Knowledge is power...

In every single business around the globe, the importance of product knowledge cannot be overemphasized.

The more product knowledge your employees have, the better equipped they are to cater to the needs of your customers. Product knowledge is mainly knowledge about features. They are more interested in the benefits of each feature.

The concept of customer service is intended to create a positive customer experience and to enhance the relationship between a business and its customers. While friendliness and a helpful attitude are incredibly important in customer service, product knowledge is key to your customers. By arming your employees with all the information of a product, you are boosting your confidence when you present your product/services

For an example of the importance of product knowledge, take a look at the pub industry of Ireland. The drinks industry, and more specifically, the beer industry had been fairly static up until the growth of 'craft beers' in the early noughties. Some establishments were quick to jump on the bandwagon but ultimately stopped buying craft products because they simply were not selling. But those businesses that were passionate about their beers, those that educated their staff about the intricacies of each new beer were able to sell more and were quick to reap the rewards of higher turnover. Successful salespeople know all of their products' features and skilfully turn these features into benefits for their customers.

Develop Confidence

Staff who are well versed on a product can present a product and answer any question related to it with confidence.  This cannot be underestimated because someone who is armed with the knowledge of what they are selling can make or break the sale.  Becoming educated in the product and its uses will help cement that confidence. You clearly have an idea what you have to present in front of your customer and how best you can position the product/service to meet all the requirements of the customer.

Create A Passionate Salesforce

When staff are enthusiastic about the products they sell it with ease. The easiest way to become enthusiastic is to truly believe in the product. Seeing someone completely enthusiastic about a product is one of the best selling tools. Customers respond to enthusiastic sales staff who are passionate about their products and eager to share the benefits with them.

Build Stronger Communication

The better understanding of the products on the shelves can allow a company to utilize different ways and methods of getting a product to a customer.  The more staff know, the better they are at selling it.

Create The Ability To Map Challenges

Having an elaborated product knowledge will help you handle the objections from customers in a better way.You will be able to explain in a better way and will also be able to present those features which customer is looking for, making your presentation more customer centric. On the contrary if you do not have proper product knowledge, even if your product has a particular feature which a customer is looking for, you might not be able to explain or present that feature resulting in the loss of sale. That information is rooted in good product knowledge.  If you do not have proper product knowledge, even if your product has a particular feature which customer is looking for, you might not be able to explain or present that feature resulting in the loss of sale.

Allow For Continuous Training and Product Experience

The best way to have the product knowledge is by using it. It is always recommended to use your product and understand its features before you start selling it. It will give you the fair idea about the product’s benefits and its shortcomings. Moreover if you are able to experience the products and services of the competitor, you will be able to explain how your product is different and hopefully better.

Just presenting the brochure or reading a label to the customer does not help, you need to have the proper understanding of the product because written words and spoken words are very different. You can also have a better product knowledge and understanding by meeting existing customers and asking for their feedback. Try to make it clear that you want brutal honesty, since there will almost always be ways in which your products are both good and bad and the more you know about both aspects, the better.

The sales people should not only depend on company’s training for product knowledge instead they should always keep themselves updated with the new and added features in their product/service. This would help in gaining a competitive edge and at the same time help in  making more sales.

Give em the pickle!

Getting new customers is important but maintaining your customers is a crucial part of any business. In the hospitality industry, your customer service must be second to none!

This story from Bob Farrell will give you one more way to see how important superior customer service is. Bob’s customer service mantra Give ‘em the Pickle! was born when he received a letter from a loyal customer vowing to never return to his ice cream parlour in the United States, simply because the waitress wouldn't give him an extra pickle without a charge.

Can you imagine losing a loyal customer over something as small as a pickle? It may seem silly, but it happens to businesses around the globe every day! Giving away ‘pickles’ is a way for any company to keep their customers happy, exceeding customer expectations and differentiating your company from the competitors. The cost of a few extra pickles is far less than the cost of lost customers and lost business.

So what are pickles, anyway? We’re not talking about dill pickles, sweet gherkins or bread and butter pickles. ‘Pickles’ are those extra, special things that make people happy and keep your customers coming back... and not necessarily 'free stuff'.

Bob's idea of a 'pickle' include:

• A little handwritten thank you note with every bill
• Walking the customer to the item they’re looking for instead of just pointing them in the general direction
• Calling the customer by name
• Answering the phone with a smile (trust me, this works!)

