I made this post on a forum a while back, and whilst for many it will be sales 101, I think it’s worth mentioning again as it’s so important!
Here’s the post…
This story comes inspired by a meal out I just had with my family.
The “better half” and I went to the cinema to see a film with our little boy, and then took a stroll into the local pizza restaurant (don’t want to advertise, but let’s say it’s one of the big chains.)
It wasn’t particularly busy, although the staff they had there looked fairly young, and seemed to be “overwhelmed” with the burden of w.o.r.k.
Anyway, eventually we ordered our meal and waited patiently. Whilst sitting there, the lights went down, and a young waitress came out with a birthday cake. It was for a girl sat with some of her teenage friends, and their parents.
They all started singing Happy Birthday while the waitress stood, in silence, without a smile, and without even attempting to join in with the singing. She managed a halfhearted clap when they finished singing, and then slunk off without saying another word.
Maybe she was just having an off night I thought. However, I noticed that it was actually all the waiting staff, young and old, who were behaving in the same way. They all just brought out people’s food, places it down without a smile or a second glance.
The young waitress who had served the birthday brought our food out. I felt I wanted to help her out, and maybe even get her a few extra tips in her pocket!
I asked her, “What do you think people are actually buying when they come here?”
She looked at me as if I was mad, and then answered, “Pizza.”
Ahhhhh!
Here’s The Lesson!
The problem was as I thought, She didn’t feel important. She didn’t feel as if people were there for her, but that they were just there for the food.
I then explained that when people go out for a meal, the food is only one small part of the deal for them.
When most people go out to eat, they’re really buying the experience. They’re buying an evening out with friends or loved ones. They’re buying a slice of escape and relaxation. They’re buying memories that they’ll carry with them through life. It’s NEVER just about the pizza.
I watched this girl open up, as I explained how SHE could play a major part in the experience people had when they came into her store.
She admitted nobody had ever explained things to her this way. Suddenly, she realised that she isn’t there just to take peoples orders, and to bring them their food.
Now she understood what a difference she could make, and how she could influence people’s decision to come back and eat there again.
She thanked me, and went off to clear some tables. My other half, gave me a little kick under the table for being in “work” mode, and we carried on eating.
NOW She Understood What Selling Was About
What I saw a little while later was amazing. That same young waitress, who looked and felt as if she wasn’t important, was racing around like a little firecracker!
There was a new cheery smile and greeting when she started serving a table, she was joking with a little kid at the table and making sure he was happy, and there was a real enthusiasm when she brought out their food.
She just looked happier in herself too. She was even happier when one of her other tables left her a £10 tip!
It amazes me so many companies overlook the importance of training their staff to understand what they’re REALLY selling.
A holiday company isn’t selling hotels and flights, it’s selling fun, relaxation, escape, and memories.
A car firm isn’t selling cars; it’s selling comfort, power, security, efficiency, and pride.
Never lose sight of what you’re really selling, because it’s when you get the “nuts and bolts” of what your customer truly desires that you market yourself in a way, which engages and moves them to buy.
Remember…it’s never JUST pizza!