Mask Talk
Across the country, businesses have added an invisible new line to the ubiquitous “No shoes, no shirt, no service” signs by also requiring patrons to wear masks. Whether complying with local mask ordinances or fulfilling a social duty to limit viral spread, these businesses have the challenge of effectively communicating and upholding their mask policies. To achieve this in your business, it is important to develop appropriate messaging, train your employees on suitable “mask talk” and prepare your team to manage potential consumer retaliation.
Foremost, it is critical to develop appropriate messaging about your mask policy around the nature of your business and the specifics of your operation. Consider the following –
Tone: Is your business fun and bold or formal and elegant? Create clear and direct “mask talk” which is also true to your business.
Etiquette: Will customers need to remove their masks while in your business? Use posted signs and/or verbal cues from your team to communicate when masks can be removed and when they should be put back on.
Awareness: How will you ensure all entrants are aware of the mask policy? Employee stations and posted signs must come together to inform all customers.
In addition, appropriate “mask talk” must always remain apolitical and focus on creating a safe environment. Even if most of your patrons would be receptive to sarcastic or cutesy signs conveying a mask requirement, such messages can estrange people who disagree and incite them to retaliate. As you develop appropriate verbiage, stick to a basic, core message: “We, at [your business] care about the health and safety of our guests, team members, and all who enter. Please respect our policy and [wear masks, follow distancing markings, etc.]”
Bring these ideas together to create coordinated “mask talk” for your operation, such as posted signs, marketing materials and employee verbiage. As you work through this step, think holistically about how the messaging will fit into the service flow. For example, it might be suitable for a fast-casual restaurant to have a table placard that says, “Thanks for putting your mask back on when you leave your table or are finished with your meal!” However, in an upscale restaurant, it may be more appropriate for the server to remind the guests about putting their masks back on when bidding them farewell.
Lastly, it is critical to have the support of your team. Operations employees are the day-to-day guardians of most business policies, so they must be well-versed in appropriate verbiage to effectively communicate the mask requirement. As some customers may resist the policy, team members must also be prepared to calmly approach, de-escalate, and resolve interactions with uncooperative patrons. To define the approach, collaborate with your team and utilize their seasoned experience with your customers. Conduct a training where employees brainstorm tactics to manage these situations and role-play scenarios to practice these techniques. After the training, stay engaged with your team about their success in upholding the policy and managing customer resistance. Most importantly, be prepared to back up your people - your credibility as a leader depends on it.
Overall, whether you are implementing a mask policy in your business out of a social duty to limit viral spread or to comply with local orders, the success of your policy relies on effective messaging and consistency of its application. With the support of your team, your “mask talk” can effectively communicate your mask policy and provide a more seamless experience for your customers.
