Bartenders and Homebuilders: What’s The Problem?

On a recent golf trip, to Kohler, Wisconsin, Martha and I stopped at a local saloon. Sat at the fairly empty bar for dinner. The bartender finally came over to take our drink order. Slow to bring drinks.

Finally brought the drinks and took our food order. Food arrived relatively soon but both our requests were not followed: Grilled onions were left on my burger and Martha’s BLT had not been toasted. And no napkins or silverware.

So, the bartender’s performance, or lack thereof, had created a problem.

The Fun Begins

I easily removed the onions. Called over the bartender and sent Martha’s sandwich back to be toasted.

The bartender took the sandwich into the kitchen. Promised it would be returned shortly. Meanwhile, he found ways to keep busy behind the not-so-busy bar. 8-10 minutes later, I called him over and asked him for a status report. He replied that “if it’s not out here in a minute, I will go in and tell them this was a ‘911’ request”. He again went about his business, right in front of me, washing a couple of glasses and doing some work on the computer. After a couple of frustrating minutes, I said “Is this your idea of a 911 request?”

He went into the kitchen and brought back Martha’s sandwich, just as I nearly finished eating my burger. (OK, OK, I did share my pickles and French fries)

What’s The Problem?

The problem is rarely the problem. That is worth repeating: The problem is rarely the problem.  It is AN INAPPROPRIATE RESPONSE that becomes the real memorable problem.

While we were waiting for almost 15 minutes, the bartender could have done any number of things to salvage our experience…

1. Sincerely apologize
2. Say “Let me go and check the status of your order”
3. “Here is a complimentary appetizer while you are waiting”
4. Send the manager over to talk with us

He did none of these. Lost opportunity.

In our homebuilding industry, a perfect purchase experience is about as rare as…well, a perfect home. Practically every new-home buyer experiences something unexpected in the purchase process. It is the speed and quality of our response – or lack thereof – that can either salvage or exacerbate the initial problem.

Every ‘problem’ is simply an opportunity to deliver an extraordinary response which exceeds your customer’s expectations. Are your representatives trained to immediately respond to situations your buyers didn’t anticipate? Four steps:

1. Sincerely apologize, with expression of empathy:
   1. “I am so sorry your oven is not working properly.
   2. I know that must be frustrating for you and your family.”
2. State how and when you will help resolve the issue
   1. “Let’s make an appointment right now to quickly come out to inspect your oven.”
3. Reduce anxiety: Frequently communicate resolution progress BEFORE YOUR CUSTOMER HAS TO ASK
   1. “Hi Mr. Andrews. I just spoke with the (manufacturer) representative.
   2. He told me your replacement thermostat is scheduled to be shipped on Tuesday.”
4. Continuously evaluate the “Inconvenience Level” and compensate (if appropriate)
   1. “I share your frustration that your oven thermostat is taking longer than anticipated. I am so sorry for this inconvenience.
   2. To thank you for your patience, we will be dropping off some complimentary gift certificates for several local restaurants.”

The problem is rarely the problem

 

A series of new articles by Bob Mirman

Bob Mirman is CEO/Founder of 41-year old Eliant, with offices in California and North Carolina. He has written three complete issues of BIG BUILDER magazine, published two best-selling books and well over 160 articles in various building industry magazines. Using lessons learned during his first career as a Clinical Psychologist, Bob directs a seasoned team of Eliant’s Client Success Managers to assist homebuilders in managing their local reputations and driving sales from referrals.