Simplicity Works!

March 13, 2007 by Dr. Michael Hudson · 1 Comment
Filed under: Build Business, Expand Market, Get Results, Lead People, Take Action

We hear about it in business all of the time. Simplify. Focus. Do what you do best and leave the rest to others. Or, as Peter Drucker put it, “Stick to your knitting.”

Indeed one of the toughest decisions any business owner faces is deciding what the business is not going to do. It is easy to add products and services, to consider pursuing additional customers in markets where you are not currently operating, and to expand the scope of everything you do. But it is very difficult to say no, particularly when you are first starting out.

Yet time after time we see businesses that made that tough decision and said “No” succeeding on a major scale. Last week I encountered one in a little place called Five Guys Burgers and Fries.

This business is the definition of simplicity…

The menu is simple…they offer burgers, hot dogs, fries, and drinks. There are several condiments and add-ons that you can put on your burger or your hot dog, and there are large and small sizes, but that’s it. There are no chicken sandwiches, no salads, no other choices…just burgers, fries, hot dogs, and drinks.

The staffing is simple…there are five people working in the business. One takes orders and gives you a drink cup for the self-service beverage area, one makes up the burgers and puts them on the grill, one manages the cooking of the burgers, another takes the burgers off the grill and wraps them, and the fifth one cooks the fries and takes the completed orders to the counter. They manage to work the hot dogs into the process along the way and periodically one makes a sweep through the dining room to keep things clean.

The layout is simple…you walk in the front door and follow a direct path to the order area. After placing your order you move to the beverage station and fill your cup, then you find your table and wait for your number to be called. When your order is ready it is passed to you over the counter. When you finish there are convenient garbage containers in two locations for you to bus your table.

Even the name is simple…there is something to be said for being able to depict your entire business in the name of your business, and Five Guys Burgers and Fries pretty much says it all for this business. It not only tells you what they serve, but also how many of them are involved in preparing it for you and serving it to you.

Enough said. Your action step should be obvious…take a look at everything you do and ask how you can simplify it by narrowing the choices, how you can assign tasks based on stages in the service process, and how you can keep the process simple for both employees and customers. There is magic to be found in the right combination–have you found yours yet?

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It’s All in the Details

March 6, 2007 by Dr. Michael Hudson · Leave a Comment
Filed under: Build Business, Expand Market, Get Results, Lead People, Take Action

It’s the little things that really matter the most. Because it is in the details where we really show our intentions and demonstrate our core beliefs.

Think about it. If you say you care about your customers and that you will go the extra mile, where do you think they look first? Here’s a hint–it is not the obvious stuff that everyone else does to try and show they care, it is the little, small details that show you really do walk your talk.

For example, this morning I am writing this entry from an upscale inn at the shore. Sitting in my comfortable room with the lovely lamps in my comfy robe as I catch up on e-mail before heading down to the complimentary breakfast buffet with the omelet station, the wide variety of fruits, teas, coffees, and sweet treats.

But in the midst of this I am bothered by the little things they didn’t do more than I am by the big things they did. And though these are not major problems in any way, they make the experience fall short of a similar experience at a California inn last fall where they really got it…they walked their talk at every turn and created an experience that I will remember and recommend.

Before I share my comments about the little things they missed here, I want to remind you that my goal here is to get you to think about the places where your business isn’t walking your talk and delivering what it promises, and more importantly overdelivering in little ways that turn customers into raving fans. Also, please don’t take my comments as being nit-picky or demanding…for though I share them with the world here, I will not complain to anyone in the management because like most other guests, I don’t see it as my job to tell them how to deliver first-rate service–if they say they offer it, then it is their job to know how to do it!

Here’s where they missed the mark in my first 24 hours here:

1. At Check In…The desk clerk forgot to explain that his request for credit card from the woman checking in right before me was for incidentals. If you travel a lot, that is something you know already, but this woman didn’t and it raised concerns for her about whether her room was being covered by the organization sponsoring her trip and created a less than satisfactory and potentially embarrasing moment for her. Something that would not have occurred had the simple explanation that is routine at most hotels around the country been provided to her.

2. Turn Down Service…While at dinner with my clients the staff provided turn down service for my bed, but there was nothing special about it. In contrast, my California Inn provided chocolates on my pillow and a lovely orchid bloom atop the covers, and set the clock radio to a relaxing mellow music station. Even though I don’t really want the chocolate and have no real use for the orchid, it is part of the service you expect when paying upscale rates in places that claim to be a cut above the rest, and it makes the experience memorable!

3. The Toilet Seat…Few things are more distracting than a half-painted and stained toilet seat. It is the last thing you expect to see at an upscale inn, and it leads you to wonder what else is in need of repair. In this case, since I know the history of the place, I am relatively certain it was a carryover from before the last renovation whch occurred about 3 years ago. If they weren’t willing to spring for the $20 to replace the toilet seat, where else did they cut corners?

4. One Vending Machine…The only source of beverages is a single vending machine located outside of the building. There is no bottled water in the room for purchase (which is actually a very effective profit center for venues like this) and there are no snack machines of any kind on the premises. These would be relatively easy sources of revenue if they were available, but they have chosen not to provide any such comforts.

5. Poor Information…There is a great brochure about the on-site spa that details all of the services they offer and the associated fees, but nowhere is there any information about the hours of operation; it’s not on the brochure and not in the little notebook listing all of the services available. The same is true for the on-site fitness center. Granted a call to the front desk might easily yield the information, but that is a step that the guest should not be required to make in order to plan their stay.

Enough said…once you define what you stand for and where you want to be positioned in the market, it is imperative that you walk your talk and pay attention to the details that make the difference. If they are taken care of, you make the grade and your customers will talk about you in the way you want them to, sending you business and

The bottom line: Be sure that you are who you say you are in every sense…that is the power of brand and indentity…and consistency rules!!

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