On a recent vacation, my wife and I walked into a gift shop. One of the first things we saw was a sign reading, “You break it, you buy it.” A bit later, we came across another one reading, “Do not lean on the glass display counter.”
The owner of that gift shop may not realize it, but signs like those convey a negative message to the store’s shoppers far beyond the actual meaning of the words. What they’re really saying is that the store doesn’t trust them.
Is this the message the proprietor really wants to send to potential customers? Probably not, but it’s being sent nonetheless.
Small business owners who post signs like these are forgetting a very important truth. Charles Lamb, the great English essayist, said it best when he wrote these words: “Damn it, I like to be liked!”
Everyone likes to be liked. No one likes being told what they can’t do. Conversely, people do like hearing about what they can do and being made to feel that they are respected and welcomed.
A better way for the shop’s owner to communicate these cautionary statements might be, “These items are delicate, please ask for assistance,” or “Since this display counter is made of glass, please don’t lean on it.”
How about the sign that appears on many a store door after hours? It usually just reads “Closed.” That sounds cold and insensitive; it certainly doesn’t sound very inviting.
Why not try something like this instead: “Unfortunately, our store is now closed. Our next opportunity to serve you is 8:30 a.m. We look forward to seeing you then.”
How can your business avoid giving customers a negative impression through signage? First, call a meeting of all the employees and solicit their honest opinions. Ask them, “Do any of our signs or store policies seem unfriendly or alienating to our customers?”
“No one likes being told what they can’t do. Conversely, people do like hearing about what they can do, and being made to feel that they are respected and welcome.”
Take good notes on the feedback. Ask your customers the same question, then compare the two sets of notes. Based on that input, brainstorm with your employees how you might change or modify those signs and policies to sound more welcoming.
You can also complete the following exercise with or without your staff:
#1: Identify three signs you’re currently using in your business.
#2: Ask, “Does each sign get its point across in a positive way?”
#3: Ask, “Which signs can be improved upon, and how?”
You may not be able to make every bit of your messaging completely positive, but what changes you do make will be well received by your customers. You’ll begin setting your store apart from the competition as a fun, friendly spot to visit, and not a prickly place where customers feel they must walk on eggshells.
