March 5, 2025 • 32 mins
Our latest episode unveils the secrets behind extraordinary service in the hospitality industry. Join us as we sit down with Martin, the acclaimed waiter from Le Cirque, who has mastered the art of providing unforgettable guest experiences. With a million-dollar mindset, Martin reveals how he transformed a simple career into a journey filled with remarkable stories and insights that can empower any service provider. Discover how every guest deserves VIP treatment and how the smallest details can create a magical dining experience.
From his humble beginnings to mastering customer relationships, Martin shares his philosophy on making every interaction special. He emphasizes the importance of attentiveness, genuine care, and personal touches that resonate with guests long after they leave. With real-life anecdotes illustrating his successful approach, listeners will be inspired to adopt these principles in their own businesses.
Whether in salons, restaurants, or any service industry, Martin’s actionable advice will ignite new ideas and strategies for fostering loyalty among clients, improving customer satisfaction, and ultimately elevating your business. Dive into our conversation and learn how to transform your service model with a mindset focused on relationship building and exceptional hospitality. Don’t miss out on gaining insights that could revolutionize your approach to customer engagement!
If you found immense value in this episode, remember to subscribe, share, and leave us a review. Your engagement helps us bring more inspiring voices like Martin’s into your ears!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
today is going to be an exciting day.
We are so pumped because wehave a special guest.
If you can see, it is martin,and we're going to tell you all
about how.
How martin has a million dollarmindset.
He is one of la cirque's topwaiter and, yes, lindsey and I
have the opportunity to meet himand learn some things about him
(00:23):
.
So it's going to be a beautifulopportunity to see how can we
transfer some of thathospitality that Martin provides
into our salon companies everysingle day.
Speaker 2 (00:33):
Love this.
So if you are excited to learnmore about Martin's million
dollar mindset, you are in theperfect place today.
You know, martin, we really hadan exceptional experience.
We met you at an event calledFunnel Hacking Live where you
shared your million dollarbusiness that you've done as a
(00:53):
waiter inside of Listerc.
And you know, we know thatyou've also been working on a
special project with Dan Kennedy, who is the master of mindset
and marketing and sales and allkinds of good stuff.
And so we're just curious canyou share a little bit about
your background and kind of whatbrought you into the world of
fine dining?
Speaker 3 (01:15):
Great question.
So how it started was many,many years ago.
I was having dinner with my momand I was working construction.
I was 16 and my mom said to me,instead of being in
construction, why don't you askthe manager for an application
to be a busboy?
Because if you're going to work, why not make tips, why not
just work for tips and thehourly wage versus just the
(01:37):
hourly wage?
So that's kind of how itstarted.
And then one thing led toanother and I had a motorcycle
accident.
I broke my shoulder, all myfingers, and I was a bus boy and
I was laid off and the man whobought the restaurant I was in
at the MGM.
We became friends and I saidcan I be a waiter?
And he said do you want me tosend a boy to do a man's job?
(01:57):
And fast forward.
33 years later he's one of mydearest friends.
Today he runs a casino here.
His name is Michael Credico.
And my dearest friends.
Today he runs a casino here.
His name is Michael Credico,and that's kind of how it
started.
Speaker 2 (02:06):
And he gave me my shop.
Wow, that's incredible.
You know it's amazing.
It's always so fun to hear howpeople got into the industry.
You know, and, and what wethink is really exceptional
about you, martin, is that youknow, we know, that earning
seven figures or bringing in youknow that seven figures as a
waiter is unheard of for mostpeople, and, and so we're just
(02:26):
curious like, what mindset doyou bring to work every day that
allows you to perform at such ahigh level?
Speaker 3 (02:34):
No, great question.
So it's not seven figures peryear, it's been seven figures
over the life, because it wasseven figures Then I'm being
underpaid.
Um, no, the mindset is so here.
So here's my mindset Everybodythat comes into the restaurant,
whether a whale, not a whale,gets the VIP treatment.
Everybody gets treated exactlythe same because it's
cultivation, and sometimessomebody will mention you know,
(02:55):
I wanted to go to Le Cirque butI couldn't afford it.
When they give you thatindicator, that's the indicator
and the magic moment to makesomething magic happen.
So every interaction with theguest matters, from the moment
they walk in the door to themoment that they walk out.
Every single detail like itcan't slip at any point in time.
Nobody should have to ask forwater, a menu shouldn't be dirty
(03:15):
, the check should be correct.
If there's an issue, I mean weshould overcompensate and really
turn that little problem into amagical moment to exceed any
and all expectations.
Speaker 2 (03:28):
That's awesome.
Speaker 1 (03:31):
Very cool, yeah.
So just curious, like cause wework with salon owners and so
you know we have serviceproviders in the hospitality
business too.
So, like you know, how do youapproach each shift differently
than like just the averageserver?
So, like Lindsay, you know howdo you approach each shift
differently than like just theaverage server.
So, like Lindsay and I actuallyknew, when we heard you speak
at ClickFunnels or FunnelHankhamLive, we're like we've got to
(03:51):
go meet Martin, like this isgoing to be incredible.
So it's because we work in thatindustry and so like we want,
like how can we transfer, likethat mindset, that beingness,
into the salon environment?
So, like, how do you approachthat?
Like, what is your mindset thatyou use every single day to
know that, like the guest is key, the guest or the clients are
(04:12):
the hero?
Like how do you, how do youapproach that?
Speaker 3 (04:14):
every single day.
That's a great question.
So what I do?
A lot and a lot of the waiterssometimes they'll even get
annoyed with me I'll say youknow, you see the house I live
in because the person sittingdown, you see the car that I
drive, you see the ring on mywife's finger, the shoes on my
feet, everything circles back tothe guest.
So as a waiter like I work inthe Bellagio I didn't put up one
(04:36):
nickel for that beautiful room.
I don't pay one nickel for thatrent.
Looking at that water.
Every CEO has empowered me andthe whole team to exceed.
So when you're given that kindof gift, you really have to run
with it.
So people expect it, especiallynow in the 21st century.
You know services slipping.
When they come into a placelike Le Cirque, they're just
blown away that they neverreceived that.
So to answer your question, Iconstantly remind myself my
(04:58):
problem is never their problem.
If, even if I'm tired, as youprobably noticed, I drink a lot
of coffee all day long them,Even if I'm tired, as you
probably noticed.
I drink a lot of coffee all daylong.
So what I do, I remind myselfthat this is about them, the two
hours that we have together.
Everything needs to be special.
If that means changingsomething, if that's an allergy,
even if they're having a badday, that's still.
(05:23):
The onus is on me to turn themaround.
Even if somebody is tough, mostpeople will either apologize or
circle back, so to make themfeel special for that time.
Part one.
Part two it can never slow down, because what happens,
especially in my industry?
People start to just kind ofbecome complacent and that's
really kind of the cancer of thewhole thing.
You can't slow down and it hasto be a constant reminder.
Speaker 2 (05:42):
We do it during the pre-shift and it's constant just
reinforcing that we're here forthe guest and that needs to be
first and foremost all the time.
That's an incredible way tolook at things.
You know, and really circlingback everything to your life
about that guest and you know,I'm sure it gives you a deeper
(06:03):
sense of gratitude, for you knoweverything that you've created
in life.
I think you know I'm sure itgives you a deeper sense of
gratitude, for you knoweverything that you've created
in life.
I think you know another thingthat stood out to us too, martin
is you know kind of your viewof your relationship with, like,
the owner of the business youjust mentioned?
I don't pay a dime to be inthat space.
Can you kind of tell us yourthought process, like, what is
your relationship like with theowner and your view on how you
(06:26):
show up inside of the businessevery day to generate what you
do?
Speaker 3 (06:29):
No, great question.
So what's really interesting isso if they see me, the owners
really the hotel and thecorporation runs that that
restaurant it was a family.
Now it's run by the hotel.
But if they see me anywhereoutside of that restaurant, they
know because the high level oftrust, either I'm going to do
something for a guest, I'm goingto get something for a guest.
So to expand on that, like if Isee something on the floor in
(06:52):
the casino, I'll pick it up.
