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WELCOME EVERYONE

Discover the importance of walking the job with customers' eyes and senses to enhance their buying decisions and overall satisfaction. Learn how to conduct a S.W.O.T analysis and improve your club's image through effective communication and attention to detail.

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WELCOME EVERYONE

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  1. WELCOME EVERYONE PLEASE ENSURE THAT YOUR MOBILE PHONE IS SWITCHED OFF

  2. Innformation at your fingertips WALKING THE JOB with Steven Brown FBII – Supreme Commander of Inn-Formation

  3. Walking the job TIME FOR A G.R.O.P.E. Growth 100% Regulars 10% Occassionals 25% Potentials 65% Exits 10% Your real growth will come from people who might be prepared to give you their business, but what impression will you give them the first time they become a customer?

  4. Walking the job HOW THE SENSES INFLUENCE THE CUSTOMERS BUYING DECISIONS Which of our senses are affected during the buying process? TASTE TOUCH 10% SMELL 85% SIGHT 5% HEARING • Seeing is believing • F & B consumers eat and drink with their eyes Are you walking the job with your eyes and mind open or shut?

  5. Walking the job WALKING THE JOB WITH CUSTOMERS EYES THE CUSTOMER JOURNEY When was the last time you walked the customer journey and saw your club through their eyes? Are you UNCONSCIOUSLY INCOMPETENT (see nothing) or CONSCIOUSLY COMPETENT (see everything) when viewing your clubs image as seen through your customers eyes How good is the club at maximising its business generation opportunities?

  6. Walking the job You need a tried and tested “vehicle” that challenges your senses at every step of the customer journey S.W.O.T. A customer focussed vehicle

  7. Walking the job Strengths Protect and promote Weaknesses Recognise and remove Opportunities Identify and initiate Threats Challenge and compete

  8. Walking the job • The key to a successful SWOT • You are seeking quick or instant wins • You must involve the entire team • You must never be complacent or totally satisfied • You must act on your findings • You must communicate your successes instantly

  9. Walking the job AN F & B S.W.O.T. STRENGTHS WEAKNESSES • F & B available every day • Poor standard of service • Adequate product range • Lack of product knowledge • Comfortable surroundings • Dirty tables/litter/glasses • Competitive pricing • Poor product display • No sales activity • Function rooms

  10. Walking the job AN F & B S.W.O.T. OPPPORTUNITIES THREATS • Remove the weaknesses • Competitor activity • Maximise the function room • Local authority • Improve customer coms • Members resistance • Conduct surveys • Ourselves • A Challenged industry • Exceed expectations

  11. Walking the job WHY THE S.W.O.T. FAILS • Resistance to change “We run a traditional golf club and we’ve always done it this way” - Cold water in the showers • - 3 lockers between 10 people - No hats, no phones and kids WELL THE TIMES THEY ARE A CHANGIN!

  12. Walking the job THE ONWARD JOURNEY – Its really simple WHAT WILL YOU....... STOP DOING (the bad stuff turned to Quick Wins) START DOING (the risky stuff that may need testing and investment) CONTINUE DOING (the good stuff - shout it from the rooftops) You must be seeking a competitive advantage at EVERY stage of the customer journey, so where should you begin?

  13. Walking the job FIRST IMPRESSIONS LAST WHERE SHOULD MY FOCUS BE SIGNAGE ON APPROACH TO THE CLUB - Not visible - Overgrown - Not current

  14. Walking the job CAR PARK - “The chosen few” - Unsafe, unlit,rubbish strewn Signage for visitors - Directional - Instructional (signing in)

  15. Walking the job TOILETS - Cleaned and maintained CHANGING ROOMS - Clean - Sufficient storage - Secure SERVICES AVAILABLE - Availability, rates, activities

  16. Walking the job BAR/DINING SERVICE - Warm, well lit - Clean, welcoming - Relaxing, comfortable CUSTOMER COMMUNICATIONS - See next slide

  17. Walking the job HOW GOOD COMMUNICATIONS LEAD TO GREAT SALES are you: “Soup and a roll” or “Why not treat yourself to a bowl of our homemade cream of vegetable soup created with an array of locally sourced vegetables designed to excite the senses and served with croutons, a hot crusty roll and lashings of real butter”

  18. Walking the job POWER WORDS AND PHRASES THAT SILENTLY SELL IN FOOD AND BEVERAGE • New • Drizzled in • Improved • Unique • Local produce • Treat yourself to • Fresh • You deserve • Tender • Inexpensive • Succulent • Expensive • Rich tasting • Mouth watering • Smooth • Healthy

  19. Walking the job CLOSING COMMENTS ON WALKING THE JOB • Walk with your eyes and mind open • Your first reaction to imperfection is not to conduct a search • for the guilty – it is to remove the problem now! • Involve the entire team and turn them into SWOT’s • Focus only on improving that which can be improved • Never believe you have achieved perfections

  20. Walking the job CLOSING COMMENTS ON WALKING THE JOB • React quickly to inevitable blunders • AND REMEMBER THIS....... UNHAPPY CUSTOMERS SPEND LESS

  21. Walking the job Steven is SUPREME COMMANDER of INN-FORMATION. Here’s where you can contact him about our full range of consultancy and training services Mobile : 07785 276320 Email : herinn@aol.com Office : 01604 843163

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