You've got family, friends and co-workers... How do you bring people into your bar? Whether you are a bar owner or a Bartender, it is part of your job (that benefits everyone) to get people to pull up a seat at your establishment. As a Bartender, you entertain, therapize, laugh with (or at) your customers. You can wow them with your Whiskey knowledge or lighting drinks on fire. You can be a shoulder to cry on or a substitute best friend for an out of town guest. You get the opportunity to wear a different hat with each and every guest that happens to wander into your little world. You create the experience, you play God, in a sense.
So how do you do it? What works for one Bartender doesn't always work for another. There is definetly a huge difference for guy and girl Bartenders, but there are also a ton of other factors that go into building a following. And believe me, a Bartender with a following is a Bartender who is never in want of a job. Employers see how you handle guests, they notice when you get repeat customers, they notice the difference in sales from shift to shift and tender to tender.
Sure, you can say that it is ultimately the establishment's job to get people through the door, and I would agree with that, but it is your job as the Bartender to keep them coming back for more--- and to sell sell sell!
My advice? Remember people, remember drinks and special preferences. Nothing buys loyalty quite as well as shaking the hand of a customer that is walking into your bar for the second time, "Hey Larry, how's it going? I've got your Maker's Mark Manhattan right here." Outside of that, be social. People, for the most part, don't sit at the bar to be left alone. If they wanted privacy they would have stayed home or at the very least opted for a table. The trick is to get them talking. Show interest in what they have to say and remember specifics, like their kids' names or where they are from. If you are particularily savy, go ahead and write it down. Start a "Regular Roledex" that includes, names, drink preferences and any additional information that you gather in the process. You won't use all of them a second time, but I guaruntee that the ones you do use will be well worth your time and effort.
Remember, all people have their own social networks that you may or may not be a part of and just like a nasty pyramid scheme, shit roles down hill. If you make ONE bad impression, people will hear about it... If you make THREE great impressions, people will hear about it.
For some reason people love to bitch about the shitty experiences they have and take little or no notice to average situations. You have to be exceptional (multiple times) to really make a lasting impression. It sucks, but that's just the way it goes. So keeping this in mind, for every customer that orders a drink at your bar, you have the opportunity to create a positive experience for them. My trick? I try and stuff those three necessary posititve impressions into one situation. Examples? Read your customer, make eye contact, get to know them as much as possible in the short time you have with them. Do something unexpected, antics can be used here, spill something on yourself and laugh it off, make a joke that's not funny and make fun of yourself in the process, ask for advice, go above and beyond if they ask for something that is a little bit of a pain in the ass, get them to laugh and smile. Treat people like you already know them. Joke with them, poke fun at them (if you feel the need), give them something to tell their friends about. At the bar you generally have the luxury of being a little less formal than a server does at a table. Make them feel comfortable and loose. I can't stress it enough, make them laugh! That's the goal, three seperate laughs in what was surely a mundane trip planned to the bar... a very good start.
Spend time building your following, but also remember to keep them drinking while you do it. A good rule of thumb, don't let the glass get three quarters of the way empty before offering another. You have the power here. Most people want another drink, depending on the customer, sometimes I will just pour another and slap it down in front of them. Sometimes I will play with them a little and tell them I'm going to cut them off (This only works for customers who have a sense of humor and who aren't overly intoxicated, there should be no reason for them to take your threat seriously or you risk offending them). If they are drinking wine or a bottle of beer, I may suggestively wave the next bottle in front them. There is something to seeing the next one, just out of reach that works magic on the psychy.
During the initial order taking, ALWAYS get a specific liquor out of them, don't fall for the I'll take whatever you got, line. Get them to tell you what they want. Customers appreciate special treatment and people like to know that they are getting what they want and that you took the time to make sure of it. Plus taking the time to ask gives you more face time, more interaction, helping them to decide if they want Ketel or Goose makes them trust you. People liked to be helped, having the knowledge to get people exactly what they want (even if they don't know what that is) will definetly show up in your tips at the end of the night. Not to mention, by getting the specific liquor, you are up-selling. What was going to be a $6 Vodka Tonic is now an $8 Goose and Tonic, you do the math. Higher sales = Higher tips and happier bosses. Its a win, win, win.
Along with building a following comes making a name for yourself. Have business cards made up with your contact info on them and whatever else you find to be relevant. People are drinking at your bar and your name will probably escape them, but when they are digging through their wallet next time they are at the gas station, there you'll be. And hopefully a smile will slowly creep across their face as they remember that quirky girl, with the infectious laugh who spilt strawberry puree on herself. Build an image for yourself. When people are leaving your bar, shake their hand, thank them for their company, hell give them a hug if the mood is right. Physical contact will do wonders, and not just for the opposite sex either. Don't get out of line or anything, but a firm hand shake paired with your smile will double the potency or the last memory they have before they leave your bar. Plenty of Bartenders have signature cocktails that they are known for, but I'll tell you what, I'd rather be known for who I am, rather than what I can shake up. Granted, I pride myself on my drink making abilities, but I'd still rather be the one making the lasting impression.
I have met tons of people being a Bartender and a lot of them have become close friends of mine and have greatly extended my network just by bringing in their friends. The relationships extend past the bar top and out into the real world as well. Truth be known, I got myself into some trouble with the law (not proudly) and it just so happened that one of my regulars owned a bail bonds company and he was the one to come and pick me up from the slammer on that awful morning. But it just goes to show that the human condition is one of need for connection. As a Bartender you have endless amounts of opportunities to extend your network and to meet people of all trades and build lasting friendships. You never know when those experiences may come into play in your life, don't take them for granted.
