I’m doing a study of bakeries around the world. I’m all about helping you grow your business, and I’m making this sacrifice for you. I’ll go to the ends of the earth to help you out and eat as much pastry as required to fully research the issues.

Today, I’m in a new place in Raleigh called Yellow Dog Bread Company. I just finished a Pecan Streusel. It was delicious. I’m still working on my coffee. I’m working hard, right now, just for you.

As part of my research, I’ve had chocolate croissants in Paris, all kinds of baked goods in Italy, and more delicious combinations of flour, sugar, and butter than you can imagine in San Francisco. This summer has been research intensive, but I’ve survived.

In most of these places, you walk in, stand in line, place your order, get your food, sit down (in Italy I stood mostly), and eat it. The people are pleasant, they welcome you in, and they say goodbye when you leave. It’s all good.

An Easy Way to Set Yourself Apart From the Competition

In a few of these places, the employees utter five simple words that totally revolutionize your visit. In fact, these five words can turn a marginal croissant into an excellent experience.

In these special places, the employee says something like “Hi, I’m Emily. What’s your name?” You answer, and she welcomes you to the store. It transforms the experience. The bakery goes from being a bakery to a place where you belong. It’s night and day.

When a new client walks into your office, is she greeted by someone who introduces himself and welcomes her? Is there a handshake involved? Or is it simply:

“Good morning. How can I help you?”

“I’m Ms. Jones, and I’m here to see Mr. Smith.”

“Have a seat, and I’ll let him know you’re here.”

If your people aren’t offering their names, if they’re not welcoming your clients, and if they’re not shaking a hand and making eye contact, then you’re losing out. Your croissant is turning into a Twinkie.