Guest-based Marketing

BILL MARVIN, "The Restaurant Doctor TM ," is an advisor to service--oriented organizations across North America. Bill is the founder of Effortless, Inc., a management research/education company, and Prototype Restaurants, a hospitality consulting group. He earned a degree in Hotel Administration from Cornell University. A veteran of the foodservice industry, Bill has managed hotels, institutions, and clubs and owned full service restaurants. His professional curiosity and practical experience enable him to understand the human factors common to the growth and success of every type of business. He is a member of the Council of Hotel and Restaurant Trainers and the National Speakers Association. Bill has been a featured guest on Hospitality Television and writes a regular column in the trade magazines of several industries. In addition to his private consulting practice, he logs 150,000 miles a year delivering corporate keynotes and conducting staff and management seminars in the United States and Canada.

Partial table of contents: BUILD LOYALTY, NOT THE CHECK AVERAGE. Selling Techniques Can Be Dangerous. Understanding Service. FOCUS ON GUEST DELIGHT. Expectations. Delightful Practices. Special Occasions. Disabled. GIVE GUESTS SOMETHING GOOD TO TALK ABOUT. Understanding Word of Mouth. Basic Principles of WOM. Give Them the Words. PROVIDE INCENTIVES TO RETURN. Incentives Work. Customer Loyalty Programs. BUILD PERSONAL CONNECTION. Presence. Get to Know Your Guests. GET YOUR STAFF INVOLVED. Tips and Tipping. Show Gratitude. Get the Message to Your Staff. About the Author. Index.