I'm a union employee, I don'thave to pick up anything but I
treat it as if my own.
So they know that the trustbetween me, the vice president,
the CEO, the president of thehotel, is rock solid.
They get cards from me, theyget books from me, They'll
always get a handwritten note ofsome sort that I appreciate
working there and I will never,ever slow down.
(07:13):
So in the event, I do needsomething plates, a little
executive approval on somepurchase.
Rest assured it will happenbecause of the trust.
So it circles back to trustthat my attendance really for
that industry is stellar.
They know that I don't misswork If I'm not there, you know
something is seriously wrong inthe universe.
Speaker 2 (07:34):
Yes, speaking of work , how many, how many days of
work have you missed, martin?
Speaker 3 (07:38):
Zero.
Speaker 2 (07:42):
Yes, and how many years have you been there?
Speaker 3 (07:44):
27.
I take vacations, don't get mewrong.
I have four weeks.
What I do.
Now this little sidestepbecause of the contract, I cash
out my vacation and I put it inthe 401k.
So when they opt to close therestaurant, I take that vacation
.
I don't just arbitrarily takethem.
I have 16 days I could miss,plus four weeks of vacation.
That's a lot of time to miss.
(08:05):
I don't miss it.
To me, the energy is thecustomer.
There's not a better industryin the world where you can go
from X to X, and it's rare that.
By no means am I bragging, I'mnot.
I live 10 houses down from thechairman of the board.
I live in a country club.
I'm just a waiter.
I get paid to carry a tray, soreally it's how deep you want to
go in the relationship.
(08:25):
I really have any business, butthis is the one that's on full
display because, as you ladiesdid witness or feel and assert,
it's really intimate and there'sa lot of time at the table.
Speaker 1 (08:34):
They watch you, they see you, they see your suit,
they see your shoes, they seeyour body language, everything's
on full display and when theysee all the waiters talking to
each other, it's a level ofcomfort and confidence.
So those little things, thatorchestration creates a much
(08:55):
bigger thing.
So good, you know, to all ofour thousands of salon owners
listening, martin, they've justhired you all like they're ready
for more Martins in their salon, so let us know how we can get
in touch with you.
But just curious, like, is thissomething you taught yourself?
Or like, is this something thatLe Cirque does in teaching?
Like their standards?
Like because, like when we werethere, we noticed that every
single person like reallyinteracted with us.
(09:15):
You know it felt very warm,very welcoming.
So, like, what is the processfor someone to like join the
team?
Is there certain training theyhave to go through, or is it
just your standard and you knowif you're going to be part of
that team?
There's no other way to do itbesides this way.
Speaker 3 (09:30):
No, it's good.
So the founder was SerioMacione.
So Serio was an Italianimmigrant and Serio's whole
thing was making everybody feelcomfortable.
I mean, he heavy, heavy Italianaccent, but he spoke fluent
French, english and Germanfluently and what he would do is
is if somebody asked for water,he wouldn't go ask somebody to
get the water, he would justpour the water.
So, to answer your question,atlas Cirque everybody's Forbes
(09:53):
trained.
It's a lot of training.
It's very basic training atbest, but it's a lot of
follow-up.
So each person there willcorrect the other, not in a
condescending way, like ifsomething's wrong, the
temperature on the meat waswrong, somebody will hear it and
fix it.
So there's a lot ofaccountability, there's a lot of
responsibility and everybodycares, and it really it's the
(10:14):
management of the hotel, thewhole food and beverage team not
because I work there.
They're spectacular, theyreally care and each one of them
, like the waiters at La Circa's, came through the ranks.
You know, we chose to stay aswaiters.
They wanted to go intomanagement, but they all care.
So the training is constant.
We have a usually a 15, 20minute pre-shift which we go
over.
Who's coming in?
(10:34):
Sometimes those people areGoogled what table did they like
?
What are the dislikes?
Timing, et cetera.
So there's a lot ofcommunication, overt
communication, and there's a lotof.
I mean, we're all mature inthat place.
I mean, all of us are nearsenior citizens now, so we don't
look like it.
Speaker 1 (10:53):
Yeah, don't look like it at all.
Speaker 3 (10:55):
No, so there's, it's really a level of caring, and
I'll just, if I can digress.
We had a customer come in.
It was a fiance and his friendand the girl, and I promised
them a big birthday card.
I have the name on top of myhead, mr Vu, but I'm going to
text him here in a minute justto follow up and then, even
(11:16):
though today's my day off, I'mgoing to run the book over to
the post office with a giantbirthday card because I gave him
my word.
So part of that to answer yourquestion is, I promised him
something and that will cometrue.
Yes, I could wait till tomorrowto bring it to the hotel to
have them mail it.
However, I'm going to take onthe cost today.
Is it expensive?
No, but it circles back.
(11:38):
I gave him my word, the trust,and it goes back to the
relationship with the restaurantand the branding.
Speaker 2 (11:52):
So just curious, martin, was that something that
they taught you to do?
Was that something that youstarted doing?
Like, what?
What was your mindset shiftaround?
You know, hey, how do I addthose extra special touches?
Because that really stood out toJen and I as well.
You know, when we had ourexperience with you, you
actually weren't even our waiterat our table.
You know, when we had ourexperience with you, um, you
actually weren't even our waiterat our table.
Um, you were.
We had a different waiter, um,and a whole team of people that
were all incredible, by the way,um, but you, you know, really,
(12:16):
I mean, we were like, hey, we,we saw you and you know we got
to talking and you said, let megrab your information, let me
get your address, and you sentJen and I separate packages and
and you know, it really isincredible to get something like
that in the mail and you sentus the, the book, um,
unreasonable hospitality,because you obviously knew we
were in the hospitality businessas well.
(12:38):
And, um, you know it's sobrilliant.
What?
What sparked that idea for you?
What kept it going?
Um, and and really, just whatwas your?
Speaker 3 (12:50):
No, another great question.
So when you first came in, Imade eye contact with you, I
remember, because you weresitting in the lounge.
So what I used to do, I used toplay baseball.
So everything is eye contactand if I know someone looks at
me, I know at some point thateither a we've interacted or
they want something.
So it just took me a second.
So even though I wasn't thewaiter, I knew I had told Carl
who was your waiter.
I'll kind of just let me justtouch that table a few times.
(13:11):
Then it's just very naturalthat all of us are there.
It's not just one or the other,because really it's a whole
team there.
But how that came about was manyyears ago, probably in 2012,.
I had wrote a letter to WarrenBuffett.
It's actually right over there.
I just can't show it becauseit's private and my mom, who I
(13:32):
love, she goes.
He's not going to respond.
I said, ok, so we'll see.
So I wrote a letter to Buffett.
He promptly responded.
He invited me to theshareholder meeting in 2013.
That's how that started.
I thought, wow, my copy pulled.
So then I started doubling downon the letters.
So everybody at some point getsa letter, a card, something big
(13:56):
they're usually really big fromme.
Yes, it's expensive, yes, it'stime consuming, but now that's
become the brand.
So even though, yes, I'm awaiter, yes, I work for the
hotel, I have a personal brand.
They know that if I'm thereit's going to go a certain way.
If they need something, theycall me, rest assured it'll be
done, even if that means I haveto drive.
(14:16):
So, for example, I forgot onenight a lady's to-go order and
she had texted me and therestaurant was closed.
I just threw it out.
I said we can't take thatchance, it's bad.
So I said I'll bring it to youthe next day.
So we had the chef going early.
He cooked it, we put it in therefrigerator, I ran it over the
refrigerator, I ran it over thefollowing morning to her office.
She's a surgeon.
So how that came about was itjust started with Warren Buffett
?
I wrote the letter.
(14:36):
It worked.
And then I obviously get allDan stuff, magnetic marketing
and then I started following Danstuff and I started just really
copying it.
And he used gold.
I use gold letters, envelopes,teaser copy.
And then I started usingstickers.
So if I know that, for example,you're in the salon business,
I'm going to use something inthat business.
