Sales & Service in Hospitality

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A look at the myths and principles of being a "salesman/woman" in the Hospitality Industry.

Tips for Tips are also included to help you with some stats on better tipping.

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  • \n80% of bars either lose money or break even (hence expression busy going broke)\n\nSome businesses that lose money are both popular and busy. Why is that?\n\nIf a business can’t successfully make a profit from few customers. Then it only loses money faster the more it has.\n\nThe bartender plays a critical role I determining whether the business makes or loses money.\n
  • \n80% of bars either lose money or break even (hence expression busy going broke)\n\nSome businesses that lose money are both popular and busy. Why is that?\n\nIf a business can’t successfully make a profit from few customers. Then it only loses money faster the more it has.\n\nThe bartender plays a critical role I determining whether the business makes or loses money.\n
  • W/SALE: Cost of purchased goods (before any actions taken to order)\n\nRETAIL: Cost to Consumer\n  \nGROSS PROFIT: The difference between the RETAIL PRICE and the W/SALE PRICE of the product\n \nNET PROFIT: The profit that remains after ALL COSTS have been factored in incl. Utilities, staff, entertainment, insurances etc\n \nKPI: Key Performance Indicator \n \nMost bars build in a GROSS PROFIT MARGIN OF AROUND 70 –80% on products, while the average bar aims to make a NET PROFIT OF ONLY BETWEEN 7 – 10%!\n
  • W/SALE: Cost of purchased goods (before any actions taken to order)\n\nRETAIL: Cost to Consumer\n  \nGROSS PROFIT: The difference between the RETAIL PRICE and the W/SALE PRICE of the product\n \nNET PROFIT: The profit that remains after ALL COSTS have been factored in incl. Utilities, staff, entertainment, insurances etc\n \nKPI: Key Performance Indicator \n \nMost bars build in a GROSS PROFIT MARGIN OF AROUND 70 –80% on products, while the average bar aims to make a NET PROFIT OF ONLY BETWEEN 7 – 10%!\n
  • W/SALE: Cost of purchased goods (before any actions taken to order)\n\nRETAIL: Cost to Consumer\n  \nGROSS PROFIT: The difference between the RETAIL PRICE and the W/SALE PRICE of the product\n \nNET PROFIT: The profit that remains after ALL COSTS have been factored in incl. Utilities, staff, entertainment, insurances etc\n \nKPI: Key Performance Indicator \n \nMost bars build in a GROSS PROFIT MARGIN OF AROUND 70 –80% on products, while the average bar aims to make a NET PROFIT OF ONLY BETWEEN 7 – 10%!\n
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  • MOVE TO THE BAR\n\nHAVE BASIC POUR TEST SET UP ON 2 MACHINES \n\nSPLIT INTO 2 GROUPS\n\nCONDUCT A DEMONSTRATION AND HIGHLIGHT THE CORRECT ‘BARMETRIX’ POPURING TECHNIQUE.\n\nRUN GROUPS THROUGH TEST\n\nCOMPLIE RESULTS AT END\n\nPROJECT INTO SCREEN AND AWARD PRIZE\n
  • MOVE TO THE BAR\n\nHAVE BASIC POUR TEST SET UP ON 2 MACHINES \n\nSPLIT INTO 2 GROUPS\n\nCONDUCT A DEMONSTRATION AND HIGHLIGHT THE CORRECT ‘BARMETRIX’ POPURING TECHNIQUE.\n\nRUN GROUPS THROUGH TEST\n\nCOMPLIE RESULTS AT END\n\nPROJECT INTO SCREEN AND AWARD PRIZE\n
  • MOVE TO THE BAR\n\nHAVE BASIC POUR TEST SET UP ON 2 MACHINES \n\nSPLIT INTO 2 GROUPS\n\nCONDUCT A DEMONSTRATION AND HIGHLIGHT THE CORRECT ‘BARMETRIX’ POPURING TECHNIQUE.\n\nRUN GROUPS THROUGH TEST\n\nCOMPLIE RESULTS AT END\n\nPROJECT INTO SCREEN AND AWARD PRIZE\n
  • MOVE TO THE BAR\n\nHAVE BASIC POUR TEST SET UP ON 2 MACHINES \n\nSPLIT INTO 2 GROUPS\n\nCONDUCT A DEMONSTRATION AND HIGHLIGHT THE CORRECT ‘BARMETRIX’ POPURING TECHNIQUE.\n\nRUN GROUPS THROUGH TEST\n\nCOMPLIE RESULTS AT END\n\nPROJECT INTO SCREEN AND AWARD PRIZE\n
  • MOVE TO THE BAR\n\nHAVE BASIC POUR TEST SET UP ON 2 MACHINES \n\nSPLIT INTO 2 GROUPS\n\nCONDUCT A DEMONSTRATION AND HIGHLIGHT THE CORRECT ‘BARMETRIX’ POPURING TECHNIQUE.\n\nRUN GROUPS THROUGH TEST\n\nCOMPLIE RESULTS AT END\n\nPROJECT INTO SCREEN AND AWARD PRIZE\n
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  • Sales & Service in Hospitality

