Breaking Down the Barriers
Three Ways to Drive More Profit at Your Point of Sale
Continuing last week's discussion on divisions and barriers, today I am going to address queues, windows, and other devices that can adversely impact our ability to build relationships and grow prosperity at the front gate. While it's true that as leaders, we live the operational side of our business every day, in order to ensure prosperity at our front gate, we need to balance our the demands of security, safety, and efficiency with our ability to create an environment conducive to the guest experience. Below are three aspects of the front gate interaction that can influence your front gate's profitability simply by their design and management.
- Queues. During the busy season, a well-designed queue brings order to our front gate operation. But have you ever been made to walk through an empty queue just because it was there? Back and forth, back and forth, with no purpose (it would seem) other than to annoy. Queues should always be designed to function well during both slow and busy times. This can be done by creating 'shortcuts' at various points throughout your queue. That way, when it's slow, you will be able to provide your guests with a straight shot to the ticket queue. When it's busy, teach your team to make those quick adjustments to open it up to accommodate those crowds. Always remember that appearing organized is a great message to send to your arriving guests.
- Windows. Ticket windows are a physical barrier create an unnecessary barrier between guest and seller which can adversely impact our team's sales potential. There are generally three objections that we get when we recommend removing windows - safety, security, and weather conditions.
Objection: Guests will get angry and come at me through the window? If there's no window, I won't be safe.
Answer: Never allow situations to get to that point. This is a guest service issue more than a safety issue. Teach your team to diffuse situations like these before guests ever get that upset.
Objection: What if I get robbed? I won't have the window to protect me and my cash.
Answer: No money is ever worth a life. Silent alarms, surveillance cameras, and other tools can offset the risk.
Objection: It's gets too hot in the summer/too cold in the winter to remove the windows.
Answer: Design is the key. Talk to your engineers, architects, and other building specialists to be sure that airflow is adjusted to keep your sales team comfortable in their modified surroundings.
- Electronic Microphones. When the goal is to create a more human and personal interaction between seller and buyer, artificial communication can be a huge problem. Even in some of the larger fast food chains where electronic microphones have been the way in which drive thru orders have been communicated, they are moving away from electronic microphones in favor of face-to-face interactions. That's because even in a world of Facebook and Snapchat, we continue to crave the human interaction. The best sales come from a personal connection and relationship that has been forged between the seller and the buyer.
Whenever we inhibit guest interaction, it's always important to ask 'what's the goal?' first. By implementing barriers to communication and creating environments that aggravate our arriving guests, you may be adversely impacting your sales conversation. The key to growing profits and creating raving fans is rooted in an environment where the stage is set for open, uninhibited communication between seller and guest.
Have a great week!
"Communication - the human connection - is the key to personal and career success."
- Paul J Meyer