Every CEO should ask the question "What is the reception area saying about this company? What is it saying about me?" The same question should be asked by doctors, dentists, lawyers or anyone in professional services.
Reception areas can either feel welcoming and engaging or they can feel distant and disengaging. I had the opportunity to visit 2 alcoholic beverage companies recently and the reception areas of each were worlds apart. Entering the building of the first was like entering the concourse of an airport. Aesthetically it was pleasing and it was obvious that alot of money had been spent on its design but it was cold and I never felt welcome. The second seemed to beckon me in and I had the distinct impression that I was a welcome guest. Looking back on the tone of the meetings that I had at both companies, they were very different. The first was straight business and I treated it as such whilst the second was warmer and more concessions were offered.
A few months later I read that the first company (the cold one) was in dire straights and the CEO resigned. The second gained market share and was acquired and continues to grow from strength to strength gaining share at the other's expense. Not that I am linking the success of a company to its reception area but reception areas I believe can tell alot about the company's culture, its people and how it treats its consumers.
There should be an award for the most welcoming and engaging reception area. Next time you are in the Baltimore area, pop into the McCormick head office. There is something about the smell and the ambience in that reception area that makes you want to do business with them and buy their products. On first impressions, it is a winner.
ian
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