I'll get it on Amazon, I'll getit from the dollar store, or I
(14:58):
probably have it in my littleswipe file.
I have another whole littlearea for stickers, so that's how
that kind of came to fruition.
Now it's gotten bigger andbigger.
Now I can't get away from it.
Speaker 2 (15:10):
That's awesome.
Speaker 1 (15:11):
So good and I have the envelope right here because
I actually just shared it withmy team this morning.
So Lindsay and I were soexcited when we got our little
envelope and with our book andthen our amazing card.
So it was just like we've donea lot of fine dining in our days
that's one of our favoritethings to do but this experience
really stuck out to us and sowe just want to say thank you
(15:32):
for that.
We couldn't wait for us to beable to share that with other
salon owners, because I thinkone thing we noticed in our
industry is client retentionright, and so, like, what I'm
hearing you say is the fortuneis in the follow up, and so,
like, is there any other waysthat you utilize or that you use
to keep like those high payingclients coming back time and
time again?
Speaker 3 (15:53):
I do.
So, matter of fact, there's onethat's coming in.
He's a really prominentattorney.
On Thursday and, without sayinghis name, he's based out of
Illinois.
Very good, he had went throughcancer, so he's a baseball fan.
So I just, again, just to keepthat retention I ran over to
Michael's, I got the little kindof little baseball display case
, scuffed up the baseball andsay look, you're number one.
(16:13):
We need you on the team.
I'm pulling for you, man.
It had nothing to do with thebusiness.
He comes back every time hegoes and that ball's on my desk
he goes.
You don't know what it meant tome to get that ball.
You're pulling for me.
Do I call?
I don't Because it's easier forme to say something on paper
than it is via a text or anemail, because then they know
it's my words.
As you can see, my handwritingis horrendous, but you know it's
(16:34):
from me and it's usually in aSharpie.
So the retention is thefollow-up.
Speaker 1 (16:39):
So, even if I don't, hear from somebody.
Speaker 3 (16:40):
They're still going to get letters from me.
It might be a little one, mightbe a big one, they're going to
still continue and they'llalways get a letter.
To keep that retention, becausethat's the secret sauce.
Speaker 2 (16:56):
So amazing.
That is the secret sauce.
That's incredible.
You know, and how do you keeptrack of, you know preferences
people's, how do you keep it sopersonalized?
I mean, you know, obviouslywe've heard the, the one
experiences, but just do youkeep track of that they have?
You know allergies or any sortof preferences um that a lot of
your repeat customers have?
Speaker 3 (17:17):
No great question so what I do.
So this is just one here.
This is a woman that came in,very nice, senior citizen, out
of Florida, boca, and a littleintimidated by the restaurant,
so I just knew that she likedchocolate.
So she went to the show.
She came back to give me hercard.
I fired off the letter.
For me personally, I happen tohave a great memory.
(17:37):
I can usually tell you wherethey sat, if they're left-handed
, if they're allergic to nuts,if they don't like seafood.
I have a nephew who it's reallyserious and when I played
baseball locally I came from thesame program as Bryce Harper
that if you were on the benchand Coach Thomas asked you
anything about that player, ifyou could not answer when he
looked at you, the whole teamwould run.
So that started when I playedbaseball from 1985 to 1991 when
(18:02):
I was in middle school and highschool.
So the memory started.
He used to tell me be presentall the time, pay attention.
So it just started and then itjust became a thing Like I
remember the phone numbers.
I remember what table they like, where they sit, because when
someone hands me 100, 200, 2000,that's a real big deal and that
requires a lot more attention.
(18:23):
That means I should rememberthe little things.
Like I might send him a shoethat's as big as Shaq's shoe and
say, look, I got really bigshoes to fill.
I just put the shoe in there.
Speaker 1 (18:32):
I just want to say I know he's going to do that.
Speaker 3 (18:36):
So it's the little little things like.
So, to answer your question,I'll get a card, I'll write
something on it.
I'll write something on my owncard.
If I have a copy of their check, I'll write the check, I'll
keep a copy of it and then I'lljust write something on it so I
remember and I'll just keep itin my pocket.
And then I have a little littlenotes and spreadsheet on the
computer that if I need theaddress cause I can't remember
(18:58):
all the addresses but most ofthem I have just I could tell
you the street or the firstnumber of the address.
Speaker 1 (19:06):
Wow, so good, so good , and I remember when you were
speaking to us that day atFunnel Hacking Live, you
mentioned one of the tips thatyou got.
I can't remember exactly thenumber, but I think it was like
23,000 the first day and thenmaybe they came back a week
later and it was a certainamount and certain amount.
So, like you know, tips are inthe hospitality industry and the
(19:27):
salon industry.
They're really big for us too,and we've I've even had team
members that no longer are here,but they've said, wow, she
didn't really give me a bigenough tip, and so, like the
conversation we have to have waslike, well, what value did you
give them?
Because if you truly give themthat value, at the end of the
day they're going to want toreturn that favor.
So, like, can you just tell usabout your, your biggest tip or
(19:47):
a great tip story that youremember that you received?
Speaker 3 (19:51):
Yeah, so the story I told.
So when that individual came in, the tip was $23,000.
And then it came the followingnight, it was $10,000.
And then it came the followingnight, it was $5,000.
So what I do with the waitersand again they know I'm
notorious for first you have topractice gratitude, you know you
can't expect $23,000 everynight.
The average, like in anythingacross the board, is spectacular
(20:12):
.
So I'll say to one of mycolleagues, just being sarcastic
, I'll say you know, what'sfunny about you, man, is that
you'll excuse my language,you'll bitch and complain about
a tip, but when someone'sovertly generous you don't say
anything.
So how can the lesser tip bemore?
So really it depends.
So now he won't say when I'mpresent he won't say a word
about anything, because youcan't expect someone to give you
their mortgage or their 401k ortheir house.
(20:35):
Maybe they can't afford it,maybe it's a credit card.
But if you look at the averagesand you teach them to manage
their money effectively becausereally it's about the average If
you want to go with a goodaverage so for example, at Le
Cirque it's probably north of 25, 26, maybe 27, maybe even 28%
return that's a damn good returnon time.
(20:55):
But that takes a lot ofeducation and time, you know,
and getting people to come back.
They don't just come back,because they come back for
either the service or how youmade them feel or the little
things you did Like.
For example, we don't serveFrench onion soup.
People want French onion soup.
If they are really hell bent,we'll go get it.
But, that being said, we'llreciprocate with the other
restaurant.
(21:15):
We'll make sure we acknowledgethem and the guest remembers
that, and then we'll saysomething suddenly Sorry, it
took an extra second, which itdidn't, but once you get it at
another outlet.
So now we're just planting theseeds.
We're not saying we did you afavor, but sorry, it took just a
second.
So we're kind of reversing thepsychology on it.
So it's a fine line of teachingpeople to be gracious and
(21:37):
practicing gratitude, but Iwould use the story as the
waiter saying hey, listen, ifyou just go with the average and
you treat them right, look atit over a six month to 12 month
period, look at the return, thenLook at your bank deposits,
because that will be theindicator what I say in a
restaurant.
If one shift in a restaurant orone client or one person is
going to make or break your day,you've got a much bigger
(21:58):
problem.
Speaker 1 (22:01):
Amen.
Speaker 2 (22:05):
Yes, and I think too, what stood out about you is you
made all these deposits into usbefore we had even made any
deposits into you, and so Ithink you know that's just such
a unique mindset and you know,I'm just, I'm just curious.
If a salon owner or a beautyprofessional wanted to position
themselves as Martin or LaceCirque of our industry, what
(22:28):
would you say is the first stepthat they should take?
Speaker 3 (22:33):
Again, another great question.
I mean, and I don't just saythe first thing would either a
pick up some book on hospitalityor go to a place that really
practices hospitality.
The first interaction with theperson is is everything the way
they're greeted at the door?
If for in your business, I meanpersonally, when they sit down,
are they offered a bottle ofwater or they offered a coffee?
(22:53):
A little less things to makesomeone feel comfortable, I mean
personally, when they sit down,are they offered a bottle of
water?
