Consider these points I’ve learned from owning a successful Deli for decades. I’ve posted this before but lately I’m getting the consensus that it needs to be read again, especially by would-be start-ups.

        What’s key is detecting trends and what customers want now and what they are leaning towards next, then getting there first and doing it the best and the NICEST. Teaching customers about what you sell and why its the best. If you don’t tell them THEY WON’T KNOW any better, unfortunately. Finding and implimenting ways to differentiat yourself is key, as well as promoting and of course teaching. Asking questions about them and what they want instead of trampling over them trying to sell your procuct and/or your angle. Nobody cares about you. Without them you’re shit, and all your strategies don’t matter when you are preaching to an empty hockey rink singing endless love to no one. Knowing your competion is also King. Don’t copy them, just know whats there. Be the fastest, the nicest, the cleanest, the most honest, and the best tasting. Make sure you are sensitive to your public at all times. Bad economy…lower your price points. Shop for better buys. The profit is in your buy not the sale, and every sale isn’t ten bucks, its however many times you see them a week. A customer is worth thousands, not tens. Don’t forget this!. Work on lower margins and keep price points low to gain market share and more volume and wait for your competitors to fold…all the while being nice and always always remembering that its about them. Them always, and never ever you. Oh, and you’d better freaking LOVE what you do, too because your customers will see right through your sorry ass. If you don’t love making deals, love kissing ass, love being the best, love staying up way way way past business hours and even a normal bed time and you don’t have your business on your mind….Good Night Irene. There’s just too much competition out there and everybody thinks they can do everything. You a Florist? You can go ANYWHERE and get flowers. You a sandwich maker? You can go to ANY gas station or convenience store and get one. Are they better than you? Probably not…..but customers are lazier every day and don’t know that you’re better and there are just too many other places out there that water down your customer base. Thats where teaching comes in. While you have your customer in your store, in your presence or wherever, you’d better be taking full advantage of it and by the time they walk out, if they aren’t saying, ‘WOW, This place freaking rocks!” and you don’t have their email and have your website in site, and a menu in their hand, You’re done. If your front door is getting smaller because of layoffs, economy and the whole nine yards….go where the money is. Use your back door. The money is always somewhere. If you’re a deli…go after the schools. If you’re a florist…get the graveyard business too. If you’re a car dealer…go after the municipal fleets. If you’re a sign company sells signs for sponsoring holes at outings. Most important….you’d better love what you do. Oh, forgot to suggest to people to cross promote the crap out of everything. This is old news. Been doing it way before Twitter, and Facebook and all the other social media sites that won’t matter if you suck. Also, whenever or however possible…re-visit your customers where THEY are to make sure things are good and to say hello to whoever has replaced them within the last few years…which is VERY likely. I’ve blabbed too much…gotta stoke the fire and kiss my awsome wife……………good luck

Gerald Daniele bunkyd@verizon.net  Owner The Great Wazu E. Hanover, NJ

@TheGreatWazu Twitter

ANISFIELD SCHOOL OF BUSINESS

INTERVIEWING Gerald J Daniele: Owner The Great Wazu of E. Hanover, NJ

The Business

·         What exactly does your business do?

·         The Great Wazu is a restaurant that provides high quality breakfast, lunch and dinner. We specialize in delicious submarine sandwiches, gourmet salads and grilled items as well.

·         How did the idea for your business come about?

·         A sandwich shop is an old idea that I think we take to another level. What separates us from out competitors is our quality, speed and how we execute.

·         Describe your typical day? Also, how many hours do you work a day on average?

·              I work around 9-1/2 hrs a day, from 5:15 to 1:45. Others work later. Typical day consists of a whole lot of prepping for the “Lunch Rush”. Everything from cutting hundreds of large subs into pre-sliced halves, to making Chef’s Salad bases (romaine, iceberg, mixed greens, spinach), preparing all the salad toppings as well as the sandwich toppings and much more such as making catering and lunch orders that have been called in the day before, all while serving breakfast on our grill. Then there’s always all the cleaning that never ever stops as well as getting the bank order and receiving meat, produce, paper products and beverages delivered and put away, not to mention going to various other niche stores to pick up what we don’t get delivered.  We typically get most of our same-day catering and sandwich/salad orders called in by 11:00 and then its time to deliver those and what was called in previously.

