Good management always reflects in the environment and everyone who sits and wait in the waiting room, usually studies the movements of the staff as well as the treatment given out to customers.
By that they get to tell how the management is conducted around which actually gives them confidence of whether they should be patient and keep waiting or they should rather go somewhere else.
There are many cases where you sit and wait somewhere and when you feel the vibe around that is not positive, you tend to start panicking and wonder if even the business is genuine or not. Finding ways to entertain them while they wait is a promoting way to be patient and trust that in no time they would be attended to. Little things like keeping latest magazines on the table and also asking a client if they would like some coffee are the ones that attract a customer back to your business.
The environment should be as inviting as possible and whatever that you say while promoting your business, should reflect when someone walks in.