Hey! Let’s be World Famous!
Sumber gambar: brperio.com
Dr. Beni Bevly
“Remember, you do not need to pay for smiling and police never arrest you,” begitulah penutupan morning announce yang selalu saya lakukan ketika menjabat sebagai salah satu Manager di Department Store terkemuka di Tanah Seberang. Kalimat guyonan ini menjadi trade mark saya dan banyak ditiru oleh manager lain ketika mereka meng-coach karyawan mereka.
Agaknya kalimat di atas sangat sederhana, tetapi jika diterapkan akan membawa dampak positif dalam interaksi dengan pelanggan. Pelanggan mana yang senang berbicara dengan karyawan atau pemilik usaha yang bermuka masam dan cemberut? Tentu saja, sebagai seorang pelanggan saya akan memilih berinteraksi dengan karayawan yang ramah dan bermuka manis karena senyum.
Kembali lagi ke kasus di Tanah Seberang. Dasar dari nasihat saya di atas terinspirasi oleh satu pasar ikan kecil di Seattle, Washington. Apa keistimewaan pasar ikan ini, sehingga saya terinpirasi olehnya?
Sekilas lalu, terlihat bahwa transaksi penjualan ikannya tidak pernah sepi. Pelangan mereka bukan hanya penduduk lokal yang membutuhkan ikan untuk dimasak, tetapi para turis dari manca negara, mahasiswa, peneliti, konsultan, motivator dan banyak lagi orang dari seluruh lapisan berkunjung untuk menyaksikan dan belajar apa yang mereka lakukan sehingga dikenal sebagai World Famous Pike Fish Market.
Jika anda ke sana, jangan kaget jika ikan dari sebesar betis sampai sebesar paha berterbangan (Flying Fish) di depan muka anda karena dilempar dari satu tempat ke tempat yang lain. Jangan pula heran, walupun berbau amis, berbondong-bondong orang berbaris untuk berfoto ria dengan karyawan mereka. Apakah hanya karena Flying Fish maka membuat pasar ikan yang kecil ini menjadi terkenal di seluruh penjuru dunia? Ternyata ada unsur lain yang lebih dari pertunjukkan ikan terbang yaitu attitude karyawan mereka.
Karyawan mereka sangat mudah tersenyum, periang, terbuka, suka bercanda, relax, bersedia mendengarkan keluhan dan membantu memberikan jalan keluar untuk pelanggan mereka. Apa rahasia dibalik tingkah laku yang sangat positif ini? Hal ini terjadi berkat keahlian John Yokoyama.
Yokoyama yang sebelumnya adalah karyawan Pike Place Fish membeli pasar ikan ini pada tahun 1965 karena ingin mempunyai pendapatan yang lebih besar. Sebagai seorang karyawan ia hanya mengantongi $150 per minggu. Setalah dipotong untuk membayar kredit mobil Buick Riviera-nya, uangnya tidak memadai untuk bebutuhan sehari-hari yang lain.
Setelah menjadi pemilik pasar ikan, ia bertanya pada karyawannya, “Who do we want to be?” Salah sorang dari mereka menjawab, “Hey! Let’s be World Famous!” Yokoyama tersentak dan terinspirasi dengan jawaban itu. Sejak saat itu, Yokoyama menambahkan kata “World Famous” di logo dan papan merek mereka. Tentu saja ia sadar betul bahwa dengan merubah logo, bukan berarti secara otomatis menjadi terkenal.
Ternyata yang membuat mereka terkenal adalah philosophy yang Yokoyama terapkan dalam usaha mereka. Ia merangkumnya dalam empat prinsip, yaitu choosing the right attitude, playing, be there dan making customer’s day.
Dalam prinsip choosing the right attitude, seseorang harus berkeyakinan bahwa attitude atau sikap seseorang bisa dirubah dan orang tersebut harus mempunyai kemauan untuk merubahnya. Sikap seeorang termasuk mood, easy going, periang, suka humor dan lain-lain juga merupakan pilihan. Sikap seperti ini akan tercermin dalam eye contact, body language, dan tone of voice. Hal ini menjadi penting karena jika kita bersikap seperti ini kepada pelanggan kita, maka umumnya kita akan menerima sikap yang serupa dari mereka. Untuk merubah sikap-sikap ini, Yokoyama berkeyakinan, caranya sangat mudah yaitu seperti membalikkan telapak tangan. Tidak usah dipikirkan, tetapi cukup pilih sikap mana yang mau diambil dan ditaruh di wajah kita.
Prinsip berikutnya, palying sering kali dilihat oleh pengusaha berlawanan dengan kerja, sehingga dinilai tidak produktif, tidak membantu dan merugikan. Bertentangan dengan prisip Yokoyama, ternyata bermain di tempat kerja dilihat sebagai sesuatu yang mendukung produktifitas dan akhirnya menguntungkan untuk usahanya. Dengan menganjurkan karyawan mereka bermain sambil bekerja, bahkan membuat karyawan mereka menjadi lebih spontan, kreatif, humoris dan energetik. Mereka percaya bahwa, “You become a better you when you engage in playing at work.”
Prinsip being there secara umum diterjemahkan sebagai kesiapan setiap saat jika dibutuhkan. Dalam kaitan dengan pelanggan, inti prinsip being there adalah bersedia dan mempunyai kemampuan untuk mendengar dan membantu memecahkan masalah. Dengan mendengar dan membantu memecahkan masalah, kita akan membangun hubungan yang positif dan kepercayaan dari pelanggan. Hubungan positif dan kepercayaan dari pelanggan merupakan modal yang tiada taranya untuk pengembangan usaha.
Prinsip terakhir dari Yokoyama adalah making their customers’ day. Prinsip ini menganjurkan karyawannya agar menciptakan suatu kondisi di mana pelanggan merasa puas, gembira dan ingin kembali untuk belanja dengan mereka lagi. Cara yang dianjurkan di antaranya adalah dengan pujian atau penghargaan yang jujur.
Dengan penerapan keempat prinsip di atas, bukan hanya membuat cita-cita mereka menjadi World Famous terwujudkan, bahkan mereka telah meluaskan usahanya sampai pada penjualan produk lain, selain menjual ikan, seperti baju kaus, buku dan dvd. Yang lebih mengejutkan bahwa mereka juga menjual jasa consulting dalam bidang human resource, sales dan motivasi. Keterlibatan mereka dalam bidang ini membuat mereka disebut, “… the most successful corporate motivators on the planet is a group that deals exclusively with fish!”
Untuk menjadi World Famous, marilah kita memulai dengan senyum di bibir dan percaya bahwa “To create a good mood is just like flipping over your hand. Yes, just that easy.”
______
Dr. Beni Bevly adalah penulis buku Managing For Profit Organizations in the Flatter World. Ia bisa dijumpai di www.overseasthinktankforindonesia.com. Artikel ini diterbitkan oleh majalah Duit!
senyum itu menular, dan gampang. so, always smile…
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