Memory Making. Not Just Memorable.

“You cut your hair.”

“You kinda look like [insert long-haired famous person here].”

“Are you going to grow it out again?”

These three questions describe my last three interactions with the post office clerk. A friendly, kind employee. She knows how to work the line and to deal with frustrated customers. Her domain never gets unruly, as she can squash any situation before it gets escalated. However, the conversation is always so surface level.

In her defense, the three minutes you interact with someone at a post office doesn't give you much time to build deep connections. Despite this, I think she can do better. What about, "Oh, I see you really like Priority Mail." Yea, not a great pickup line. But how about, "The usual First-Class Mail, Andrew. And we have your favorite scratch ‘n sniff stamps back in stock." Now we’re getting better.

She probably interacts with at least 100 customers a day, in rapid-fire succession. But even in a setting like this, you can still build a meaningful relationship.

One key to a meaningful relationship based on repetition is finding ways to break it. 

Mailing a package, ordering a pint. What takes it from transactional to meaningful relationship? Why am I going to always get excited to visit my local post office? Maybe she knows my name. Maybe she asks about the trip I mentioned taking. She drops the script. Stops asking that same question on repeat, and tries something different. 

And while I appreciate the “Welcome to Moe’s” (if I’m in the mood for a corporate burrito) or “My pleasure” (if my wife tricks me into a fancy fast food chicken sandwich), they’re memorable but not memory making. There is a difference. Something memorable is something you don't forget. Something memory making brings you back.

In your taproom, is your team just trained to greet, serve, and thank customers? Or are they inspired to get to know your guests over a pint? It’s the added hospitality that takes a visit from becoming a catch phrase into an experience you can’t wait to have again.

-

As I was working my way through Will Guidara’s Unreasonable Hospitality: The Field Guide, he challenges the reader to create their own definitions of hospitality. He admits that his own changes regularly.

That day I wrote: Hospitality is the act of sharing information in a pleasant way that brings two people closer together.

Looking back on it, I probably could’ve substituted “act” with “art,” because there truly is an art to forming these connections.

I also wrote: Hospitality is giving someone the same level of attention whether they are a stranger or a longtime friend.

This isn’t out of obligation. This is because you are dedicated to making a person feel seen and heard. We all like to feel special.

Let’s make our way back to your taproom. We will begin by recapping all of the things you’re doing well. You’re greeting guests and offering recommendations. Many of you are encouraging flights, and slowly getting better at encouraging beer to go. You’re thanking the guest on the way out. These basic actions are primarily going through the motions of what a guest expects. How can you break from the script and wow them?

What about instead of just saying “Hello, welcome to the brewery.” It becomes a personalized greeting? “Hello Andrew, good to see you today.”  “Hello Andrew, how did your son’s birthday go?”

But what about the guest who you’ve never met before? “Hi, I’m Andrew, welcome to the brewery. What brings you in today?”

For recommendations, instead of “This new hazy is really popular,” try, “I know you enjoyed our most recent lager, I think you’d like our new release.” Or “I love our hot honey pizza too. Have you tried our Italian pilsner with it before?”

But what about personalizing flights? “Hello Andrew, I know you normally drink lagers. Can you create a flight of 4 beers I think you’d love?” “You mentioned this is your first time in. What types of beers do you normally enjoy? I’d love to help you figure out the right tasters.”

Subtle ways to make encouraging to-go beer a little more enticing? “Before you head out, did you know that we have your favorite beer to go?” “Which was your favorite in the flight? Oh! We have just a few six-packs left.”

And as we went over recently, don’t just say “Thanks for coming in,” try out, “Thanks for coming in. When will I see you next?” or “Thanks for coming in. I’m glad you had fun at today’s super niche 90’s trivia night. We’re hosting our next highly nostalgic millennials game night next Tuesday. Hope to see you there.”

What we’re doing here is taking the action and pairing it with a personal touch. It’s not rocket science and only requires 2 things: taking the time to build a connection and a moment more to use the knowledge you’ve gained to personalize the experience.

I guess I’ll find out later today if the post office clerk decides to expand on our conversation. But she's got 100 people an hour and a government paycheck either way. You don't have that excuse. Your guests chose you. Give them a reason to keep choosing you.

(Bonus definition: hospitality is putting people over profits.)

Yes, USPS truly had scratch ‘n sniff stamps sometime in the past 15 years, and they were amazing.

If you found this article helpful, please share it with someone who’d also find value. Thank you for reading.