I do a lot of networking, at many different venues– in fact I get all my business by word of mouth. And the key to successful networking, like so many other things, is consistency. So while I am happy to visit new networks from time to time, my focus is on a few strategic networks that I attend every time they run.
But this post is about venues. Because I visit them all the time. And for venues, as for networking, the key to success lies in consistency.
Why consistency is vital
Every meeting needs a venue – and most of the meetings I attend use the same format, set up in the same way, at the same venue. Every time.
So the requirements for that meeting will also be the same. Every time.
You’d think that any venue lucky enough to have this kind of regular booking would also have processes in place to deal with them. After all, how hard could it be?
Well, for some of them it clearly isn’t hard at all.
Take the White Hart in Godmanchester, where I attend a Women in Business Network lunch once a month. The tables are arranged just as we like them, the napkins and cutlery are properly laid out, there are jugs of water on the table, the teas and coffees are ready on the side… well, you get the picture.
Then there’s the Community Centre in Needham Market, where Stowmarket Chamber run their monthly drop-in coffee and cake networking. The room is ready, the urn is full of hot water, there’s a cloth on the table, the mugs are laid out, and the teaspoons are in place.
Then there are… other places.
The monthly lunch venue where the organiser has to turn up early to re-set the room, and chase up the missing items. Every time.
And the weekly breakfast venue which never remembers teaspoons. So, yes, the organisers finally bought their own!
Not to mention the fortnightly breakfast venue where the meeting tables randomly cycle between boardroom square, U-shape, and medieval baronial. Which has now become a standing joke among attendees.
There are many more “war stories”. You may have some of your own (please share!)
Does it matter? Yes, for a number of reasons.
Venues need to make a profit…
Now I’m only guessing, of course, but I would have thought most venues were looking for more, and more profitable, business. And there is an oft-quoted saying that to make more profit there are only three things you can increase:
- orders per customer
- your customer list
- or your prices
So – how could those aims be achieved…?
Orders per customer
Rule one to get more orders from your existing customers must, surely, be to get it right. First time. Every time.
In fact every time a venue sets up a room for a business meeting, you could say it’s creating a business opportunity. A chance to demonstrate its professionalism. To show potential clients why they can – and should – book it for their next training course. Their next product launch. Or their next celebration dinner.
It’s a perfect opportunity to win new orders. An opportunity that is all too often missed.
Every meeting, by definition, involves more than one person. With a good chance that one or more of them are coming for the first time.
So it wouldn’t hurt to impress them.
And even if it’s the same people every time, every meeting makes an impression. Good – or bad. And each of those visitors will have their own network of business and social contacts. People they talk to about – among other things – the best local venues. More potential customers – who will take the recommendations (or warnings) they receive at face value.
Meaning that every networking session is an advertisement for the venue. Just as much as (if not more than) an ad in the local paper, on local radio, or on social media.
With the added benefit that someone else is paying you for the privilege…
Price – and the buying decision
So – if a venue can’t cope with our requirements, why are we still using it?
Well, at least one of the places I mentioned earlier has lost the business. With the others, it’s a matter of balancing the pros and the cons. This venue is better organised, but parking is tricky. That venue is better organised, but they can’t offer the dates this year. And so on. It’s a balancing act between costs and benefits. But price is an item that weighs pretty heavily in that balance.
So if your offer isn’t delivering on the benefits, you’ll need to redress the balance by – yes – reducing your prices.
Every decision is based on a cost-benefit judgement, even if that is done informally. And if your offering scores weakly on the benefits side, you can – and must – redress the balance by reducing prices.
Some suppliers make the mistake of assuming they must be doing OK. After all the customer is still buying, aren’t they? And there is a certain amount of buying inertia / better the devil you know etc.
But sometimes while all looks serene on the surface, the customer is actually working quite hard to find an alternative supplier.
It makes far better business sense to offer a decent product and service; and charge a decent price.
So why are venues getting it wrong?
My belief is that the problem is twofold: firstly, these venues simply have no idea what is important to their customers.
Sounds crazy, maybe, but many of the business lunch venues produce excellent food, and seem to think that that is enough. And for many of the delegates it may well be.
But the meeting organisers need to know that everything will be well when they turn up. They need to know that they do not need to turn up early every time to sort out venue problems. They need to know that if they are held up e.g. by roadworks, the meeting room will be ready on time.
And the choice of venue is down to the organiser.
So even if the niggles seem trivial to the venue, there will come a day when the hassle becomes the last straw. And from there on it is just a matter of time before the meeting moves somewhere else.
But I believe there is a second issue, too, a surprising one. There is no recipe!
Food (from recipes)…
I am sure that in all these venues, there are clear and documented recipes for food production in the kitchen. There have to be.
The recipe will set out the list of ingredients required, which will inform the buying side, so they can keep the stock cupboard replenished.
The recipe will set out the actions to be taken by the chef and the kitchen team, and in what order, and when, so that the slow cook items are started in time, and the stir-fry vegetables are prepared and ready for when they are needed.
There will also be recipes for the preparation which detail the equipment to be used – colour-coded preparation-boards, for example, keeping meat and vegetables apart.
In many establishments there are also pictures of the finished serving, to keep the offering consistent . Whoever is on duty.
…and ‘other stuff’ (that needs a recipe)…
There will be “recipes” for the cleaning too!
Lists of items that need cleaning and the frequency required: some every day, some items every week, others every month. And details of the cleaning processes involved, and the cleaning agents. And the cleaning equipment to be used – with colour-coded cloths for different areas.
Why do they do this? To ensure a consistent high-quality result. And to pass inspection by the Food Standards Agency.
A recipe for successful venues
Just imagine how easy it would be for everyone if the venue had a recipe for setting out the room!
A list of ingredients/equipment, so the person setting the room out has everything they need to do the job. No running backwards and forwards looking for odd items, with the risk they will get distracted and forget something important (like teaspoons…)
The timeline, ensuring that jugs of water and pots of coffee are on the table when delegates start to arrive, but not set out so far ahead that the water is unpleasantly warm, the coffee is unpleasantly tepid, and the milk has curdled (yes, that has happened!)
A picture of the room set out the way the customer wants it, so each individual customer gets the layout they’ve asked for, every time.
Why do might the venue do this?
- To ensure a consistent high-quality result. And to pass inspection by the customer.
- To perform well in the eyes of attendees, ensuring that those attendees will consider the venue for their own requirements. And recommend the venue to their contacts.
- To provide a decent service – ensuring they can charge a decent price, and make a decent profit.
Help is available
Success – for your venue – will have many ingredients. So if you need help in finding them (and then creating the perfect recipe) the Business Plumber will be delighted to help. For an initial one-hour consultation just call 01359 240717. And the price? Just one cup of (good) coffee…