Laugh With Them,

By Barbara Mangini

It was one of those days when I had a lot of errands to run and business to do. My first stop was the printers, where I would drop off some fliers I needed printed in a hurry. I approached the counter and noticed a large sign hanging on the wall behind the salesperson who greeted me. The sign had three cartoon characters bent over laughing. The caption read, “You want it when?”
My expectation of getting my fliers quickly diminished. I sheepishly asked, “Can you have these done in three days?” She said she could, and even though she said it with a smile, I felt like an imposition instead of a valued customer.
The next stop was to get a haircut. I had seen a stylish cut that some of the stars were wearing featured in a fashion magazine. Although I didn’t look anything like one of the stars, I thought my hair had the same texture and that it would be fun to try something new. I also thought I’d try a new salon in town, one with a reputation for their fabulous cuts.
When I arrived at the salon, the stylist introduced herself and led me to her station. Leaning against the mirror was a large sign that read, “I’m a beautician, not a magician!”
Suddenly I was ready to settle for the same old style.
Angry with myself for not walking out of the printers, and for allowing the salon sign to intimidate me, I decided to treat myself for lunch. I spotted a café, walked in, and waited to be seated. There was an open menu displayed so that people who were waiting could study it. Next to the menu was a large mousetrap. In the spot where the cheese would lure the mouse to have his neck broken was a note that read, “Place special requests here.” I walked out.
I keep asking myself what’s wrong with these companies. At a time when all studies show that consumers desire to feel special, why are employees having fun at the customer’s expense?
I’m reminded of an interview I once watched on television. The legendary comedian, Milton Berle, was asked, “Why do you think comedians like yourself, Jack Benny and Alan King met with quick success?”
Berle answered, “Because we laughed at ourselves, not at the audience.” I am a proponent of laughter in the workplace. Work should be fun, but not at the expense of your audience, the customers who pay the bills.
Home based agents who invite customers into their home offices should remember that signs reflect attitudes. A sign reading, “I’m here to make your travel dreams come true,” is always better than a play on words like, “We want you to go away.” Even tag lines on business cards should be complimentary. “Get out of town” tells a different story than “Meeting your travel needs.” Messages meant to be cute can come off as sarcastic.
And, a word of advice for home based agents who only do business on the telephone or in person: Give customers the impression that your customer base is intelligent and appreciated. Sometimes when we feel close to a customer, we talk too much, telling tales about our not-so-bright customers.
Laughing about the customer who applied for a Visa credit card instead of a travel visa, or the motorcoach passenger who asked what time the nine o’clock bus leaves, may be funny to you and fellow agents, but if relayed to customers, you can be sure they will wonder what stories you’re telling about them. Keep inside jokes just that — inside your agent’s circle.
Goethe said, “Nothing shows a man’s character more than what he laughs at.” By all means laugh, but laugh with customers, not at them.

Barbara Mangini is director of training for Travel Trade. For information on ordering her book, “Andy Agent And His Group Sales Adventures,” E-mail Mangini@nb.net