Are they offered a coffee?
Little less things to makesomeone feel comfortable.
Even they may, you know,decline, but to make them feel
comfortable and then tocultivate that relationship how
are they followed up?
with.
Is it a?
thank you card.
Is it a text?
I mean the text is reallyinformal, but a handwritten
thank you card going out at theend of the day, inviting them
back, offering you know someother service.
(23:15):
So my wife is kind ofindirectly in your business.
She does the nose hair waxingand she always does something
gratis and everybody comes backto her and she's very soft
spoken, almost a little shy, butshe's like an assassin with
with the checks.
I mean, like she tells me someof the checks, I'm like, oh boy,
(23:36):
wow, that's a good business.
If I had to impart one thing,it's how you make them feel upon
the entry and upon the exit.
But the interaction throughoutif, if any point in time, they
feel the condescension or thesighing or the huffing and
puffing, that's a wholedifferent conversation.
How you make somebody feel.
That's like when you reallyhave to sit down and say maybe
this is the wrong business,maybe this is not working you
(23:57):
know because you can'tyou can't expect from somebody.
And my dad used to tell me, youknow, he didn't drive and I
would drive him and I was lateone day and he goes, it's not
the guy in front of his faultthat you're late, and he didn't
say anything else after that.
I just kind of wow, right, andeven restaurant, you know it's
even.
If something's wrong, ifthere's a mistake, I always oh,
my fault, I wrote it, I wasn'tpaying attention, they know it
(24:18):
wasn't my fault, but at thatpoint we have a relationship and
I always tell the chef at thesame time let's just make an
alliance, okay, now they comeback.
So, yes, we lost on the chickenor the steak or the Wagyu, but
they've came back infinitelymore.
But they've came backinfinitely more.
So you start weighing the scale.
Which is it worth?
So if you could dive deeperinto the relationship with the
person you know.
If I can just touch on one story, my first consulting gig uh, a
(24:41):
friend of mine owns a yogastudio here, becrum.
It's since closed and she goescan you just take a look at it?
And the very first thing I didis I called and the girl who
answered the phone hated hotyoga and I was like and she
doesn't like the fact thatyou're making her be the janitor
, the person answering the phoneand the salesperson.
(25:01):
And she just kind of looked atme and she's very successful and
she goes why?
I never even thought of it thatway.
I said she hates yoga and she'sno disrespect, she's not fit,
she doesn't want to be in thisindustry.
She doesn't want to be in thisindustry.
She doesn't like beauty, shedoesn't like vanity.
It's almost repulsive to herand said no disrespect, but
she's the wrong person for thejob.
I mean, she's hurting yourbusiness.
You could just say right offthe bat, as soon as I on the
(25:22):
phone, I was like, oh, shedoesn't like.
It Made me feel like, well, Idon't want to go there.
And that was kind of the firsttell as a person answering the
phone.
So I think the firstinteraction and the last and
everything else in the middle iskind of the key, so good.
Speaker 1 (25:36):
Yeah, we could listen to your stories all day.
What a remarkable idea.
Just the salon owners.
We do that.
All we like to call salons justto see, like what it is like
when you call the salon, becauseit gives us a lot of feedback
on, like what can we do to bebetter.
So, with that being said, youknow success can be defined by
so many factors, but, like,what's the best piece of advice
(25:57):
that you could give or thatyou've ever received about
success or being successful?
Speaker 3 (26:03):
Oh, that was great.
A couple of them.
Number one is be reallywell-read in everything.
So when I'm done here with youladies, I'm going to head down
to my coffee shop.
I read the liberal papers, Iread the Wall Street Journal, I
read them all.
I kind of follow Dan's stuff soI can pretty much tell you what
he's writing because I'm in hishead.
And then tonight I'll go backover magnetic marketing and then
(26:25):
with the cereal book I'll goback over kind of the concept of
not just being a restaurantbeing a club over, kind of the
concept of not just being arestaurant being a club.
So for success really is justshowing up.
You have to show up, you got toshow up in a big way.
Like my theory is dress downFridays it looks terrible.
Like if they see me in my gymclothes at the restaurant their
reputation's out the door.
They cannot see that Like evenin the hotel.
(26:45):
They know that I sit in acertain way.
They can never see me anythingother than my tie because they
look at me different.
And they know that I was adishwasher.
They know that I came throughthe ranks, always talking about
attendance.
So most people won't even comesit with me because they know
that I'm not going to talk aboutmissing work, I'm not going to
talk about debt.
Usually there's a book in myhand, so they know that the
(27:06):
people I'm talking to are theones that are in the same
mindset.
So surrounding yourself withthe right person, the right
environments.
Obviously, like you ladies, assoon as I looked at both of you
when you sat down, I knew itjust took me a second and that's
when I told my colleague I waslike raise the bar.
You got to keep raising the bar, and that across the board is
really kind of the secret sauceas well, kind of to the success
(27:30):
it's just, you can't slow downand you can't be complacent.
Speaker 2 (27:38):
So good, martin, you know we really did have an
exceptional experience with you.
You're an exceptional guy.
I know you've been working on afun project with Dan Kennedy.
Is it all still top secret oris there anything fun that you
can let leak out that?
Any fun projects that you'reworking on right now?
Yes, okay, yeah.
Speaker 3 (27:56):
Sorry to jump out at you.
Yes, so.
So the book um, marketing tothe affluent, the fourth edition
will come out, uh, which is agreat book.
I mean, dan really nailed it.
I'm, you know, I'm, I'm verypleased with my chapters, but
there's no, no one better thanDan.
Like, when I was writing withhim, I was like I don't know how
this happens, how this guy canbe this good, with his eye being
(28:16):
lost, diabetes, making it outof hospice, and I don't just say
that, but to leak a little bit,we want to take hospitality to
another level and what is, whatis the whole theory behind that?
So we're going to pull back thecurtain, just giving a little
snippet.
We're going to use that littleLas Vegas book over there, kind
(28:39):
of just showcasing what happensin Las Vegas.
It's nothing in stone yet, buthopefully it'll be on one of
these major platforms that weall subscribe to, if all goes
well, knock on wood.
And really taking it to thenext level, because really this
applies to all businesses salonowners, restaurants, car washes,
anything, as Dan would say withcontinuity, coffee shops and I
think we've just scratched thesurface on that and I'm kind of
(29:00):
at the forefront because I'mconstantly pushing and I learned
as a little boy my mother'sincredibly hard to wait on, and
I learned she's very particularabout the coffee being hot, the
ice being, the water being full.
She hates to ask for anything.
So I had a kind of front seatto hospitality early on, so I'm
looking to capitalize on thatwith Dan.
So so stay tuned we're soexcited yeah, well, thank you.
Speaker 1 (29:24):
we just want to say thank you so much for, first of
all, creating a memorableexperience for Lindsay and
myself.
It was awesome.
We can't wait to go back toVegas, just to come back in and
eat at Le Cirque.
The food was fabulous, theservice was just, it was just
amazing.
And so just thank you for yourtime, thank you for sharing your
knowledge.
I mean, the world is betterbecause of you, and that's
(29:46):
exactly what Lindsay and I wantto create too is to pull back
the curtains on the business ofhospitality and to really take
serving people to a whole newlevel.
Speaker 3 (29:55):
Well, if I could impart one thing what I always
say in the restaurant, as I said, look, we're not in the service
business, we're not in therestaurant business, we're in
the make you feel specialbusiness.
So those little chocolates youladies got, I invite everybody
back.
And I say the same thing Evenif you're just walking by stop
in, we'll have a little goodiebag.
If you're downstairs, text me.
If I don't answer, call therestaurant, I will deliver it.
(30:16):
If I can't deliver it, somebodyhere will deliver it.
So the service after the saleis just as important, if not
more important than the initialsale.
So I thank you, ladies, you'rea pleasure.
Hopefully I get to see youagain at Le Cirque and anything
you ever need in Las Vegas.
I'm a resource for the both ofyou.
Speaker 2 (30:32):
Cirque and anything you ever need in Las Vegas.
