Years ago, I was invited to visit a casino out west with several colleagues. We were getting ready to install innovative technology, and this casino had not only the systems we were looking at, but its IT team had expanded on the systems in incredible ways. This made the systems much more customizable and really was impressive.
We arrived in the afternoon and hit the buffet. I’m not much of a fan of buffets, but this one was exceptional. Not only in what variety of food was offered and how delicious it all was, but the service was extraordinary.
Sadly, I hit the buffet too hard and needed to walk it off. As I was walking, a gardener pulled up beside me in a cart. He offered me a wonderful, heartfelt greeting and asked how I was and if I needed a ride. I explained that I hit the buffet too hard and needed to get some steps in. He chuckled and agreed the buffet was “definitely good.”
I asked him if the team members were allowed to eat there, and he responded, “We are required!” He then explained that managers are required to take new team members to experience all restaurants because they can’t sell what they don’t know. Brilliant!
He asked if I had signed up for their rewards card. Did I mention he was a gardener?! He began to explain why I should sign up. He knew how to sell! I threw a couple of the usual objections (“I don’t know if I’ll play,” “I may not be back,” etc.), and he had answers for each one.
This property knew how to make the reward card benefits valuable. By simply signing up, you received discounts at all their outlets as well as one daily free entry into the monthly promotion where they were giving a car away every day that month.
The gentleman then did something that was even more impressive: he explained the promotion as well as any marketing person I had ever heard and handed me a brochure with more information. It was awesome! He wished me luck in winning a new car and went on his way.
I had a meeting with the senior vice president of marketing the following morning. I told him about my experience and asked if he knew how I could clone this team member. He explained how important it is to the entire organization that everyone sells their property and the steps they take to ensure that happens. This was one of the core beliefs of the entire organization.
To make sure every team member understood each promotion, they would create a similar promotion for the team members the month before. Now, they could not give a car away every day for the team members, but they did create a promotion where their team members could get the experience as well as win some great prizes.
Entries could be earned in several ways, such as showing up to work on time, helping a fellow team member, working overtime, etc. They also made sure that there was proper communication on how the promotion worked and how entries could be earned, as well as numerous ways to earn extra entries, just like the promotion for their players. There was also plenty of marketing collateral located all over the heart of the house (back of house). Since several team members spoke English as another language, they ensured the collateral was also available in their native languages. Inclusivity was a focus as well. I began using this philosophy with all promotions with the encouragement and blessings of the senior vice president.
Key takeaways:
- “Everyone Sells” Philosophy: The entire organization adopts the philosophy that all team members, regardless of their role, are responsible for promoting the property, which improves guest service and boosts revenue.
- Immersive Employee Training: New team members are required to experience all dining options, ensuring they can knowledgeably recommend and discuss offerings with guests.
- Team Member Engagement with Rewards Program: Train every staff member, even non-customer-facing roles, to understand and promote the rewards card program, helping guests feel valued and informed.
- In-house Promotions for Staff: To familiarize employees with current promotions, the organization creates similar internal promotions, allowing staff to participate, win prizes, and better understand the guest experience.
- Inclusive Communication: Promotional materials are made available in multiple languages to accommodate employees for whom English is not their first language, emphasizing inclusivity and effective communication across the organization.
The “everyone sells” philosophy is a powerful approach to exceptional guest service and increased revenue. By involving all team members in promoting the property, from the front line to the heart of the house staff, the organization ensures every guest interaction is positive and informed.
Through immersive training, team members become true ambassadors and influencers, understanding the value of what the casino has to offer and sharing it authentically with guests. Their efforts to provide inclusive communication and create in-house promotions deepen employees’ connection to the guest experience and cultivate a unified culture that consistently delivers outstanding service. This approach exemplifies how empowering employees at every level leads to a stronger brand, greater customer loyalty, and financial success.
A definite win-win!
