As promised, I’m back sharing the first of several strategies that have allowed my friend and client Gul to go from a business turning over just £500 a month to a six figure exit.
In truth, the future of Gul’s restaurant Sapori Sardi looked bleak back in 2011.
With hardly anyone coming through the door, they were losing money every single week, and Gul and her husband were facing that very same door closing if something didn’t change sharpish.
Together we got to work.
First on my list was the need to inject personality into the business.
It’s an eternal truth that people like to buy from people, so we got busy making Gul’s husband Piero the ‘face’ of the business.
Piero was born in Sardinia, and started cooking at the age of 11, baking bread with his father, who in turn, was a master baker in the Italian army during WW2.
His Dad’s teaching stood him in good stead, and before long Piero became the head chef at the renowned Torre dei Corsari in Costa Verde, at the tender age of 21.
So he did. And Sapori Sardi was born. Piero’s dream come true. A great story, I’m sure you’ll agree.
This was the exact story that Gul and Piero started to tell and we inserted it at the front of the menu and the website, working hard to make it a focus of the business.
Before long, their legend began to spread. More and more people heard about this little Sardinian place with beautiful home-cooked Italian food, and more and more people started choosing it over the generic Italian chains in London.
There’s a big lesson here for all of us.
- Injecting your personality into your business will draw more people to you. It really is true that people buy from people, so if you don’t put the people at the forefront of your business, you’re immediately at a disadvantage.
- Stories matter. We’re all hard-wired to respond to stories – they hold our attention like no other piece of communication. Weaving a story into your business or sales process will captivate your audience’s attention much more than if you just try and sell your product or service.
I’ll be back soon with another lesson from Gul’s stratospheric rise – have a great day!
Lots of love