Hospitality and the positioning of your company

Recognize this situation? You are visiting a supplier or customer. This could be a new relationship or an existing one. At first, you are offered coffee, of questionable quality. This is also the only cup of coffee you receive during the one and a half hour meeting.

Most companies can learn a lot from the so-called hospitality industry, the sector that deals with welcoming customers and/or guests. Because besides the experience you create in your marketing communication, the experience that customers, suppliers, salespeople, applicants, or – even – employees have within your office is just as important.

In a good restaurant, it is customary to have your coat taken upon arrival, be assigned a table, and receive a complimentary aperitif. A good reception simply creates a feeling of welcome. The restaurant is one up. This principle can also be translated to the business world.

The Customer Reception

For many customers, suppliers, prospects, or applicants, the first reception and the hospitality they experience is essential for shaping the image of your company. When receiving a customer, keep the following in mind:

• Ensure a personal reception; don’t leave a customer to their own devices. For example, make a short chat.
• Offer the person a cup of coffee or a glass of water. And make sure the coffee is good!
• Don’t let the person wait too long for their appointment.
• Always offer the person a seat.

Simple, right? Your guest should feel at ease, receive attention, and feel welcome. Such a reception boosts the company’s image. It strengthens the positive feeling towards your brand but also radiates a bit of professionalism. You are one up. Regardless of how the conversation goes, the visitor to your company will always leave with a positive feeling about their introduction.

The Customer Conversation

Is that all?

No, don’t forget to keep your new hospitable hat on during the meeting or appointment with your guest:

• Is the meeting 2 hours long? Ask several times if the customer wants something to drink or eat.
• Is the meeting during lunchtime? Provide sandwiches. Contact the guest beforehand about their preferences. This works even better!
• End the conversation politely. Say goodbye to the customer and send a summary email with what was discussed in the meeting.

We have already given our reception area a makeover. Porcelain dishes, a variety of soft drinks in the fridge, freshly ground coffee beans, and too many types of cookies to name. Practice what you preach.

So, would you like to talk about a new positioning or brand strategy for your company? Feel free to drop by. The coffee is ready.