We do what we know until we know better,
then we do better, or so they say. In my opinion, that's overly optimistic. I
think the more honest and realistic saw would be, "we do what we know until
we're beat into submission from being wrong, and then and only then, will we
change what we're doing." That's always worked for me.
But
unless you'd prefer a business strategy that doesn't involve ramming your head
into a brick wall, I have a New Year resolution for you to consider. It
involves a rededication to change. After all, there's little chance that your
business is doing everything exceptionally well. There's always room for
improvement. In addition, the marketplace is ever changing. Tastes change.
Trends change. Products come and go. Is your business changing to keep pace?
Change
comes in many guises. A few weeks ago I was in a high volume nightclub and as
often happens a potentially ugly altercation ensued. The first security person
on the scene was a behemoth young man with a tight tee-shirt, pumped up torso
and distended biceps. While I was impressed, the alcohol-fogged combatants
weren't. The situation quickly escalated and the hulk of a man was clearly in
trouble.
Then
the head of security arrived and almost immediately the incident lost its
potency. She was a seemingly mild mannered, grandmotherly woman who had matters
under control with a waggle of her finger and a Norman Rockwell continence.
Honestly, she defused the situation in about a minute, without shouting,
threats, or show of force. I had heard that putting a woman of senior status in
charge of security was a stroke of genus. Now I'm a believer. Who's going to
accost someone's grandmother?
Another
example of a change in thinking deals with how owners and managers dole out
complimentary items. Typically preceded by a slap on the back, or a hearty
handshake, most free drinks are ordered up for guests with a wave of the hand
and royal edict that their next round is on the house.
Yeah,
not so impressive. Guests realize that the manager or owner isn't really taking
money out of their own pockets to pay for the drinks. It's "Big Man On Campus"
mentality. The bequest is merely a cost of doing business and everyone knows
it.
Ah,
but what if the transaction were changed? What if the manager or owner actually
reached into their pockets and dropped cash on the bar to pay for the drinks?
Now that would make an impression on the guests. At that point it can only be
construed as a bona fide act of random kindness. The sale is rung up under a
promotional key, the bartender keeps a 20% gratuity and the manager is given
back his or her change.
How's
it possible? Prior to every the shift the manager or owner is given a petty
cash advance of $100, for example. The money is for this expressed purpose. The
accounting is straightforward and the impact is huge.
Maybe
it's time to change your employee uniforms, or to create some new killer
specialty drinks. Perhaps it's time to embrace change. It's the only thing that
you can really count on.
I think an under used trend for many average bars is their reluctance to embrace social media. I know a lot of the clubs have, but your average pub has yet to take advantage and utilize the medium.