·              The steady flow of patrons starts to get quite heavy around noon and that’s when we shine. We have an assembly line type of operation that lends itself to expedient service resulting in a line of customers that moves pretty quickly. Respecting the limited amount of time a customer has to get to our store, wait for their order and get back to the office is a service we provide that I’m quite proud of.

·              After lunch its clean up time as well as preparing for our dinner rush. Simultaneously we start our closing proceedings. When done correctly, we can have the place looking spit-shined and ready to leave about 15 minutes to a half hour after we are closed. Each close should look as though it’s the first day of business, with no cleaning left to do in the morning, only prepping for the next day.

·         How do you generate new ideas?

·         Generating new ideas generally comes from keeping my finger on the pulse of what’s happening now; what’s trending. Also once a new idea is generated there’s the challenge of making it fit into our existing business model without disrupting what is already working. Listening to my customers is the number 1 way of getting new ideas as well as asking them how they are doing as well as a secret question I’ll let you in on. That question is, “What would you change about this place?” Another great way to get your finger on the pulse of anything is by going to http://search.twitter.com/ where bye you can type any key words you’d like and get live tweets from people who have those words written within their tweet; see what they are talking about and why. Its almost like cheating.

·         What is the best way to achieve long-term success?

·               This is gonna sound corny. Be yourself. Think good thoughts of others. Be transparent. Be honest. Care about your customers. Be interested in them. Remember something about each one of them. Listen to them and shut up. Change with the times and don’t take one customer for granted. Each one is hundreds or thousands of dollars over time, not ten bucks.

·         Where did your organization’s funding come from and how did you go about getting it?

·              I took my business model in detail to a bank. They said yes.  

·         How did you decide on the location for your business?

·              Well the original location burned down and I wanted to retain my customer base so I searched and searched until something came up within a few hundred yards. The downside was that it was off of the main highway but the upside was that there was much more seating and parking.  

·         To what do you most attribute your success? What are the key elements for starting and running a successful business?

·               This answer could be endless but I’ll try to keep it short.  I attribute our success to providing high quality, generous portions, cleanliness, friendliness, fast service, consistency, changing with the times and freshness. Our customers have appreciated these attributes and have spread the word for us. I owe it to them. Period. I know that they pass several food establishments on the way to ours and I never forget that. I never forget that we’re not the only game in town and I’m also aware of what my competition is up to. The key to starting a business is putting it in a location with some foot and vehicle traffic while at the same time in a spot where there is little competition as possible. If there is competition in all the good spots then you’d better be the best and never stop promoting.

·         What has been your most satisfying moment in business?

·               My most satisfying moments have been happening every day for the last 20 years or so; getting home every single day in time to get my kids off the bus, help them with their homework, spend quality time, have dinner and enjoy time with my wife after they are all in bed. This is a quality of life that I cannot put a price on. Sure, I work on business at home as well but I’m with my family. Priceless. Having my own business is what has afforded me to have the opportunity to do this. I could have chosen to work longer hours, open more locations and make much more money but I chose quality of life over that. When you own your own business you can make your own choices and not all of mine were always the right ones, but they were mine.   

·         Excluding yours, what company or business do you admire the most?

·              I’d say Apple. They’re American, profitable, innovative and I admire them a great deal. I also admire a company called, The Wine Library based in Springfield, NJ. They’ve used social media and taken it to a previously unknown level and spun that into several offshoot businesses such as Cork’d and Vaynermedia, based in NYC as well as other companies. They’re all about what’s next and showing other companies how to capitalize on that. They also invest in cutting edge, innovative new companies such as Claim.io, VENMO and other companies.

