Who Doesn’t Want Good Suds, Spices, Sauces, and Service
When you’re on the road, you put a lot of trust in your smartphone’s search functionality. Whether it’s Yelp!, Facebook, Trip Advisor, or simply searching for something in your mapping app, you never really know what you’re gonna get.
It could be a chain, it could be a corner store, or it could be a cathartic experience where you get to quench your hunger, thirst, and need to meet “people worth talking about” all in the same place
The Intro
“Welcome to Beer & Sauce Shop. Have you ever been here” asked the bartender?
“Nope. I’m just visiting but I found you on my search for a place to get good beers.”
“You found it,” he said confidently. “We have 24 beers on tap and our philosophy is you gotta like what you drink so look at the menu and tell me what you might like. I’ll grab you a sample of anything and we’ll find something that fits your flavor.”
“This is my kind of place,” I said. “My name is Sean” as I extended my hand to the bartender.
“Steve, “ he said confidently, as he shook my hand with gusto. “Welcome to Beer and Sauce. Thanks for coming in tonight.”
After a few samples, I settled in on a local Session IPA to start. I was a little overwhelmed with the menu of beers on tap, along with the 4-door cooler full of more selections, and the 6+ aisles of craft beers from all around the city of St. Louis, the state of Missouri, and the entire country. As I walked around the store, I saw beers I knew from Ohio and Iowa, New York and New England, Florida, and far-out west states like California and Colorado.
I sat and enjoyed my first beer and checked out the BBQ menu. On my walk up and down the beer aisles, I saw the massive selection of sauces and spices that ranged from southern sweet to southwestern to spicy to satanic, designed-to-rip-your tongue-out searing heat. I didn’t look closely at the really hot ones but you can probably imagine a label with an image of the Devil sweating and just know that it might be an indication that the sauce is hot.
The Middle
It was time to order some BBQ and Steve walked me through the different options on the menu. After considering a lot of options, I went with the simple “burnt ends” so I could sample lots of the sauces and rubs that Steve had available in his “Sauces and Spices” section of his store.
I enjoyed everything from subtle to spicy, savory to sweet. A few of my favorites were the Smokehouse Baked Bean Sauce and the Old Smoked Caramel BBQ. I did enjoy some of the hotter sauces but those were harder to enjoy more than a few drops without having to wipe away tears and order more water.
From a “traveler review” standpoint, I could knock out some more detailed descriptions about the beers and BBQ available but that’s just gonna make someone slow down their scroll on a site like Yelp! or TripAdvisor, or Google. That’s what brought me into the Beer and Sauce Shop. But I could have come and gone without saying a word.
Simple observation; Steve’s sincerity, hospitality, and service made sure it wasn’t just an “eat & run” visit. It became an “I’ve gotta tell people about this place” event.
A Recipe for Success
Steve’s recipe for a memorable experience isn’t difficult and it’s one that everyone can duplicate no matter what service, product, or business they specialize in…
- Have a reputation earned from yesterday’s clients that will bring tomorrow’s customers without having to pay for them today.
- Offer samples of your service or product. Let your customers and clients experience what it will feel like when they go “all in” and commit to your services.
- Check in regularly with your clients and suggest “additional experiences or options” along the way. It’s not so much about upselling as it is about over-delivering on their expectations.
- Keep it simple – Offer lots of products but know your stuff and keep it about what your clients like, want, and need.
- Be helpful, not pushy. Steve was an attentive bartender and was there when needed but he never hovered or added chatter when it wasn’t appropriate.
- Have some add on’s available. Steve was quick to tell me about his rapid-cooling device available if I wanted to grab any beers off the shelf to have “cold and ready to enjoy” back at my hotel. His suggestive selling did encourage me to find a new beer I’d never seen from a favorite Iowa brewer and I grabbed it to go.
- Turn your customers into salespeople. My favorite author, blogger, speaker, and thought-leader Seth Godin reminds us of this all the time.
Turn strangers into friends, friends into customers, and customers into salespeople.
Seth Godin
Steve made me want to tell other people about his place, his products, and his service. Steve was what I call #Blogworthy. He was #FacebookWorthy or #InstagramWorthy. He was #TellMyAudienceTommorowInStLouisAboutHimWorthy.
He never tried to “sell” me anything. He tried to help satisfy my “wants” and “needs” as best he could at that time with what he had available.
The “Come Back Again” Invite?
As I sit here in my hotel writing this (while enjoying that special Iowa beer), I am trying to think of how much of my visit Steve was focusing on me (and the other patrons in his establishment) and how much of the time was he worried about the spotlight being focused on him. Funny thing, other than him telling me about how he came to be the proprietor of the Beer & Sauce Store, he never really talked about himself. Funnier thing, I kind of want to go back and learn more…and drink more…and eat more.
Maybe that’s the special sauce, huh?
Maybe that’s the “rub,” huh?
Maybe that’s the “I’ll have another” moment every bartender is hoping to earn?
Maybe next time I’m in town I’ll go back and see Steve.
No, not “maybe.” I’ll definitely go back.
Save me a seat at the bar, Steve.