Drop the Scoop and Step Away from the French Fry Machine!
I was speaking with a friend recently who owns a very successful restaurant…..
High end stuff. Everyone in the kitchen wears a white mushroom hat, a blur of perfectly choreographed, artistic synergy. She told me a story about how she went from washing dishes, to waiting tables to vegetable chopper, to Sous Chef, to Head Chef to opening her own highly exclusive restaurant.
So, I have a question in that vein. Which are you? Instructor, Captain Fun, Consultant, Collaborator, or Co-Conspirator? Can you guess which of these makes more money? Well, good. Continue reading if the idea of more money appeals to you.
The “waitstaff” at her place spend time detailing the “possibilities” with you and your party. There are no menus. I put “waitstaff” in quotations because every person waiting tables is a qualified Sous Chef and they all rotate through the kitchen preparing the meals they designed together with you and they personally supervise the serving of the meal.
The Sous Chefs each develop their own following and schedule their own clients. They are essentially their own restaurant within the restaurant. They have a common building and common prep staff. A common mission and a common goal. Everything in between is all completely customized to each diner’s desires.
.There is no rush to “turn you over”. They get inside your head and help you PLAN a meal that doesn’t just taste good and look good. The meal they design with you SAYS something about YOU.
It makes you feel good about yourself because you were involved in a conspiracy with your personal chef to create the perfect dining experience. It is not just a nice dinner. It is a night in the jet-set life.
It is a universe apart from a lukewarm, pre-prepped burger and cold fries dropped into a bag—without a napkin or a straw— and heaved at you through a window.
Does it cost a lot more? Of course it does. You don’t mind spending the money on the meal, because it is more like spending money ON yourself, spoiling yourself. It is NOT the mere intake of sustenance. It is pampering yourself.
It is immersing yourself in a soul-satisfying, sensory swirl of sights, sounds, flavors and aromas created just for you by your personal Chef. We senior skiers like that idea 🙂
It’s the difference between a two minute morning shower and a weekend at the spa in Napa. It is the difference between a candle lit bath for two with champagne and rose petals in wonderfully hot water..versus washing your hands at a gas station.
The business of delivering snow sport instruction has this same range of customer experiences.
How do I know? I have seen the instructional version of french fries hurled through a window too many times. I have also seen instructors who are delivering that hot bubble bath.
I have seen the industry studies that say just shy of 70% of people surveyed immediately after a lesson either “would not” or, were “not likely to” recommend taking a lesson to family or friends.
I know there are instructors out there CONSPIRING with their CLIENTS to conquer the mountain together, to not merely ski better than their friends, but to embarrass them 😉
I know there are instructors who suck. I know many who actually know what they are doing but don’t really care. I know a LOT who know what they are doing and work hard to help clients improve but that is just Prep Cook stuff.
People don’t come back to your restaurant because you do a good job slicing their vegetables. I would know this even if I had not seen it. All human behavior operates on a bell shaped curve. Some suck. Some excel. Most fall in between the extremes.
The only question that means anything is, “What can be done to skew the curve in a positive direction. What is the six sigma strategy?”
The attributes and quality of relationships with customers run along a continuum that transcends vertical industries. Snow sport instruction is no different than selling software or food.
Some people you deal with will sell you software over the phone and really don’t know much about it. Other sellers of software spend time with you and your company. They know your business almost as well as you do.
They know your problems and might even recommend someone else’s product if they think it is the solution to your business problem.
They have invested themselves in your enterprise.
YOUR success is THEIR success.
The relationship transcends mere seller-buyer. They are co-conspirators. It’s you and them against the world and they are going to help you sneak up on your competitors and club them over the head. It’s tag team , Baby! You and your client vs the Hulk and Al’s Run.
Most sales people you deal with are there in front of you to solve THEIR problem, their quota. If your next student EVER gets the feeling that you are there with them to “deliver a lesson”, you are toast. Senior skiers are VERY discerning. They have many decades of experience with people trying to bullshit them. Don’t even bother to try!
What IS the product we are selling? Lessons? Nope, selling lessons isn’t any different than the kid who spends the day getting your hot dog off that little Ferris Wheel machine and dropping it in an over-steamed soggy bun.
Is it “proficiency”? Not really, lots of people are insanely proficient at doing things they hate to do.
Is it “fun”? There are too many things that are more fun than ski lessons. DOn’t invite comparisons. Seems like that word, “FUN” is in every other paragraph, in every instructors manual on the planet. Probably Mars & Venus, too.
Lots of people who have fun skiing quit when they start having families. It might be fun but they can’t or won’t spend the money on it. Even if they do, they don’t go often.
If you are thinking like a drug dealer, you may be on the path to professional perfection. It ain’t about lessons. It ain’t about “proficiency”. It is about giving your clients “a taste”.
Give them that first needle full of snow and you’ll own them. Get them hooked on snow and they will be hanging around the street lamp outside your door at 3am waiting to score another dime.
You aren’t there to “teach” them. You are there to INJECT them with a craving that can never be satisfied. So, stop schlepping around the locker room and go build your own little Psychedelic Shack.
In the next installment we will examine the attributes and behaviors involved in the various levels of relationships and open the discussion of how to move up the snow sport instruction food chain.
We’ll examine why the PGA requires their pros to pass their business curriculum and ask why most bodies who govern snow sports instruction around the globe do not. So, let’s go! Darwin is a busy man so let’s not waste his time…..