The early year sales-cliff is real, very real in hospitality. As is always expected we have seen some very low turnover figures amongst our customers in January and February. People have deserted pubs and restaurants and focused on new year’s resolutions and getting through to pay day at the end of the month which is all very understandable. Those that are around are switching their spend in to lower priced Draught products, spirit and wine sales have fallen as customers seek to stretch their euro and get maximum value for money. But amidst all the quiet premises there are a handful of nimble, well-planned, well-organised operators that are bucking the trend. How? A great product, a great experience, and great people.
A simple acronym for you and your people: “S-M-I-L-E, Some Make It Look Easy”.
At Total Stock Control each week we work with large and small hotels, pubs, and restaurants across the island of Ireland, in bustling city centre locations, busy suburban communities, and with stand-alone operators as well as multi-site businesses. Each premises has its own traits and challenges but what we see very frequently bringing success is people. When all the team in a business are fully understanding that sales and service is everybody’s responsibility – and are empowered accordingly – success follows.
The nimble well-organised publican ensures that their bar staff make eye contact and greet every person that comes through their door. They encourage small-talk and engagement, and insist that every person is thanked for their visit and custom. But what the best of the best do for tourists for example is personally write the Wi-Fi code on the customers receipt! A great product and a great experience from great people; watch your TripAdvisor ratings rise, and your sales!
What the best of the best do in rural and suburban local community pubs is make it personal at every opportunity, meeting and greeting at a minimum, but also welcoming groups, clubs, and societies that ordinarily might not frequent their pub. The book club, the parents association, the residents council, the scout group leaders, the walking club, the list goes on and on, are all sales opportunities. Encourage them in, light the fire, put on hot coffee and hot scones for a nice round price, and watch them come back individually over time for other occasions. What is the pay back to your business for a few low-price scones and coffees over the lifetime of a new customer? A great product and a great experience from great people, wins every time.
The common thread, most importantly, is to be seen and be involved.
A successful business owner, regardless of the industry they are in, has responsibility to be visible. Being seen by your employees to be actively engaging with your customers encourages a positive mentality in the workplace. Working away from the business in an office may be essential for parts of the day or week, but it shouldn’t take up every minute of your working time to manage appointments, staffing levels and supplies.
Being seen to take an interest in what your team are doing, who your customers are and the way the front of house operates will mean that your patrons will have far more faith in your business than they would in a premises where the owner is an unknown face. Your team will also have more trust in any guidance that you give them and are more likely to approach you with ideas that they may have for improving your business. The knowledge that you’re prepared to listen to their ideas, even if you have to explain why an idea is impractical, will build and maintain team motivation. A motivated team of course means that there will be less complaining about how things are run, customers consciously and unconsciously pick up on these mutterings and some will take their business elsewhere as a result. Every customer visit to your business should be pleasurable and relaxing.
So remember visibility in the hospitality industry is vital to the growth of your business so don’t hide away, become active and familiar, and reap the rewards from a hands on approach to leadership and customer service – and S-M-I-L-E, Some Make It Look Easy!
If you’re interested in understanding more about how all this can tie in to your financial and stock performance, as well as total visibility of your margins, total control of your inventory, and total security of your investment then talk to Total Stock Control today.
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