·         Where you see yourself and your business in 10 years? 20 years?

·               Although I have never attended college, I’ve always had a passion for advertising; thinking of how to present and idea or product to the masses in a way that persuades them to act. I enjoy finding fault and making better existing advertising campaigns. I feel I’ve been out there in the trenches, talking to people for many years and that I have a good consensus of what people want and how they’d like it presented to them. I will either be working in that field or using my talents in that area to make my current business as good as it can be. It would be nice to have more of a mental job instead of a physical one.

Customers

·         How do you build a successful customer base?

·              Building a successful customer base is by having a good product, a good message, teaching; good content. Customers build your base for you when you are doing the right things. It’s better to have them feel like they are a part of the Wazu Family than just offering discounts all the time. Fan loyalty and giving customers the feeling that they belong that builds a secure, expanding customer base, as well as physically going to where your customers are to make sure that everything is going well with their orders. Often you will find that your customers have moved and that there are new businesses where their old businesses once were. You need to continually introduce yourself to your public a few times a year at least.

·         How do you go about marketing your business? What has been your most successful form of marketing?

·              Up till now the most successful marketing has been my going directly to where my customers work a few times a year with a menu and a discount or promotion. Word of mouth is always great too. Now, however I think that the proper use of social media is the only way to go. It’s the cheapest and it directly targets your audience. Using tools such as Facebook, Twitter, Tumblr, Wordpress, Foursquare, Gowalla and other mediums is the way to go these days. Teaching your customers about  your product and how its better than your competition is key. Use these mediums to spread the word and to give out free food, discounts, promotions and upcoming events. When giving the reward to the customer always get their information and or ask them to tell their friends in order to redeem their discount.    

Employees

·         How important have good employees been to your success?

·              You’re nothing without good employees. That being said, it’s the hardest part of any business. They are people and people have problems. When you are a business owner you are also a mentor, guardian, referee, buddy, father, advisor, disciplinarian and confidence booster. The problems with employees never change; just the names and faces. No two employees are alike and you’ll never get perfect ones so learn to accept some shortcomings as long as there are strengths to offset their weaknesses. Showing up for work consistently is 9/10ths the battle. The rest we can work on. Beware of the employee who brings the others down. Say goodbye immediately.

·         How do you find people to bring into your organization that truly care about the organization the way you do?

·              It’s total luck. You can have someone who interviews perfectly and find out that that’s about all they do right just like you can have someone who interviews marginally but turns out to be your MVP. LUCK.

·         What kind of culture exists in your organization? How did you establish this tone and why did you institute this particular type of culture?

·               I don’t know if I understand the question but I’ll try. I’d say the kind of culture is that a new customer would never be able to spot the boss. We are all separate, integral parts of the business, none more important than the other and together, when working in unison we pull it off seamlessly. It’s not about who makes the mistake of the day, its about how we handle it, and we all take turns at mistakes. Its what we learn that counts.

You and Your Career

·         What ignited the spark in you to start a new business?

·              My brother asked me to work there. He started the business in ’81. Then it was sold to me and my partner in around ’90.

·         If you had the chance to start your career over again, what would you do differently?

·              I would have gone to college and become an ad man but I regret not one thing in my life. I’m very happy and I’ve had a happy ride. Happy with what I’ve got, never dwelling on what I don’t or comparing myself to others. I hate that game.

·         What would you say are the top skills needed to be a successful entrepreneur?

·              To be able to see through the eyes of whom you are talking to, work hard, and promote. Also to have the ability to tell two different employees two different things in order to get the same result from both of them.

·         What motivates you? What makes you happy?

·              Having to feed 5 kids motivates me. My DNA is what motivates me the most. I like to win at whatever I do and I like to work hard and smart. Family is what makes me happy.  

·         How do you define success?

·              Being a good husband and raising respectable kids….that’s success for me. All the rest is replaceable and forgettable. Success is being liked and respected by the community and your friends without having to be someone you aren’t.

·         Do you believe there is some sort of formula to becoming a successful entrepreneur?

