How to Hire Great Hospitality Staff

In my first career as a customer-facing service person, I saw plenty of hospitality staff come and go.  One might assume that high turnover is a given in the industry, especially in food service.  But there are keys to finding and hiring the right staff.  Staff who will hopefully stick around long enough to positively impact the business!  Below I’ll share five hospitality-focused tips for hiring an exceptional staff.

Here are five key hospitality-focused tips for hiring an exceptional staff- and ensuring a high level of service for your customers. WordsbyErynn.com

How to Hire Great Hospitality Staff

 

The hospitality industry encompasses businesses of all sizes, in a variety of settings.  While your small cafe business has vastly different needs (and budget constraints) than a six hundred acre theme park, the end goal of both is the same: happy guests!  A competent and invested front line staff is your biggest asset when it comes to receiving and impressing clients.  But how to find them in a pool of prospects?

 

1. Look for passion

If we’re being realistic, most applicants are looking for a job because they need the money.  We all have to make a living, of course.  But it’s important to keep an eye out for those who are saying the right thing to get in the door, and don’t plan to invest much in their work.  Look for those who are actually enthusiastic about flipping burgers, answering telephones, and repeating themselves thirty times a day (ha!).

There are workers who exist that don’t mind the particulars of their daily jobs, when they know the service that they provide is part of the bigger picture.  In my personal experience, it’s not a passion that can be grown from a distaste for the work.  It can, however, be fueled by positive reinforcement and a supportive team environment.  One that you’re building as you create your ideal hospitality team!

 

Service Wins the Game - Tony Allesandra

2. Expect a desire for growth

While an interviewee may not blatantly state that she hopes to move up the ranks to director one day, listen for her career path direction.  A great employee will look for ways to grow with the company.  This is true of every industry, of course, but in hospitality the relationships we build with clients are priceless.

Hiring a team member who hopes to stick around, whether in your department or the neighboring one, ensures loyalty to the organization.  Great for those repeat customers, and great for the company overall.  A career seeker will contribute more positive energy than an undecided who hasn’t yet zeroed in on his end goal.

 

3. Pose sample scenarios

When asked organization-specific questions about plausible scenarios, does the interviewee give answers that she expects you want to hear?  Or does she think in a way that is novel to the rest of your team?  We know diversity is key in great teams, and the same is true of our approach to problem solving.

The more hands on deck, the more ideas tossed out, the less likely the ship is to sink.  Consider thinking outside the box to be a stellar asset.

 

4. Get a feel for personality

An interview allows you to experience a small snippet of a prospective employee’s personality.  It can be hard to deduce how much is best-face-forward, and how much is true nature.  However, it should be noticeable if this potential team member uses humor to diffuse negative or uncomfortable situations.

Behavior in an interview- a high stress environment- can tell us a lot about how this individual handles conflict.  Does he avoid eye contact and fidget when faced with a difficult question?  Does he stay calm and keep a poker face?  This can hint at how he’ll respond to difficulties on the customer service stage.

 

5. Aim for team cohesiveness

Power struggles can harsh the mellow of your work space- and ultimately result in the loss of A+ employees.

Power struggles can harsh the mellow of your work space- and ultimately result in the loss of A+ employees. Click To Tweet

Aim to blend a hospitality team with complementary traits, and avoid forcing dominant personalities into competing roles.  If your ideal employee is a cold-calling, hard-hitting sales machine, then a strong and independent personality suits your organization.

Conversely, if you’re hoping to blend a team of strategic thinkers that will team up to put your guests first, feel free to forward that sales machine to another department for consideration.

In conclusion

You want a passionate, forward- and quick-thinking personality that will mesh well with existing team members.  Hospitality is not the place for cranky or self-serving employees, and you’ll quickly learn through attentive interviewing which ones fit your expectations, and your business’s needs.

What is your number one demand for curating an exceptional hospitality staff?  Feel free to add to the list!

Improve Your Website Copy in 4 Quick Steps

To be honest, I used to be judgmental of websites with tons of spelling errors or incoherent passages. As a copywriter, though, I finally get it. As a business owner, you are way too busy actually working to worry about your website copy. You’re responsible for managing employees, working out finances, ordering supplies, plus tending to the daily operational concerns related to the business. I understand your apathy toward finessing essays for online consumers.

The temptation to copy and paste a hastily written paragraph onto your site template is strong. But I’m here to remind you that your online content is a vital part of your business’ brand, and therefore its success. To jump start the content upgrade, I’ve listed four simple ways you can improve your website copy quickly and relatively painlessly!

 

Your online content is a vital part of your business' success. Here are four simple ways to improve your website copy quickly and relatively painlessly!

 

1. Set your brand’s tone

Your website copy literally speaks for you. Each section of your website should exude positive branding. Read through your existing website text and ask yourself, what does this content say? Am I being bland and boring, or am I actively and invitingly describing what I do in a unique way? If I came across this content elsewhere, would it be obvious that it’s talking about my brand or company? Does the narrative leave me nodding in agreement, or frowning at its lackluster delivery?

