Me, my wife, and our infant son walk into the store, a mix of nerves and excitement. It isn’t a luxury brand, but the product we’re considering is expensive enough to give us pause. This is for a special occasion, so emotions are running high.
The store is empty. We figure this could be great—time to browse at our own pace and get the personalised attention we need. We wander over to the item on our minds. It’s ultimately my wife’s decision—she’s comparing this to something else she has in mind.
Two sharply dressed customer service reps sit behind their desks, heads down, working away. They barely glance at us. My wife and I feel confused. Are we invisible? The mirror suggests we’re not.
My wife turns to me. It’s a no. We walk out. The customer service reps remain undisturbed, still diligently at work.
Later, we reflect. Yes, there were other reasons my wife declined the purchase. Still, if the staff had engaged with us—asked questions, offered guidance—maybe she would’ve weighed her options more carefully. Possibly they’d have made a sale. We’ll never know.
Good service is rare, even in the service industry. Often, it’s because the people in charge simply don’t focus on serving their customers. As public speakers, we must never make that mistake. We’re in the business of serving our audience. Cultivating a service mindset ensures your audience feels special (they should!), and it benefits you in three key ways:
- Calms Nerves
Shifting your focus from yourself to your audience is among the most effective ways to conquer stage fright. Instead of worrying about the spotlight, you concentrate on delivering real value. - Encourages Self-Awareness
Whether you aim to educate, enlighten, or entertain, a service mindset keeps you from becoming self-conscious. You stay focused on how best to serve, constantly checking whether you’re providing genuine worth. - Fosters Authenticity
Like a teacher focused on student understanding, a speaker who prioritises the audience’s needs comes across as genuine. You’re not trying too hard to close a sale; you’re there to give something meaningful—and people connect with that.
The next time you speak—whether at dinner or in a conference hall—ask yourself: Am I delivering value? Does my audience feel seen, or are they invisible? If our attention is anywhere else, we risk pushing away the very people we set out to serve.