In Part 1 we looked at my favorite local restaurant, Sala Thai, and saw how its amazing staff fulfilled the concept of excellence in a very extraordinary way. It wasn’t only the extremely tasty cuisine; it was also the teamwork and sense of unity that helped to create the wonderful dining experience.
Helped to create it, but that was certainly not all of it. As you’ll recall, in Go-Givers Sell More, John and I cite four other aspects of value beside excellence: consistency, attention, empathy, and appreciation.
How does Sala Thai fulfill those? Let’s take a look.
Consistency: I can’t tell you how many times I’ve eaten there since they opened nearly ten years ago. I can tell you I’ve never had a meal that was one bit less than their usual very high standard. Other diners agree. And in a world filled with inconsistency, the assurance of predictable excellence accounts for an enormous perception of value.
Attention: There are three ways in which they display exquisite attention to detail.
1. The waitstaff seem to know exactly when you need them to appear and they are there, practically immediately. Yet they also allow you the privacy you want.
2. Um, the owner, manages to visit every table where she remembers every person individually and makes every group feel as though they are her favorite (of course…we really are) 😉
3. The meal includes exactly what you ask for. Their attention to this detail is astounding when considering how many meals they serve in any one day or evening.
Empathy: At 87, my once extremely athletic Dad (while still in terrific general health, thank G-d) doesn’t move around like he used to. At times he walks very slowly and with difficulty. Whenever Um notices this, she lovingly and caringly walks with us to the door and has even helped me walk Dad to the car. It’s not necessary, because he can do it himself and, with Mom’s and my help, it’s a sure thing. But she does it anyway. I think it’s her way of telling us she loves us. It comes from her heart. Empathy in its truest form.
Appreciation: Yes, they always include an additional appetizer. And they usually bring a dessert, both simply as a way of saying thank you for being their customer and friend. But it’s more than that. From the way they greet their guests upon entering the restaurant to the way they say goodbye and thank you, they radiate appreciation.
Indeed, Ernesto Iafrate, our über-successful hotdog stand owner-turned-restaurateur-turned real estate magnate, would be proud of Um and the team at Sala Thai.
John’s and my question to you is this: “How can you (or how do you already) apply those five areas of value to your business?” We’d love you to include your thoughts in the comment section, or better yet, submit your personal success stories to our Go-Giver Scrapbook.
Bob: As always, your story-telling helps to make the message personal. Thank you.
Regarding empathy, I have often had conversations with other executive coaches that warn not to get too involved with your clients. I find it difficult not to build a relationship (albeit professional only) since I do spend a great deal of time with my clients and I am there to first build a trusting relationship. How do you balance just the right amount of empathy without getting too tied to the client?
Thanks again for all of your contributions.
After reading both of your books, It triggered a lot of questions.
Excellence is how my business is being built. The CEO of my company, John Addison, wrote a praise about your first book. (I didn’t even know that until after I read the book.) Your book is what we do as a company.
We add value by providing services that help families get on track to retire. Properly protect families incomes due to loss of a loved one.
Consistency is in everything we do. A message that has remained the same for 33 years. We are proud of that.
Attention: It’s about clients and whats right, and never about just doing a transaction, we do what’s right 100% of the time.
Empathy: We are there when our clients need us and do what’s right. We pay on time.
Appreciation: we appreciate our Leadership team, there is no finer team in the financial services business. We love the people we serve and our team members. We are one team one dream.
This is not written to be an advertisement for our company. We are amazing and we add value everyday to those we serve. Your two books have really opened my eyes to serving people from I whole new outlook. For that I am forever grateful. I will be your biggest advocate and I will recommend both books to all my team mates. Thanks again!
Linda and Rob, thank you both for your very kind words. Very appreciated!!
Linda, regarding your question, it seems to me, just from what you wrote, that you intuitively know the answer. Of course, I don’t have enough information to go on in order to provide a specific response to you but, really, your question seemed to contain the answer.
When I visited to Singapore recently. My previous camera dropped to toilet bowl. I need to get another camera immediately in China Town, Singapore. This person named Roy, gave me an super excellent customer service. He is a true go-giver. I talked to him and looking for his article (he has been interviewed before because of his excellent customer service). I try to get him interview and tell his story so that I can submit the story to you. 🙂