Bob Brown

It was a rainy Friday of Labor Day Weekend at the lovely Bedford Springs Resort in south-central Pennsylvania. On my way down to check out the lay of the land, I met a bellman in the elevator, dressed in a neatly pressed dark blue shirt and dress slacks, who said to me, “Good afternoon. I’m Jerin. What’s your name?” To which I replied, “I’m Bob Brown. With this pouring rain and the fog, it looks like we’re in for a gloomy weekend.”

“Mr. Brown, first of all, welcome. Where are you from, and how long will you be staying with us?” Jerin inquired. “I’m from D.C., here with my wife and our three kids for a two-day ‘staycation.’” “How old are your kids?” Jerin asked. “Nathan is 7, Emily is 6, and Connor is 2.” “Wow, they must be beautiful!” Jerin complimented.

1 TURN GRAY SKIES BLUE
"You’re in for a treat,” he continued. Then he jumped into his rainy day game plan. “For starters, check out our Frontier Tavern, a great place for burgers, salads, and housemade mac and cheese for the kids, where you can also shoot a couple of games of pool,” he enthusiastically suggested. “Then, take the gang down for a swim in our amazing indoor heated spring water pool. Later tonight, you can make your own s’mores at our fire pit on the front lawn,” Jerin informed. “Wow, Emily and Nathan go ballistic at the mere mention of s’mores,” I laughed.

Continuing, he enticed with the pleasant observation, “Tomorrow, since it’ll be sunny and 85, you can hike Evitt Mountain, swim in our outdoor spring water pool, and treat the kids to homemade butterscotch ice cream sandwiches at the Turtle Shell pool bar.

2 SHOW A GENUINE INTEREST
“What’s your name?” “Where are you from?” “How long are you staying with us?” “How old are your kids?” were icebreakers that gave a possible two-day in-room lockdown a big-time turnaround. Jerin’s conversation starters helped him craft a perfect stay while adding bucks to the bottom line and gaining our gratitude.

Too often, restaurant guests are processed with the same old, “Hi, my name is Erica, can I start you off with some drinks?” This dull and detached approach leaves staff out of touch, not knowing if guests want to economize, enjoy a lavish dinner, or celebrate a birthday. Conversation starters spark insights that help staff creatively respond to the needs, wishes, and even frustrations of guests.

3 CONSIDER FIVE WAYS

• “Is this your first time with us?” opens the door to sell in two ways. A ”yes” answer provides an opportunity to give an overview of the cuisine or suggest a standout Chardonnay. If the response is “no,” try a little trick my mentor Michael O’Grady taught me back in my server days. Simply ask, “Which appetizer did you have the last time you dined with us?” This leaves customers with their sales guard down and sets you up to offer that special scallops appetizer guests rave about.
  
• “Where are you from?” paves the way to discover if guests are from the neighborhood or out of town. If customers are visiting from a very cold climate and you’re in Miami, you might say, “You must be glad you’re here where it’s 85 degrees and sunny.” If you’re in Baltimore and your guests are from London, hit them with, “Wow, this is your first time here! Then you have to try our crab cakes made with fresh jumbo lump crab meat. You can’t get those across the pond.”
  
  Use empathy. If guests are from an area ravaged by a hurricane, earthquake, or other natural disaster consider, “I heard you just weathered a bad storm down in the Keys. I hope everyone in your family is safe and sound.“
  
• “Are you here for business or pleasure?” helps you tune into a guest’s needs. “I see you’re here for the otolaryngologist’s convention. Need a quick lunch? I can get you in and out of here in less than 30 minutes with the lobster club or the chicken Caesar and a Caddie Cooler made with four parts lemonade and one part iced tea.” When you present the check, try, “Thanks for choosing us for your conference. Hope your meetings go well today and the rest of the week. And stop by for breakfast in the morning. I’ll be here.”
  
• “Are you celebrating a special occasion?” can put you in the position of being the master of ceremonies. “It’s your two-year anniversary? Wow! That calls for a bottle of Moët White Star Champagne.” Recently, my wife took me and the kids to a birthday lunch. With gifts and birthday cards strewn across the table, the server said nothing more than, “Hi, can I start you off with drinks?” We ordered chocolate milk for the kids, a Cosmo for my wife, and bottled water for me. The server took the order, delivered our food, and disappeared. We had to hunt her down for the check. What a shame.
  
• “Wow, I love your shoes” provides insight into how people spend. “I bought these Mephistos at Nordstrom in San Francisco. They’re 300 bucks, but there’s a money-back guarantee. And they make you feel like you’re walking on air.” Now you suggest the Opus One and a prime filet with, of course, a moneyback guarantee.
  

Conversation starters come in many forms: questions that show a genuine interest, sincere compliments, or empathic statements that prove you’re tuned in. They pave the way for a more caring, savvy, and thoughtful approach. Failing to use them and simply processing guests leaves you driving in the dark with the lights out—missing out on millions of dollars in sales and the undying loyalty of guests.