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Innformation at your fingertipsInnformation at your fingertips

WALKING THE JOB WALKING THE JOB

withwith

Steven Brown FBII – Supreme CommanderSteven Brown FBII – Supreme Commander

ofof

Inn-FormationInn-Formation

Walking the jobWalking the job

TIME FOR A G.R.O.P.E.TIME FOR A G.R.O.P.E.

GrowthGrowth

RegularsRegulars

OccassionalsOccassionals

PotentialsPotentials

ExitsExits

100%100%

10%10%

25%25%

65%65%

10%10%

Your real growth will come from people who might be Your real growth will come from people who might be prepared to give you their business, but what prepared to give you their business, but what

impression will you give them the first time they become impression will you give them the first time they become a customer?a customer?


HOW THE SENSES INFLUENCE THE CUSTOMERS BUYING HOW THE SENSES INFLUENCE THE CUSTOMERS BUYING DECISIONSDECISIONS

Which of our senses are affected during the buying process?Which of our senses are affected during the buying process?

TASTETASTE

TOUCHTOUCH

SMELLSMELL

SIGHTSIGHT

HEARINGHEARING

• Seeing is believingSeeing is believing

10%10%

85%85%

5%5%

• F & B consumers eat and drink with their eyesF & B consumers eat and drink with their eyes

Are you walking the job with your eyes and mind open or shut?Are you walking the job with your eyes and mind open or shut?


THE CUSTOMER JOURNEYTHE CUSTOMER JOURNEYWhen was the last time you walked the customer When was the last time you walked the customer journey and saw your club through their eyes?journey and saw your club through their eyes?

Are you UNCONSCIOUSLY INCOMPETENT (see Are you UNCONSCIOUSLY INCOMPETENT (see nothing) or CONSCIOUSLY COMPETENT (see nothing) or CONSCIOUSLY COMPETENT (see everything) when viewing your clubs image as seen everything) when viewing your clubs image as seen through your customers eyesthrough your customers eyes

How good is the club at maximising its business How good is the club at maximising its business generation opportunities?generation opportunities?

WALKING THE JOB WITH CUSTOMERS WALKING THE JOB WITH CUSTOMERS EYESEYES


You need a tried and tested You need a tried and tested

“vehicle” that challenges your “vehicle” that challenges your

senses at every step of the senses at every step of the

customer journeycustomer journeyS.W.O.T.S.W.O.T.

A customer focussed vehicleA customer focussed vehicle


StrengthsStrengths

WeaknessesWeaknesses

OpportunitiesOpportunities

ThreatsThreats

Protect and promoteProtect and promote

Recognise and removeRecognise and remove

Identify and initiateIdentify and initiate

Challenge and competeChallenge and compete


The key to a successful SWOTThe key to a successful SWOT

You must communicate your successes instantlyYou must communicate your successes instantly

You are seeking quick or instant winsYou are seeking quick or instant wins

You must involve the entire teamYou must involve the entire team

You must never be complacent or totally satisfiedYou must never be complacent or totally satisfied

You must act on your findingsYou must act on your findings


AN F & B S.W.O.T.AN F & B S.W.O.T.

STRENGTHSSTRENGTHS

•F & B available every dayF & B available every day

•Adequate product rangeAdequate product range

•Comfortable surroundingsComfortable surroundings

•Competitive pricingCompetitive pricing

WEAKNESSESWEAKNESSES

•Poor standard of servicePoor standard of service

•Lack of product knowledgeLack of product knowledge

•Dirty tables/litter/glassesDirty tables/litter/glasses

•Poor product displayPoor product display

•Function roomsFunction rooms •No sales activityNo sales activity


AN F & B S.W.O.T.AN F & B S.W.O.T.

OPPPORTUNITIESOPPPORTUNITIES

•Remove the weaknessesRemove the weaknesses

•Maximise the function Maximise the function roomroom•Improve customer comsImprove customer coms

•Conduct surveysConduct surveys

THREATSTHREATS

•Competitor activityCompetitor activity

•Local authorityLocal authority

•Members resistanceMembers resistance

•OurselvesOurselves

•Exceed expectationsExceed expectations • A Challenged industryA Challenged industry


WHY THE S.W.O.T. FAILSWHY THE S.W.O.T. FAILS

• Resistance to changeResistance to change

““We run a traditional golf club and we’ve always done it this way”We run a traditional golf club and we’ve always done it this way”

-- Cold water in the showersCold water in the showers

-- 3 lockers between 10 3 lockers between 10

peoplepeople-- No hats, no phones and No hats, no phones and

kidskidsWELL THE TIMES THEY ARE A CHANGIN!WELL THE TIMES THEY ARE A CHANGIN!


