Eat. Drink.
Businesses need to snag every sale they can as soon as the opportunity arises. This means ensuring every resource is available to assist with client communication in order to instantly lock in a customer’s decision to buy. These resources include responsive, educated team members as well as an informative website that is easy to find and navigate.
Responsive, Educated Team Members
Make sure all employees know the client buying cycle process. This includes all department employees that interact with customers, not just the sales team. Quite often the first touch with a new client is a customer service representative, delivery driver or receptionist. Provide resources for these employees to be able to direct the client to a seamless and efficient purchase. For example, if a guest asks your delivery driver about placing another order, provide that driver with business cards with a QR code to your drop off menu for easy, online ordering.
Accessible Website
It is so important to make sure your website is easy for customers to use to make a purchase. Provide contact information with options for the customer to choose based on their communication preference (phone, chat, email, order directly online). Highlight menus, products, deadlines and fees with descriptions or photos of available services. This information prequalifies the customer before they even pick up the phone or click their mouse. Recognize at times we have our own catering “language” so remember to use words that are familiar to a buyer that may be new to ordering catering.
Inspire.
I was traveling this month and arrived earlier than planned at the airport in Sarasota, Florida (area code 941). Rather than hanging out there, I headed outside to find a nearby restaurant or hotel to linger in for the hour or so until my scheduled ride was able to pick me up.
I found a new Hampton Inn about a mile away so I walked in and grabbed a seat in the lobby. I watched a soccer team of 10 year olds load out with exhausted parents. I watched other guests load their plates with free breakfast buffet items before it closed for the day. I grabbed a cup of coffee myself from the breakfast bar and paid at the front desk. There was a nice, normal buzz of a typical morning in the hotel lobby.
Then the front desk phone rang. I had nothing else to do, so I listened to the conversation. “Hi. Ok. You are trying to block rooms for your wedding? You need to hang up and call Judy. She doesn’t work here at the hotel. Her number is area code 315-xxx-xxxx.” This entire client interaction took 20 seconds.
Darn it! Why did I have to hear such a bad sales experience on my morning off? This front desk clerk immediately threw the work back to the customer. She was not a solution provider to the guest on the other end of the phone. She lost a great sales booking.
She should’ve grabbed the sale right then, but didn’t. She should’ve offered to put the guest on hold and transfer the call. She should’ve asked the phone caller if they would like Judy to call back within the hour. She should’ve directed the client to the website where they could find information about booking a group online. But she didn’t. I am sure this pleasant Hampton Inn lost an easy sale.