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.