Managing From Core Values
Creating policies and managing people based on core values builds better businesses.
In my “Guide to Company Core Values” course, I talk about how when our values are integrated into the different operations of a business, we build stronger, healthier businesses. This requires a little strategic planning away from the day-to-day operations. I know, I was reluctant to take that precious time away too. However, I have a story to share.
It’s In The Details
When we bought Trevi Restaurant in Asheville, North Carolina there were six different owners. What did this mean for the business? That six different opinions on how to run the business had been competing for dominance. There was no connected identity.
It was important to establish a cohesive workforce of which the existing staff would want to be a part. The first thing we did was define what kind of restaurant we wanted to be and how we wanted to serve the community. We identified things that needed changing and established policies around those things, especially with the staff and customer service.
Our mantra that we believed in was, “Exceed Customer Expectation-from the kitchen to the table.” This value drove our policies, our training, and hiring. We understood that some staff were only there for a paycheck and not everyone in this industry wanted to make it a career. Therefore, we implemented an “always hiring” practice. Because 1. There is always someone on the staff that doesn’t buy into your culture, is disconnected, or doesn’t represent your business well. 2. We knew that by keeping the door open, we had a better chance of finding great people that would add value to the staff and could grow with us.
From where did this value come? I am from a big Italian family where food and dining together are more than just eating. It’s more of a European concept than an American one, but one we felt was important. We wanted our guests to feel like part of the family, as a guest in our house. We wanted them to feel loved and taken care of when they came to Trevi.
Knowing these goals, we created a training and a policy manual that would help us accomplish this. Our staff was not super excited about the extra attention to detail at first. We encouraged our kitchen staff to own their creations, suggest improvements and when time allowed, converse with the guests.
We created a script that each staff member had the creative freedom to make their own, but it told the story of Trevi in a fun and engaging way. The servers would make the special oil and spice blend for dipping their complimentary bread right at the table allowing them to engage the guests in conversation. This made diners feel important-not fake Hollywood or politician important- but important genuinely as a person. The staff got updated uniforms, the restaurant got redesigned, and it didn’t take long for the servers to get on board.
The Big Motivator?
Their tips increased from a standard 15% or less to 20% plus. They enjoyed their job more because customers began asking for their stations and they looked forward to hearing about their news. The employee turnover went from typical industry rate of 74.9% to 35%! That meant we saved money on hiring and training, we gained more regular customers, and new customers. We even had the local news team become regulars and let everyone know it was their favorite place to eat. By working in that core value of “Exceeding Customer’s Expectation” into our systems, we improved our business.
You Deserve Time Off To Work
Yes, you read that correctly. I am acutely aware of the time-demands and all-consuming nature of owning and operating a business. We eat, drink, and lose sleep over the things that must be dealt with daily.
The idea of taking time we think we don’t have to work on our business seems crazy and irresponsible. “Everything will fall apart,” we think. “I can’t afford to take any time away from work,” is another excuse I threw out there.
Here’s the Rub
You can’t afford not to take time away if you have goals of growing your business or even getting to a place where you can go on vacation and not be tied to a phone.
My days became less stressful. Decisions became easier to make. My company culture was elevated. My employees were happier, and we gained more customers.
Here’s the Truth
As a small business owner, you are a visionary, a creator, a risk-taker. Your mom-and-pop shop accounts for 44% of our economy and 99.7% of United States employer firms! Go you for creating all those jobs and helping towns across America thrive and grow. (Small Business Administration)
Slowing down to move forward sounds a bit unhinged, but the power of operating your business based from core values is the difference between building on sand or rock.