Every single extra effort counts. If it makes the customer feel good about themselves and their experience with your business– then it’s a pickle. The trick is to figure out what your customers want and make sure they get it.

Simply put, pickles = raving, happy customers = better business!

Here are Bob's 4 key principles for excellent customer service :

1.  Service: Make serving others your number-one priority. Great customer service happens when you exceed customers’ expectations by adding your own special touch  (Give em’ the pickle!)
2.  Attitude: Choose your attitude. How you think about the customer is how you will treat them. A shining attitude is contagious around customers and shows in the quality of your work.
3.  Consistency: Customers return because they liked what happened last time. Set high service standards and live them every day. Add your special touch and exceed your customers expectations.
4.  Teamwork: Commit to teamwork. Look for ways to make each other look good. In the end, every action by you and your staff will become visible in your business and to your clients, whether you work at a counter or behind the scenes. 

So, what’s your pickle? 

If your pickle doesn't immediately come to mind, you need to develop one. Get started right now.

Great customer service is incredibly important to any business or organization and with the proper training you can find and develop your pickles. Get in contact with Last Call Bar Solutions to get the ball rolling today.

-Sean O'Reilly
Last Call Bar Solutions

References & Sources

http://www.giveemthepickle.com/give_em_the_pickle_video.htm

http://www.giveemthepickle.com/pickle_principle.htm

http://en.wikipedia.org/wiki/Bob_Farrell_(motivational_speaker)

It's the little things...

Those little things that create a memorable experience for a customer. It could be the extra attention a waitress gives a table, the promptness of answering a client's email, remembering a customers name when they arrive at your window of your bank, it could be sharing your knowledge of a product to help a customer make the right decision before a purchase ... those little things that keeps your customers coming back for more, those little things that create a wonderful experience for a customer, those little things that turn your customers into advocates.

By investing that extra little bit, you are exceeding your customers’ expectations. This will enable you to turn your customers from passive users of your products and/or services to active business advocates who recommend you to their peers, without any reservations. Word of mouth publicity is by far the cheapest and most powerful form of advertising a business can generate, and by going above and beyond in any possible way will keep your customers happy and coming back to you.  

Loyalty is earned this way, return business is the reward.

Those 'little things' add up and keep us going back.  

It's one of the things that can set your business apart from the others of it's kind.

Those 'little things' are not little at all, although it may seem minor to you in the grand scheme of things, in reality they are huge for your customers.  

-SeanO

Consistency

No matter what business you are in, consistency is paramount. Nothing is worse than an inconsistent delivery of service in an age where companies and organizations strive to be one step ahead of their competition. From the very second a new customer approaches your door, he or she is taking a chance on your business. They have expectations and you had better live up to them. That very first time they walk in and every single time after that will determine whether that customer will be loyal to your business. All it takes is one bad experience, one chance. If you cannot live up to your customers expectations and requirements consistently, there is a good chance your customers won't give you a second chance.

How can a business keep it consistent?

1. It Starts at the Top - Upper management of an organization needs to be on message in every possible way in every single aspect of the company. With constant leadership and education, management will portray a level of consistency that can flow back and forth throughout a company, rather than a trickle down approach. 
2. You're Never to Cool for School - Training is the only way to be sure that everyone in an organization is on the same page. Initial training for new staff is just as important as refreshers for your existing staff. Constant education and training of your staff will pay dividends in multiple ways since not only are your employees more engaged and can better sell your products or services but it also gives your employees a level of pride that a company is investing in them.
3. Stick to the Script - Start with a comprehensive guide for your employees that details every aspect of the company including all aspects of the services and/or products you provide. Once there is a set plan and approach to the entirety of the business, employees can all sing from the same hymn sheet. Your customers will see that no matter who they deal with, no matter what day it is, no matter what the situation is that they will receive the same level of service time and time again. Make a S.O.P. and keep to it.
4. Check the Scoreboard - Foolish people in business make assumptions instead of looking at the raw data. If you do not constantly measure the level of satisfaction of your customers, you never really know how your company is doing. By surveying your customers, you can get an accurate measurement of their level of satisfaction as well as their likelihood of darkening your door again. 

The Followup

The most important thing to keep in mind is : If your company delivers consistent services, your company will reap the rewards of consistent success.

Be part of the discussion.  Let me know what you think, what did I miss, how would you approach the idea of 'Consistency' differently.  Feel free to join the discussion, I really look forward to your input.

