By Sam DeBree Customer service has always been the backbone of the bar industry. How a patron is treated will determine if--or how often--he or she will frequent your establishment.
Customers like to feel at home in their favorite bars, comfortable and welcomed; a place where the bartender and server greet the patron by name and know how they like their favorite drink prepared.
It is not uncommon for a customer to call their favorite drinking establishment "my bar," not as a title of ownership, but as one of membership; a place where the customer truly feels he or she belongs.
How does a customer get from "trying out" a new bar to "stopping by my bar"? More importantly, how can a tavern or bar generate that regular clientele or frequent customer base?; a solid number of patrons that come by your bar once or twice a week, if not more?; customers who call your bar their "home away from home"?
Business consistency is certainly important. Having a well stocked bar so your patrons are assured their favorite beverage will be on hand is a must. Keeping to the posted hours of business certainly is essential. Maintaining a staff that a customer comes to know and is familiar with is not a bad idea either.
However, before there is customer longevity, there is introduction.
How a new customer is handled in the first few minutes--even seconds--can decide if he or she will become a "regular." The span of time between a stranger' entrance through your front door to the point in time where a new customer has their first drink in front of them is key. It is a make or break scenario that is often overlooked in the industry.
Granted, I have been to trendy chain bars that often take the art of customer service to such a high level of patronizing plastic phoniness that it makes a flight attendant' passenger banter seem heartfelt and genuine. You know, places whose staff attire is covered in buttons that read "Everyday is a Saturday when you are here" and "You bring the cheer to Cheers"--that sort of thing. The insincere greeting can be as much of a put-off as no greeting at all.
No, I'm talking about the honest little gestures a bartender or server can do that make a customer feel wanted and welcomed; things you can do that convey to the customer that you are not there to simply fleece them out of their money.
I believe that customer service begins with attentiveness and awareness. When the front door opens I like to look up from whatever task I'm doing to at least acknowledge that a customer has entered the premise. Something as simple as eye-contact and a nod could suffice. That first acknowledgment really sets the tone for the real interaction that will follow.
A friendly "hello" or "how are you doing this evening?" will further the notion that you are glad to see that patron in your bar. A quick greeting lets the customer know that you are aware of his or her presence and that they will not go unnoticed or unattended to.
If you are not currently engaged with other customers (not tasks) meet them as they seat themselves at the bar. If the customer chooses to sit at a table I consider it good etiquette to wait until they are seated before approaching them. That way I don't appear to be "stalking" the patron.
If you are busy with another customer or some other activity that is demanding your immediate attention, take two seconds to tell your new patron that you will be with them momentarily. A quick "I'll be right there" says a lot to a customer. It lets them know that you are aware that he or she needs service and that they are a high priority in your business. No decent person minds waiting a bit while you finish taking care of another customer who ordered first.
Then, as quickly as possible finish the task and go help the waiting patron.
I have witnessed bartenders and servers who completely ignore a new customer or who don't bother to let the customer know that they are aware of them. Those are the customers who will eventually get tired of waiting and make a permanent exit from the bar. Once the customer is gone after feeling ignored, they almost never come back.
When the customer is in his/her seat and they have your full attention, you can engage in some friendly banter. Greetings and welcomes are a good way to reinforce that you appreciate their patronage.
introduce yourself, then try to get their name if it is appropriate. Ask the customer if you can bring them a beverage. If the bar has specials, the customer will appreciate knowing what they are.
Then go make the drinks already! Light banter is helpful and important, but selling a drink is what puts money in the till. Ask the customer if they have any particular preferences in the way the drink is prepared: frosted mug? Seven-ounce or 10-ounce glass? Any particular garnish?
Once that first drink is poured and delivered, I like to engage the customer as best I can. If I have a full bar, I know I can't have long, in-depth conversations, but I do try to bounce around and exchange a few words with everyone in the bar with some regularity.
Getting to know the customers a little during the time they are in my bar begins to create a friendly relationship and less of a business-only transaction. Strangers don't frequent the bar, friends do. The trick is to turn a stranger into a friend.
Here is an idea to help turn a nameless body in your bar into a repeat customer. Try to find out three specific facts about the new patron.
I often try to learn their name if I can. Since I have a terrible time remembering names, once the customer tells me his or her name, I use it in conversations as much as I can. It helps to embed the name in my memory.
I also like to try to discover if the customer is visiting my town or if they live here. There are dozens of questions to ask and tidbits of information to be found. Don't be shy. Find out what you can about the customer. Besides, by asking about the customer, you turn the focus to them; you make them feel important.
The payoff is two-fold. First, by chatting with a new customer and finding out a bit about them, you keep the customer engaged for more than the time it takes to finish one drink. The customer is apt to spend more time and money in the bar if he or she feels welcomed and integrated.
Secondly, if the customer does come back in the future, you already have a rapport with them. You know a few facts about them. You immediately have topics of conversation on hand and doors are open to further the patron' relationship with you and the business. How do you think I got this writing gig?
Seriously, the more you learn and share with your customers, the more often they will patronize the establishment. Turning a stranger into a friend of the business will turn a profit for the business. If the business makes money, you make money. If the customer likes you and the service you provide, tips will be enhanced.
And it all begins with a good first impression. Make it a good one and everyone will benefit.
Editor's note: Sam DeBree is a bartender of some experience, skill and repute who holds court at the Cavalier Lounge in the Finlen Hotel in Butte, Montana.Source: The Montana Tavern Times, July, 2006, published monthly by Continental Communications, 125 W. Granite St., Suite 102, Butte, MT 59701.