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Sweat the Small Stuff: Silent Sellers that Make a Difference
by David Gorin
President
David Gorin & Associates
While on the road recently, I had occasion to spend several nights at a hotel that is generally considered to be part of a high-end, upscale brand. The hotel was beautifully located, featured an attractive entrance road, covered portico and beautiful lobby, an attractive restaurant and lounge, dark wood paneled elevators and all of the other accoutrements you’d expect in a high class international hotel brand.
But let me tell you about a few things it also had.
More than one stain on the carpet in my room.
Torn wall paper in the hallway outside my door.
Dark burn-like marks on the shower curtain.
An obvious shortage of telephone operators.
Housekeeping that neglected to empty the bathroom wastebasket during daily room make up.
Room service staff that forgot to put the condiments on the tray with my order.
Obviously, for some unexplained reason, the management and staff of this hotel do not seem to be paying attention to the details – they’re not sweating the small stuff.
Let’s look at how hotel experience is likely to translate into an RV park or campground. How does your operation measure up? Are your campers likely to find one or more of these situations in your park?
The grill on the barbeque has the cooked-on remains of last night’s dinner enjoyed by the previous camper.
The light cover in the restroom has obviously not been cleaned of last night’s (or maybe last month’s) insects.
The line of people waiting to register last Friday stretched out to the porch of your office.
Wastebaskets in the restroom are overflowing with paper.
Site trash is still awaiting pickup at 4 pm.
The blinds in the living area of a park model or cabin don’t stay up – the cord is not working properly.
No doubt you can think of many more little things – small stuff – that you’ve encountered and you know how the little things can make a difference.
The small stuff goes far beyond just the little irritations caused by lack of attention to detail, insufficient staff, or grander priorities and plans that cause the small things to take a back seat. To many park owners and operators, paying attention to the small stuff is in their minds, reserved for the big parks with big budgets, big staffs and high fees. But in reality, paying attention to detail is not the purview of any particular size business or budget, it’s the purview of those who operate a business in a professional manner, giving the guest the best they can all of the time and recognizing that details are as important as the bigger picture. The small stuff is part and parcel of the foundation on which a successful business is built.
The small stuff, as you’ll see, is not the big budget stuff. It’s the typically inexpensive fix to a not very big situation.
Attention to the small stuff separates the professional business operation from the casual business that appears to be operated for the enjoyment and benefit of the owner rather than for the guests.
Small stuff are powerful silent sellers. Get the small stuff right and your customers consciously or not sense the care and attention to their needs. And care and attention are strong motivators of behavior.
Here’s a checklist of some small but highly essential ingredients of a professional park business. You’ll note as you review the list that none of these ingredients are high cost taken individually or even collectively. But taken together, they create a framework for success. And, please, add your own small stuff to this list – this is not exhaustive but only intended to get you thinking.
Communications Small Stuff
How your potential or actual guest communicates with your business, and how you communicate with them is an important part of a professional hospitality business.
Our guests can always conveniently reach us on their schedule.
We promptly answer phones during business hours and have an effective phone answering system when the office is closed – even when we’re on vacation.
Phone messages are returned promptly during the next business day.
Our guests can get almost all the information they may need about our business from an up to date, professionally designed and professionally hosted website.
Our guests can do business with us on their terms – in person, by phone, by fax, by email or via the Internet – it’s their choice.
Our business is a year round operation even if we can only accommodate guests during our open season.
Our park staff – all of our park staff – are well-trained to communicate with our guests in a professional, warm and hospitable manner, regardless of the situation.
Facilities Small Stuff
Our sites are “freshened” up after each camping party – raked, “policed” for litter, prepared for tonight’s barbeque and outdoor meal.
Site furnishings are clean and safe and checked daily
Building exteriors are painted as often as necessary in our climate to look inviting and well-maintained.
Trash is never allowed to accumulate in trash receptacles or at a site.
Ruts and low spots in roads are filled promptly.
Chaise lounges and other pool furnishings are cleaned daily.
Interior and exterior lights are promptly replaced as they burn out.
Power pedestal covers open easily – pedestals are perpendicular to the ground!
Sewer connections are clean and have a cover and/collar that fits properly
Hospitality Small Stuff
Staff is “spiffy” – uniformly well-dressed and groomed.
Staff implements the parks hospitality policies and reflects the level of hospitality set forth by the ownership.
Ownership and top management practice what they preach – in their relationships with guests, all staff and each other.
Information to help guests enjoy their visit is readily available to all guests.
When appropriate, information is available in languages other than English.
All guests are made to feel welcome – an RV park is a public accommodation and serves all of the public.
Staff is knowledgeable about the area - attractions, recreation, restaurants, etc. – and can assist guests when necessary.
Staff has a basic understanding of RV systems and operations – just in case.
General Small Stuff Not to Be Overlooked
Park vehicles are clean and in good repair – body and interior as well as engine – even if the vehicle never leaves the grounds.
Golf carts and utility vehicles used by staff for maintenance and other needs reflect the standards of the park
Site markers are obvious and clear.
The registration process is quick and easy.
Public telephones are in convenient, lit and covered areas – and work.
Paper goods in restrooms and food service are of a quality that the owner would use daily in their own lives.
Management Small Stuff
There is an operations handbook that helps assure consistency and thoroughness among all who work in the park.
Salaries and all bills are paid on time within the stated period.
Job descriptions are available for each position – including a job description for the owner and his/her family members.
Management treats staff as they would wish to be treated.
Compliance with all laws is essential and mostly, its small stuff but important stuff.
One final thought……the small stuff is really the foundation upon which the business rests. Until you can adequately assure that the small stuff is taken care of, its hard to branch out and undertake the big projects. If you don’t build a strong foundation, the structure above will always be at risk.