Tina Lewis Rowe

Insights, Information & Inspiration

Now, They Have A Friend In The ________Business!

If the next person who calls your work phone or who comes to the counter or sends you an email asking for assistance turns out to be a close friend, you’d be anxious to help. If you could make things easier for them, you would. If you couldn’t help in the way they wanted, you’d try to find an option.

That concept is the idea behind the Shane Company’s slogan, “Now you have a friend in the diamond business.” It proved to be so catchy that many other businesses have adapted it. It also would be a great way for us to advertise ourselves and to keep as our approach when we communicate with internal and external customers and clients.  

That slogan popped into my head last week when I was talking to a receptionist I have dealt with many times and who has always been unsmiling  and flatly monotone to the point of sounding unwelcoming. On my last visit to that office she was looking up my information on her computer and had not smiled, responded to my smile or acted approachable to me or any other client. Suddenly she looked up and gave me blinding smile that transformed her face and I thought, “Wow, that’s more like it!”

That’s when I realized one of her coworkers had walked up behind me. The smile was for her friend, not for me as a client.  As I walked away while she was talking in an animated and warm way to her friend, I thought of how different she sounded and how much better she would represent her organization if she showed just half that caring to customers and clients. Even more importantly, I thought about how nice it would be to feel that instead of being greeted by an automaton I was greeted at the front desk by a friend.

Try taking that approach at work and see how differently you treat people and how differently they respond. Notice how much you want to put them at ease and assure them that they will be helped; how anxious you are to do their projects correctly; how you give them the benefit of the doubt if they are a bit difficult to deal with; how you make everything as easy for them as possible. Projecting the spirit of a friend who wants to help has a tremendous impact on others and gets much more positive results.

Treat customers or clients as if they have a friend in your business–you!

November 5th, 2011 Posted by | Life and Work, Service to Customers, Clients and Coworkers | 4 comments


  1. Well put! I just went to the Shane Company website and clipped their logo to use in some training to our reception team. I’ve also applied it to myself and found that it made a difference several times already. I’m friendly to everyone, but not a friend to everyone! Thanks!

    Comment by Careerist | November 6, 2011

  2. Dear Tina, I wanted to let you know that I enjoyed your speech at the Gilpin County meeting. I also like your website and have spent a lot of time looking at it. You’re very encouraging and inspirational. I’m trying to be more positive about work and I know I need to look at myself too. Thank you again.

    Comment by Elena K. | November 6, 2011

  3. I’ve had almost that same thing happen to me! In my situation I was being treated like I barely existed, but suddenly the woman smiled, looked right at me and asked me if I had any concerns at all and could she help me further, etc.. I was really impressed for a second, until I realized her boss was standing to the side waiting to talk to her about something. This is a good concept and I’m sharing it at staff meeting. P

    Comment by P.A.H. | November 8, 2011

  4. When I was hired my boss told me that I could count on him always treating me with respect and always making me feel that he was both a friend and a boss, but he wanted me to act the same way to him and my coworkers and every client we have. He also made it clear that it was the way to keep my job past the probationary time! As a result of that approach I think we have a good place to work and even our one-time clients seem like friends.

    Comment by Rickie | November 12, 2011

Leave a comment