ELECTRONIC HOUSE CALL - December 5, 2003

I am in sunny Phoenix just finishing a very expensive two-day workshop (as an attendee.) I find that if I don't keep learning and stretching my horizons, my thinking can get stale. Perhaps you can identify.

I remember a client once remarked that he was frustrated that his staff resisted new ideas so much. "Then I realized that it had been forever since I had looked for new ideas myself," he said. "Once I started attending seminars to help myself, they started to embrace learning." What have you done lately to stretch your own thinking?

Watch Out for Santa Claus!
The next three weeks are the time when your staff, particularly your bartenders, are most likely to get caught up in the holiday spirit and give the store away. I am all for taking good care of the guests, but make sure that you review your control procedures and let your staff clearly know what is OK and what is not. Otherwise, you will do a lot of business ... and lose a bunch of money at the same time.

As Ye Sow So Shall Ye Reap
While we are on the subject of the holiday rush, this is a great time to build your post-holiday January business. Here in Arizona it is a busy time, but for most people it is a total let-down. My colleague Joel Cohen suggests offering bounce-back coupons to your December guests, inviting them back in January for a special meal, a deal or an event. Let them know that it is in appreciation for their support all year.

Along these lines, I urge you to experiment with the idea that your offers do not have to be dollars-off deals. They are fine once in awhile, but done repeatedly, I think pure financial incentives raise a question about the value of your product.

Since people like to do things that other people can't do, why not invite them to a special dinner that is not promoted to the public? What about a special "stealth" menu or menu item? Say the secret word and get a second dessert for a dime. Who knows? Just start thinking past two-for-one offers.

Deck the Halls
Those who have followed the EHC for a few years know that at this time of year I always remind you to stock up on those small, clear Christmas tree bulbs. The clear ones do not carry a holiday connotation and they are an easy way to add sparkle to a room.

Look for dark corners and "black holes." Fill them with lights and watch the energy of the room come up. Put them in the landscaping outside your place to catch people's eyes, particularly during the dark days of winter. I used them to add interest to buffets and receptions all year.

You cheapskates will want to wait until just after Christmas to get them on sale, but even at full price they are a cheap fix ... and right now the stores are full of them. In another three weeks, you will not be able to find one to save your soul. Get busy.

Last Chance to Save a Buck
The early registration deadline for Super Summit 2004 is Monday, December 7. After that, it will cost you $100 more to register. You know you want to be there, so why not act now and save a dollar or hundred?

Super Summit 2004 -- "Re-Inventing Your Business ... and Your Life" -- is not a program for everyone, but if you are one of the dangerous people, you will not want to miss it.

For more information on Super Summit 2004, go to http://www.supersummit.net

The Perpetual Question
What did you learn from your staff today?

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