In a time not too long ago, in a place not too far away, Eunice Jones made a phone call to an insurance company and spoke to … another person! A human, just like her. A being with thoughts and feelings. Someone whose spontaneous responses to her questions reflected a true understanding of her situation and a genuine desire to make her happy.

Incredible as this may sound, Eunice was not taken aback by this. Nor was she alarmed or confused. Instead, she simply went about her daily business, knowing that the insurance company regarded her as a VIP and could always be expected to treat her as such.

Eunice’s next-door neighbours, Bruce and Val, were about to go on holidays. With trusty old Viscount attached to his beloved HG, Bruce drove down to the local service station to fill the tank.

Not only did the attendant pump the fuel himself, he also washed the windscreen, checked under the bonnet and, after wishing Bruce carefree driving, gave Val a wink and a packet of barley sugar to eat on the way!

“Surely not,” you say. “How could this be? What strange lives these ancient peoples lived.”

Of course, today things are different. We’re blessed with super technology that automates responses and enables us to fly through transactions at the speed it takes to punch a number.

We’re empowered to do most consumer-oriented tasks ourselves, from scanning our own groceries to electronically banking. And, if we ever get confused by the process, we’re encouraged to “Please stay on the line as your call is important to us and will be answered by the next available operator.”

Imagine a modern day business operating in an old-fashioned way when it came to customer service. A bank manager who remembered your name. An insurance executive who personally visited you after a loss. Sales people who made shopping for small ticket items as enjoyable as shopping for the big ticket things.

What a point of difference!

Could your business measure up to Eunice’s expectations? Would Bruce and Val be your biggest fans?

If not, maybe it’s time to take a look back in time for an old-fashioned new way of thinking.

Owning a business usually means wearing several different hats—often at the same time. Employer, manager, marketer, diplomat, business strategist, problem solver, counsellor, coach, just to name a few. (Are we tired yet?) And each hat needs its own voice. Voice? Talking hats? What the...?

Let me explain.

Every role you play in the running of your business requires that you communicate with someone. The way that you communicate depends on which hat you're wearing at the time. And, the audience you're communicating with determines which hat you wear.

Let me repeat that.

The audience you're communicating with determines which hat you wear.

This is a very important point to grasp as it will affect the outcome of everything you say, write or do.

For example: Let's say you sell bicycles. You employ sales people and back up staff in the shop as well as a website guru for your online sales. The hat you wear as an Employer has a different voice than your Marketer Hat which is different again from your Business Strategist Hat.

The need arises for you to speak to one of your sales folk about his performance. His character, education level, attitude and experience will tell you whether to don your Coach Hat or Manager Hat. As a coach you will communicate differently—through choice of words, demeanour, tone, body language and facial expression—than a manager. Getting the hat right will ensure the meeting achieves its best possible result.

Think about all the hats you wear in your business. Perhaps you're an independent professional with no employees. Who do you communicate with and what hat must you wear to do it?

· Clients: diplomat, counsellor, problem solver...?

· Prospective clients: marketer, authority figure...?

· Suppliers: manager, customer (for an "other side of the table" look)

Now, think about the differences between each voice. How do you speak to a supplier? How does that differ from your conversation with a client? And how does that contrast with the language you use in your marketing materials?

(Heads up: If there is no difference, your business' bottom line is most probably not living up to its full potential.)

What's your favourite hat in the collection?