| Have you ever seen these signs posted in various | | | | American Express cards are most welcome. |
| businesses: | | | | Unfortunately, we do not accept personal checks." |
| -If you BREAK IT - you BUY IT. | | | | A better way for the golf course to |
| -No Shirt-No Shoes-No Service | | | | communicate its rules to customers would be to |
| -We Reserve the Right to Refuse Service to | | | | have the signs read this way: "In order to provide |
| Anyone. | | | | you with a quality golfing experience we ask that |
| -Shoplifters will be prosecuted to the full extent of | | | | all participants follow our rules of golf etiquette. |
| the law. | | | | Thanks for your cooperation! As always, it's a |
| -CLOSED | | | | pleasure to serve you." "We want to keep our |
| -Do not lean on the glass display counter. | | | | clubhouse looking it's best for you! Please clean |
| -NO LOITERING | | | | your spikes before entering. Thanks for your |
| These signs are not very inviting are they? It | | | | cooperation." |
| seems that the owners good intentions have | | | | "In order to keep our golf course in top condition |
| gone astray. A business associate and I walked | | | | for everyone's enjoyment, please replace all |
| into a Mexican-American restaurant for lunch. Our | | | | divots. Thanks for your cooperation!" "We want |
| eyes were met by a sign that read, "Banks don't | | | | you to look your best! Please wear your shirt and |
| make tacos; we don't accept checks." Next to | | | | shoes on the golf course and in the clubhouse." |
| the words there was a sketch of the owner with | | | | The impressions a customer receives when he |
| a scowl on his face. | | | | walks into a business or organization are merely a |
| That first impression had already left a bad taste | | | | reflection of the owner's values and people skills |
| in my mouth, and we hadn't even sat down to | | | | and how he or she chooses to express them. |
| order our meal. What the owner of this | | | | Most restaurants have a sign over the coat rack |
| restaurant does not realize is that the message | | | | that reads, "Not responsible for lost or stolen |
| he is sending out to his potential customers is not | | | | articles." That's what the owner would like you to |
| positive. Actually, it's downright negative. What | | | | believe at least. What the sign is really saying is |
| he's saying is that he doesn't trust his customers. | | | | "We don't want to be responsible for lost or |
| Is this the message he really wants to express to | | | | stolen articles." Legally, they really are responsible; |
| his customers? Probably not. But, he is expressing | | | | they just don't want you to know it. Most |
| it. | | | | restaurants that I have surveyed report that |
| A couple of golfing partners decide to try out a | | | | they rarely have had anyone lose a coat or a |
| new golf course. They walk up to the clubhouse | | | | personal belonging. So, my question is why put up |
| and are met with a barrage of negative signage: | | | | the negative sign? Remember, we are trying to |
| "Clean your spikes before entering | | | | make this a positive experience for the customer. |
| club¬house." "Shirt and shoes must be worn | | | | Negative signs do not help. |
| at all times." "Replace all divots." What the owners | | | | Earl Nightingale used to tell the story of a very |
| of this golf course are doing is setting up a | | | | popular restaurant in Florida that is still in business |
| negative impression before the first ball is even | | | | today. The customers observe a sign over the |
| teed up. | | | | coat rack that reads, "Of course we are |
| Why do these two examples of poor service in | | | | responsible for your belongings when you are a |
| America exist? Because the owners are | | | | guest in our restaurant. So, relax, enjoy yourself, |
| forgetting a very important truth. Charles Lamb, | | | | and have a good meal. Remember, serving you is |
| the great English essayist, said it best when he | | | | our number one purpose. This restaurant has |
| wrote these words, "Darn it, I like to be liked!" | | | | taken a very different approach to reminding its |
| People like to be liked. They don't want to be told | | | | customers that they are important. In so many |
| what they can't do. They want to be informed of | | | | words, the owner is telling his customers that he |
| what they can do. They want to be made to feel | | | | cares about them and that he is responsible. |
| that they are welcome. | | | | After one of my talks during which I mentioned |
| A better way for the restaurant owner to inform | | | | this restaurant, an elderly woman came up to me |
| his clients of the policy of not accepting personal | | | | and asked, "Where is that restaurant located? My |
| checks could be to tell them what forms of | | | | husband and I live down there part of the year |
| payment he will accept. The sign could read this | | | | and would love to visit it. |
| way: "Your Visa, Master Charge, Diner's Club, and | | | | |