Staff Training, May We Suggest ...
Foodservice
and Hospitality, October 2002. David Lipton.
Successful upselling can significantly boost the bottom line, while
actually improving customer service.
Would you find it hard to believe that within a one-year period
it's possible to increase you revenue per customer by $3, and realize
a 300-per-cent return on investment? All operators are concerned
the maximizing and increasing profits, something that will often
be accomplished by increasing the average check, usually through
a price increase or y 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 you 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 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 over
bearing. Their suggestions should be helpful, without meaning to
pressure. For instance, a customer who seems unsure of what to order
may appreciate the 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 to 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 sever
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
behave a desire to help and be able to recognize opportunities to
upsell
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 the 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 guest without coming across
as pushy. They 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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