I'm a resource for the both ofyou.
Well, thank you, Martin.
We are beyond grateful, and ifyou've got some amazing things
out of today's podcast, go aheadand leave us a review or share
it with somebody.
That you think would reallyjust take some amazing things
away from today's episode.
As soon as Martin's book comesout with Dan Kennedy, we'll drop
(30:53):
that in the show notes as well.
It really truly was a pleasureto know you, and we can't wait
to continue our relationshipwith you, Martin, and just
really revolutionize thehospitality industry forever.
So thanks so much for joiningus and thanks for tuning in.
Speaker 3 (31:10):
Thank you, ladies.
today is going to be an exciting day.
We are so pumped because wehave a special guest.
If you can see, it is martin,and we're going to tell you all
about how.
How martin has a million dollarmindset.
He is one of la cirque's topwaiter and, yes, lindsey and I
have the opportunity to meet himand learn some things about him
(00:23):
.
So it's going to be a beautifulopportunity to see how can we
transfer some of thathospitality that Martin provides
into our salon companies everysingle day.
Speaker 2 (00:33):
Love this.
So if you are excited to learnmore about Martin's million
dollar mindset, you are in theperfect place today.
You know, martin, we really hadan exceptional experience.
We met you at an event calledFunnel Hacking Live where you
shared your million dollarbusiness that you've done as a
(00:53):
waiter inside of Listerc.
And you know, we know thatyou've also been working on a
special project with Dan Kennedy, who is the master of mindset
and marketing and sales and allkinds of good stuff.
And so we're just curious canyou share a little bit about
your background and kind of whatbrought you into the world of
fine dining?
Speaker 3 (01:15):
Great question.
So how it started was many,many years ago.
I was having dinner with my momand I was working construction.
I was 16 and my mom said to me,instead of being in
construction, why don't you askthe manager for an application
to be a busboy?
Because if you're going to work, why not make tips, why not
just work for tips and thehourly wage versus just the
(01:37):
hourly wage?
So that's kind of how itstarted.
And then one thing led toanother and I had a motorcycle
accident.
I broke my shoulder, all myfingers, and I was a bus boy and
I was laid off and the man whobought the restaurant I was in
at the MGM.
We became friends and I saidcan I be a waiter?
And he said do you want me tosend a boy to do a man's job?
(01:57):
And fast forward.
33 years later he's one of mydearest friends.
Today he runs a casino here.
His name is Michael Credico.
And my dearest friends.
Today he runs a casino here.
His name is Michael Credico,and that's kind of how it
started.
Speaker 2 (02:06):
And he gave me my shop.
Wow, that's incredible.
You know it's amazing.
It's always so fun to hear howpeople got into the industry.
You know, and, and what wethink is really exceptional
about you, martin, is that youknow, we know, that earning
seven figures or bringing in youknow that seven figures as a
waiter is unheard of for mostpeople, and, and so we're just
(02:26):
curious like, what mindset doyou bring to work every day that
allows you to perform at such ahigh level?
Speaker 3 (02:34):
No, great question.
So it's not seven figures peryear, it's been seven figures
over the life, because it wasseven figures Then I'm being
underpaid.
Um, no, the mindset is so here.
So here's my mindset Everybodythat comes into the restaurant,
whether a whale, not a whale,gets the VIP treatment.
Everybody gets treated exactlythe same because it's
cultivation, and sometimessomebody will mention you know,
(02:55):
I wanted to go to Le Cirque butI couldn't afford it.
When they give you thatindicator, that's the indicator
and the magic moment to makesomething magic happen.
So every interaction with theguest matters, from the moment
they walk in the door to themoment that they walk out.
Every single detail like itcan't slip at any point in time.
Nobody should have to ask forwater, a menu shouldn't be dirty
(03:15):
, the check should be correct.
If there's an issue, I mean weshould overcompensate and really
turn that little problem into amagical moment to exceed any
and all expectations.
Speaker 2 (03:28):
That's awesome.
Speaker 1 (03:31):
Very cool, yeah.
So just curious, like cause wework with salon owners and so
you know we have serviceproviders in the hospitality
business too.
So, like you know, how do youapproach each shift differently
than like just the averageserver?
So, like Lindsay, you know howdo you approach each shift
differently than like just theaverage server.
So, like Lindsay and I actuallyknew, when we heard you speak
at ClickFunnels or FunnelHankhamLive, we're like we've got to
(03:51):
go meet Martin, like this isgoing to be incredible.
So it's because we work in thatindustry and so like we want,
like how can we transfer, likethat mindset, that beingness,
into the salon environment?
So, like, how do you approachthat?
Like, what is your mindset thatyou use every single day to
know that, like the guest is key, the guest or the clients are
(04:12):
the hero?
Like how do you, how do youapproach that?
Speaker 3 (04:14):
every single day.
That's a great question.
So what I do?
A lot and a lot of the waiterssometimes they'll even get
annoyed with me I'll say youknow, you see the house I live
in because the person sittingdown, you see the car that I
drive, you see the ring on mywife's finger, the shoes on my
feet, everything circles back tothe guest.
So as a waiter like I work inthe Bellagio I didn't put up one
(04:36):
nickel for that beautiful room.
I don't pay one nickel for thatrent.
Looking at that water.
Every CEO has empowered me andthe whole team to exceed.
So when you're given that kindof gift, you really have to run
with it.
So people expect it, especiallynow in the 21st century.
You know services slipping.
When they come into a placelike Le Cirque, they're just
blown away that they neverreceived that.
So to answer your question, Iconstantly remind myself my
(04:58):
problem is never their problem.
If, even if I'm tired, as youprobably noticed, I drink a lot
of coffee all day long them,Even if I'm tired, as you
probably noticed.
I drink a lot of coffee all daylong.
So what I do, I remind myselfthat this is about them, the two
hours that we have together.
Everything needs to be special.
If that means changingsomething, if that's an allergy,
even if they're having a badday, that's still.
(05:23):
The onus is on me to turn themaround.
Even if somebody is tough, mostpeople will either apologize or
circle back, so to make themfeel special for that time.
Part one.
Part two it can never slow down, because what happens,
especially in my industry?
People start to just kind ofbecome complacent and that's
really kind of the cancer of thewhole thing.
You can't slow down and it hasto be a constant reminder.
Speaker 2 (05:42):
We do it during the pre-shift and it's constant just
reinforcing that we're here forthe guest and that needs to be
first and foremost all the time.
That's an incredible way tolook at things.
You know, and really circlingback everything to your life
about that guest and you know,I'm sure it gives you a deeper
(06:03):
sense of gratitude, for you knoweverything that you've created
in life.
I think you know I'm sure itgives you a deeper sense of
gratitude, for you knoweverything that you've created
in life.
I think you know another thingthat stood out to us too, martin
is you know kind of your viewof your relationship with, like,
the owner of the business youjust mentioned?
I don't pay a dime to be inthat space.
Can you kind of tell us yourthought process, like, what is
your relationship like with theowner and your view on how you
(06:26):
show up inside of the businessevery day to generate what you
do?
Speaker 3 (06:29):
No, great question.
So what's really interesting isso if they see me, the owners
really the hotel and thecorporation runs that that
restaurant it was a family.
Now it's run by the hotel.
But if they see me anywhereoutside of that restaurant, they
know because the high level oftrust, either I'm going to do
something for a guest, I'm goingto get something for a guest.
So to expand on that, like if Isee something on the floor in
(06:52):
the casino, I'll pick it up.
I'm a union employee, I don'thave to pick up anything but I
treat it as if my own.
So they know that the trustbetween me, the vice president,
the CEO, the president of thehotel, is rock solid.
They get cards from me, theyget books from me, They'll
always get a handwritten note ofsome sort that I appreciate
working there and I will never,ever slow down.
(07:13):
So in the event, I do needsomething plates, a little
executive approval on somepurchase.
Rest assured it will happenbecause of the trust.
So it circles back to trustthat my attendance really for
that industry is stellar.
They know that I don't misswork If I'm not there, you know
something is seriously wrong inthe universe.
