Bill Marvin
The Restaurant Doctor

I have commented serveral time in the China Trip Report about the gauntlet of vendors one usually has to fight through coming and going from any tourist attraction. The row of vendor stalls in China Silk Town in Hangzhou -- literally hundreds of them lined up side by side -- are no different. All these people are essentially trying to sell the same goods to the same people in the same way.

The Chinese way to do this seems to by trying to yell louder than the next vendor , by promising the lowest price of anyone else or by doggedly staying in the face of the "prospect" in the belief that eventually they will come to their senses and see the wisdom of the offer.

The result of this assault, of course, is exactly the opposite of what these hawkers want to believe. The more intense the assault, the greater the tendency to shut it all out, categorically ignoring ignoring everything and everyone who is pushing something in front of you.

By now I hope you are seeing that this phenomenon is not unique to travelers and vendors in China. Are you making the same offers of essentially the same products in the same way as every other operator? Despite what you want to think, my bet is that you are ... and the more insistent you become, the more your market shuts out your screaming.

Just as bankers only want to loan money to people who don't need it, people want to give their business to those who do not appear to be desperate for it. The more desperate you appear -- by offering deeper and deeper discounts and such -- the more you become one more chirping mouth crying, "Feed me, feed me."

Do you really think that screaming louder will bring more business? Is that really the way you want to be seen by your patrons? Do you really think that it must work because everyone else is doing it? The ability to make you and your offer stand out from the rest of the herd starts with your willingness not to operate from survival and to take an approach that is exactly opposite from what everyone around you is doing.

The Greening of the Industry

There is a lot of press lately on environmental topics -- renewable energy, recycling, sustainable agriculture, carbon footprints, energy conservation and so it goes.

Companies that have embraced "green" practices are getting increased press coverage -- and perhaps increased guest support -- because of it.

This month we look at the greening of the restaurant industry and what, if anything, you are doing to become part of it.

As usual, I will send copies of the survey results to everyone who participates. In the meantime, you can download copies of all past EHC surveys -- including the massive WOW Ideas collections.

Click here to add your thoughts to this month's survey.

• How to Make Yourself Recession-Proof - a dangerous trend noted in the pizza segment and what you should be doing as a result -- no matter what your menu
• No Second Chances - a dozen ways to lose the business ... before you even get it!
  
• What Did You Learn From Your Staff Today? - an insight into how the most important lessons you learn from your staff ... are about yourself!
  
• Special Offers on management resources and services.
  

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