If your site reads like the ingredients list on a can of cheese whiz (fake junk, lots of fluff, added extra random unknowns), get out a notepad and pen! Start brainstorming all the ways your business is different from competitors. If you pride yourself on being honest above all else, highlight that. If your mission statement is about delivering an impeccable product, brag it up! The idea is to be straightforward about what you offer, but at the same time noting what makes your business stand out.

 

2. Be yourself

People who visit your website want to know not only what you sell, but also who you are. After all, there is an actual person behind the scenes, and you are what makes your business. Does your website have a little bit of you in it? Apart from the branding in step one, you want to zero in on your About section, or the Contact section, and slap your face on there! Now is not the time to be shy or modest!

Being yourself can go a long way in attracting clients, particularly if you’re offering a service or product that a hundred others are pushing too. Your story is what propelled your business to where it is today, and your customers would love to hear more about the why behind the what! Try and share something about yourself in at least one of the main menu items on your website, whether it’s your love of everything Pumpkin Spice or your ambitions toward running a marathon. If it’s part of who you are, then it is bound to be relevant to your audience too.

 

3. Encourage action

In the copywriting realm, the term ‘actionable’ is thrown around often. Essentially, actionable content is a tidbit that encourages the reader (or viewer or listener) to do something, other than simply consuming.

For a small business, website copy that invites visitors to like a social media page, view a gallery of past projects, or visit links to affiliated companies has the potential for actionable results. For example, when you’re done reading this post, I’ve got some sidebar links that invite you to follow me on social media, check out past blog posts, or even hire me.

Not everyone will click, but if you haven’t set up the opportunity, you’ll never know how much business might be escaping! Scan your website and ensure that you have strategically placed at least one contact form, any relevant social media links, and a call to action (click here to read something awesome, follow me on Twitter, visit the blog– something like that!).

 

4. Spell check

This can be a challenge when you’ve read and re-read your own writing a zillion times before hitting publish, but it’s important! Proper spelling and grammar is huge- because a few discerning clients won’t take you seriously once they’ve caught a number of errors in your copy. My secret weapon here is to send my copy off to a trusted friend or relative before posting it for the world to see. As grammar and spelling obsessed as I am, my eyeballs get tired too. A second opinion can’t hurt, particularly if there are some obvious [but not to you] discrepancies or omissions.

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I know it’s tough to focus on something as mundane as web copy when the basics of your business demand your attention 24/7. But I urge you to invest a little time in improving it! Sprucing up your website copy only increases your potential for client visibility, which we know is the first step to keeping the biz afloat in the first place!

 

Your Email Pitch: What Not to Say

I’m a little surprised to say that I’ve been on the receiving end of less than stellar pitches. I would hope that someone who is pitching to a writer would… well, pay more attention to his or her writing. Therefore, I have a few tips for my friends who use cold email pitch tactics to drum up new business.

To enhance cold email pitch potential, I have a few tips for those who use email marketing tactics to drum up new business. [Marketing advice from WordsbyErynn]

Before the actual email pitch- do your research.

Please don’t offer me a service that I am already using. Please don’t call me sir when I’m [hopefully] obviously a woman. Do a little research on your intended target, and your email will come across as knowledgeable and more personal. It’s particularly respectful to find out the name or title of the addressee, so you can avoid that awkward ‘To whom it may concern’ and other vague nonsense.

Besides, you’re better than that. If you’re trying to start a business-client relationship with a contact, you’ve got one shot to impress him or her. Show that you know your stuff, and that you are a professional.

On that same note…

Subject lines: bland = unsuccessful

So, you have an awesome product or service that I might need. You write a short and sweet, but personal, email, telling me why I must have your Amazing Thing. But. And it’s a big but. Your subject line offers me no incentive to click. If I weren’t so interested in picking apart other professionals’ marketing tactics, I wouldn’t have clicked at all. The point is, you’re not guaranteed eyeballs on your email unless the subject line is inviting or at least transparent.

I don’t recommend going over the top with “Click now for a special deal” or “Limited time offer, act now,” because those feel skeevy. My suggestion is to stick with something simple. For my freelancing business, I might approach a business owner who is apparently lacking a regular writer to maintain its web copy. A suitable subject line would be, ‘Web copywriting inquiry’ or ‘Product description suggestions for your business.’ Not enough promotion to come across as flashy and cheesy, but enough information so that the recipient understands why I’m randomly emailing her.

Did a robot write this? A robot lacking spell check?

Aren’t we all tired of those automated Twitter messages and impersonal product pitches? I don’t mind hearing about your product, especially if it might be beneficial to my business, but if you send me the same message as the other 500 contacts on your list, I will know. And I will shun you. Not publicly, but you won’t get my business or my respect.