Speaker 2 (07:34):
Yes, speaking of work , how many, how many days of
work have you missed, martin?
Speaker 3 (07:38):
Zero.
Speaker 2 (07:42):
Yes, and how many years have you been there?
Speaker 3 (07:44):
27.
I take vacations, don't get mewrong.
I have four weeks.
What I do.
Now this little sidestepbecause of the contract, I cash
out my vacation and I put it inthe 401k.
So when they opt to close therestaurant, I take that vacation
.
I don't just arbitrarily takethem.
I have 16 days I could miss,plus four weeks of vacation.
That's a lot of time to miss.
(08:05):
I don't miss it.
To me, the energy is thecustomer.
There's not a better industryin the world where you can go
from X to X, and it's rare that.
By no means am I bragging, I'mnot.
I live 10 houses down from thechairman of the board.
I live in a country club.
I'm just a waiter.
I get paid to carry a tray, soreally it's how deep you want to
go in the relationship.
(08:25):
I really have any business, butthis is the one that's on full
display because, as you ladiesdid witness or feel and assert,
it's really intimate and there'sa lot of time at the table.
Speaker 1 (08:34):
They watch you, they see you, they see your suit,
they see your shoes, they seeyour body language, everything's
on full display and when theysee all the waiters talking to
each other, it's a level ofcomfort and confidence.
So those little things, thatorchestration creates a much
(08:55):
bigger thing.
So good, you know, to all ofour thousands of salon owners
listening, martin, they've justhired you all like they're ready
for more Martins in their salon, so let us know how we can get
in touch with you.
But just curious, like, is thissomething you taught yourself?
Or like, is this something thatLe Cirque does in teaching?
Like their standards?
Like because, like when we werethere, we noticed that every
single person like reallyinteracted with us.
(09:15):
You know it felt very warm,very welcoming.
So, like, what is the processfor someone to like join the
team?
Is there certain training theyhave to go through, or is it
just your standard and you knowif you're going to be part of
that team?
There's no other way to do itbesides this way.
Speaker 3 (09:30):
No, it's good.
So the founder was SerioMacione.
So Serio was an Italianimmigrant and Serio's whole
thing was making everybody feelcomfortable.
I mean, he heavy, heavy Italianaccent, but he spoke fluent
French, english and Germanfluently and what he would do is
is if somebody asked for water,he wouldn't go ask somebody to
get the water, he would justpour the water.
So, to answer your question,atlas Cirque everybody's Forbes
(09:53):
trained.
It's a lot of training.
It's very basic training atbest, but it's a lot of
follow-up.
So each person there willcorrect the other, not in a
condescending way, like ifsomething's wrong, the
temperature on the meat waswrong, somebody will hear it and
fix it.
So there's a lot ofaccountability, there's a lot of
responsibility and everybodycares, and it really it's the
(10:14):
management of the hotel, thewhole food and beverage team not
because I work there.
They're spectacular, theyreally care and each one of them
, like the waiters at La Circa's, came through the ranks.
You know, we chose to stay aswaiters.
They wanted to go intomanagement, but they all care.
So the training is constant.
We have a usually a 15, 20minute pre-shift which we go
over.
Who's coming in?
(10:34):
Sometimes those people areGoogled what table did they like
?
What are the dislikes?
Timing, et cetera.
So there's a lot ofcommunication, overt
communication, and there's a lotof.
I mean, we're all mature inthat place.
I mean, all of us are nearsenior citizens now, so we don't
look like it.
Speaker 1 (10:53):
Yeah, don't look like it at all.
Speaker 3 (10:55):
No, so there's, it's really a level of caring, and
I'll just, if I can digress.
We had a customer come in.
It was a fiance and his friendand the girl, and I promised
them a big birthday card.
I have the name on top of myhead, mr Vu, but I'm going to
text him here in a minute justto follow up and then, even
(11:16):
though today's my day off, I'mgoing to run the book over to
the post office with a giantbirthday card because I gave him
my word.
So part of that to answer yourquestion is, I promised him
something and that will cometrue.
Yes, I could wait till tomorrowto bring it to the hotel to
have them mail it.
However, I'm going to take onthe cost today.
Is it expensive?
No, but it circles back.
(11:38):
I gave him my word, the trust,and it goes back to the
relationship with the restaurantand the branding.
Speaker 2 (11:52):
So just curious, martin, was that something that
they taught you to do?
Was that something that youstarted doing?
Like, what?
What was your mindset shiftaround?
You know, hey, how do I addthose extra special touches?
Because that really stood out toJen and I as well.
You know, when we had ourexperience with you, you
actually weren't even our waiterat our table.
You know, when we had ourexperience with you, um, you
actually weren't even our waiterat our table.
Um, you were.
We had a different waiter, um,and a whole team of people that
were all incredible, by the way,um, but you, you know, really,
(12:16):
I mean, we were like, hey, we,we saw you and you know we got
to talking and you said, let megrab your information, let me
get your address, and you sentJen and I separate packages and
and you know, it really isincredible to get something like
that in the mail and you sentus the, the book, um,
unreasonable hospitality,because you obviously knew we
were in the hospitality businessas well.
(12:38):
And, um, you know it's sobrilliant.
What?
What sparked that idea for you?
What kept it going?
Um, and and really, just whatwas your?
Speaker 3 (12:50):
No, another great question.
So when you first came in, Imade eye contact with you, I
remember, because you weresitting in the lounge.
So what I used to do, I used toplay baseball.
So everything is eye contactand if I know someone looks at
me, I know at some point thateither a we've interacted or
they want something.
So it just took me a second.
So even though I wasn't thewaiter, I knew I had told Carl
who was your waiter.
I'll kind of just let me justtouch that table a few times.
(13:11):
Then it's just very naturalthat all of us are there.
It's not just one or the other,because really it's a whole
team there.
But how that came about was manyyears ago, probably in 2012,.
I had wrote a letter to WarrenBuffett.
It's actually right over there.
I just can't show it becauseit's private and my mom, who I
(13:32):
love, she goes.
He's not going to respond.
I said, ok, so we'll see.
So I wrote a letter to Buffett.
He promptly responded.
He invited me to theshareholder meeting in 2013.
That's how that started.
I thought, wow, my copy pulled.
So then I started doubling downon the letters.
So everybody at some point getsa letter, a card, something big
(13:56):
they're usually really big fromme.
Yes, it's expensive, yes, it'stime consuming, but now that's
become the brand.
So even though, yes, I'm awaiter, yes, I work for the
hotel, I have a personal brand.
They know that if I'm thereit's going to go a certain way.
If they need something, theycall me, rest assured it'll be
done, even if that means I haveto drive.
(14:16):
So, for example, I forgot onenight a lady's to-go order and
she had texted me and therestaurant was closed.
I just threw it out.
I said we can't take thatchance, it's bad.
So I said I'll bring it to youthe next day.
So we had the chef going early.
He cooked it, we put it in therefrigerator, I ran it over the
refrigerator, I ran it over thefollowing morning to her office.
She's a surgeon.
So how that came about was itjust started with Warren Buffett
?
I wrote the letter.
(14:36):
It worked.
And then I obviously get allDan stuff, magnetic marketing
and then I started following Danstuff and I started just really
copying it.
And he used gold.
I use gold letters, envelopes,teaser copy.
And then I started usingstickers.
So if I know that, for example,you're in the salon business,
I'm going to use something inthat business.
I'll get it on Amazon, I'll getit from the dollar store, or I
(14:58):
probably have it in my littleswipe file.
I have another whole littlearea for stickers, so that's how
that kind of came to fruition.
Now it's gotten bigger andbigger.
Now I can't get away from it.
Speaker 2 (15:10):
That's awesome.
Speaker 1 (15:11):
So good and I have the envelope right here because
I actually just shared it withmy team this morning.
So Lindsay and I were soexcited when we got our little
envelope and with our book andthen our amazing card.
So it was just like we've donea lot of fine dining in our days
that's one of our favoritethings to do but this experience
really stuck out to us and sowe just want to say thank you
(15:32):
for that.
