The best managers and employees believe this. Unfortunately though, with the best will in the world, many sabotage their own efforts through miscommunication. They believe they are being helpful, and perhaps they truly are, but their choice of words conveys another message.

Here are ten of the worst things you can say to people in your efforts to serve them, together with more effective alternatives. If you tend to use any of these “worst” choices, I urge you to try out my alternative suggestions and see the different reactions you receive.

Worst: We can’t fill your order until we receive your cheque.

What’s wrong: This sounds like an ultimatum, and suggests you doubt the cheque will be forthcoming. People respond more favourably when you give them the benefit of the doubt. Certainly, your policy is not going to change, but there is a more customer-friendly way of expressing it.

Best: As soon as we receive your cheque, we will fill your order.

Worst: That’s not my area/department/responsibility.

What’s wrong: Even when preceded by an apology, this statement will put your customer’s back up because it sounds as if you don’t want to help. If the customer is calling the company and you are the person on the phone, you ARE the company to the customer at that moment. Your job is to help solve a problem or provide assistance, and even if you must pass the person along to someone else, it’s better to use more positive words to say so.

Best: The person who can help you with that is John Smith in our Purchasing Department. His direct number is 567-7899, but I will put you right through to him. Important note: When you reach John Smith, explain the situation before putting the customer through and save him or her the annoyance of having to tell the story all over again.

Worst: Sorry to keep you waiting.

What’s wrong: This is often what people say after they have had you on hold on the phone or, in a retail situation, left you standing on the shop floor while they went off to check something. At first glance, it sounds like a nice, friendly thing to say. The problem is that it focuses the person on the unwelcome act they have had to perform: waiting. It’s much better for everyone if the focus is positive, so why not credit the person with the positive attribute of patience?

Best: Thank you for your patience.

Worst: I’m sorry I didn’t return your call, but I have been really busy.

What’s wrong: Too busy to think of me, the customer? Too busy to return the call I took the trouble to make? It’s better not to make excuses at all, but focus right away on the purpose of the call.

Best: I’m sorry I didn’t return your call sooner. I will do my best to find the answer for you immediately. Note: This is your second chance, so you must take care of the problem very quickly and efficiently now, or you will lose credibility—and possibly a customer.

Worst: I’ll have to speak to the manager about that.

What’s wrong: Speaking to the manager is fine, but putting it this way sounds as if you are forced to take the action. You need to let the person know you want to help.

Best: I’ll be happy to speak to the manager about that for you.

Worst: This is the wrong line. You’ll have to wait in line in that section.

What’s wrong: Most people’s reaction to this one is, “I’m the customer, and I don’t have to do anything. You are the one who has to help me.”

Best: Unfortunately, I don’t have the ability to help you here. If you’ll just go over there to the “Returns” section, they will take care of it for you. Note: If it is at all possible for you to help the person, even by going over to the other line and speaking with the clerk, that is the best solution. You can then show the customer where to wait next time—and you will be a hero for going the extra step this time.

Worst: Thank you for your business.

What’s wrong: It’s cold, impersonal and too commercial. Many businesses send cards with this message to customers after a deal is completed, or at other times during the year. It’s a nice idea to show people they are appreciated, but a little more personalization would make it feel so much more sincere to the customer.

Best: Thank you for coming to us for your new car. We hope it will take you and your family on many happy trips.

Worst: I don’t know—I’m new here.

What’s wrong: Basically, they don’t care. Whether you have been with the company one day or ten years, the customer is entitled to expect your assistance. If you don’t know the answer to the question, simply say so and ask someone who does.

Best: I know that sounds like a simple request, but this is my first week here and I haven’t quite found my way around yet. If you will give me a moment, though, I will ask my colleague for the answer. Note: Don’t apologize for being new. Simply act in a friendly way as you deal with the customer—and remember the answer for next time.

You may mean to be helpful and attentive to customers, but they won’t know that if you choose these unfortunate ways of expressing yourself. Listen to what you say to customers, and adopt these more positive expressions. Your customers, both external and internal, will thank you.

© 2004 Helen Wilkie All Rights Reserved. You may reprint this article for your online or print publication so long as you include the complete article and the following paragraph:

Helen Wilkie is a professional speaker, consultant and author who helps companies do better business through better communication. Her latest book is "The Hidden Profit Center". To received free monthly tips and techniques on communication, visit http://www.mhwcom.com or http://www.HiddenProfitCenter.com and sign up for "Communi-keys". Reach Helen Wilkie at 416-966-5023 or hwilkie@mhwcom.com

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