Ask an Expert: Don't lose sight of business basics
— -- There is so much conflicting advice out there — Watch your overhead! Advertise more. Advertise differently. Don't cut your marketing budget right now. Get into social networking, etc. Can I just say that I have been through several recessions and I am still around. What works? What has always worked? Provide a good service at a fair price. Be smart. React. Treat your people well. It's not really a secret. — Reggie
I like your old school thinking, and I appreciate your advice. In this high-tech, 24/7, always-tuned-in era, it is easy to get caught up in thinking that what is new and different must be better. I certainly fall into that trap sometimes, but indeed it is not always true.
The tried and true is tried and true for a reason.
Case in point: I was recently in New York with my wife, and for a treat we went to eat at the legendary Smith and Wollensky Steakhouse. It was a great restaurant for sure, don't get me wrong — but it was darn expensive. Was I heard to say, "The steak and service at our Outback Steakhouse at home is as good as this, and it sure is a lot more affordable"? You bet.
And the next time I went to that Outback I looked a little more closely. It was clearly a cut above, not only above other similar franchises, but most other restaurants, too. The service is top notch, friendly and efficient, the food is always excellent, and it is also almost always busy, which is not a small feat in this economy.
Not surprisingly, the man who greets every customer who comes in the door is the owner — Jason Bender. When I asked him what his secret was, why his business was succeeding in such a difficult time, his advice was decidedly old school:
• "It's all about your people" — whether its customers or employees, helping them helps you.
• "Make it local" — especially with a national franchise, but really with any business, Bender believes that contributing to local charities and participating in local community events creates connections which pay off for everybody.
