What a Taproom Can Learn from Strangers in an Elevator

A woman spoke to me on the elevator. She saw the book I was holding, Anxious People, and told me how it was her book club’s book last month. We discussed the author (Frederik Backman). She recommended several of his other books and shared that a couple had been made into movies. I also shared a recommendation to her, we smiled, and went on with our day when the door opened.

This was a very normal conversation between two strangers that happened in a place conversation is often shunned upon, an elevator.

Breaking the ice. Whether in an elevator or taproom can be tough.

We all don’t have the gift of gab or natural ability to strike up a conversation with people we don’t know. However, by using context clues from our surroundings you can better build relationships with guests.

Here are a few tips:

1.       Accessories – Just like the woman on the elevator saw the book I was holding; you can do a scan of your guests to see anything that may stand out. Are they wearing a baseball cap? Shirt from another brewery? Do they have a baby mounted to their chest? Use this information to lead into conversation. “Did you see the game last night?” “What’s your favorite beer at brewery ABC? You may like this offering we have here.” “What’s your little one drinking? (and then encourage the apple juice).” Find commonalities and talking points then use them as opportunities. My (least) favorite accessory? An empty pint glass. “Can I offer you another beer?” The guest asked this question spends an average of $6.50 more.

2.       Actions – What is the guest doing? Are they noticeably scrolling Untappd? Do they look confused? Are they venting about a hard day at work (disclaimer: all of your brewers are doing the real hard work)? Read their behaviors and act appropriately. Perhaps encourage Mr. Untappd to try your latest barrel aged release. Explain to the confused guest how the ordering process works and find something that appeals to them. Don’t necessarily eavesdrop, but act intrigued and ask the person talking about work what they do. People like to be doted on and appreciated. Make them feel special.

3.       Audience –Be mindful of the intent of the party. Is the guest a solo traveler on a laptop? Keeping it short and simple may be best. Do the guests appear to be on an awkward Tinder date? Perhaps offer space initially but be on the lookout if anything goes south. Massive group of people wearing kickball shirts? Congratulate them on their win, or triumphant loss, and help feed their energy. Observe your audience, know your audience, play off your audience.

Don’t just stare awkwardly at a guest from across the bar.

Just because you meet in a taproom doesn’t mean that beer must be the focus. Get to know your guests. Invest in them. Learn about them. Find little nuggets you can hold onto until their next visit. Take these opportunities as a chance to finetune your conversational skills. Using these context clues will allow you to maximize the taproom experience for all parties involved.