Words are powerful tools that can either make or break a business conversation. Every word spoken in a conversation carries a certain level of weight and impact that can either help strengthen relationships or break them down. That is why it is so important for business owners to choose their words carefully in every conversation they have, even the “easy” ones. The language used in business conversations can greatly affect how a person perceives and interacts with a business. Using positive and encouraging words can help build trust and establish a strong relationship with clients, while negative words can push them away. Business owners must be empathetic and understanding when communicating with clients to create an environment of trust. 

Perhaps the easiest place to start refining your conversational language is with pleasantries. Some may classify this language as “small talk”, however there's nothing small about the impact of this type of conversation on the dynamic between you and the person you are speaking to. Taking the time to connect with people on the human level strengthens your relationship with that person in a variety of ways; creates trust, encourages vulnerability, displays reciprocity, and generally humanizes the entire conversation. These are all important components required in a successful sales process, and more importantly, a successful relationship dynamic. 

Pleasantries are more than just idle chit-chat. They are an opportunity to showcase our core character and values. The difference between “yes” and “ya”. The use of “sir/ma’am”, or “miss/mrs./mr.”. The difference between “can I”, and “may I”. There are several nuanced speech patterns that can impact the subconscious perception people have of you and your business in conversation. Some of these speech patterns may be influenced by culture, background, or region. For example, in the southern regions you may hear someone say, “Thank you kindly, ma’am. We sure do appreciate y’all.”, and that would be considered respectful, friendly, and professional. Whereas, in the northern regions, you may hear that same phrase said, “Thank you very much, Karen. We greatly appreciate you and your business.”, and that would still be considered respectful, friendly, and professional. It is interesting to note though, that if the southern phrase was echoed in the northern region it may be considered informal or “too cowboy”, and if the northern phrase was echoed in the southern region it may be considered cold or impersonal. 

Beyond the cultural and regional differences in our speech patterns, lies our intent. If you intend to pitch someone a sale in a conversation, that is exactly how you will be perceived. If you intend to help someone by filling a need, that is exactly how you will be perceived. On the same token, if you love and care about what you’re doing, it will radiate from you. If you’re indifferent about what you’re doing, or even if you actively dislike it but are willing to do the bare minimum, you may not impact the conversation one way or the other; which means you definitely won’t wow them.  

The wow factor is a fundamental part of customer service, which is well-represented in the fast-food industry. Yet at its core, customer service is the same as client service. One such example of this cross-over that came to light for me in my early twenties, has stayed with me throughout my professional journey. I was working for a national fast food chain and our area had just been assigned a new area manager, who had transitioned from Chick-Fil-A, Marge. Her first act as new area manager was to promote me to store manager, my first high level management position. We had an instant connection through our mutual understanding of and passion for business and customer service. I knew right away that this would be someone I would learn a lot from. At our first managers meeting with all of our area’s store managers,  Marge started off talking about the company’s core values, uniques, and brand. From there, she highlighted customer service, which spanned through the entirety of the company’s foundation.

Marge brought with her a (publicly shared) foundational piece of her previous company’s customer service scope. She told the story of a wow moment that happened to Chick-fil-A’s founder, S. Truett Cathy, that changed the core culture of their customer service. Mr. Cathy was staying at a Ritz Carlton, and when he said “thank you” to an employee there, he was surprised when the response he received was not “you’re welcome”. Instead, the employee looked at Mr. Cathy, and said “my pleasure”. Mr. Cathy remarked those words as what made the Ritz Carlton stand out as a luxury establishment, and he implemented the nuance as a customer service expectation in his company. 

Still in my youth at that time, I definitely heard Marge’s story, but I did not grasp the impact of it until I started putting it into use. Every customer interaction I had where someone thanked me, I would reply “it’s my pleasure!”, and every time I would see that wow look on their faces. It never failed to make my day, to make their day. While “you’re welcome” is a customary response, it really is just the bare minimum, and doesn’t convey that positive intent we spoke about earlier. When you love and care about what you do, your natural response should be that it is your pleasure, because you should be taking joy in what you do. And when that’s your natural response, your customers will feel that love and care you have for your role and the business.

As we guide business owners on the road less traveled, we know the importance of building meaningful relationships with the right people (our clients). Crum Consulting is proud to serve women, the LGBTQIA+ community, neurodivergent individuals, and other minority communities, because we know that diversity is what makes our world beautiful. We believe that everyone has a voice worth hearing, and we're here to help amplify that voice. Whether you're just starting out, or you've been in business for years, we're here to guide you on your journey on the road less traveled. So let's connect, and let's work together to create something truly amazing.

When you’re ready to take the next step, it would be our pleasure.