References & Sources

http://christinekane.com/

http://blog.livehelpnow.net/consistent-customer-experience-4-tips/

http://www.pragmaticmarketing.com/resources/tips-for-delivering-consistent-services

Making Dreams Come True – Making the Customer Happy

In those few moments that make up a first impression, your customers will come to a conclusion about what kind of person is serving them, what they may expect in the way of service and whether or not you intend to pay attention to their needs.

In order to read your customers properly and assess their needs, you need a blend of observational skills. These skills are important in the day to day interactions you will have with the public and also play an important role in dealing with complaints that might arise. Golden rule when it comes to complaints: It is better to get a complaint and have the ability to rectify the situation than it is to have a customer just leave without sharing the reason or reasons they were not satisfied and potentially never come back. When you have the opportunity to give your customer that feeling of being listened to, you have a chance to create a loyal customer.

Effective Listening Skills. 

Use your body language. When engaging with your customers, lean forward, face your customer & make eye contact. Your actions speak louder than words so not being bothered engaging with your customers will show you would prefer they did not spend their money and time in your establishment.

Be an observer.  Let them talk and just listen. It is impossible to speak and listen at the same time.

Learn to use your thinking time constructively. Try not to be distracted by thinking your own thoughts and jumping to conclusions.  Avoid judging the customer, finishing sentences for them or interrupting them.

Listen with an open mind and avoid prejudice. Avoid the tendency to resist complaints that are not directly related to you and try not to blank out ideas that you would rather not hear.

Let the speaker know that you hear and understand. Give encouraging responses when possible, summarise that you understand what was said to you and reflect the feelings of the customer, not just the words.

Empathetic Listening Skills.

Empathetic listening basically means putting yourself in your customer’s shoes, and trying to understand the situation from their point of view. In some situations, basic listening skills are not sufficient. When someone is angry, upset or frustrated, you need to acknowledge their emotions before you can begin to solve the problem. This is accomplished through an additional set of listening skills called empathetic listening.

REMAIN CALM. When faced with an upset or angry customer, keep your own emotions in check. Do not become defensive. Instead, be prepared to listen.

Give encouraging responses. Let the customer know you want to help. This can be done both verbally and non-verbally. Let’s start with the non-verbal aspect.

Mirror feelings. Let the customer know that you want to try to understand how he or she feels about the situation. ‘’I am sorry you feel so..’’ ‘’I can see that you are upset about..’’ ‘’I understand you waited a long time before the food arrived…’’

Clarify Facts. Double check to make sure you have the correct facts.

Work together towards a solution. Summarise what you understand the customer to have said, so that you can proceed. Remember, when you listen to understand a customer you do not have to agree with them too!

WHEN TO DRAW THE LINE

There are some things a service professional does not have to take from an upset or angry customer. One of these is profanity and the other is physical abuse. Be firm and yet polite in ending the encounter and report it to your supervisor.

Empathetic listening is a skill that assists you to handle problems and defuse difficult situations. Practice this skill at every opportunity!

When dealing with the problem you can APOLOGISE:

• Apologise – It shows you care enough to put things right.

• Praise – thank them for taking the time for making the complaint.

• Observe – their body language, keep a neutral stance and tone of voice.

• Listen – be sympathetic and empathise with the customer.

• Offer - a solution wherever possible

• Go through the steps with the guests on how you’re going to help them.

• Instigate the solution; call the manager-on-duty if you need authorisation.

• Stay calm throughout, never defend what happened nor blame anyone - EVER.

• Ensure the guest is happy with the outcome.

Quality qualities – What Makes a Top Quality Server?

Quality qualities – What Makes a Top Quality Server?

It takes some savvy and charisma, along with knowledge of drinks, to be a successful bartender. This is one of those jobs in which your success depends on your personality more than anything else. You need to be a provider of drinks, a server, an organiser, a cashier, a friend, a psychiatrist and a neat freak among other things.

Over all of these things - You are the face of your establishment.

First impressions are essential. To a customer, YOU are the business you work for, and might be one of the only contacts a customer has with your location. When you work in the service industry, you are constantly in the public eye. The entire experience of a food and drink establishment goes way beyond only food and drink – it’s up to you to maintain a continuous positive attitude between you and your guests. The return on that positivity will repay your location by growing the business through repeat custom and turn your customers into fans and advocates.

