#279 - How to Turn First-time Customers Into Regulars
Regulars are the life-blood of most businesses, and they all started with a first visit. My first visit to a classy restaurant last week had me thinking of all the small things that could be done to ensure customers come back a second or third time. The food was great and the service accurate, but there were many missed opportunities. How do you know it's a first visit? The welcoming statement should gather information so you can tailor the service and make the visit special*. This can be done quickly and easily with two questions: 1. 'Have you been here before?' Whatever the answer, this is the opportunity to give more information about the food and special features, how long you're been open, best place for parking etc.
2. 'Is this a special occasion?' A birthday? We've got candles. Visiting the area for the first time? Share some information about the location, things to see etc. Can't be bothered cooking? Talk about customer favourites on the menu.
Service for first-timers may need to be a little different to what's offered to regulars:
- Share information in small chunks, rather than one long speech at the beginning. Take several opportunities to talk about the specials, the menu, the beverage choices, the dessert and any special events coming up.
- Who's looking after us? Server teams can be confusing for customers - some venues have a group effort for service, but there needs to be one person who's 'wide eyed' and watching out for the needs of each table. And a supervisor who's watching how they're watching!
- Gather contact details for later. With my account recently at Adelaide's terrific Good Life Pizza, I received a small card asking for your email address. Ask and you will receive...don't ask and you'll never have a customer list.
See 15 Ways to Build a Customer Database
- Offer other ways to stay in touch. If you have a business Facebook Page or Twitter updates, mention it on the menu or on a sign - these are now quite common.
- Send them off with a souvenir - a business card and a copy of the menu. You never know where they will end up! Remind them about your website: 'it's on the card and on the menu'.
- Follow up with a postcard - your feedback form may also ask for a mail address. In my café I would get about 25% of people giving an address on their feedback form. Once a week, a waitress would sit down with a pile of postcards and send a simple greeting from me. How were they to know it wasn't my handwriting? In the age of email, hand-written notes are more powerful than ever.
- The final taste lingers - what was it? A nice dessert, good coffee, a glass of something special, a warm farewell, a good laugh?
PLUS Practical Marketing Information from more than 500 Resource Articles, including:
Christmas Sales & Profit Building: Taking every Opportunity - making friends with all those new customers. What a great opportunity!
Icky Stuff: 20 Ways to Upset and Lose Customers - make sure staff are not doing these!
28 Ways to Sell More Water - your competitors lose this opportunity every day, but why should you? One of the easiest add-on sales if staff know how to do it.
Promotional Toolbox for Rural Hotels, Clubs & Restaurants - make your location a selling point, not a disadvantage. But it needs smart tactics to get the best results - here's how to do it.
6 Influence Patterns, and how to use them to make more sales - these simple sales techniques are easy for staff to understand and apply. They work in formal and informal situations, in a cafe, restaurant, club or hotel.
Action Plan to Improve Dessert Sales - the sweet ending to most visits can be a great profit opportunity if you have the product, the pricing and the right sales techniques.
Smart Marketing with Profitable Hospitality Resources:
Smart Online Marketing starts with the Sales & Marketing Resources and a wide range of easy how-to guides in Online Marketing Dept. 1st Class Members have support and practical resources in every area - it's an investment with a fast return - Join Online Now or by Fax or Invoice.
Check margins with Profitable Recipe Manager. On CD or instant download - accurate recipe costing is another essential 'business basic'.
2010 Training & Events Calendar
Online Marketing Workshop - Sydney: 9 February 2010 (one evening)
Twitter and Facebook for Marketing and Networking - Sydney: 10 or 17 November (one evening)
Starting a Cafe or Restaurant Workshop 5 December in Sydney
With warm regards -
Connect with Ken on Twitter!
* And yes, we're assuming the food, drink and comfort levels are all good - meeting and exceeding expectations!
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Restaurant Management
