Beer Matters: Training staff to sell cask

Quality, well-informed staff are invaluable to any business, whether selling clothes, cars or real ale, and the correct training is essential for this.

Mike Staniforth is the award-winning licensee of the Carnarvon Arms in Teversal, Nottinghamshire, which has won a number of plaudits for its exceptional staff.

"If the quality of service is 100 per cent then customers will return," says Mike, who has been around the trade for 30 years.

"People travel further to drink and eat in quality establishment, and good service and friendly staff are two vital parts of the experience."

"The overall 'X factor' of a place - a combination of atmosphere, polite and friendly staff, good quality drink in the glasses and food on the plates, clean environment and the right pricing - it all counts."

Staff training

Mike says: "In terms of training staff members, the rules I follow are:

• Ensuring that every single member of staff has good product knowledge on everything we sell, especially cask ale

• Whenever we have a new cask beer, making sure that all staff members have a try, even if it isn't their drink of choice

• Special offers and info on new beers on tap or in bottle are updated each shift

• Recommended beer and food matches are given to staff daily, so they know without having to go back to the bar and check.

"This all works in conjunction with Cyclops tasting notes on the back of each pump clip, which are very helpful. However, it's imperative each member of staff can describe the beer in their own words, so that it is a personal view rather than scripted sales patter.

"As a customer you are more open to suggestions if the person serving you can reel off short, to-the-point descriptions of each beer, and give a personal recommendation."

Mike has also taken the innovative step of including a detailed tasting guide on each till, as well as giving hand-held electronic ordering pads to staff for when they are serving at the tables.

"The pads include all sort of information on description, flavours, matches with dishes and beer styles," explains Mike.

"This means staff can recount information at the table or bar, giving them confidence and the customers great service!"

Teamwork

There is a strong 'family' feel when you go into the Carnarvon Arms, and Mike knows that taking care of his team is a worthwhile enterprise.

"Good quality staff are invaluable to any business, everything else will follow - returning customers and greater profits.

"When a new staff member joins a motivated team of people, they adopt the ethos, and become motivated as well!" he says. "A strong sense of loyalty among staff helps build relationships with customers.

"To build that loyalty, we do lots in the pub but also go on fun team-building days (including paintballing), and meals at other restaurants, to suss out the competition at the same time as relaxing together.

"The main thing our team members have learnt is to build a relationship with the customer from the start, and to exceed expectations in their welcome and throughout the visit."

People generate profits

When Mike took over the Carnarvon Arms it was a run-down pub, taking under £4,000 per week, with not much invested in it, in terms of time or money.

"I truly am proud of what we've achieved here," says a beaming Mike. "We haven't taken below £20,000 per week since it re-opened, and for the week between Christmas and New Year we took over £30,000.

"I honestly believe a lot of this is down to the staff. Customers care about value for money more than ever, and that goes for quality of service, as well as fantastic beers and a great atmosphere."

The Carnarvon is part of Retail Eyes, the customer experience agency which provides mystery shopping surveys, but Mike supplements this with his own mystery guest experiences at each of his five pubs in the Midlands.

"We employ mystery guest customers - sometimes our own staff - to see what service is like in other establishments; it's important they understand what it feels like to be the customer," he explains.

"We really do care, and do recognise the importance of feedback and act on it. Without customers we'd be nothing!"

Cellar knowledge

As well as being knowledgeable about the beers at front of house, Mike insists that all his staff know how to change a barrel and condition fresh cask ale correctly.

"There is nothing more infuriating than going into a pub and having to wait an age before the barrel is changed, because there's no one around who knows how to do it," explains Mike.

"I insist that all of my staff know how to change a barrel as well as being able to extol the virtues of real ale - fresh, full of flavour and unique to the pub."

Pouring the perfect pint

"If you and your staff follow these rules then customers will be back for more."

• Choose a cool, clean, correctly branded glass, and holding by the base, place at a 45 degree angle just below the tap

• Pull the handle smoothly and steadily each stroke, straightening the glass as the beer rises, until the head reaches the top of the glass.

• Make sure the tap doesn't touch glass or beer,

• Don't pull the handle in short, quick steps as the beer will be wasted going everywhere, and aim for a head of about a thumb's width.

• Place pint on a drip mat or counter tray with the branded glass facing the customer.