Treat Everyone Like Rock Stars

It goes without saying that the outbreak of COVID-19 has changed the way we do business. We have must adapt or collapse. All my years of being a salesman have taught me that one must continue to learn from all who are masters. It also helps that I remain curious about what makes an enterprise succeed where others have not. So, of course when the Shebeen not far from where I live, which opened right before Botswana’s first lockdown, not only survived but also thrived in its first year of operation, I could not help but investigate.

This is not a debate on the ethics of learnings from an “illegal operation” considering said lockdown. That discussion can wait for another day on a different platform. We get our lessons where we can, as proven by award-winning books such as “How to Market and Sell Like a Prostitute,” “Mob Rules”, etc. which have now become school reference books.

. In any case, the Shebeen next door has managed to survive the pandemic, not by the use of some new trick or technology, but through the use of the most basic of all marketing tools: make your clients feel like rockstars.

The first thing this Shebeen does well is a basic Setswana tradition of making guests feel welcome. With only two waiters, every customer is well-received with love and warmth and offered ‘Metsi’ (water). In this case, a cold beverage of your choice. Batswana have always received ‘Baeng’ (visitors) in this manner. Visitors get the best cuts of meat at any table and the last of the sugar for their tea. It helps that the Shebeen has managed to maintain high standards by consistently keeping the coldest beverages known to man. I should point out that, traditionally, visitors were given water only from canvas water bags or from ‘Nkgwanas’ (haloed wild melons). This kept drinking water cold and fresh. I am sure there is no ‘Nkgwana’ at the back of that Shebeen but whatever method they use, I am not complaining.

. My next observation is that this Shebeen has mastered the art of the second sale. They say nearly 85 percent of all sales are produced by word of mouth; they are the result of someone telling a friend to buy a product because customers are satisfied and therefore want to share their experience. Well, I am a satisfied customer and here I am telling you about my experience.

If you should happen to go early enough and find the host cooking for her family, she does not hesitate to offer you ‘Letswainyana’ (something to eat) and for free. One cannot help but feel like an honoured guest at this Shebeen which feels more and more like a home. That small piece of meat so freely offered is like money in the bank of goodwill and positive word of mouth advertising.

. A business that calls you by your name recognises that the simple act makes you feel seen, important and part of the family. The Shebeen excels at maintaining this gesture. The giant spotlight, as it were, is firmly on the customer; always . I have seen one or two customers who had imbibed too much being gently led to their cars to comfortably sleep it off before being sent on their way the following day with a hearty breakfast. This Shebeen has garnered the trust of their patrons who want to spend time in a place knowing they will be taken care. ‘Baeng ba ja pele’ (visitors eat first), as the saying goes; this simply means you are valued as a guest and, at this place, that is a tangible experience.

The owner of the Shebeen is a single mother of one. She has mastered the art of customer service by amplifying the very basics of traditional Setswana customs of receiving guests and incorporating this into her marketing. She has provided a small respite to her patrons, which has seen them returning over and over again with more and more of their friends.

Treat Everyone Like Rock Stars

Wangu Mphinyane

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