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What
Our Attitudes Communicate To Customers
by Dr. William Lampton
Because
my wife and I wanted to celebrate a special professional achievement, we
asked the hotel concierge, "What restaurant do you recommend that's
classy, but not overpriced?" She named one located a short cab ride
away.
"You'll like the food and the scenery. It's one of the newest places
around here. I know the manager, and you'll get very personal
service."
Heeding her advice, we went there for dinner. The building was attractive,
with an unobstructed view of the ocean. Our seafood was delicious, and
prices were moderate. However, we decided--very quickly--that we won't
return there when we're in that city again.
Why? Because the attitudes we encountered ruined our evening.
While taking our order, the waiter commented: "I've worked here for a
few months. At first, business was fine. Then, after the newness wore off,
reservations declined drastically. Now I'm lucky to get a few dollars a
night in tips." Shrugging his shoulders and displaying a dejected
look, he told us, "Guess I should look elsewhere for a job."
When our food arrived, so did the manager. Her greeting was cordial, and
we asked how the restaurant got started. "Well," she answered,
"we have a similar restaurant in Miami that's doing quite well, so we
thought the same concept would work here."
"So you came here from Florida?" we inquired.
"That's right," she said. "But I don't know how long I'll
be here. This restaurant may not make it."
We looked around. We saw only two other tables occupied, and just three
people seated at the bar. The only noticeable noise came from a band and a
vocalist, whose voice bounced around the near-empty room.
The manager walked away. "This small turnout doesn't surprise
me," my wife noted. "Who wants to return here to listen to their
bad news?"
I agreed. "Yeah, they've sort of killed our celebration spirit. They
misunderstand their purpose. Dining out means forgetting your
problems--and not taking on anyone else's."
I'm confident that restaurant won't survive. Customers like to invest
their time and money with winners, not with whiners.
Winning words from the waiter could have included these observations:
"We're new, but people in this community have noticed us. We've heard
nice things about our service and the variety on the menu."
The manager might have expressed hope, too: "Have you ever seen such
a splendid view? Look at those condominiums in the distance. We'll get
steady customers from there. And we're proud of our chef, who gets many
compliments. When your travels bring you this way again, you may need to
call ahead for reservations."
Buoyed by such a positive outlook, we could have overcome the dismal
attendance, recognizing that even our favorite restaurants back home
suffer occasional slumps.
On the contrary, as we walked out and heard the manager say, "Would
you like to stay for a drink?" we declined, moving rapidly toward the
taxi stand. "Maybe next time," I offered, knowing there would be
no next time.
The lesson? Clear and simple--when your business goes sour (and most
businesses do that periodically), keep your doubts to yourself. Remember,
moods are as contagious as diseases. . .and just as debilitating when
they're depressing moods.
Look for the good side. Without being deceitful at all, you can find
encouraging signs, and share them with clients and would-be clients. Your
obvious confidence will inspire your regular buyers and will attract new
ones.
Twenty-five years ago I heard a slogan which fits beautifully here:
"Nobody wants to ride a hearse, but everybody wants to jump on a
bandwagon."
Copyright 1999, William Lampton
Bill Lampton, Ph.D., “Helps You Finish in First
Place,” through championship communication and maximum motivation. He
wrote a popular communication book, Change Your Communication, Change Your
Life! Check his Web site:
www.ChampionshipCommunication.com Call Dr. Bill Lampton: 770-534-3425. E-mail him:
drbill@ChampionshipCommunication.com
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