Helpful Hospitality Habits for

Market Managers

Megan Bruch Leffew

Marketing Specialist

Farmers Market Manager Trainings

November 29 & December 1, 2016

How to Charm Your Customers with

Excellent Customer Service

Almost 70% of customers

that quit do so because of

poor service.

Did you know?

You may have more dissatisfiedcustomers than you think.

• 96% of unhappy customers will not complain.

• For every unhappy customer who complains, 24 others don’t!

But they tell others!

10-20 others!

It is not your perception of how

good the service is that counts.

It’s the CUSTOMERS’

perceptions that

count.

Who are your customers?

?

? ??

?

What is excellent

customer service?

“Quality customer service satisfies

customer wants in a consistent and

dependable manner.”

5 Elements of Service Quality

Reliability

Assurance

Tangibles

Empathy

Responsiveness

Hospitality Habits for

Market Managers

1. Make a good first impression.

2. Communicate clearly.

3. Handle problems effectively.

HOSPITALITY HABIT 1

Make a Good First Impression

First Impressions

• Look at your market through your

customers’ eyes…

Set the Stage

• Signage to direct traffic/parking

• No trash/debris

• Well manicured landscaping

• Well swept walk-ways

• Highlight market entrance with flags

or banners

Set the Stage

• Signage with market information

• Easily identifiable location for

information

• Fully-stocked, clean restrooms

• Friendly faces and greetings

Set the Stage

Set the Stage

• How do you set the stage for your

other customers?– A potential vendor asking about joining the

market..

– Potential vendors attending a pre-season

meeting for the first time…

– A new city council member learning about the

market for the first time…

HOSPITALITY HABIT 2

Communicate Clearly

Three Ways of Communicating

• Visual

• Body language, eye contact, hand gestures

• Vocal

• Tone of voice, inflection

• Verbal

• Actual words, what is said/written

Three Ways of Communicating

Guess the percentage of each:

Visual Vocal Verbal

___% ___% ___%

Three Ways of Communicating

Visual Vocal Verbal

55% 38% 7%

Attitude is a little thing

that makes a BIG difference.

-Winston Churchill

Handout page 4.

Attitude is Everything

Attitude is

Everything..

• …good or bad.

– People remember your attitude.

• Appreciate the good in yourself and in others.

• Believe you can make a difference.

• Keep an open mind. Do not stereotype.

• Take care of you. Avoid stress.

Body Language

Actions

• Posture

• Body movement

• Facial expressions

• Eye contact

• SmilesHandout pages 5 and 6.

Tips For Effective Listening

1. Stop talking. (80/20 Rule)

2. Put the customer at ease.

3. Use cues to determine what the

customer needs or wants.

– Pay attention to any non-verbal cues.

– Listen for what is not said.

– Try to identify emotions of customer.

Tips For Effective Listening

4. Ask questions, when needed,

to clarify what the customer is

saying or wanting.

5. Beware of responding with

“tune out” words.

6. Be patient.

7. Hold your temper.

8. Empathize with the customer.

Communicate Clearly

• Be reliable.

• Do what you say you’re going to do.

• Do it when you say you’re going to do it.

• Do it right the first time.

• Get it done on time.

Market Vendor Communication

• How do you communicate with your

market vendors?

– Do they know everything they need to know

before the market starts?

– Can you help better inform your vendors

BEFORE the season?

– How do you communicate during the season?

Observations from

TN Farmers Markets

We have a good set

of understandable

rules and policy –

not too wordy and

not too polished,

just straightforward

and to the point.”

We really do not

have any authority

or person that sets

policy and enforces

it. We need some

rules, and they need

to be enforced.

Market Customer

Communication

• How do you communicate with your

market customers before they visit?

• Do they know everything they need to

know about visiting?

– Can you help better inform your customers

BEFORE they visit?

Market Stakeholder

Communication

• How do you communicate with your

market stakeholders?

• Do they know everything they need to

know about the market?

– Can you help better inform your market

stakeholders?

HOSPITALITY HABIT 3

Handle Problems Effectively

The Cycle of Conflict

THEM

Rude

Obnoxious

Loud

Arrogant

Demanding

Defensive

Crazy

US

Defensive

Frustrated

Loud

Withdrawn

Superior

Confused

Crazy

Steps to Breaking the Cycle

1. Listen/observe carefully to identify the

problem.

2. Repeat the complaint or describe the

problem in your own words. Confirm you

understand the problem accurately.

3. Apologize that the customer is upset.

Acknowledge the customer’s feeling.

Steps to Breaking the Cycle

4. Explain what action you will take to

correct the problem.

5. Thank the customer for bringing the

problem to your attention.

6. Take the action promised.

7. Follow up with customer.

Practice

Breaking the Cycle of Conflict

Handout page 8.

Vendor: Farmer Smith is buying

and reselling product. What are

you going to do about it?!

Customer: I bought produce from

Farmer Jones, and it was rotten.

Make her give me my money

back!

Vendor: Where are all the

customers? I thought you were

using our fees to advertise!

When You Must Say “No”

• Explain why the answer is no.

• Tell how the error occurred.

• Show that the policy is fair.

• Show respect for the person.

• Apologize for not being able to do what the

customer wants.

Practice

Saying “NO”

Handout page 9.

Customer: May I bring my dog to

the market?

Vendor: I want a different booth

space. Everyone has a better

space than I do!

Potential vendor: I want to come to

the market to sell _________

(product not currently allowed).

The Value of Getting Feedback

• Do you know what your customers like

and dislike about your service?

• It is easier for a customer to give feedback than

to complain.

• If we can “make it right” for an unhappy

customer, 9 out of 10 will remain our customers.

How can you invite feedback?

Handling Complaints

on Social Media

• Set privacy settings carefully.

• Monitor for reviews and comments.

• Respond promptly and professionally.

• Take it offline.

• Follow up.

• Know when to stop.

Set SMART Goals

• Specific

• Measurable

• Attainable

• Relevant

• Timely

• Handout page 11.

• Write down at least 1 goal per habit.

Introduction to

Value-Added Leadership Team

Programs and Resources

Helpful Hospitality Habits for

Market Managers

Megan Bruch Leffew

mleffew@utk.edu

(931) 486-2777

ag.tennesse.edu/cpa

facebook.com/ValueAddedAg