On Sunday I took the family out to Hartebeespoort Dam for a drive. On the way back we passed by The Historic Barn, one of the many family owned restaurants in the area. It sounded like a rustic place, so we went on in. What followed was 7 great lessons on how not to treat your customers.
Lesson 1 - Realize that without customers you have nothing
Customers are your lifeblood. So when a car load of paying customers arrive to do business with your company, don’t drop your head, sigh and act like someone just stuck you with a red hot poker. It costs nothing for you to be polite and act professionally.
Lesson 2 - Presentation is vital
When I hear the phrase ‘The Historic Barn’, what comes to mind is a rustic old place steeped in tradition. You know, old furniture, wooden buildings, etc. If you’re running a business, you need to constantly be developing your brand and ensuring your message is clear. Don’t imply rustic then deliver crappy.
Lesson 3 - Deliver on delivery
We ordered simple food at The Historic Barn. Things like scones and toasted sandwiches don’t take over an hour to prepare. I bet that even a hundred years ago I could have whipped up our order in less than 20 minutes. In any company delivery problems happen. But when they do, own up to them. Send your managers out to apologize for the delay. Offer a free cup of coffee to keep the customer happy. But keep them happy while you’re keeping them waiting.
Lesson 4 - Emphasize quality
It doesn’t matter whether you sell bargain or premium products. There has to be a minimum level of quality associated with your business. When you finally get round to giving your customers the scones they ordered, it would be nice if there weren’t remnants of someone else’s toast in the butter. Even if your butter is the cheapest on the market, it needs to be clean, first hand butter.
Lesson 5 - Market related pricing
By the time we eventually got our bill, we’d decided it wasn’t possible for things to get any worse. But they did. We ended up being billed at 5-star hotel prices rather than home industry rates. My coffee (instant, not filtered) cost more than it would have in any of Johannesburg’s best coffee houses. People don’t mind paying for quality, but they resent being blatantly ripped off.
Lesson 6 - Do your arguing behind closed doors
I found it odd that the two waitresses working at The Historic Barn decided to have an argument with each other next to our table. I’m all for heated discussions with colleagues, but not in front of my customers. There’s a reason they invented doors. Get behind one and close it before you start screaming and shouting.
Lesson 7 - Lead by example
The owner of The Historic Barn was nowhere to be seen during our visit. Only once we got up to leave did he venture into the dining area. He could see the look of disgust on my face, had clearly heard my complaint, and was aware that his waitress hadn’t been tipped. Yet he said nothing. He walked in, sat down at another table and turned his back on us.
Small businesses need to fight their larger competitors with the only real weapons they have; their integrity and their willingness to please. So take a long hard look at the way you treat your customers because there’s a more convenient, more familiar vendor just down the road.