Always give your customers a warm welcome. A well delivered welcome will automatically put a customer at ease and will establish a rapport. Introduce yourself when you can; by creating a personal relationship with a customer will make for easier transactions. When you learn their name, remember it and use it when you can. Nothing is more unique to a person than their name and using it appropriately will make your guest feel extra special. And don’t forget to thank them for their custom when they are departing to show you valued their business – this will leave a lasting impression on your guests. If for some reason you are busy and cannot help a guest when they first arrive, make sure that you let the customer know that they will be waited on right away.

Let your personality shine. Leave your personal problems at the back door!  A positive, warm and charming personality can be infectious, so spread it – that will create a better ambiance for your guests. Keeping this attitude can be difficult when it’s busy but it always pays off by having happier co-workers, management & customers.

Know your stuff.  Product knowledge is essential in this line of work; the better armed you are the better you can perform. Later in the next few chapters we will cover a good chunk of what you need to know, but in each individual establishment there are certain things you need to be aware of – seasonal beers, specials of the day, allergy awareness, local sites and businesses to help tourists and so much more. Knowledge is power and your confidence to sell will shine.

Anticipate and assess the situation. See a group come in off the street and wander near the door?  Offer to seat them, suggest drinks, show them menus, and let them know what’s on offer.  Have a customer with a nearly finished drink? Offer them another. See someone browsing their phone, give them the wifi password. By personalising your guest’s experience and anticipating their needs you are creating a comfortable environment for them. Follow through after you complete a transaction – simply by asking how satisfied your customer is with their purchase can exceed their expectations. Little touches like this can create customer satisfaction, show your professionalism and enhance your relationship with your customer.

Precision.  Managing your time behind the bar is one of the most important parts of service. It is as important to manage the entire day as it is to manage each order and a well executed order will save you time in the long run. Once you have enough practice and feel comfortable knowing where everything is behind the bar, you can practice ‘multi-serving’ – the key to taking and preparing large orders. In order to develop this skill you need to prioritise tasks by making drinks in an efficient manner. Bing, bang, boom!

Take a Bow.  Whether you like it or not, people are watching you. When you are behind the bar, you are on stage for everyone to see and enjoy. Embrace it! With that in mind, how you present yourself, the way you speak and the way you move are all part of your showmanship – your style behind the bar can create an impressive spectacle. Guests will be entertained by your efficiency, your conduct, your ability to make drinks & most of all – how much pride you take in your work.

About me, Sean O'Reilly

Born in NYC, I arrived in Dublin, Ireland in 1997 at 23 without the slightest bit of service experience, lied my way into a busy bar and rose up the ranks from floor staff, to cellar man, to bartender, to manager. I worked in various Dublin locations in addition to a few NYC spots over those years and learned so much from all those experiences of working with the public. It occurred to me that I very much enjoyed interacting with my customers, I enjoyed making drinks for people, it gave me great pleasure to make people happy and I had discovered more than I ever thought I would.  I am reminded of Lewis Carol's line, 

"One of the deep secrets of life is that all that is worth doing is what we do for others."

No matter which joint I worked in, working for the public was only one aspect of it all, being part of a team was also crucial. For those early years in the bar game, I worked with some fascinating, inspirational, insane & hard-working boys and girls, people I learned so much from, and for some I am still fortunate to call them friends and colleagues. 

I moved back to America in 2004 with my wife and bought a bar and restaurant while working as owner, operator and head chef (as well as accountant, janitor, delivery man...you get the picture). After many successful years even through the bubble burst of '08, I had decided to return to Ireland with my family to give Dublin another lash. I was re-energized with the experience of being on the other side of the world again, as well as having the experience of being on the other side of the chain of command. I rejoined the team in Lillie's Bordello to look after the top floor, VIP Library Bar in addition to working with Porterhouse Brewing Co and the Dingle Distillery, working as a Brand Ambassador for Richmond Marketing, years of consulting for William Grant and Son Distillers Ltd and started a bar consultancy company called Last Call Bar Solutions. 

Deciding to leave the late nights of mixing drinks for the masses in 2014, I joined up with an amazing team of people with heaps of experience bringing companies and organizations up to a higher level of service quality through the use of internationally recognized training and measurement skills. Customer Service Excellence Ireland was where I built up my training and presentation skills to provide that bit more for my clients.

My focus is now on bringing all those years of experience in the drinks industry together with my ability to educate and train to help businesses all across the country on the journey towards something new. 

Last Call Bar Solutions is the sum of all my experiences in the drinks trade bringing together my work with (and love of) cocktails, craft beer & staff training.