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SELLING SKILLS
The most important part of selling is to ASK!
If you don’t ask a customer if they want something, then you will never sell anything.
Don’t be SHY!
Why do Customers buy from you? They NEED or WANT the product or service you have to offer.
They want to feel better about themselves, improve their health, learn more, eat well...etc
Ask an ‘open’ question such as ...“Which entrée would you like?
Rather than...“Would you like an entree”
ASSUMING THE SALE
?????
Customers are more than happy to pay for good quality service!
As there is so little of it around today!
ALWAYS ask...“What pre dinner drink would you like?”
It commences the proceedings and gives the guest something in their hands.
When a guest orders an item, try to offer another item that
may go with it. A soup order may be
complemented with garlic or herb bread.
COMPLEMENTARY SELLING
EXAMPLE...
A coffee may be complemented by a cake or glass of liqueur or port. Make sure the items match each other!
Offer a drink when guests arrive
Always offer an entreeOffer side orders – they are very profitableOffer sparkling waterAlways offer desserts and Tea / Coffee
SMART TIPS
Advise guests of snack menus and specials at every opportunity.
ALSO...Advise them of what is NOT available so you avoid
looking silly when they order that item!
Recommending specials, desserts, appetizers, side dishes and beverages.
YOU HAVE NOTHING TO LOSE!
The worst that can happen is the guest says “no thanks”.
SUGGESTIVE SELLING
When you offer a higher priced item than the one that has already been ordered.
UP SELLING.
UP SELL EXAMPLE:
Offering a Premium Scotch whisky to a guest that has ordered a less expensive house brand.
SPONTANEOUS SUGGESTION
Example... Top up a 1/4 full wine glass midway through the main course meal rather than when it’s empty.
Be specific about a suggestion.AVOID using the word another.
“Would you like another beer” or
“Can I get you another bread”
Say WHAT / Say WHEN
TRY....
I will bring you a Heineken (WHAT) in a moment (WHEN).I’ll get the garlic bread (WHAT) for you immediately (WHEN).
Say WHAT / Say WHEN
Customers buy from staff who they can warm to and find likeable.
Your actions, personality and general demeanour will dictate whether customers have any simpatico towards you.
“SIMPATICO”
Find out exactly what the guest may want and steer them towards a sale.
YOU control the purchasing process.
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Asking OPEN QUESTIONS is critical to selling. You ask these questions to get an extended response so you can uncover the guest’s needs a lot quicker.
How often do you?
What type of?
Are there any?
Questions to ask a diner........
• Do you prefer beef or chicken? • Sweet or spicy?
• Green or red chilli?• Large or small serving?
Then offer suggestions from the menu that fit the answers.
Questions to ask when selling wine.
Do you prefer white or red?Local or interstate label?Would you like a glass or a bottle?How many glasses would you like? Which variety of grape?Do you prefer wood matured variety?
Know your drinks and ALWAYS offer themKnow the SPECIALS and keep offering themOffer “side orders” with every main meal
SMART TIPS
Easy to suggest and sell.Easy & quick to produce.Lower unit cost.Use inexpensive ingredients.
The main profit makers are fries, salads, pastas, rice & desserts.
Try to use “descriptive” terms when selling products in the bar or restaurant.
It paints a more enticing picture.
CHEFS
GARDEN!
LOCALLY GROWN!
SPECIAL!
DESCRIPTIVE:“Fresh locally grown
sliced strawberries with King Island double
cream”
VERSUS
“Would you like some dessert?”
Buying SignalsWatch for signals such as:
•Raised arm•Turning around constantly•Anxious expression on guests face
You need to be SCANNING the room at all times to pick up these signals.
Recommending items
Offer a number of choices. Timing is essential when offering. Provide an option “to share” as well.
Better to sell one portion than none at all to a table of 4!
Customers most open to selling:
Been looking at a menu or wine list for a long time.
Those that seem indecisive or hesitant.
Those that keep turning their head around.
When customer asks for a Vodka ask, “Do you have a preference? .We have Stoli or Finlandia.”
