Sometimes, it's better to say "No"
What is one of the most powerful words, and one that we are typically trained to minimise resorting to in Hospitality? It is the word “No”.
Being in Hospitality is all about going the extra mile to keep your client happy, accommodating their every need, whim and fancy. In fact, there are high-end Concierge services in Hospitality that are aimed at fulfilling every unique, fascinating and obscure request without saying ‘No’- be it sourcing a rare precious stone, organising a special experience at a venue typically restricted to the public, finding a Rolls-Royce in a particular colour. These services also cost tens of thousands of dollars or more per year in membership fees (and that’s before the charges associated with the individual request are tagged on). When your customer is paying at that level, ‘No’ should be the last word in a very long queue of positive and customer-centric vocabulary - but sometimes even the providers of such services have to use it on utterly insane, impossible requests; such as, should a customer request a shuttle to Mars for a candle-lit dinner with Luciano Pavarotti singing by the table, as it would require the building of an entire space program and the resurrection of a deceased tenor.
Closer to home, we find that the word ‘No’ for a request that cannot be fulfilled, has become taboo – replaced instead with unanswered text messages, un-replied e-mails, never-returned missed calls, and general silence. The ethos seems to be “If you can’t do what you are asked to, or even what you initially promised, stay quiet and avoid, avoid, avoid”. This prevails almost everywhere - how many times have you made a request at a hotel or restaurant, only to be told, “I’ll check and get back to you”, and you wait...and wait, for a call-back that rarely comes! The reason been, the person probably checked with their superior, was told “No, we can’t do that”, and so decided to remain quiet. - Because nobody likes to deliver bad news. , particularly when the messenger faces the flak, as happens in hospitality.
This dirty, (yes, I will call it dirty) trend extends to all businesses as well, and I have encountered it whilst working in the corporate as well as freelance worlds, both as a client and as well as vendor. When you request for something easy, something in the book, something beneficial to the other party, they fall at your feet. But if your request is unconventional, potentially costly to them or doesn’t seem to bring them any instant benefit, rarely do they tell you “No”. Instead, they ignore your emails and messages, don’t answer your calls and if you run into them in person sometime later, sheepishly say “I’ve been so swamped with work but don’t worry, we’ll sort something out”. And then, they return to avoidance.
Don’t we all seek closure over things in life? Is it possible, or not? Is it doable, or not? Can I have it, or not? This aversion to saying “No” has got to end. Yes, I understand an employee might not be empowered to grant an unconventional request on the spot and would need to check with a superior. But don’t cut the customer out of the loop. If the request cannot be fulfilled, communicate this to the customer, and maybe even offer a best alternative. That’s a lot better than playing the waiting game, hoping that they will forget. Because they will forget – forget all about your company, brand and product, and leave with a bad taste in the mouth.
Remember, a happy customer might tell one or two people about the experience. A bad customer will spread it on social media (as I have done multiple times after engaging with a company and receiving a sub-standard, or zero response) to reach a hundred or more…
Ashraaq Wahab – Technical Director - Hospitality Sri Lanka, Automotive Journalist, Marketer and Writer, who enjoys penning his thoughts, insights and ideas on a variety of topics.
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