·              It’s not an exact science and the answer i

·         Who has been your greatest inspiration?

·              My parents, my kids and my friends, all of whom think I’m smarter than I am. I’m not so bright but I work hard and I think a lot.  They’ve been supportive and let me fall on my ass to learn my lessons instead of dragging me down before I even get the chance to explore what pumps my nads. Some will always try and drag you down but you gotta use  that as fuel. Also, although I am just an associate, not a good friend, Gary Vaynerchuk has been a tremendous influence on providing a new vehicle that can be driven by my natural promoting abilities and people skills. I highly recommend a short read called, “Crush It” that he wrote. If your competitors have read it and you haven’t, you will officially be beind the 8 ball instead of ahead of the curve.

·         What is your favorite aspect of being an entrepreneur?

·              I like to deal with problems. Especially people problems. I like to be the decision maker in very tough and stressful situations. I enjoy re-prioritizing on the fly to accommodate changing conditions. I like to turn lions into lambs too.

·         What do you feel is the major difference between entrepreneurs and those who work for someone else?

·              The major difference is that entrepreneurs can stomach taking risks and have the faith in themselves to bounce back from failure. CONFIDENCE.

·         What advice would you give to college students who want to become entrepreneurs?

·              Have an original idea. Have a plan to show how you differentiate yourself from your potential competitors or have a niche business. Become the best and most knowledgeable about what your business is. Have a game plan and a way to execute it. HOWEVER, do not try to be such a perfectionist that you never get your business off of the ground. Have a little bit of Ready Fire Aim.

Personal Cost

·         How has being an entrepreneur affected your family life?

·              Its affected my family life in a very positive way. I spend a lot of quality time with my children. I’ve been able to be involved with all 5 of my children’s lives and there is no price I can put on that. I don’t come home complaining about a boss that has personal issues that he takes out on me every day. I don’t worry if another company is going to merge with mine and wonder if I’ll be working there in the near future. On the flip side, I don’t have a 401k, a retirement plan, paid vacations, sick days, stock options and bonuses. Ya make your choices in life and I like the ones I’ve made.

·         What other sacrifices have you had to make to be a successful entrepreneur?

·              I’d say financial sacrifices but again, all choices. Could have made more and not been home every day with my family. There are less sacrifices than working for someone else. Having your own business does more for your ride in life and less for the destination. But the ride lasts soooo long and the average guy dies like 7 years after retirement. Again, choices. I’m enjoying my ride and when I sell what I have I’ll probably have a great retirement too.

·         What are your hobbies? What do you do in your non-work time?

·              I like to spend time with my wife and kids. I like collecting early American coins, fractional currencies, military payment certificates and bills. I also love American History and I live in a house that is 259 years old. I also golf and play manhunt! Don’t laugh. I’m good!

Fear and Failure

·         What is your greatest fear, and how do you manage fear?

·              My greatest fear of course is going out of business due to the economy and other factors that I have no control over. I manage fear by trying as hard as I can and trying to always be one step ahead of my competition. I try to do what they aren’t doing. For example, during this recent economic downturn when most of my competitors were holding on to their wallets I figured it was smarter to do the opposite. I painted the building, inside and out, put out two cable commercials, solicited my whole area, redesigned the menu, added a salad bar and a grill and now I’m using social media to ramp it up to a new level. I manage fear with the confidence that no matter what happens I have faith in myself that I will be a success where ever God lands me due to my work ethic and love for people.

·         What have been some of your failures, and what have you learned from them?

·              I should have gone to college. From that I’ve learned to work with my back instead of my brain. I should have used social media sooner. I’ve learned that its not too late and I’m doing it now. I shouldn’t have gotten hit by a car when I was 16. I now look   both ways.  I shouldn’t have invested in stock options in 86. I’ve learned to invest in things I have some control over. No regrets otherwise.

