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May We Suggest…
Foodservice
and Hospitality, October 2002. David Lipton
Would you find it hard to believe that within a one-year period
it’s possible to increase your revenue per customer by $3,
and realize a 300-per-cent return on investment? All operators are
concerned with maximizing and increasing profits, something that
will often be accomplished by increasing the average check, usually
through a price increase or by switching to lower-quality ingredients.
Those are good ideas – if you’re hoping to lose customers.
After all, loyal customers easily become discouraged when a visit
to their favourite restaurant suddenly requires a bank loan. Instead
of paying a premium for the same meal they once thoroughly enjoyed,
they’ll take their business to your competitor. The more effective
way to realize a substantial gain in profits, and actually improve customer
service without a price increase or skimping on quality, is to upsell.
Upselling, also known as suggestive selling, can be implemented
quickly with minimal investment and will produce immediate results.
Aimed at getting more money at the point of a sale, upselling is
simply offering a suggestion to an already receptive buyer to enhance
the value of his or her purchase. And most customers will appreciate
a server’s thoughtfulness and honesty when they offer them
suggestions to make their experience more enjoyable.
Wait staff should make suggestions to guests without being overbearing.
Their suggestions should be helpful, without meaning to pressure.
For instance, a customer who seems unsure of what to order may appreciate
a server saying “That’s not bad, but it’s not
what we do best. Can I suggest one of my favourites from the menu?”
Other examples could include “Is there an appetizer/dessert you
had in mind, or would you like a suggestion?” or “The
apple pie is great here. Would you like some with ice cream or without?”
These are key phrases in leading a customer to order something they
may not have thought of on their own, but would still thoroughly
enjoy. Honesty is important; servers should be sure not to lead
the guest astray.
Proper selling techniques result in more satisfied customers, especially
as suggestive selling helps to create customer awareness of the
products and services available to them. A customer who enters a
restaurant does so with the intention of spending money, so by making
them feel comfortable they may be willing to spend more. The key
is to suggestively sell, not oversell. Marketing experts have found
that if offered to each customer, 30 to 70 per cent of them will
agree to additional or alternate product suggestions.
To maximize profits through suggestive selling, you must first
ensure that the environment supports the effort. To introduce upselling
into your restaurant, consider hiring salespeople, not just order
takers. After all, to effectively upsell a server must have the
ability to sell. Good salespeople develop rapport with customers
quickly by asking customer-oriented questions. For example, a guest
who has trouble deciding what to order will appreciate the server
asking what type of food they feel like eating, and then suggesting
an appropriate item. The better the rapport, the more likely customers
will trust the server and accept recommendations. Servers must also
have a desire to help, and be able to recognize opportunities to
upsell.
Operators can help wait staff sell by developing a chart of menu
items and their interrelationships. For instance, provide servers
with knowledge of what wine will go well with the fish, so that
they will be able to recommend it without hesitation. Of course,
servers must know the menu inside and out and be able to offer their
personal recommendations.
Many servers may be reluctant to try suggestive selling because
they’re uncomfortable with the idea. For this reason, staff
training should incorporate upselling techniques aimed at improving
staff skills, knowledge, and attitudes, while allowing them to practice
their selling skills through role-playing. This way management can
observe if the greeting is correct, that staff make eye contact
with patrons, and that they do not simply spew out a rehearsed phrase
such as “Would you like fries with that?” Providing
recognition or rewards to encourage upselling is also effective,
as is reminding servers that the higher the cost of the meal, the larger
the tip they will receive.
There are also several marketing techniques restaurateurs can use
to encourage upselling. Product bundling offers another opportunity
to upsell. A prix fixe menu or daily specials that include a dessert
so that the customer perceives added value, will increase profits.
Visual aids will also boost sales. Props such as tent cards and
blackboards can be effective suggestive selling tools. And wheeling out a decadent
dessert cart after a meal may be just they thing to tempt guests
into satisfying their sweet tooth. Merely seeing the enticing item set down
before another guest often prompts a customer to follow suit.
Finally, remember that there’s a fine line between effective
suggestive selling and obnoxious pushing. Suggestive selling should
be a soft sell, with servers offering to help guests without coming
across as pushy. The key is for customers to leave feeling their
money wasn’t wasted. When done correctly suggestive selling
not only prompts customers to spend more, but also conveys a high
calibre of customer service, stimulating repeat business and ultimately
increasing profits.
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