If you’re like most pastors and church leaders, youâ€™re probably already planning for Easter. It will be here before you know it. I was talking with a church recently and they said they wanted to help people get â€œfrom the street to the seat.â€ Thatâ€™s cool and itâ€™s what I do. I also help you turn first-time guests into second-time guests.
As a â€œsecret shopperâ€ in churches nationwide, I report specific reasons why I wouldnâ€™t return for a second visit and why, most likely, their guests arenâ€™t coming back. Whether itâ€™s a church plant, established church,Â a small church or mega-church, some details are universal and quickly determine the first impression your churchÂ makes. Letâ€™s look at eight:
The Front Door
Before a guest ever steps foot on your churchâ€™s physical campus, he or she has probably already checked out your church website. What every church should have clearly visible on their homepage is a section or button for first-time guests. Once clicked on, this should take you to a page that addresses FAQâ€™s, service times, directions, parking instructions (Is there a side of the building that is better to park on if one has kids?), what to expect (upbeat music and relevant, practical, Biblical preaching in a come as you are atmosphere, etc.), what to wear (Are jeans okay? Are shorts okay?), and encouragement for them to be sure to stop by Guest Central or your churchâ€™s Information Booth to pick up a first-time guest packet.
Itâ€™s important that no church ever underestimates the sense of smell. While sight is the strongest sense for short-term memory, the sense of smell is the strongest and most vivid for long-term memories. If youâ€™ve ever smelled something and had memories you hadnâ€™t thought of in years come flooding back, thatâ€™s your sense of smell in action. Every church has the potential for positive or negative smells. Mold is a bad smell. Coffee is a good smell. Bleach is a bad smell. Citrus is a good smell. Many churches have restrooms that are disgusting and smell like urine. This lack of attention to detail can be costly and discourage many from ever returning. As best you can, try to walk into the lobby or entrance of your church with a new nose.
One of Tim Stevensâ€™ three â€œgrowth lidsâ€ that he thinks every growing church should have is someone who is constantly watching parking. Tim says, â€œThis is why Visitor Parking is so crucial. If itâ€™s difficult for newcomers to go to your church, they wonâ€™t go.â€ Some would argue that guests want to remain anonymous and donâ€™t want special parking. Of course some want to go unnoticed and will choose to park in regular parking (a minority), but for the rest of newcomers, they are appreciative of a close parking space; itâ€™s a kind gesture in an already intimidating and nerve-racking experience of attending a church for the first time, especially a large one with a huge campus.
This Way Parents
One way to assure guests will not return is to have a confusing, long or hard to find process, for getting their kids registered and in the right classroom. Wise churches have signage for first-time guest kidsâ€™ check-in and make the process quick and painless. Regular attendees may know to go up to the check-in kiosk and enter their phone number or swipe their card, but guests will be clueless and need a manned station that is clearly marked for guests and have a volunteer walk them through the registration. Then have that person or another helper walk you to your kidâ€™s class explaining what will be going on and how to go about picking their kids back up. If they must have a sticker with corresponding numbers on it to get their kids, this needs to be explained to them. Signage for the kids’ check-in should start in the entryway of the guest parking. Do not assume people know where to go once they enter the building.
Give It Away
Something subtle, but powerful is a church that has a generous spirit. Chris Hodges at Church of the Highlands in Birmingham, AL is big on this. They have a coffee shop, but they also have a designated area where people can get free coffee and not pay anything. They also give away their message CDs. Too many churches charge for everything and wonder why no one buys CDs of the message. If you want to bless people and create a generous spirit throughout your church, give away free coffee and message CDs (and other surprises throughout the year). I know churches that will have ice cream trucks pull up outside the church doors and give away free ice cream to congregants leaving on a hot, summer day.
One issue that is huge to a secret shopper and visiting families is security. If a parent is worried about their childâ€™s safety, they will not enjoy the service and will likely not return. A childrenâ€™s classroom must be clean, safe and secure. Security also includes the check-out process. If anyone can walk into a classroom and pick up a kid, youâ€™re asking for trouble and will turn off potential newcomers. Itâ€™s important that your kidsâ€™ volunteers are trained well and know to ask for the parentâ€™s sticker when picking up their kids. This is vital and goes a long way to ensuring a tragedy doesnâ€™t occur and a parent has peace of mind.
The Visible Pastor
Accessibility of the senior pastor is another subtle and powerful statement of a church. Even pastors of the largest churches in America make an intentional and strategic effort to be seen, greeted and hugged after a service. They may have a bodyguard present for security reasons, but they are available and willing to pray with people that need to speak to their pastor. Some churches have a designated â€œGuest Centralâ€, like Steve Stroope at Lake Pointe in Rockwall, TX or Brady Boyd at New Life in Colorado Springs. Some have a â€œMeet and Greet.â€ Some pastors stand down at the altar and meet and pray with people like Kevin Myers at 12Stone in Atlanta. Some walk around the campus shaking hands like Don Wilson at Christâ€™s Church of the Valley in Phoenix. Erwin McManus at Mosaic LA has an â€œAfter Partyâ€, at which the pastor is present and available to meet with newcomers. This, especially in a large church, goes a long way toward countering the rock star or unavailable pastor stigma that so many guests walk into the church expecting.
Itâ€™s simply not enough for greeters and parking lot attendants to say â€œHelloâ€ or â€œWelcomeâ€ when one walks into their church. To go to another level, have your first impressions team stationed at their posts when the service ends to say â€œGoodbyeâ€ or â€œHave a nice weekâ€. This goes a long way to wrapping a bow around the entire morning experience and will send them off with a lasting positive impression.
Iâ€™m really just scratching the surface, but these are some of the most crucial things to have on your radar. I cover all this and more in great depth in my book Secrets of a Secret Shopper. You can check out that book HERE. If you’re interested in hiring me to serve you as a church secret shopper, go here for more info.
Look out for and be sensitive to these 8 things and youâ€™ll see a greater return of second and third-time guests. And allow me to be the first to say: Happy Easter!
*This article originally appeared in Outreach magazine and on Pastors.com.