Make it Rain! A Column by Erica Stritch
This past weekend I was having lunch with a friend at the Cheesecake Factory and I found myself sifting through fifteen pages of menu options only to default back to my 'usual': French Country Salad.
Now, I frequent the Cheesecake Factory, and in all the times I've been there, I rarely order something new. Why? Because it's easy to stay the same. I know what to expect with my usual order and, quite honestly, fifteen pages of options is just too overwhelming for me.
In your marketing and business development efforts, do you offer a 15-page menu? If you do, you might be pushing your services diner to pick their "usual": the competition.
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