Confidence can be described as “the certainty of knowledge” — if you’re convinced about the state or nature of something (or someone) then you will typically feel confident about it (or them). It seems obvious that we tend to be most comfortable and confident in the presence of close family or friends, because those relationships typically involve extensive experience and a certainty of knowledge about those people.

More often than not, people are accustomed to security personnel in retail and other environments taking a more transparent approach, generally interacting with the public as little as possible in an attempt to “remove” or minimize the visual and psychological impact of their presence; but this is often a missed opportunity. With substantive shifts in the priorities of security guards due to pandemic, the role of guards will move towards a much more interactive experience. You can utilize this new dynamic to actively build and increase the confidence of your consumers, as well as your staff and the community at large.

Maximizing this opportunity requires an intention of building relationships; proactively engaging with consumers in appropriate settings, implementing positive values such as kindness, service, empathy, and respect by means of not only words but also tone, body language, and attitude. A truly exemplary security guard is not only properly trained in effective communication skills but also has deep moral character and a genuine desire to help others. Every greeting spoken at an entrance, assistance given in providing directions or explaining protocols, and many other interactions with the consumer are all openings to foster connection, develop rapport, and achieve valuable growth in your business, the community, and society.