“We must communicate our vision to our staff every day,” he stated, pointing out that, “Miserable staff make customers miserable. They don’t come in for that, so inspire your staff to help you create your vision.”
Barmen do more than just serve drinks and managers don’t simply manage, he pointed out, just as cleaners don’t just clean.
“A barman’s job is to get other people to see what you offer, not necessarily just solely to sell the product asked for” he explained, “but it’s also his job to upsell and entertain.
“‘Game-changing’ the customer is about changing the customer into an advocate for your buisiness.”
Game-changers were those who understood buyers’ behaviours and willingness to extend beyond their current behaviour. Game-changers might get customers to purchase three extra items per visit.
For this, one had to have the correct people in the correct place at the correct time.
He told the audience that Tesco, for example, studies the weather forecasts to optimally stock product.
It’s important to give an experience that far exceeds what the customer expects, he concluded.