6 SIMPLE WAYS TO DEFINE YOUR HOSPITALITY - ‘IT’S NOT ABOUT WHAT YOU DO BUT WHY YOU DO IT’.

It’s not about what you do but why you do it’… admittedly not my concept, but that of author, speaker and organisational consultant Simon Sinek.

Simon Sinek is the author of five books, including ‘Start With Why’.  The book starts off with a comparison of the two main ways to influence human behaviour: manipulation and inspiration. Sinek argues that inspiration is the more powerful and sustainable of the two.  

Although the book is written with regards to organisational culture and managing staff, for me, I naturally relate it to hospitality and entertaining clients.

The ‘what’ being ‘the event’ and the ‘why’ being the vision or the ‘client entertaining strategy’. In the words of Simon Sinek there are ‘two ways to influence human behaviour: you can manipulate it or you can inspire it.’

Relating this concept back to hospitality, we could look at ‘the event’ as what some use (in the kindest sense) to ‘manipulate’ customers to buy from them, when really the focus should be on ‘inspiring’ them via an effective well thought out client entertaining strategy. It's not about what you do but why you do it.

I get that this all may sounds a little theoretical and idealistic, and although I could talk about this all day (because it's what I do) I have listed a few simple ways below to ‘inspire’ your clients rather than ‘manipulate’ when it comes to entertaining:

1. Start with why

Really simple and can be implemented today. Start any hospitality planning meeting with the question ‘why are we looking to entertain X’ rather then ‘what should we do with X’. Sounds like a simple concept right? Trust me, not many companies do this and can actually be a bit stumped when asked why they want to do that specific event and answer something like.. ‘Our director supports that team’ or ‘we do it every year’. My advice is, if you can't answer the question, then don't do it.

2. Choose  a date that works for your guests rather then an event

Definitely a more timely strategy, agreed. However.. what's more ‘inspiring’ someone checking your availability and specifically booking a day around you OR being invited along to something that is happening anyway. Be great if you could come but if not we will fill the space with someone else. There are lots of tools out to support getting a date that fits all (doodle poll etc) and nothing beats the traditional call to discuss availability! Again, my advice here is if you haven't got time to make sure everyone you would like to be there can make the date prior to organising, then don't do it. It will probably be a waste of time - ironic right?.

3. Make sure the event/venue/provider is aligned to your core values as a business

You have probably read the above and are thinking.. what sort of a hospitality provider tells you not to do an event? Well, we do. If the event is not right, not properly planned, not enough time to get invites out etc. we would advise to really consider if you think you will get value from the event. Very different to the traditional hospitality provider approach. My point here is there are thousands of hospitality providers eager to take your money and tell you that this event is the best ever and this is the best deal you will get - but is it? Take time to do your research on your hospitality provider and be sure that they want to do more than just take your money.

4. Plan who is hosting and distinguish roles

Hosting effectively is not easy and it’s important to ensure that you have the correct mix of personalities in the room. Many often default to thinking that they need all their confident (often sales) staff hosting at an event. The term.. ‘too many cooks’ can apply here. Consider having a variation of staff from different sections of the business, which will make for some good conversations in the room and done properly will give a clearer representation of your company. Which leads me to my next point..

5. Charisma commands loyalty. Energy does not.

Aim to have staff hosting who possess charisma rather than energy.

“Charisma has nothing to do with energy; it comes from a clarity of WHY. It comes from absolute conviction in an idea bigger than oneself. Energy, in contrast, comes from a good night’s sleep or lots of caffeine. Energy can excite. But only charisma can inspire. Charisma commands loyalty. Energy does not.” - Simon Sinek

6. Follow up

Again this should be a given, but we are all guilty of not properly following up after a meeting/event etc. My point here isn't to lecture you about following up and its effectiveness. It's just simply to suggest you have time scheduled in your diary anywhere up to 48 hours after the event for a personalised follow up with your guests, a simple ‘thank you for joining us’ is enough. Remember, we are looking to ‘inspire’ our guests, and a thank you can go a long way.

I hope the above is useful and given you some things to think about for 2019. I would love to chat to anyone reading this who would like to look at bringing structure to their 2019 entertaining and looking to ‘inspire’ their clients, but for now I will leave you with this…

“People don't buy what you do; they buy why you do it. And what you do simply proves what you believe” ― Simon Sinek, Start with Why: How Great Leaders Inspire Everyone to Take Action

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