My wife and I like to go out for dinner every Friday. Nearly half of those dates are spent at a restaurant called Cantina in Saratoga Springs, NY. I have an affliction for Mexican cuisine, and the atmosphere is just the right blend of casual and class for our style. This weekend we visited Cantina to celebrate my birthday (twice) and this morning I was thinking about why we continue visiting so often.
The food is very good and the prices are fair, but those are truly differentiators – as many other establishments can boast the same credentials. The key is that they know us and value our business, so they deliver a high level of personal service that ensures we are pleased with our experience every time we visit.
The wait staff knows that I love the chile relleno, especially when the peppers are extra hot. They know I like tamales, and when the tamale-of-the-day will suit my preferences. They know where we like to sit and make an effort to accommodate. These little things make us feel welcome and valued – and cost the restaurant nothing. And we happily pay full price for all of our food and beverages.
When you can learn your clients interests and motivations, you can provide a higher level of service. When clients feel important and valued, they will be happy to do business with you and have no reservations about giving you their money.
My wife and I have lived in the Saratoga Springs, NY area for the past 4 years. Each summer, the historic Saratoga Race Course opens for 6 weeks of fun and excitement. I am an avid horseracing fan, and like to attend every Saturday if not more. However, my wife has typically had her fill after the first or second visit. This causes a little strain as I would prefer to spend my Saturdays with her, but do not want to miss my beloved Saratoga meet.