The Search For Sunshine People

Some people are as warm as the sunshine and as welcome as the sunrise. You see it in their smile, hear it in their voice and feel it in their gate. You know immediately that their life and their work are rewarding, they love the moment. Happiness is something that they have created for themselves. They are gifted in the art of relating. They have mastered the art of communicating, often without words. But most of all they have mastered the art of observation and listening. At your first meeting, you trust them and know that you can rely on them to make your day a little better.

When most managers are complaining that they can't find decent service, there are those special coaches that continue to identify, hire and keep superstars. Superstars are those service personnel who are a restaurant's most effective marketers, for they create repeat guests. They can't be placed in some personality profile as they come in a variety of ages, sizes and styles. They are often misunderstood by "left brain managers" who live by process, procedures and regulations alone. These are eagles who soar above the pack and can't fly in formation. They are impossible to manage but can be led. In any case, they are artists of influence and art in that part of service that can't be defined or taught...but you know it when you see it.

For example: Kevin, a Houston Chili's marketer who approached us, dropped to one knee, rested his elbows comfortably on the table and, as if he could read our minds, stated, "I'm Kevin. What can I get you from the bar tonight?" In an instant we knew that this was not going to be an ordinary experience, and it wasn't. We were one of Kevin's five tables yet he made us feel that we were the only ones there. His personal attention and comedic repartee, like sunshine, turned a hamburger and a beer into a memorable experience. To watch Kevin work his tables was service poetry in motion. This young man had the gift of "reading people." I mean the ability to sense the personality and moods of people and tempered his script accordingly. No matter what he said, the way he said it made you like him. We like him enough to ask for him when we returned to the restaurant over the years. In fact, we followed him to The Outback when he changed positions.

How can you program this openness, fun, caring, risk-taking hospitality into a restaurant, let alone a chain? You can't or at least not with the traditional training model. Most guests are tire of hackneyed introductions, brash kids and programmed service. I am not denying the benefits of systems, training and motivational programs. However, of one thing I am certain, management doesn't train people to have healthy self-concepts ("sunshine people"), they hire them. Caring service begins with "cast" selection. The purpose of this paper is to explore some of the tools that are helpful to identify the "sunshine people."

What is it about some people who, after a brief encounter, attracts them to you, while others, perhaps mouthing the same words, cause one to be guarded, even repelled? Is there an anatomy to be identified for use in identifying and selecting "sunshine people?" I suggest that the anatomy of the "sunshine personality" can be examined with the help of the "Three Os" ? Optimism, Openness and Outreach.

HIRE OPTIMISTS. Sunshine people are optimists. Being optimistic they have a positive attitude toward outcomes in which they are involved. This trait is critical to successful sales hosts. However, it is coachable but untrainable.

On the other hand, pessimists view future events with doubt and don't trust that they can exercise effective control over situations. They tend to believe that a bad event has a ripple effect which continues over a long period of time. They allow these feeling of hopelessness to impact on their view of the outcomes of their actions. Optimists, on the other hand, believe that a bad event, for example, failing to receive a gratuity (being "stiffed") after providing good service to a party, is a matter of circumstance or bad luck which has no ripple effect whatsoever.

OPENNESS. A "sunshine" personality is one that is open or free to express their optimism. The most frequent term used to describe this quality is enthusiasm. In our business we need service hosts who easily communicate feelings. The concept recognizes that it takes a positive self concept to openly express one's thoughts and feelings to others. When confronted with an open personality, the receivers will, more often than not, be willing to express their thoughts and feelings to a greater degree. In addition, openness fosters a sense of confidence and trust in others. One senses that nothing is hidden.

The sunshine personality has a message that is often on the edge of propriety. It has to be to be memorable. A concept that I hold dear is, "Be outrageous in good taste." Today, service is our restaurant manager's single biggest problem, accounting for half of all guest complaints. Professionals have learned what diners have known, at least intuitively, that the service component can distinguish one restaurant from its competition. Why then is service, as a rule, mediocre at best and what is it that those unique managers do that creates a cast of memorable characters as service hosts? I will not attempt to address such a complex subject in depth here and now. But for starters, consider some of the following issues:

A PROFITABLE CONCEPT. Quality people are drawn to places where they can make money and have fun (in that order). Restaurants had better be able to fill those seats with a high average check or rapid turnover. If you are not doing business, go back to the drawing board.

THE COACH MAKES THE DIFFERENCE. Exciting, fun and guest focused employees are drawn to (and kept) by exciting, fun and guest focused restaurateurs. Too many restaurants have caretakers, not leaders, managing them. Remember, the coach makes the difference. This is not a chicken or egg issue. First comes the service minded coach and then the service minded players.

SELECTION LEADS TRAINING. Selection is a priority to training. Some trainer will read this and screen out the word "priority." Training is important, however if you hire "slugs" and have the best training program in the world, the best you can ever expect is the world's best trained "slugs." The great coaches are always on the lookout for that unique personality. The best and most consistent place to find "sunshine people" is through the "sunshine people" that already work for you.

PAY MORE THAN MARKET WAGES. The old adage "You get what you pay for" may be poor grammar but it still holds true. Pay "sunshine people" more than they can get anywhere else, and they will make it worth your while. Yes, they will make far more in gratuities than their salary, but it should be management's commitment to employ the best.

OVER SCHEDULE RATHER THAN UNDER SCHEDULE. In this age of the accountant mentality this sounds like heresy. However, restaurants that are driven by labor cost as opposed to guest satisfaction, will experience low repeat business. Schedule enough people to do "good business."

FEWER TABLES = BETTER SERVICE. For traditional restaurants (not buffet's. etc.) where customer service and guest relations are a critical element in their marketing mix, fewer tables are more profitable for service hosts. At my restaurant we proved that the service host's gratuities are greater with three tables (four tops) than four or more tables. Service personnel will arm wrestle you for more tables, but don't let them win.

QUALITY SERVICE. Before beginning with the qualitative side of service, I would like to make a distinction between quality service and the "sunshine personality" that adds value to service.

Service is the systematic approach to delivering the tangible and intangible products to achieve guest expectations. Service is the playhouse, the stage and the script for the players to accomplish their primary purpose; please guests to the point of returning ... SOON. Systems and teams create guest satisfaction. It takes individuals to exceed the guest's expectations. Let's be clear on one point, hospitality is the tie breaker but it will not substitute for good food, timely service, clean surroundings and a good value.

There are many vital components inherent in the delivery of quality service. The Service host cannot be effective building guest relationships when the food is late coming from the kitchen or the flatware has breakfast eggs baked on it.

THE RECEIVER. The Service Host's message is screened through the perceptions and mood of the receiver. Thus, the effective service host must have 20/20 vision when it comes to interpreting the personalities and mood of every party. The sunshine personality does not change who they are but they do temper their message to fit the party being served.

In the case above, Kevin knew when dropping to one knee and putting elbows on the table would be outrageous but appropriate intimacy and when it was not. In observing him during the evening, we were the only table in which he took that liberty. He read us well.

One of the most certain ways to create a positive memorable impression is to project a sense of enthusiasm and acceptance for the other person and their ideas. The openness of the sender provides the receiver a sense of trust. In other words, what you see is what you get, a person with no hidden agenda other than what is being communicated.

About the author
Don Smith, or "The Coach" brings twenty
years of successful and practical business experience to his articles, presentations and workshops.