Here's a tip : Good customer service can boost staff rewards



By Bob Phibbs

Bob Phibbs, also known as the Retail Doctor, is based in Long Beach, Calif. He is a public speaker and trainer whose clients have included specialty retailers, restaurants and hotels. His new book is "You Can Complete : The Retail Doctor's Tools to Double Your Sales - Just Because You See Icebergs, Doesn't Mean You're On the Titanic." Visit him at www.retaildoc.com.

Despite the uncertainty of the economy, smart restaurateurs know that they should work on their own four walls to overcome the possible reality of fewer customers. They should constantly train their staffs how to be friendly and helpful.

Remember : We don't need to be taught as much as reminded. And great servers know that their tip walks in the door every time a customer does. That means they should greet the guest with a warm welcome and some small talk, such as complementing the guest on something he is wearing, asking about the group he is with or even discussing the weather before trying to take an order. I call that approach the Windows of Contact, and it is an important component of outstanding service.

To find a Window of Contact, look at the person and find something you sincerely can complement him on or find something you can question. After his response, speak to the guest about something related in your own experience.

For example, to a woman who comes in wearing a soccer mom T-shirt and with two children in tow, the Window of Contact would be soccer. So I might say, "Did you have a game today?" It's Bonus points if I ask one of the kids. The mom might answer, "No, luckily the season is over." And I might offer from my own experience, "When I was growing up, we didn't even know what soccer was, much less a soccer mom." We might have a bit more conversation, and I would close the window by going into my order script.

By using some very basic questions and scripts, the server develops rapport. That step is necessary because servers ultimately are selling themselves. They must get the guest to like them first in order to get a generous tip later.

Only after a rapport is established can your server suggest the chef's specials or deluxe meals. People want to be led when it comes to food choices. When they come in with a friend, someone always asks, "What are you having?" They might see a dish someone else ordered and ask, "What was that?" Or they might ask, "What's good here?" Use that natural curiosity to your advantage; in the end you can get both the check and the tip higher.

I'm not talking about some restaurant's sneaky method of asking what type of dressing the customer wants on a salad, implying it is part of the meal, and then charging an extra $5 for it on the check. That won't win you repeat business or a good tip.

Building rapport lets servers suggest a high-profit drink in a friendly way. "While you're looking over our menu, how about one of our signature Cadillac Margaritas to start your weekend?" That picture is inviting and gives the customer permission to treat himself.

Servers need to be reminded to paint a picture and to add on to several points during the meal. For instance, "Do you want any dessert?" usually will get a "No" because there is no compelling reason for saying yes. A better question would be "Would you like a piece of pie?" but the still is easy to turn down.

Denial is harder if the question is "Would you like a warm piece of our famous Granny Smith apple pie with handmade cinnamon ice cream on top?" It is even harder if a visual statement like "I have a piece of our tasty Chocolate Wipeout cake with chocolate sauce drizzled on top with your name on it" is presented. And the very best way to upsell would be actually to bring over a piece of pie and then suggest it; there's nothing better than seeing the temptation.

If you do not train your staff to be friendly and to add on to every ticket, they will get only average tips. The result will be that they'll be in a downward spiral, and they won't suggest anything. They'll complain about the work load, and they'll become stubborn about supporting new initiatives by management. They won't be able to get a raise, and without higher tips, they won't be able to make ends meet. They will be open to being recruited by a competitor who will promise them a higher hourly wage. Finally, "I'm not making enough."

Conversely, if you train your servers how to sell your more profitable items in a friendly way, their average ticket will be higher, and, consequently, so will their tips. Since they will be making the restaurant more money, you'll give them a raise and they will be in an upward spiral. Because of that, their loyalty is improved and their attitude is good, which leads to higher tips. If someone tries to recruit them for a higher wage, they will scoff because of the great tips they make at your establishment. And all of that will be due to training.