The service trade is a people business. Customers are very much the king and do expect to be treated as individuals, with all their quirks and foibles. I've always admired those who have the gift of seeming to give you their entire attention as if nothing else mattered in the whole world. You are made to feel special.
Not only must you believe in what you are doing, but you must carry that conviction to all your staff. They are all ambassadors for your business. This means listening to them, not just telling them, asking what they think and making them feel involved in the venture. Your own motivation is different. You are the boss, perhaps with your name over the shop. If your colleagues are only working for the pay packet at the end of the week, it will be a fairly soulless existence. Paying the proper wage and thanking them for their efforts is often overlooked. Try to avoid always telling them off: catch them doing something right - and tell them so. There is so much more to motivating people than wages.
Delegation is often difficult for small firm owners, but delegate or die. Proper training and occasional absences with deputies in charge help to build confidence. The ideal is to grow your own managers from within so you have a recognised career structure and goals for the bright to aim for. Inevitably some fresh blood will be needed to bring an outside view, but don't disappoint your own staff without good reason.
Because services are intangible, close attention needs to be given to creating and maintaining a strong image of your operation. By image, I am including reputation and after-sales service, as well as the more obvious presentation of the business. It is wearying to repeat the old adage that you never get a second chance to make a first impression, but it is true. Running a service business is like that. The total image of your activity could so easily be marred by slipshod appearances, casual staff or failing to keep a promise. This is all wrapped up in that much abused creation PR, which most of us would say is plain common sense.
If you invite patrons on to your premises much of the atmosphere will be engendered by the decor, furnishings, colour, lighting, and perhaps the Muzak - to say nothing of the air conditioning. My nearest record store always seems to be playing loud rock music, but there are shelves of classical titles. I don't visit there often. There is some evi dence that the sense of sound is more emotive than the sense of sight.
Pubs, hotels and hairdressers are very conscious of striking the right tone. Little things like price labels are important. The graphical image you present can range from the tasteful and discreet to greengrocer's Day-Glo. Even your carrier bag not only has entered the classic folklore, but is, to slink into the jargon, a fashion statement about yourself. It is all reflected glory. We are really talking about the total environment in which you operate. It is the personality you can create and manage that positions your business in the market and attracts, repels or selects the type of customer who is good for your business. You need more of them.
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Note: This article was sent to us by: George F. Allister at 07152010
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