Virtually Speaking

Communication, connection, and conversation. That’s the big buzz, and if we can’t get good at it, then in many ways, we will be disconnected from our customers because we have chosen not to communicate with them.

I am in no way, shape, or form a social media whiz or a marketing guru. Still, I can share with you the “must haves” that have helped my business succeed and the things a family entertainment center must embrace to have a credible presence in the marketplace today.

The “Must Haves”:

1. You must have a website that doesn’t look like your brother–in–law created it in his spare time. Here is a partial list of the things that drive me crazy as a consumer and as a training company. When we go to a website to check out a client, here are the common things that I see that scream, “They don’t know what they are doing!”
   1. Out-of-date events
   2. Too many words and not enough pictures
   3. Difficult to move around
   4. No easy way to find a phone number or an address

   The website is a tool that gets the conversation going and plants the initial seed of your value. I’m no web expert, but I am a buyer, and I know what turns me on and off. Your website is the front door for the young public you serve today. What are they seeing when they walk through the door? Do you have links to your Facebook fan page? Is it easy for the customer to leave you a comment? You don’t have to put the prices of your products on this site, but rather, “Call to book your event today.” We could do an entire article on the website presence, but this is a good start. I recommend reading a book called Broken Windows Broken Business by Michael Levine. Since your website is often the first impression, you might never get a “real” chance to wow customers because they may decide never to come through the front door.

2. You must be willing to communicate with your customers and staff. Gone are the days when the owner or manager could reign from the ivory castle. Customers want to feel like they can get to you. Does that leave you exposed as a manager or an owner? Yes, it does. Does it mean that bad things may be said about you or your business, and the world can see? Yes, it does. Is that an excuse for not participating in things like Facebook or Twitter? It is, but it is not a good excuse. We have an incredible opportunity to create relationships with our customers that make them feel like friends. If you don’t have a Facebook fan page or a Twitter account, I hope you’ll make signing up the next thing on your “to-do” list. Also, go to www.yelp.com, register your business, and see if anyone has been talking about you.
3. You must ask your customer, “What did you think about our place? Your party? The experience? Will you refer it to all of your friends?” And, “When are you coming back?” Ask, and you shall receive. Someone with much more insight than me wrote that quote over 2,000 years ago, and I think it is still relevant today. In a seminar setting, I often ask, “How many of you are surveying your guests?” Many times, less than ½ of the audience will raise their hand. We get feedback: “We used to do that” or “I’m not sure I want to know what the customer thinks.” Your customers will tell you what they like and don’t like. Incentivize them with a weekly drawing to encourage them to complete the questionnaire. Keep it short. Give them a place to write in additional comments. Here are 7 great questions that you may want to use to get started:

I hope you’ve found an idea or two to help you begin the conversation with your customer. Virtually speaking, we can’t afford not to communicate. Please share some of the success stories you’ve had or even scary posts or communication that you were able to turn into victories. It’s worse if guests choose to simply walk away. Give them the opportunity to tell you the good, the bad, and the ugly!