A recipe for better clients and bigger income

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The other night my wife and I watched “Jiro Dreams of Sushi,” a documentary about “Sukiyabashi Jiro,” a famed sushi restaurant in Japan and it’s master chef and owner, Jiro Ono. Actually, she watched it while I dozed, but I caught enough of it to realize a few things.

First, if the reaction of the restaurant’s patrons is any indication, I probably should try sushi one of these days. His customers practically swooned as they consumed their meal, and this in a country that eats lots of sushi.

The second thing I realized is that Mr. Ono is earning a small fortune. The bill for a meal starts at 30,000 yen, which is around $300, and you have to make a reservation a month in advance. That’s for locals. Customers fly in from all over the world and book a year in advance.

What’s the reason for his success? He charges premium prices for a premium meal. He uses only the best fish, which is laboriously prepared and presented. The result is an amazing culinary experience, earning Mr. Ono’s restaurant a coveted “Three Stars” in the Michelin guide.

And it’s a little hole in the wall.

Clean as a whistle, but no atmosphere. Just ten seats. You sit at a counter, Mr. Ono serves you and watches you eat, gauging your reaction. No dilly dallying, mind you. He serves, you eat, and you’re done. “No soup for you!”.

Actually, there is no soup. Or noodles or appetizers. Just sushi.

Anyway, the point is that if you want to have better clients who fly in from all over the world to hire you and pay you higher fees and tell everyone they know about you, you can, if you offer a premium service. Find something you do and make it the best of it’s kind.

You will attract the best clients, the ones who value quality and are willing to pay for it. By charging premium fees, you need fewer clients. But you will have just as many hours available each day and can devote more time to each client. This will allow you to deliver remarkable service that generates repeat business and referrals.

You’ll have it easier than Mr. Ono, however, because he has discerning customers who instantly know that his work product is the best they’ve ever tasted.

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