The WAITING Is the Hardest Part

To paraphrase an old saying, "you can take the boy out of the food service industry, but you'll never take the food service industry out of the boy."

Like many people in the real estate industry, I started earning paychecks in the restaurant industry. I bussed tables as a pimple-faced teenager. I worked my way up to waiting tables and learned that customer service was one thing, but memorable experiences were truly what people remembered and talked about. When I arrived at the University of Florida in Gainesville for college, I continued to wait tables and worked my way up to bartending.

Much like newlyweds comparing notes at every subsequent wedding they attend after their "big day" ("our procession moved faster" or "I liked our deejay better"), it's hard for me not to observe the way restaurants deliver service and experiences to customers. I enjoy books like "Setting the Table" by Danny Meyer and "Unreasonable Hospitality" by Will Guidara because they not only share great insights and lessons for the reader, but reveal those "inside stories" that people, like me, who have been in the industry can appreciate.

Just this weekend, I was sitting at the bar in a local spot. The hostess stand was right behind me. From my seat, I could see the entire bar, both bartenders, the server stations at each end of the bar, and most of the dining areas for customers. When we walked in a few minutes before, there was no host to greet us, but we saw the empty stools at the bar and simply took our spots. I noticed a family of three came in and stood for what seemed like 5 minutes waiting for an employee to greet them. Not only were they not greeted, they weren't even acknowledged.

The bartenders could see them (they weren't more than 10 feet away), but they prioritized dropping off bills, cleaning glasses, and chatting with each other. Several servers walked by them while delivering food to tables or picking up drinks at the bar, but never stopped by to say "someone will be right with you," or "Thanks for coming in, you can grab a spot anywhere you like."

It was awkward. I was tempted to get the bartender's attention and let them know a new patron needed help. I looked around for a manager or someone in charge. I even considered (in the far recesses of my mind) getting up and seating these people myself. Sorry, I can't help it. I love trying to deliver great customer service.

It got me thinking about how the food service and real estate industries are so similar. They are different every day, no matter how well you know "the menu," what you're hungry for might change, the customer is at the center of the process, and earning repeat and referral business is critical to making a good living.

You take it on faith, you take it to the heart.

The waiting is the hardest part.

Tom Petty

The Lessons from W-A-I-T-I-N-G

W is for Welcome. Whether it's in the foyer of a restaurant, the foyer at an open house, or the foyer of your real estate office, there is something critical about a "first impression." What are you doing to insure you get off on the right foot with your clients?

A is for Anticipate. The more we can "expect the unexpected", the better positioned we'll be to make a great impression on our clients. What can you do to be prepared for every scenario? What objections can you be ready for? What obstacles might you face? And maybe, most importantly, how can you deliver those little magical moments that could really make an impact?

I is for Inquire. I've said it before, but the best salespeople are the best question-askers. It can be a server asking something simple like "what are you hungry for," or "would you like to hear about our specials." Or a Realtor asking some of the critical questions to help better understand our clients wants, needs, and dreams.

T is for Tell Your Story. Is there something on the menu your guests need to pay attention to? What about daily specials from your chef? Any insights into the market that your clients need to consider? Do you have some experiences that might help your clients in their negotiations or time between contract and closing? Is your story so good that others will tell it for you?

I is for Inspect. A good server will swing by as soon as the food is delivered to make sure everything is correct. A manager with good dining room awareness will swing by the table at least once, if not more, to see how everyone's experience is and find out if there is anything else they need to ensure satisfaction.

N is for Next Visit. I thought it was a brilliant marketing message by Wendy's a few years ago when they would say "See you tomorrow," when you drove away from the drive-thru window. Earning repeat business is the first step in earning referral business because no one will refer business to a business or service they would never return to or use again. What can you do on today's visit to ensure your customer wants to come back for their next visit?

G is for Give Thanks. The consumer always has a choice on where they spend their money, their time, and their attention. Think of how many different restaurants you have within a 10-minute drive from where you are now. In real estate, there are close to 1.5 million Realtors people can choose from to help them with their buying and selling needs. Let's make sure they feel appreciated for allowing us to be their guide through the process. Thank them for hiring you, thank them for making it through the transaction, and thank them again and again in your post-closing follow-up. As Norman Vincent Peale once said, "The more you practice the art of thankfulness, the more you have to be thankful for."

So what are you waiting for? Remember what Petty once sang,

Every day you get one more yard

You take it on faith, you take it to the heart

The waiting is the hardest part

Yeah, the waiting is the hardest part

Done properly, it also might be the easiest part.