The Breath of an Angel

Last week the Lovely Christy and I were in Daytona Beach to speak at the Quality Service Contractors 44th Power Meeting. We enjoy events like this because we get to earn the business of new clients, meet clients in person for the first time that have only done online training with us, as well as catch up with long term clients we’ve known for years, but perhaps haven’t seen in a while.

This meeting was being held at the Hilton Daytona Beach Oceanfront Resort. It was a beautiful property right on the water with several coffee shops, bars, and restaurants to choose from. One bar even had one of Jeff Gordon’s old race cars inside the place!

One evening we were at dinner with some of our Titanium Coaching Club members. We went to Hyde Park Prime Steakhouse which was right inside the hotel. We had pretty high expectations of this place as our bellman had raved about it upon check-in while helping us with our bags. Our Titanium Clients we were with are well traveled, run a great company, and know good service and product when they see it, just like us.

We were seated at the table we desired and our server came out and greeted us just like you would expect. Once we got settled in, he brought water for the table and disappeared for a few minutes. In his absence, another team member came by our table by the name of William. He asked if we had any immediate questions, if we had dined with them before or not, then shared that it was his responsibility to make sure we completely understood all the great offerings on the menu.

He became incredibly passionate as he launched in to how long the steaks were aged, where the beef came from and what types of preparations were available. He changed the speed, volume, and inflection in his voice with nothing but pure passion oozing from every cell in his body. His descriptions were so full of passion we found ourselves wanting almost everything on the menu!

Then it came to the wine list.

He spoke of the different types of wine they were featuring which ranged anywhere from the high thirties to several hundred dollars per bottle. When Christy inquired about a specific bottle she had her eye on, he shared that while that was a great choice, he really recommends a different bottle that will “have you tasting the breath of an angel”.

Seriously? The breath of an angel? Wow, I don’t think I’ve ever tasted the breath of an angel before…had he? And yes, you know already this bottle recommended was more expensive that what we were originally considering. We were blown away by the passion this man had for his presentation of the menu.

After he was done with the menu education show, he disappeared and our original server came back and took care of us the rest of the night. About half way through our meal, William stopped by to check on us and see how his recommendations measured up to our expectations.

Our clients began the discussion of similarities between this model and our own businesses. William was the selling tech or the in-home advisor. Our server was the install crew. They both have their roles and both need to take great care of the client in their perspective positions. However, their specialties are far different.

In our world, if our “Williams” don’t do a great job, our install crews never get the chance to work. How are you training and working with your front line team to communicate value, use descriptive words and analogies with passion, and make clients feel that they will have some sort of life changing, holy experience when doing business with you?

Any one of your competitors can do the physical work your company does. The company that has the team members communicating and demonstrating upfront value based on relationship and filled with passion is the company that will win day in and day out.