Twitter: @TheGreatWazu

http://www.TheGreatWazu.com

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      There’s a time and place for everything. This includes using Bluetooth technology. Although talking on the phone has been proven to inhibit ones ability to drive, even when using a Bluetooth, it’s decidedly better than using a conventional phone. Bluetooth is also good for talking on the phone while unloading a truck, raking the leaves, shoveling snow, exercising, and while partaking in a myriad of other activities. Arguably, its even okay to use during work when one is not in the public eye—-if your boss will allow it in the first place. Personally, I think it would reduce productivity more often than the few times it would increase efficiency in some work scenarios. Personally, I wouldn’t allow it in my business behind the front counter or in the back room for that matter. If one answers phones for a living, then fine.

    Owning a restaurant, I come across at least 5 people a day who come up and order their sandwich while talking on their Bluetooth. I don’t wait for them to come to a break in their conversation. I say, “Hello, what can I get for you, Sir/M’am? If they don’t respond immediately I go to the next customer. It’s not fair to the other ten people behind them waiting their turn to order. After taking the next person’s order, they usually put whomever they were talking to on hold and then say something to the effect of, “Whuddyou forget about me?” To which I reply, “I didn’t want to interrupt your phone call. That would have been rude of me, don’t you think?” What can they really say to that? The next station where their sandwich is slid to is the dressing station where we put whatever the customer wants on their sandwich. Same thing too. When asked, “Works on your sandwich?” If they don’t respond immediately, there’s a smile and its on to the next customer. This is how we train them without getting a reputation of being a “Sandwich Nazi”.

   Although I do consider it rude for customers to be on the phone while they are ordering their lunch, I always keep in mind that they are my customers and without them I am nothing. I’d rather them on the phone than not in my store at all but  I’m always cogniscent of the people who are following them in line, and  the limited time they have to get lunch and get back to the office. It really doesn’t chap my butt that much because we keep the line moving and we are nice about it.

  WHAT DOES CHAP MY BUTT IS….When I’M the customer at a deli, or coffee shop, a jewelry store or wherever, and the salesperson has a Bluetooth! I don’t give a rat’s ass if its on, or off, or if they are talking on it or whatever. The mere fact that it’s in their ear is putting me in second place. If there is anyone out there reading this who owns a business, listen up. Make your salespeople remove their Bluetooth from their ear. It’s rude. It makes a customer always feel like they are interrupting something and thats an uncomfortable feeling. There’s no good reason to have it in your ear. If the salesperson gets a business call, they should pick up the telephone. If they get a personal call, they shouldn’t be answering it anyway!

   I went to a Duncan Donuts this morning where the clerk had a Bluetooth in his ear. I thought he was talking to me but when I ordered my coffee I was greeted with him holding his index finger up as to suggest, “Just a sec, I’m on the phone.” I felt like an idiot and embarrassed to boot. When he finally gave me the okay to order, I said, “Are you sure you’re ready for me? I mean, I wouldn’t want to take away from your phone call.” I figured he hung up but no, the guys replies with, ” It’s alright, I put him on hold.” which made me feel incredibly rushed. I ordered my coffee, forgot to get a donut and left. It was the first time I didn’t leave a tip in my ENTIRE life. I just couldn’t. It’s bad enough we tip people for making a lousy cup of coffee, but to not get their full attention? Cya. I won’t be back. There are too many other places I can go to get the same cup of coffee. Its small stuff like this that happens to businesses when there isn’t an owner present, or someone who has a vested interest in the business. Usually, owners see numbers go down, then they start working more hours in hopes to regain customers but by that time it’s too late. Customers have a way of spreading the word about bad customer service too. You know the old addage, “Bad news travels around the world twice while Good news is still putting its shoes on.”

    I hope you found some value in this article. If so, please re blog and re-tweet this post to your friends. You can find us on Wordpress.com, Twitter (@TheGreatWazu), Our Group Facebook Page http://www.facebook.com/group.php?gid=70230160782&ref=ts (Weekly Discounts)

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We are very interested in what you have to say.

Till next time, Be well and stay healthy……Gerald