helpful hospitality habits for market managers seminars and … · tips for effective listening 1....
TRANSCRIPT
Helpful Hospitality Habits for
Market Managers
Megan Bruch Leffew
Marketing Specialist
Farmers Market Manager Trainings
November 29 & December 1, 2016
How to Charm Your Customers with
Excellent Customer Service
Almost 70% of customers
that quit do so because of
poor service.
Did you know?
You may have more dissatisfiedcustomers than you think.
• 96% of unhappy customers will not complain.
• For every unhappy customer who complains, 24 others don’t!
But they tell others!
10-20 others!
It is not your perception of how
good the service is that counts.
It’s the CUSTOMERS’
perceptions that
count.
Who are your customers?
?
? ??
?
What is excellent
customer service?
“Quality customer service satisfies
customer wants in a consistent and
dependable manner.”
5 Elements of Service Quality
Reliability
Assurance
Tangibles
Empathy
Responsiveness
Hospitality Habits for
Market Managers
1. Make a good first impression.
2. Communicate clearly.
3. Handle problems effectively.
HOSPITALITY HABIT 1
Make a Good First Impression
First Impressions
• Look at your market through your
customers’ eyes…
Set the Stage
• Signage to direct traffic/parking
• No trash/debris
• Well manicured landscaping
• Well swept walk-ways
• Highlight market entrance with flags
or banners
Set the Stage
• Signage with market information
• Easily identifiable location for
information
• Fully-stocked, clean restrooms
• Friendly faces and greetings
Set the Stage
Set the Stage
• How do you set the stage for your
other customers?– A potential vendor asking about joining the
market..
– Potential vendors attending a pre-season
meeting for the first time…
– A new city council member learning about the
market for the first time…
HOSPITALITY HABIT 2
Communicate Clearly
Three Ways of Communicating
• Visual
• Body language, eye contact, hand gestures
• Vocal
• Tone of voice, inflection
• Verbal
• Actual words, what is said/written
Three Ways of Communicating
Guess the percentage of each:
Visual Vocal Verbal
___% ___% ___%
Three Ways of Communicating
Visual Vocal Verbal
55% 38% 7%
Attitude is a little thing
that makes a BIG difference.
-Winston Churchill
Handout page 4.
Attitude is Everything
Attitude is
Everything..
• …good or bad.
– People remember your attitude.
• Appreciate the good in yourself and in others.
• Believe you can make a difference.
• Keep an open mind. Do not stereotype.
• Take care of you. Avoid stress.
Body Language
Actions
• Posture
• Body movement
• Facial expressions
• Eye contact
• SmilesHandout pages 5 and 6.
Tips For Effective Listening
1. Stop talking. (80/20 Rule)
2. Put the customer at ease.
3. Use cues to determine what the
customer needs or wants.
– Pay attention to any non-verbal cues.
– Listen for what is not said.
– Try to identify emotions of customer.
Tips For Effective Listening
4. Ask questions, when needed,
to clarify what the customer is
saying or wanting.
5. Beware of responding with
“tune out” words.
6. Be patient.
7. Hold your temper.
8. Empathize with the customer.
Communicate Clearly
• Be reliable.
• Do what you say you’re going to do.
• Do it when you say you’re going to do it.
• Do it right the first time.
• Get it done on time.
Market Vendor Communication
• How do you communicate with your
market vendors?
– Do they know everything they need to know
before the market starts?
– Can you help better inform your vendors
BEFORE the season?
– How do you communicate during the season?
Observations from
TN Farmers Markets
We have a good set
of understandable
rules and policy –
not too wordy and
not too polished,
just straightforward
and to the point.”
We really do not
have any authority
or person that sets
policy and enforces
it. We need some
rules, and they need
to be enforced.
Market Customer
Communication
• How do you communicate with your
market customers before they visit?
• Do they know everything they need to
know about visiting?
– Can you help better inform your customers
BEFORE they visit?
Market Stakeholder
Communication
• How do you communicate with your
market stakeholders?
• Do they know everything they need to
know about the market?
– Can you help better inform your market
stakeholders?
HOSPITALITY HABIT 3
Handle Problems Effectively
The Cycle of Conflict
THEM
Rude
Obnoxious
Loud
Arrogant
Demanding
Defensive
Crazy
US
Defensive
Frustrated
Loud
Withdrawn
Superior
Confused
Crazy
Steps to Breaking the Cycle
1. Listen/observe carefully to identify the
problem.
2. Repeat the complaint or describe the
problem in your own words. Confirm you
understand the problem accurately.
3. Apologize that the customer is upset.
Acknowledge the customer’s feeling.
Steps to Breaking the Cycle
4. Explain what action you will take to
correct the problem.
5. Thank the customer for bringing the
problem to your attention.
6. Take the action promised.
7. Follow up with customer.
Practice
Breaking the Cycle of Conflict
Handout page 8.
Vendor: Farmer Smith is buying
and reselling product. What are
you going to do about it?!
Customer: I bought produce from
Farmer Jones, and it was rotten.
Make her give me my money
back!
Vendor: Where are all the
customers? I thought you were
using our fees to advertise!
When You Must Say “No”
• Explain why the answer is no.
• Tell how the error occurred.
• Show that the policy is fair.
• Show respect for the person.
• Apologize for not being able to do what the
customer wants.
Practice
Saying “NO”
Handout page 9.
Customer: May I bring my dog to
the market?
Vendor: I want a different booth
space. Everyone has a better
space than I do!
Potential vendor: I want to come to
the market to sell _________
(product not currently allowed).
The Value of Getting Feedback
• Do you know what your customers like
and dislike about your service?
• It is easier for a customer to give feedback than
to complain.
• If we can “make it right” for an unhappy
customer, 9 out of 10 will remain our customers.
How can you invite feedback?
Handling Complaints
on Social Media
• Set privacy settings carefully.
• Monitor for reviews and comments.
• Respond promptly and professionally.
• Take it offline.
• Follow up.
• Know when to stop.
Set SMART Goals
• Specific
• Measurable
• Attainable
• Relevant
• Timely
• Handout page 11.
• Write down at least 1 goal per habit.
Introduction to
Value-Added Leadership Team
Programs and Resources
Helpful Hospitality Habits for
Market Managers
Megan Bruch Leffew
(931) 486-2777
ag.tennesse.edu/cpa
facebook.com/ValueAddedAg