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Serve with S.O.U.L.

by Mary Jane Mapes    

Excellent service always begins with the first impression. To better understand how you can strengthen the bond with the customer, build the relationship, and increase the personal satisfaction and joy that comes from serving, consider putting S.O.U.L. into caring for the customer at every point of contact, beginning with the first impression.

What It Takes

The S stands for smile. After your overall appearance, your face is the first thing you can do anything about. The minute you smile at someone it says, "Welcome. I like you." And people like people who like them. Roger Ailes, communication coach to Presidents Reagan and Bush, wrote, "The silver bullet in business and politics is the 'like factor.' All thing being equal, we are more likely to vote for people we feel we like." And, we're also more apt to buy from people we like. To build "like" and to radiate with positive energy, remember the line from the play Annie, "You're never fully dressed without a smile."

The O stands for open -- keeping yourself mentally and physically open.

Since mind and body work together, the minute your mind closes as a result of something someone else says or does, your body will follow suit by closing up, too. You don't experience this problem when everything is going your way, but the minute you meet a perceived roadblock or obstacle, such as an angry customer, your mind and body are apt to close, too, if you're not consciously aware of what's going on.

The U stands for undivided attention. We are told that every human being has a need for respect, recognition and appreciation. Giving the customer your undivided attention, from the outset, is critical to granting that basic human need. In person, giving attention means giving them your eye attention immediately. You will never want to make the customer wait for several seconds before even acknowledging their presence. If you are on the phone when the customer approaches, it is still critical that you acknowledge their presence with eye contact and a simple non-verbal signal that you will be with them shortly. Nothing is worse than feeling ignored. After eye attention, it's important to give ear attention. Listening ears and a caring heart communicate openness, honesty, and accessibility…the foundation of transformational communication where the outcome of the interaction is often greater than either party could have imagined.

The L stands for learn. Learn as much as possible about the customer -- their name, their need, and any notable characteristics that let you know how to proceed.

Let's begin with their name. Although in some situations it might not be appropriate to ask for a customer's name, often times it is. Dale Carnegie wrote that the nearest and dearest thing to a person is their name because it is their identify. When we speak someone's name in a caring tone, we give them a positive stroke that helps build relationship.

After discovering the customer's name, it's critical to discover the customer's needs. Listen carefully to what the client is telling you, and ask the right questions to clarify, making sure that you understand exactly what is expected. Questions that begin with the words who, what, when, where, why, and how are apt to get you the most information in the quickest time.

Lastly, listen for notable differences--those signals the customer gives to let you know something about them. Understanding and working with the differences in people is critical to your communication success.

In Summary

When you put S.O.U.L. into your work with people, you give more than your time and energy; you give yourself. And if you are looking to build relationship with the customer, you are the greatest gift you can give.


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Author of self-study learning systems, Kalamazoo, MI based Mary Jane Mapes speaks at conventions and for corporations on winning customers for life, the art of listening, and developing influence. For a free catalog or to book Mary Jane for your next meet