Mills on Marketing

John Robert’s Spa owned by service guru John R. Dijuluis III, an American chain of high-end salons and spas whose is policy is that a ‘smile is part of the uniform’.

When you train your staff to greet your customers, ask them to notice the colour of the customer’s eyes.

Scientists using MRI scan machines show the names associated with smiling faces activate the orbitofrontal cortex – an area of the brain involved in reward processing.

People remember smiling faces. It’s simple - we want to remember people who were kind to us, especially when we are likely to come across them again in the future.

Even mega retailer Wal-Mart understands this. Staff follow a “10 feet greet” rule. Every time a staff member comes within 10 feet of any other customer or coworker, you must smile. If you run a service firm, make smiling a ‘non-negotiable’ behaviour.

The Chinese proverb ‘Don’t open a show unless you like to smile’, has more than a ring of truth to it.

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