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Let’s understand something. There are good sales and there are bad sales. Good sales are those made by guests in your target market, who are, or quickly become, raving fans and from whom you receive full price for the value you deliver. They frequent you often and have a very high lifetime value (LTV).
Bad sales are made from guests who come to us looking for a discount on the value you offer and cannot be satisfied. The food is never good enough, the prices are never low enough, you never run enough specials or coupons, etc. They need to be told in no uncertain terms, that they would probably enjoy themselves better if they were to patronize another restaurant. The cost to simply accommodate or market to these types of people simply does not fit into the profit equation.
Life is too short and you have too many more challenges to work on without having to deal with people who can never be satisfied. Fire them today. You will find your life is much less stressful and that sales and profits will actually improve because you rid yourself of profit stealing behaviors.
Jeffrey is a 30 year veteran of creating, operating, Coaching and consulting with successful restaurant & hotel concepts that include national, international, franchised and independent brands. He is also the president and founder of Summers Hospitality Group a full-service, national and international, Restaurant & Hospitality Coaching and consulting firm based in Fort Worth, Texas. Besides helping clients achieve success by working with them one-on-one, Jeffrey frequently speaks at and attend numerous industry events as well as at local, state and national small business groups in order to share his passion for the business of food and hospitality. You can call Jeffrey toll free at 888-9988-SHG (744) for a free consultation or email him using the form below.
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dave Oct 16 2009 - 9:02 pm
wow.. what a straight forward article, I specially like the "Fire them today" part