As salespeople or sales leaders, do you follow the same process every time, or do you wing it? A recent exceptional dining experience provided a valuable lesson for how acting with intention and following a defined process separates the good from the great.
You can count on a great dining experience at each of the dozen restaurants in the Great American Restaurants (GAR) group. My wife and I have dined at their restaurants (Carlyle, Sweetwater Tavern, Coastal Flats, Jackson's and others) for over 20 years. During a recent meal, I saw the clear connection between the way they run their business, and lessons you can learn about how to run your sales organization.
Whereas other restaurants leave elements to chance, GAR does everything intentionally. Their success is driven by how they do the same things every time... always.
Details and Process Rule the Day
Each employee wears a starched white shirt, and they all have five black-clipped pens that hang between the 3 and 4 button on their shirt. Every person on the team knows their job: Delight the customer. Team members' responsibilities are clearly delineated. Food runners run food, another person clears plates and refills water. You'll get a visit from a manager at every visit to see how you enjoyed your meal, service, and experience. They don't just ask a superficial question, they ask questions like "What did you order this evening?" "What would you change about the dish for next time?"
GAR ensures that every guest is greeted the same when they enter the restaurant. They are welcomed the same way when seated at the table. Utensils are always delivered before the food arrives. After each guest has taken at least one bite of their meal, someone will ensure that everything is to your liking. Beyond that, servers are looking for the off-chance that you are not completely delighted. If you barely have touched your meal, they'll ask if everything is to your liking, or would you prefer something else. The only way you leave their restaurant dissatisfied, is if you jump through the window.
- Welcome: The way you are greeted at a restaurant sets the tone for your experience. In your business, how you start the conversation with customers defines whether they see you as trying to make a sale, or seeking to determine if there is a fit where you can help them achieve results. There is no opportunity to recover from a bad first impression. Ensure that each person starts a discussion with the customer in the same way; have them focus on what's important to the customer. If you need some guidance, use the Same Side Pitch.
It's Your Turn
The next time you dine in a restaurant, take a close look at their operation. Please share the lessons you see that you can apply to your business (the good or the bad).