If the customer says, “Stoli” then you have converted a standard sale into a high-end sale.......adding extra dollars to the takings.
Don’t take rejections as
personal.Not everyone will buy what you offer.
Opportunities will always arise to sell.
Selling is a skill that needs practise.
Keep ASKING the questions.
REASONS FOR NOT BUYING....
Unsure of what they want.Avoid trying different things.Have never bought that before.Product may be too expensive.
Logic – this is when they focus on what a product does.
Emotion – focus on the emotions or feelings associated with the product.
Guests will buy things based on 2 provisions...
Are the guests driven by Logic OR emotion?
NON-verbal signals such as tone of voice, body language and facial expressions will indicate how you need to present the product and what to offer.
Describing products.
Keep the description simple and easy to understand.
Avoid too much information.
Pitch the sale at a level the customer is comfortable with.
Where possible – offer desserts
Sell desserts to SHARE
Sell dessert wines, cocktails or liqueurs
SMART TIPS
If a guest has folded arms, a flat looking expression and is constantly looking away, then they are probably not interested in the product.
The same if they use the following expressions...
“No”“Not really”“Doesn’t matter to me”
Guests don’t buy when...Price is too high.
Have NO interest in the item.
Don’t like the choices on offer.
Don’t like YOU or your manner.
Don’t trust the venue.
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Dealing with objectionsFind out the guests real concern.
Acknowledge the objection.
Don’t try to debate the objection.
Don’t take it personally.
Don’t be annoyed with it.
Most guests EXPECT to be sold to in a venue.
They want to try something new, larger, tastier, nicer, more expensive, imported, unusual.
It’s NO surprise when a suggestion to buy is made to them!
NO
An increase in revenue is due to selling additional soft drinks, coffees, snack items, appetisers, desserts and side dishes.
They have the best profit margins!
Staff need to vividly and accurately describe items.
If a guest asks what's good on the menu or which beer is best, you need to give a credible suggestion.
Tell the guests that...It’s freshly madeLocally sourcedMade that morning Delivered todayAward winningSpecial deal
Your selling skills mean nothing if you cannot...
Serve the product QUICKLY
Vouch for its QUALITY
FOLLOW UP the guests thoughts
Confirm it has been the right CHOICE
Are youse guys right for drinks?Can I get you ladies anything?How you going there?The usual Dave?Have you checked the specials?You don’t want wine do you?
These are NOT selling techniques
Knowing when to stop selling is just as important as knowing when to sell.
Never be pushy and more interested in getting a sale than in meeting the guest’s needs.
Never put a sale above guest needs.
Most staff hate selling because they see it as trying to make the guest do something they don’t want to do.
Most fear rejection!
When is it safe to sell?
When the sale makes the guest happy.
Every venue has mediocre items that disappoint.
Your role is to stop them from ordering the disappointments!
You sell items to IMPROVE quality.
Your offers must suit the occasion.
Don’t offer a beer WITH a cake.
They don’t GO together!
You offer a coffee or a liqueur.
Don’t try to ADD items to a meal.
Try to improve the QUALITY.
Guests don’t just want a larger serve.
Ask them how the meal could be more enjoyable for them?
Gross profit margins on beverages are HUGE when compared to food.
However the ratio of beverages sold to food is about 20% in most Food and Beverage venues.
Aim to sell TWO types of drinks to each guest!
At breakfast – Sell a glass of juice
AND a coffee.
At lunch - Sell a beer, soft drink, wine AND a cafe latte.
At dinner – Sell a beer, cocktail or wine AND a coffee.
You never ask a diner…“What do you want to eat?”
So why do we ask them…“What do youse wanna drink?”
Ask properly!
When 4 or more people are drinking with meals, stagger the orders and avoid the phrase…‘Another round?’
Selling new drinks ONE on ONE raises the number of beverages sold.
Don’t sell “rounds”
Using the Nod. When suggesting a drink, smile and slowly nod your head up and down at the same time.
Research shows that 60% of guests will nod right back and take up your suggestion!
Keep doing it!You need to put the SELLLING skills into practice at every opportunity.
Repetition will bring about mastery of the process.
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