of the severity of their problem diminishes and they are ready to listen to your suggestions. Certainly, they will not hesitate to walk past your competitors or forgive smaller losses and keep doing business with you.

Mike Bowman
3-10-05

Do you have a business success story or tip? I would love to hear from you. Email your story to mike@bowmansmoneycollege.com and you may be featured in this weekly column!