Also, please spell check. I can’t beg you enough. I routinely receive newsletters to blogs I subscribe to, and I have seen more than my share of cringe worthy mistakes. Am I not worth your time? Do you not read and re-read your content before publishing? Embarrassing secret- I do, often multiple times. I also re-read days or weeks later and have caught a few mistakes of my own (gasp! how is it possible?!). I suppose I should go back to offering  a Starbucks gift card if a reader catches a mistake and notifies me 😉

The point is, we are human, and minor errors are forgivable. However,  if I know that I’m receiving the same typo-ridden Twitter message that all 800 of your other Twitter followers received, I might just un follow you to avoid further eye strain.

 

Along my freelance journey, I’ve learned a ton of valuable tips and tricks for landing jobs, creating content, and generally just giving good, consistent service. None of that does me any good if my email pitches are poorly conceived with lackluster delivery. Avoid these mistakes, and you just might see better return on your email pitch investments!

Guest Service Strategies: Handling Complaints as a Small Business Owner

Before my career change to freelance writer and web content evaluation consultant, I spent ten years in customer service. I held a variety of front line customer service positions over the years, and at one company earned a few recognition awards for giving great guest service. So, I think I can claim to know at least a few things about customer service. For example, if I had performed any job as abysmally as the staff at an auto service center I visited last month, I would have been counseled extensively, if not fired.

How is my experience relevant to you? If you own your own business, the time will come when you’re faced with a complaint. Or a whole lot of complaints. How do you handle a disgruntled customer when you’re the face of the entire company, from front line service to CEO? I recommend 5 simple guidelines to ease the process.

Guest Service Strategies: Handling Complaints as a Small Business Owner. 5 strategies for handling unhappy customers. WordsbyErynn blog

CEO reality check: Guest service is always my job.

Even if you’re not routinely interacting with your customers (lucky you to have minions to do the work!), you are still responsible for the messages they receive and the way they’re treated. By the time a customer reaches you, the situation is likely to escalate unless you acknowledge that your employees, your website, your written materials, and any other representation of the business are all your responsibility.

It would not have served me well in my former guest service life to have told a customer that something wasn’t my job, or disregard how another person in the business treated them. It doesn’t serve you well to shift responsibility in your own business either, boss person!

Marketing: My customers just want the truth.

If you haven’t completed a project on time, let the customer know. If something went wrong and you need time to fix it, just tell them. The worst that can happen is they’ll be irritated- which will happen anyway if you lie and they find out later!

If you must, be creative in your explanations, but don’t lie! For example, “We’re waiting on a response from the warranty company, and policy doesn’t allow us to release your vehicle” is a hundred times better than, “There’s a lot more that has to be done so we’ll call you when it’s ready.” Yes, that happened to me, and as you can see, I am still annoyed about it. The truth will always serve you better in small business than a lie will!

Guest management: Guest service as a process.

Before I even handed over the keys to my vehicle, I told the service rep that I’d had a bad experience the previous visit and wasn’t thrilled to be back (location and convenience for the win). He apologized profusely and thanked me for returning.

While an apology is a nice way to open, I don’t want people tripping over themselves to tell me how bad they feel. I want action, and your customers do too. If a customer feels wronged, apologizing only acknowledges the error. Let them know how you’ll take action to fix it.

Offer an item or service at a discount (or free!), provide additional support or services that aren’t normally included, or just make yourself available if they have future troubles. Take note of the fact that a customer with a previous or existing issue, might very well continue to have issues, so be proactive in offering ways to help.

Chief Frugality Officer: When good guest service pains your wallet. WordsbyErynn blog. Remind yourself that for the longevity of your business, small sacrifices along the way are necessary.

Chief Frugality Officer: When good guest service pains your wallet.

When I picked up my vehicle from the aforementioned service center, I was well over the one day rental cost allowed by my warranty company. My service rep covered the additional rental fees without hesitation.

I know that for a business of their size, this was not a huge bullet to bite, but to you and me, our work might be worth a lot more than forty and some change. There may be times when granting a full refund might save your business a terrible review, however tough it is to make up the difference for your bottom line. It can be disheartening to essentially throw away the time you spent on a service or product, not considering the cost of materials or supplies. But remind yourself that for the longevity of your business, small sacrifices along the way are necessary.

Public Relations: Reduce opportunities for gossip and public embarrassment.

Have you ever gone on Yelp to check out reviews for a business, and read a particularly scathing review followed by the business itself commenting? I personally will not patronize a business that airs its issues with customers publicly on social media or review platforms. I even take issue with airing my own complaints about businesses on public forums, because I don’t want strangers knowing the details of my experiences. It’s tough to balance the need for validation and the need for privacy.

If someone posts a negative review or complaint about your business, take a deep breath and try not to take it personally. Being defensive will only hurt your business, and further impact that guest’s perception of you. Contact the complainant discreetly, but mention in a comment that you’ll be doing so. Have a plan of action for what you’ll do to fix the problem this customer experienced, and be gracious about it!

I can’t guarantee you’ll never have to deal with dissatisfied customers (though hopefully the number is small), but having a positive attitude and a plan can help alleviate the stress and uncertainty that come with handling complaints.