Do you want "goods go out and people come in"? To attract customers, you must first let people see your changes

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The author of this article is Miss Liao Guixiang, founder of Liao Guixiang Smile Service Academy. Thank you for authorizing the “Practical Guide” website to reprint.

Operators’ wishes and challenges

When opening a business, the most important thing is to have income. And the boss’s wish is that customers can continue to flow in like water.

For restaurants or companies, costs will be incurred every second from the time they open their doors every morning, including personnel expenses, software and hardware, product procurement and research and development, etc. Now, as long as managers and employees basically know how much income they need every day to equal or exceed? Operators A question that I often think about is how much money do I need to make every month to break even? How much performance do you need to do every year to achieve the goal?

Last night during dinner time, I happened to pass by a restaurant, but I saw neither customers nor employees? It feels like this restaurant is a kind of “installation art”. I felt very suspicious in my heart. The decoration and furnishings of the restaurant were obviously very high-quality, but there was no trace of popularity. If you think about it more carefully, the reason is very simple, because there is not even a restaurant employee in sight!

Near the door, you can see a sign welcoming you to add LINE or follow Instagram. It’s full of discounts and activities, but I’m still curious: Why are there so many activities that combine technology and trends, but no one comes in?

There are a few chairs in the waiting area outside, which should mean business is good? However, there is a waiting area, but no customers are queuing or using it. Isn’t it a bit strange? The paradox is that there are many tables in the restaurant, but there are no customers during meal time… In this way, it will feel like there are too many tables and chairs, and it will look even more deserted.

We all see that restaurants have made a lot of efforts, why don’t customers come in?

Based on my observation of the business model of this restaurant, I have three suggestions. Operators can try to make some changes, which should improve the current situation. Of course, the key point is to implement changes to make them useful. Just share it with your study partners in class, convert what you learn into your own, and then apply it to truly learn and use it.

Three service methods to attract customers

We can use three of the service mindsets to attract customers to come in and spend money:

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ㄧ. “Facade” service: The entrance to the facade is like a person’s face. If there is a sincere smile on it, everyone usually loves it. But on the other hand, if the receptionist at the door greets you with a cold expression, the customer will often turn around and go elsewhere before even entering the door!

2. “Create” the environment: A warm dining environment can make people want to come back. It’s not just the beautiful design of the environment that attracts customers. Just like a promotion, it’s not just a matter of posting notices to show that it’s done. Instead, during the service process, the air conditioning of the environment, the temperature of the meals, the choice of music, the attitude of the staff, etc., you can actively listen to the voices of customers to see if they care about their dining experience.

3. “Positive” attitude: When opening a store to do business, the most important thing is to be popular, have customer support, and have a group of employees who are active and willing to serve, in order to bring good quality dining to customers. As for how to satisfy customers, we must first satisfy employees. Of course, we must also think about how to make employees full of positive service attitudes? At this time, a set of restaurant management culture and spirit are needed. This does not necessarily require a standard operating procedure, but a training mechanism with flexible space. In this way, investing in the education and training of employees will not only allow employees to grow, but the company will also grow accordingly.

如果能做到这三点，至少会有起色。 If we want to get customers to come and spend money, we must exceed their expectations. The reason is simple. This is because customers are usually more attentive and understand details better than us. So, we must do more!

The key to good business and poor business

Recently, I had the opportunity to visit several well-known restaurants, and I also discovered some insights: Usually in restaurants with good business, especially when there are customers waiting in line, reception staff will be arranged to proactively serve customers at the door of the restaurant; moreover, the facial expressions of the staff are definitely the key, and they must be received with a smile and a positive attitude.

There are several deserted stores. Usually there are no service personnel at the counter or at the door, and sometimes no personnel are on site. Even if I occasionally see the expressions of employees, I feel like I have no choice but to go to work, which is an indescribable pain. If this is the case, customers can feel their emotions while dining, so they may not think about the past again. Unless you have no choice but to do so.

I often think about it, why are some restaurants so popular while others are so unpopular? If you want a good business, you must rely on your own abilities, and you must pay attention to every detail. The most important thing is to treat everyone well and respect everyone.

In several catering service cases that I have dealt with in the past, some situations have occurred, similar to this: leaders are faced with a sense of business crisis, some want to transform, and they all expressed their desire to make breakthroughs and changes. Some employees may think that it is difficult to change or teach employees, or some employees may think that their bosses are difficult to communicate with. In short, no one wants to do business that is losing money.

Usually I will tell the industry directly that we all want good performance and make a lot of money. But if we think about it from the bottom of our hearts, we want “goods to go out and people to come in,” but how much do we have to pay? How much is the investment? Instead of complaining more than what you do, let alone doing it with an imitation mentality - it’s like seeing other people making barbecue to make money, I also want to add barbecue dishes. Obviously I run a hot pot restaurant, but it makes it unclear to customers what the store mainly sells?

Of course, operators should not think that business is difficult to do because of the economic downturn or the general environment. Because it is true that the current economic climate is not very good, but there are still many famous stores that make money, right? As an operator, you must know how to defend yourself or find solutions to problems.

If the direction is wrong, your efforts will be in vain; if the method is wrong, you will not be able to charge. So, looking back, we still have to think carefully and choose to do the right thing.

Core Values of Management

The core value of operation is not only to find the right business model, but also to be able to take stock of the resources at hand, see your own shortcomings, strive for continuous improvement, and try to think about how to make your restaurant better? Furthermore, more people can “become customers in one try”.

All in all, if we want customers to flow in like water, we must first create a comfortable environment. First adjust your own mood. When your mood is full of positive energy, your mood will naturally feel better; as the saying goes, “love comes from the heart”, and others will naturally feel it. Having said that, instead of always complaining about the general environment, or just trying to change other people’s mentality, it will not help business.

In other words, if you want to attract customers, you must first provide high-quality products and services and let people see your changes.

If the heart is not difficult, business will not be difficult.

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💡 Photo Credit: Pablo Merchán Montes

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