#378 - When is it OK to Say NO to a Customer?
On the one hand, 'the customer is always right'. On the other hand, you've got a business to run, and they sure can get in the way...(we've all had that feeling).
But there are times when we need customers to 'make a better choice' - one that works for the business too. Smart operators learn how to say No without actually using the 'N' word...
There are 3 times when NO is OK: when the request undermines your profitability, when it undermines your brand, and if it breaks the law. If you're saying no and it's not for one of those reasons, can it be justified? Modern retail and service industries are focused on YES - flexible options and 'have it your way' - at times hospitality feels like it's well behind.
When you have to say No, follow the 3-Step Model: 1. Listen and Say Sorry, 2. Explain Why it's Not Possible, 3. Offer an Alternative. The empathy needed is the same as for complaint handling - it's one of the 'higher level' service skills that need practice and even a script. It's easier with experience, so get everyone practicing! Young staff learn by watching senior staff do it well (or not). Times when you say NO, and the reasons you may (or may not) want to give:
- No BYO for cake or wine - we make cakes and have a cellar with a wide range of bottles.
- No more alcohol service - it's past our licensed hours, and the law round here is very tough.
- No more alcohol service for you - [you're way over the legal limit, buddy]
- We don't take bookings of more than 8 [large groups quickly dominate the room and spoil the atmosphere for others]*
- No we don't take bookings for 18th or 21st birthday parties - [the problems with behaviour and underage drinking just aren't worth it]*
- Your child can't drink even though they are here under your control - [the law is very clear even if you want to ignore it]*
- No we won't drop the room charge - it's how we manage to keep the per-head charges reasonable.
- No we won't change the menu item - the chefs a working at full speed and menu changes throw them completely.
- No your noisy child can't sit in this section - [we don't want them wrecking the atmosphere for everyone else]*
- No we don't have a vegetarian option [we can't be bothered]*
- No we don't take Amex - their charges are much higher than other credit cards
- No we don't have anything that's gluten or sugar free [we've never really thought about it]*
- No your child can't climb on the roof [because we know you'll sue us if she falls off]
- No we don't have anything cheaper - [we're running a business, not a charity]*. Expect more of this if you're offering free food for children, two for one deals and other crazy discounts - it comes with the territory!
*you won't say these out loud, so how do you justify the rule without giving offence?
Some solutions:
- Have alternatives available for every No: we have some great wine at very reasonable prices. We offer BYO on Monday nights. We can serve a small portion of any meal for your child.
- We can do up a birthday cake for you - would you like chocolate or one with strawberries?
- Appeal to a higher authority: the law says we can't serve you if you're intoxicated, it's very tough.
- Price away the problem: there's a $1000 security charge for 21st birthday parties; BYO is available at $20 per head.
- Make the conditions unacceptable: tables of more than 8 must order from the special menu and be seated by 6.30pm.
- Set out conditions on your website: no BYO, no cakes brought in etc. This is courteous if there's likely to be a misunderstanding.
- If exceptions are allowed, make sure everyone knows when and how to use them.
- Have the reasons and scripts consistent, so the young waiter is giving the same message as the GM if she's rung the next day.
Nothing presses the buttons of hospitality people more than hearing: 'the customer is always right'. And nothing shows their skill more than the way they can say the N word and have customers who say Yes, we'll be back.
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2012 Training & Events Calendar
>>> Starting a Cafe or Restaurant Workshop Sydney 25 February or 24 March, Melbourne 3 March 2012
>>> Clubs+ Dynamic Online Marketing Workshop and Webinars Workshop in Sydney 21 Feb, or Webinars start 22 Feb
>>> Clubs+ Business Essentials Workshop - in Melbourne 29 Feb - 1 March
>>> Clubs+ Melburne Food & Wine Tour - 1 - 4 March
>>> How to Create a Great Beer Venue - Special Dinner in Melbourne 1 March
>>> Fine Food Queensland - the state's major Trade Fair 11 - 13 March
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With warm regards -
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Restaurant Management