We couldn't wait for us to beable to share that with other
salon owners, because I thinkone thing we noticed in our
industry is client retentionright, and so, like, what I'm
hearing you say is the fortuneis in the follow up, and so,
like, is there any other waysthat you utilize or that you use
to keep like those high payingclients coming back time and
time again?
Speaker 3 (15:53):
I do.
So, matter of fact, there's onethat's coming in.
He's a really prominentattorney.
On Thursday and, without sayinghis name, he's based out of
Illinois.
Very good, he had went throughcancer, so he's a baseball fan.
So I just, again, just to keepthat retention I ran over to
Michael's, I got the little kindof little baseball display case
, scuffed up the baseball andsay look, you're number one.
(16:13):
We need you on the team.
I'm pulling for you, man.
It had nothing to do with thebusiness.
He comes back every time hegoes and that ball's on my desk
he goes.
You don't know what it meant tome to get that ball.
You're pulling for me.
Do I call?
I don't Because it's easier forme to say something on paper
than it is via a text or anemail, because then they know
it's my words.
As you can see, my handwritingis horrendous, but you know it's
(16:34):
from me and it's usually in aSharpie.
So the retention is thefollow-up.
Speaker 1 (16:39):
So, even if I don't, hear from somebody.
Speaker 3 (16:40):
They're still going to get letters from me.
It might be a little one, mightbe a big one, they're going to
still continue and they'llalways get a letter.
To keep that retention, becausethat's the secret sauce.
Speaker 2 (16:56):
So amazing.
That is the secret sauce.
That's incredible.
You know, and how do you keeptrack of, you know preferences
people's, how do you keep it sopersonalized?
I mean, you know, obviouslywe've heard the, the one
experiences, but just do youkeep track of that they have?
You know allergies or any sortof preferences um that a lot of
your repeat customers have?
Speaker 3 (17:17):
No great question so what I do.
So this is just one here.
This is a woman that came in,very nice, senior citizen, out
of Florida, boca, and a littleintimidated by the restaurant,
so I just knew that she likedchocolate.
So she went to the show.
She came back to give me hercard.
I fired off the letter.
For me personally, I happen tohave a great memory.
(17:37):
I can usually tell you wherethey sat, if they're left-handed
, if they're allergic to nuts,if they don't like seafood.
I have a nephew who it's reallyserious and when I played
baseball locally I came from thesame program as Bryce Harper
that if you were on the benchand Coach Thomas asked you
anything about that player, ifyou could not answer when he
looked at you, the whole teamwould run.
So that started when I playedbaseball from 1985 to 1991 when
(18:02):
I was in middle school and highschool.
So the memory started.
He used to tell me be presentall the time, pay attention.
So it just started and then itjust became a thing Like I
remember the phone numbers.
I remember what table they like, where they sit, because when
someone hands me 100, 200, 2000,that's a real big deal and that
requires a lot more attention.
(18:23):
That means I should rememberthe little things.
Like I might send him a shoethat's as big as Shaq's shoe and
say, look, I got really bigshoes to fill.
I just put the shoe in there.
Speaker 1 (18:32):
I just want to say I know he's going to do that.
Speaker 3 (18:36):
So it's the little little things like.
So, to answer your question,I'll get a card, I'll write
something on it.
I'll write something on my owncard.
If I have a copy of their check, I'll write the check, I'll
keep a copy of it and then I'lljust write something on it so I
remember and I'll just keep itin my pocket.
And then I have a little littlenotes and spreadsheet on the
computer that if I need theaddress cause I can't remember
(18:58):
all the addresses but most ofthem I have just I could tell
you the street or the firstnumber of the address.
Speaker 1 (19:06):
Wow, so good, so good , and I remember when you were
speaking to us that day atFunnel Hacking Live, you
mentioned one of the tips thatyou got.
I can't remember exactly thenumber, but I think it was like
23,000 the first day and thenmaybe they came back a week
later and it was a certainamount and certain amount.
So, like you know, tips are inthe hospitality industry and the
(19:27):
salon industry.
They're really big for us too,and we've I've even had team
members that no longer are here,but they've said, wow, she
didn't really give me a bigenough tip, and so, like the
conversation we have to have waslike, well, what value did you
give them?
Because if you truly give themthat value, at the end of the
day they're going to want toreturn that favor.
So, like, can you just tell usabout your, your biggest tip or
(19:47):
a great tip story that youremember that you received?
Speaker 3 (19:51):
Yeah, so the story I told.
So when that individual came in, the tip was $23,000.
And then it came the followingnight, it was $10,000.
And then it came the followingnight, it was $5,000.
So what I do with the waitersand again they know I'm
notorious for first you have topractice gratitude, you know you
can't expect $23,000 everynight.
The average, like in anythingacross the board, is spectacular
(20:12):
.
So I'll say to one of mycolleagues, just being sarcastic
, I'll say you know, what'sfunny about you, man, is that
you'll excuse my language,you'll bitch and complain about
a tip, but when someone'sovertly generous you don't say
anything.
So how can the lesser tip bemore?
So really it depends.
So now he won't say when I'mpresent he won't say a word
about anything, because youcan't expect someone to give you
their mortgage or their 401k ortheir house.
(20:35):
Maybe they can't afford it,maybe it's a credit card.
But if you look at the averagesand you teach them to manage
their money effectively becausereally it's about the average If
you want to go with a goodaverage so for example, at Le
Cirque it's probably north of 25, 26, maybe 27, maybe even 28%
return that's a damn good returnon time.
(20:55):
But that takes a lot ofeducation and time, you know,
and getting people to come back.
They don't just come back,because they come back for
either the service or how youmade them feel or the little
things you did Like.
For example, we don't serveFrench onion soup.
People want French onion soup.
If they are really hell bent,we'll go get it.
But, that being said, we'llreciprocate with the other
restaurant.
(21:15):
We'll make sure we acknowledgethem and the guest remembers
that, and then we'll saysomething suddenly Sorry, it
took an extra second, which itdidn't, but once you get it at
another outlet.
So now we're just planting theseeds.
We're not saying we did you afavor, but sorry, it took just a
second.
So we're kind of reversing thepsychology on it.
So it's a fine line of teachingpeople to be gracious and
(21:37):
practicing gratitude, but Iwould use the story as the
waiter saying hey, listen, ifyou just go with the average and
you treat them right, look atit over a six month to 12 month
period, look at the return, thenLook at your bank deposits,
because that will be theindicator what I say in a
restaurant.
If one shift in a restaurant orone client or one person is
going to make or break your day,you've got a much bigger
(21:58):
problem.
Speaker 1 (22:01):
Amen.
Speaker 2 (22:05):
Yes, and I think too, what stood out about you is you
made all these deposits into usbefore we had even made any
deposits into you, and so Ithink you know that's just such
a unique mindset and you know,I'm just, I'm just curious.
If a salon owner or a beautyprofessional wanted to position
themselves as Martin or LaceCirque of our industry, what
(22:28):
would you say is the first stepthat they should take?
Speaker 3 (22:33):
Again, another great question.
I mean, and I don't just saythe first thing would either a
pick up some book on hospitalityor go to a place that really
practices hospitality.
The first interaction with theperson is is everything the way
they're greeted at the door?
If for in your business, I meanpersonally, when they sit down,
are they offered a bottle ofwater or they offered a coffee?
(22:53):
A little less things to makesomeone feel comfortable, I mean
personally, when they sit down,are they offered a bottle of
water?
Are they offered a coffee?
Little less things to makesomeone feel comfortable.
Even they may, you know,decline, but to make them feel
comfortable and then tocultivate that relationship how
are they followed up?
with.
Is it a?
thank you card.
Is it a text?
I mean the text is reallyinformal, but a handwritten
thank you card going out at theend of the day, inviting them
back, offering you know someother service.
(23:15):
So my wife is kind ofindirectly in your business.
She does the nose hair waxingand she always does something
gratis and everybody comes backto her and she's very soft
spoken, almost a little shy, butshe's like an assassin with
with the checks.
