The Jim Moran Institute
for Global Entrepreneurship

Main

Services
• Consulting
• Entrepreneurial Showcase
• Mentoring Program
• Youth Initiative - Junior Achievement (JA)
• Entrepreneur Roundtables
• Tip of the Month
• Contact Us

Jim Moran Institute
• Meet Jim Moran
• The JMI Staff
• Board of Advisors
• Testimonials
• Major in Entrepreneurship

Resources


• Business Resources
• FAQs
• Related Links

Heading

October 20, 2006

Words, when well chosen, have so great a force in them, that a description often gives us more lively ideas than the sight of things themselves. ~Joseph Addison

No one can deny the importance of first impressions, and the first words you or your staff members use when greeting customers are instrumental in creating a positive one. Sure, it is important to look professional, but it is even more crucial to ensure that the correct words are used.

One of the most commonly used greetings is, "How may I help you?" Another popular variation is, "May I help you find something?" Many customers, myself included, despise this greeting. Whenever I hear it, I have to suppress the urge to scream, "Get away." Ultimately, I just end up saying, "No thank you. I am just looking."

The problem with this greeting is that it is too broad and it does not address the customer's real need. Customers do not walk into a store just to look around. They are there for one of two reasons: to find information about a product or service or to make a purchase. "May I help you?" is just too general a question to pinpoint the customer's real need. Furthermore, it sends the message that the clerk does not understand why the customer is really there. It also tells the customer that they are not there to buy.

A successful greeting acknowledges why the customer has come to your business. For example, at big box building stores, I often receive the greeting, "What kind of project are you working on today?" Notice how this greeting recognizes why the customer is there and initiates important dialog between the customer and the salesperson. Opening this dialog is essential as it builds trust and elicits the critical information needed for the sale of goods and services.

In addition, whenever possible, customers should be greeted using their name. By remembering their name, you send the message that the customer is important and valued. When I go to my favorite restaurant to eat, the hostess always greets me, "Welcome, Dr. Osteryoung. May I show you to your table?" Along with communicating importance, this greeting also shows an understanding of the customer's real need (in this case, food).

Another example of a great greeting is, "Hello, have you been here before?" If the customer has not, the clerk or server now has an opportunity to quickly share a little about the business. If they have, an appropriate response is, "Welcome back. We appreciate you coming back to visit us." In both of these cases, the customer leaves feeling less like a commodity and more like a valued individual.

Another effective way to greet a customer is to initiate a casual conversation. Choose a topic about which the customer would have similar knowledge - the weather, for instance. A salesperson might ask, "Do you think we are going to get any cool weather soon?" Following the customer's response, the conversation can easily transition to the real reason for the customer's visit. For example, the salesperson might follow with, "What brings you in out of the hot weather today?"

Regardless of what greeting your business uses, customer acknowledgment is of the utmost importance. One research study found that nearly 70% of customers believe that no one cares that they stop in. This is not exactly a great foundation for building loyal customer relationships. Without exception, every customer should be greeted within 30 seconds of their arrival.

Now go out and make sure that your business has an effective plan for greeting customers. Remember, greetings should be delivered within the first few moments of the customer's visit. Pay attention to the words you choose, and make sure that they are sending the right message.

You can do this!