welcome everyone please ensure that your mobile phone is switched off switched off
TRANSCRIPT
WELCOME EVERYONEWELCOME EVERYONE
PLEASE ENSURE PLEASE ENSURE
THAT YOUR MOBILE PHONE ISTHAT YOUR MOBILE PHONE IS
SWITCHED OFFSWITCHED OFF
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?
Walking the jobWalking the job
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?
Walking the jobWalking the job
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
Walking the jobWalking the job
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
Walking the jobWalking the job
StrengthsStrengths
WeaknessesWeaknesses
OpportunitiesOpportunities
ThreatsThreats
Protect and promoteProtect and promote
Recognise and removeRecognise and remove
Identify and initiateIdentify and initiate
Challenge and competeChallenge and compete
Walking the jobWalking the job
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
Walking the jobWalking the job
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
Walking the jobWalking the job
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
Walking the jobWalking the job
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!
Walking the jobWalking the job
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?
Walking the jobWalking the job
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
Walking the jobWalking the job
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)
Walking the jobWalking the job
TOILETSTOILETS
-- Cleaned and maintainedCleaned and maintained
CHANGING ROOMSCHANGING ROOMS
-- CleanClean
-- Sufficient storageSufficient storage
-- SecureSecure
SERVICES AVAILABLE SERVICES AVAILABLE
-- Availability, rates, activities Availability, rates, activities
Walking the jobWalking the job
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
Walking the jobWalking the job
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”
Walking the jobWalking the job
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
Walking the jobWalking the job
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
Walking the jobWalking the job
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
Walking the jobWalking the job
Mobile : 07785 276320
Email : [email protected]
Office : 01604 843163
Steven is SUPREME COMMANDER of INN-
FORMATION.
Here’s where you can contact him about our full range of consultancy and training
services