THE ONWARD JOURNEY – Its really simpleTHE ONWARD JOURNEY – Its really simple

WHAT WILL YOU.......WHAT WILL YOU.......

STOP DOING (the bad stuff turned to Quick Wins)STOP DOING (the bad stuff turned to Quick Wins)

START DOING (the risky stuff that may need testing and START DOING (the risky stuff that may need testing and investment)investment)

CONTINUE DOING (the good stuff - shout it from the rooftops)CONTINUE DOING (the good stuff - shout it from the rooftops)

You must be seeking a competitive advantage at EVERY stage of the You must be seeking a competitive advantage at EVERY stage of the customer journey, so where should you begin?customer journey, so where should you begin?


FIRST IMPRESSIONS LASTFIRST IMPRESSIONS LAST

WHERE SHOULD MY FOCUS BEWHERE SHOULD MY FOCUS BE

SIGNAGE ON APPROACH TO THE CLUBSIGNAGE ON APPROACH TO THE CLUB

-- Not visibleNot visible

-- OvergrownOvergrown

-- Not currentNot current


CAR PARKCAR PARK

-- “The chosen few”“The chosen few”

-- Unsafe, unlit,rubbish strewnUnsafe, unlit,rubbish strewn

Signage for visitorsSignage for visitors

-- DirectionalDirectional

-- Instructional (signing in)Instructional (signing in)


TOILETSTOILETS

-- Cleaned and maintainedCleaned and maintained

CHANGING ROOMSCHANGING ROOMS

-- CleanClean

-- Sufficient storageSufficient storage

-- SecureSecure

SERVICES AVAILABLE SERVICES AVAILABLE

-- Availability, rates, activities Availability, rates, activities


BAR/DINING SERVICEBAR/DINING SERVICE

-- Warm, well litWarm, well lit

-- Clean, welcomingClean, welcoming

-- Relaxing, comfortableRelaxing, comfortable

CUSTOMER COMMUNICATIONS CUSTOMER COMMUNICATIONS

-- See next slideSee next slide


HOW GOOD COMMUNICATIONS LEAD TO GREAT HOW GOOD COMMUNICATIONS LEAD TO GREAT SALESSALES

are you:are you:

““Soup and a roll”Soup and a roll”

oror

““Why not treat yourself to a bowl of our homemade cream of Why not treat yourself to a bowl of our homemade cream of vegetable soup created with an array of locally sourced vegetable soup created with an array of locally sourced vegetables designed to excite the senses and served with vegetables designed to excite the senses and served with croutons, a hot crusty roll and lashings of real butter” croutons, a hot crusty roll and lashings of real butter”


POWER WORDS AND PHRASES THAT SILENTLY SELL IN POWER WORDS AND PHRASES THAT SILENTLY SELL IN FOOD AND BEVERAGEFOOD AND BEVERAGE

• NewNew

• ImprovedImproved

• Local produceLocal produce

• FreshFresh

• TenderTender

• Drizzled inDrizzled in

• UniqueUnique

• Treat yourself toTreat yourself to

• You deserveYou deserve

• InexpensiveInexpensive

• SucculentSucculent

• Rich tastingRich tasting

• SmoothSmooth

• ExpensiveExpensive

• Mouth wateringMouth watering

•HealthyHealthy


CLOSING COMMENTS ON WALKING THE JOBCLOSING COMMENTS ON WALKING THE JOB

Focus only on improving that which can be improvedFocus only on improving that which can be improved

Walk with your eyes and mind openWalk with your eyes and mind open

Your first reaction to imperfection is not to conduct a Your first reaction to imperfection is not to conduct a search search for the guilty – it is to remove the problem now!for the guilty – it is to remove the problem now! Involve the entire team and turn them into SWOT’sInvolve the entire team and turn them into SWOT’s

Never believe you have achieved perfectionsNever believe you have achieved perfections


CLOSING COMMENTS ON WALKING THE JOBCLOSING COMMENTS ON WALKING THE JOB

React quickly to inevitable blundersReact quickly to inevitable blunders

AND REMEMBER THIS.......AND REMEMBER THIS.......

UNHAPPY CUSTOMERS SPEND LESSUNHAPPY CUSTOMERS SPEND LESS


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Email : [email protected]

Office : 01604 843163

Steven is SUPREME COMMANDER of INN-

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