IDEA: Educate those potential customers waiting in your lobby. Run product videos to watch.

Show company videos in the lobby for visitors while they wait.  Show them films of your major projects accomplished (before during and after completion shots). Show them videos how your products are made and QC involved in testing products for approval and shipment.  Run videos of your trucks making deliveries, your staff being trained or attending inhouse classes and any films of new products or new services that are being contemplated currently.