Good marketing advice is like a quality food ingredient — there are lots of ways to use it in any “menu” of service. Take this tidbit that comes to us from Roy Bergold in his column on Fooodservice.Com. The topic — how to increase sales at your restaurant:
It’s called Path of Least Resistance, or POLR. Always think POLR. Look for the easiest way to raise sales. Harvest the tree from the bottom. Do it the smart way.
With POLR in mind, turn your attention to your current customers. After all, they already come to you. They will be easier to get one more visit from. But how? Talk to them, find out what they want.
Usually it’s rewards or excitement. Rewards could be anything from a free coffee once in a while to a frequent-dining club. Maybe they have never tried your breakfast; they only come for lunch. Maybe they only come during the week and never thought to come on the weekend. After all, we are creatures of habit. Give them a reason to amend their habits.
OK, maybe you don’t serve food, but you probably have customers or clients who can do more business with you. Use Ray’s advice to talk to them and find out what they want. And give them a reason to change their habits. If you need more advice, here’s a great primer on how to battle a business slump.
