How your business can make a good impression
1. Play on the senses
Consider the senses and what your company has to offer for each of them. For example:
Sight: What does the look of your hotel say about you? What impression does the signs and logo give? What does your brochure look like?
Hearing: How do you sound on the telephone? Do you provide a relaxing environment? What kind of impression does the music you play in your bar make?
Touch: If you're aiming for luxury, does the bedlinen feel luxurious? Are the premises spotless?
Smell: Does your rubbish area emit bad smells? Are the fresh flowers in the foyer too overbearing? Are the gym changing rooms welcoming?
Taste: Do you welcome your guests with a complimentary drink? Is there a wide choice of food?
2. Devote some time to detail
Remember: it's the small things that make the difference. Pay attention to detail, because sometimes things that seem insignificant to you can be important to other people. This might mean making sure there are slippers in the hotel room, or making sure the salt-cellars in your restaurant aren't clogged up, for example.
3. Pay attention to displays
Think about how you display things, whether it's beauty products in your spa, gifts in your hotel shop or drinks behind your bar. Display items for sale at eye level to increase sales. Put the best sellers, most attractive items, impulse buys and higher priced items here. Group items together that are related - for example, nail varnish with nail files and sunglasses with sunhats - and make sure displays are attractive, clean, up to date and clearly labelled. This will show customers that you care about presentation and pay attention to their needs.
4. Make decisions easier for your customers
Some people aren't very good making decisions. Help them decide what they want by offering accompaniments (do they want a side salad?) or by letting them know what is on offer (Have they seen the specials board?).
5. Consider your position
Think about where your business sits in the marketplace. Compare yourself with your competitors and think of words to describe yourself. If this seems tricky, try the following to help you get a clearer picture:
If you or your business were a car, which one would it be and why? A Lotus Elise, because it's fast, flashy and compact, or a VW Golf because it's dependable, popular and family-friendly.
And which drink, animal or cartoon character would you be, and so on? This will give you ideas for developing an identity for the company.
6. Developing your service
Put your customers into groups according to how often they use your business and think of ways you can develop better relationships with them. For example:
· Regular customers: Could you introduce loyalty cards, so they can collect points and be rewarded?
· First-time customers: Could you offer them a discount on their next visit if they bring three friends?
· Potential customers: Could you tempt them to visit you with a three-for-the-price-of-two special offer?
7. Keep an eye on what your competitors are doing Check out the competition on a regular basis. If they are doing something new, such as giving away a free apron with membership, there must be a good reason for it. Think about whether you could do the same or offer something better.
8. Get a simple message across
Watch the message you are sending out through your marketing campaigns.
Are the messages about your business consistent or are they contradictory? Are you saying you have the biggest swimming pool in the area one week and then saying you have an adults-only policy the next? Is it better to give one message five times than five different messages once?
9. Get feedback
Ask your customers what they want, how you could do it better, and if they would visit you again. You could offer them an incentive to fill in a survey, such as a free weekend stay for the winner.
Produced by Caterer-online in association with learnpurple