I mean, like she tells me someof the checks, I'm like, oh boy,
(23:36):
wow, that's a good business.
If I had to impart one thing,it's how you make them feel upon
the entry and upon the exit.
But the interaction throughoutif, if any point in time, they
feel the condescension or thesighing or the huffing and
puffing, that's a wholedifferent conversation.
How you make somebody feel.
That's like when you reallyhave to sit down and say maybe
this is the wrong business,maybe this is not working you
(23:57):
know because you can'tyou can't expect from somebody.
And my dad used to tell me, youknow, he didn't drive and I
would drive him and I was lateone day and he goes, it's not
the guy in front of his faultthat you're late, and he didn't
say anything else after that.
I just kind of wow, right, andeven restaurant, you know it's
even.
If something's wrong, ifthere's a mistake, I always oh,
my fault, I wrote it, I wasn'tpaying attention, they know it
(24:18):
wasn't my fault, but at thatpoint we have a relationship and
I always tell the chef at thesame time let's just make an
alliance, okay, now they comeback.
So, yes, we lost on the chickenor the steak or the Wagyu, but
they've came back infinitelymore.
But they've came backinfinitely more.
So you start weighing the scale.
Which is it worth?
So if you could dive deeperinto the relationship with the
person you know.
If I can just touch on one story, my first consulting gig uh, a
(24:41):
friend of mine owns a yogastudio here, becrum.
It's since closed and she goescan you just take a look at it?
And the very first thing I didis I called and the girl who
answered the phone hated hotyoga and I was like and she
doesn't like the fact thatyou're making her be the janitor
, the person answering the phoneand the salesperson.
(25:01):
And she just kind of looked atme and she's very successful and
she goes why?
I never even thought of it thatway.
I said she hates yoga and she'sno disrespect, she's not fit,
she doesn't want to be in thisindustry.
She doesn't want to be in thisindustry.
She doesn't like beauty, shedoesn't like vanity.
It's almost repulsive to herand said no disrespect, but
she's the wrong person for thejob.
I mean, she's hurting yourbusiness.
You could just say right offthe bat, as soon as I on the
(25:22):
phone, I was like, oh, shedoesn't like.
It Made me feel like, well, Idon't want to go there.
And that was kind of the firsttell as a person answering the
phone.
So I think the firstinteraction and the last and
everything else in the middle iskind of the key, so good.
Speaker 1 (25:36):
Yeah, we could listen to your stories all day.
What a remarkable idea.
Just the salon owners.
We do that.
All we like to call salons justto see, like what it is like
when you call the salon, becauseit gives us a lot of feedback
on, like what can we do to bebetter.
So, with that being said, youknow success can be defined by
so many factors, but, like,what's the best piece of advice
(25:57):
that you could give or thatyou've ever received about
success or being successful?
Speaker 3 (26:03):
Oh, that was great.
A couple of them.
Number one is be reallywell-read in everything.
So when I'm done here with youladies, I'm going to head down
to my coffee shop.
I read the liberal papers, Iread the Wall Street Journal, I
read them all.
I kind of follow Dan's stuff soI can pretty much tell you what
he's writing because I'm in hishead.
And then tonight I'll go backover magnetic marketing and then
(26:25):
with the cereal book I'll goback over kind of the concept of
not just being a restaurantbeing a club over, kind of the
concept of not just being arestaurant being a club.
So for success really is justshowing up.
You have to show up, you got toshow up in a big way.
Like my theory is dress downFridays it looks terrible.
Like if they see me in my gymclothes at the restaurant their
reputation's out the door.
They cannot see that Like evenin the hotel.
(26:45):
They know that I sit in acertain way.
They can never see me anythingother than my tie because they
look at me different.
And they know that I was adishwasher.
They know that I came throughthe ranks, always talking about
attendance.
So most people won't even comesit with me because they know
that I'm not going to talk aboutmissing work, I'm not going to
talk about debt.
Usually there's a book in myhand, so they know that the
(27:06):
people I'm talking to are theones that are in the same
mindset.
So surrounding yourself withthe right person, the right
environments.
Obviously, like you ladies, assoon as I looked at both of you
when you sat down, I knew itjust took me a second and that's
when I told my colleague I waslike raise the bar.
You got to keep raising the bar, and that across the board is
really kind of the secret sauceas well, kind of to the success
(27:30):
it's just, you can't slow downand you can't be complacent.
Speaker 2 (27:38):
So good, martin, you know we really did have an
exceptional experience with you.
You're an exceptional guy.
I know you've been working on afun project with Dan Kennedy.
Is it all still top secret oris there anything fun that you
can let leak out that?
Any fun projects that you'reworking on right now?
Yes, okay, yeah.
Speaker 3 (27:56):
Sorry to jump out at you.
Yes, so.
So the book um, marketing tothe affluent, the fourth edition
will come out, uh, which is agreat book.
I mean, dan really nailed it.
I'm, you know, I'm, I'm verypleased with my chapters, but
there's no, no one better thanDan.
Like, when I was writing withhim, I was like I don't know how
this happens, how this guy canbe this good, with his eye being
(28:16):
lost, diabetes, making it outof hospice, and I don't just say
that, but to leak a little bit,we want to take hospitality to
another level and what is, whatis the whole theory behind that?
So we're going to pull back thecurtain, just giving a little
snippet.
We're going to use that littleLas Vegas book over there, kind
(28:39):
of just showcasing what happensin Las Vegas.
It's nothing in stone yet, buthopefully it'll be on one of
these major platforms that weall subscribe to, if all goes
well, knock on wood.
And really taking it to thenext level, because really this
applies to all businesses salonowners, restaurants, car washes,
anything, as Dan would say withcontinuity, coffee shops and I
think we've just scratched thesurface on that and I'm kind of
(29:00):
at the forefront because I'mconstantly pushing and I learned
as a little boy my mother'sincredibly hard to wait on, and
I learned she's very particularabout the coffee being hot, the
ice being, the water being full.
She hates to ask for anything.
So I had a kind of front seatto hospitality early on, so I'm
looking to capitalize on thatwith Dan.
So so stay tuned we're soexcited yeah, well, thank you.
Speaker 1 (29:24):
we just want to say thank you so much for, first of
all, creating a memorableexperience for Lindsay and
myself.
It was awesome.
We can't wait to go back toVegas, just to come back in and
eat at Le Cirque.
The food was fabulous, theservice was just, it was just
amazing.
And so just thank you for yourtime, thank you for sharing your
knowledge.
I mean, the world is betterbecause of you, and that's
(29:46):
exactly what Lindsay and I wantto create too is to pull back
the curtains on the business ofhospitality and to really take
serving people to a whole newlevel.
Speaker 3 (29:55):
Well, if I could impart one thing what I always
say in the restaurant, as I said, look, we're not in the service
business, we're not in therestaurant business, we're in
the make you feel specialbusiness.
So those little chocolates youladies got, I invite everybody
back.
And I say the same thing Evenif you're just walking by stop
in, we'll have a little goodiebag.
If you're downstairs, text me.
If I don't answer, call therestaurant, I will deliver it.
(30:16):
If I can't deliver it, somebodyhere will deliver it.
So the service after the saleis just as important, if not
more important than the initialsale.
So I thank you, ladies, you'rea pleasure.
Hopefully I get to see youagain at Le Cirque and anything
you ever need in Las Vegas.
I'm a resource for the both ofyou.
Speaker 2 (30:32):
Cirque and anything you ever need in Las Vegas.
I'm a resource for the both ofyou.
Well, thank you, Martin.
We are beyond grateful, and ifyou've got some amazing things
out of today's podcast, go aheadand leave us a review or share
it with somebody.
That you think would reallyjust take some amazing things
away from today's episode.
As soon as Martin's book comesout with Dan Kennedy, we'll drop
(30:53):
that in the show notes as well.
It really truly was a pleasureto know you, and we can't wait
to continue our relationshipwith you, Martin, and just
really revolutionize thehospitality industry forever.
So thanks so much for joiningus and thanks for tuning in.
Speaker 3 (31:10):
Thank you, ladies.
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