The famous expression in our heading is something most organisations constantly do to themselves. We shoot ourselves in the foot not with malice, but with neglect.
The biggest reason most organisations lose clients and business isn’t strategy, pricing, or competition. It’s that they don’t train their employees in some of the fundamentals.
The biggest of which in my personal and professional opinion is communication. Because we are a community, we must commune together and find ways to cooperate. How can we do all these wonderful things if we can’t communicate?
The Problem: When “Not My Job” Becomes “Not My Problem”
It gets worse when you’re in a business environment and don’t realise it’s your responsibility to make clients feel comfortable and appreciated, even if it’s not your job to attend to them.
Yes, it’s the company’s responsibility to ensure it trains its employees on the standard of customer care expected. That is non-negotiable. But here’s the personal truth: whether your company trains you or not, it is your responsibility to recognise that you are there because of the client.
You have a paycheck because they walked through the door.
How you care for them goes a long way to making them feel seen and welcomed in your offices. And even more fundamental than employees, clients and bosses is this simple truth: we are all people. Being able to communicate effectively with each other will only lead to better relationships, better business, and a better life.
The Core Need: Acknowledgment
So what’s the first thing people look for when you walk through any door?
Acknowledgement.
People want to be seen. It is the primal need we carry with us everywhere, into shops, into offices, into lobbies, and into life.
There is this one coffee house that shouts “Welcome!” and “Goodbye!” every time you step through their doors. That small act doesn’t mean I’ve conducted business yet. But it shows I have been noticed. And that simple fact makes me think: Awesome, I’ll be served by someone soon. It makes me feel at home before I’ve even ordered.
Simple Ways to Apply This Today
We don’t all need to shout to make this work. But we do need to adopt one simple rule: see something, say something.
What does that look like in practice?
· A simple greeting. Even a “Morning” as someone walks past your desk.
· A smile. It costs nothing and changes everything.
· A nod. Sometimes that’s all a busy person needs to know you’ve clocked them.
· A small comment of acknowledgement. If you’re at the till and you’re busy, take the five seconds to recognise the person waiting. Explain what’s happening. Thank them for their patience.
That pause is powerful. It tells the other person: I know you’re here. I haven’t forgotten you. You matter.
The Easiest Communication Hack You’ll Ever Learn
If I can give you one communication hack to help you in almost any situation, it is this: make acknowledgement early.
Do not let the moment pass. Do not wait until you’re ready. Acknowledge first, serve second.
We all want to be seen. It is the poetry of living that life desires to be seen by other life. Don’t ignore the basics. Show people you see them and witness for yourself the amazing power of communication. You’ll see how just a little effort can bring about a big shift.
Why This Matters Beyond Business
Don’t forget why we do this. We communicate, and we strive to do it effectively, because understanding is attractive.
People are drawn to those who make them feel seen. They return to businesses where they feel welcomed. They remember the person who nodded at them when they looked lost, or the cashier who acknowledged the wait instead of pretending they didn’t exist.
Start with acknowledgment. Everything else builds from there. Because when you master the basics? You stop shooting yourself in the foot. And you start building something real.
Loved reading every part of this and will definitely share with my team.
It has come at a point where I’m just from attending a training with Zambia Institute of Marketing barely 48hrs ago and I resonate so much.
I love this so much because once the realisation sets in that we could do better the better becomes an attainable concept. I hope the next few weeks will be even more valuable as I go through the basics of good communication. If I can be of more help don’t hesitate to let me know and we can find a way of bringing the positives of that realisation to life