    1. 1. PROtrainerBartender/Server TrainingSystem Sales & Service in Hospitality
    2. 2. 3 Golden Rules of Hospitality
    3. 3. 3 Golden Rules of Hospitality
    4. 4. 3 Golden Rules of Hospitality
    5. 5. 3 Golden Rules of Hospitality
    6. 6. 3 Golden Rules of Hospitality
    7. 7. 3 Golden Rules of Hospitality Make Every Customer Smile!
    8. 8. 3 Golden Rules of Hospitality Make Every Customer Smile! Encourage an “Optimal Spend”
    9. 9. 3 Golden Rules of Hospitality Make Every Customer Smile! Encourage an “Optimal Spend” Give a reason to return (with friends)
    10. 10. Selling…
    11. 11. Selling…
    12. 12. Selling… Selling is the 2ndoldest profession in the world (often confused with the first…)
    13. 13. Selling… Selling is the 2ndoldest profession in the world (often confused with the first…) “Les Dames de la Nuit”
    14. 14. Selling… Selling is the 2ndoldest profession in the world (often confused with the first…) “Les Dames de la Nuit” The Transfer of Enthusiasm
    15. 15. THE PLATINUM RULE OF SELLING
    16. 16. THE PLATINUM RULE OF SELLING ‘Treat people the way THEY would like to be treated’
    17. 17. The 5 Principles of Hospitality Sales
    18. 18. The 5 Principles of Hospitality Sales 1. Initiating Contact 2. ID Customer 3. Building Trust 4. Suggestive Selling 5. Reason to Return
    19. 19. Initiating Contact
    20. 20. Initiating Contact Use Peripheral Vision
    21. 21. Initiating Contact Use Peripheral Vision Acknowledge immediately
    22. 22. Initiating Contact Use Peripheral Vision Acknowledge immediately Ask open-ended questions
    23. 23. Initiating Contact Use Peripheral Vision Acknowledge immediately Ask open-ended questions Be Proactive (not Reactive)
    24. 24. ID Customer
    25. 25. ID CustomerRock
    26. 26. ID CustomerRock
    27. 27. ID CustomerRock Sponge
    28. 28. ID CustomerRock Sponge
    29. 29. Building Trust
    30. 30. Building TrustBuild rapport first
    31. 31. Building Trust Build rapport firstCross-sell to similar products
    32. 32. Building Trust Build rapport firstCross-sell to similar products Be honest
    33. 33. Building Trust Build rapport firstCross-sell to similar products Be honest NO hard sell!
    34. 34. Suggestive Selling
    35. 35. Suggestive Selling✦ Quick Sell: Brand name mentioned ‘on the fly’
    36. 36. Suggestive Selling✦ Quick Sell: Brand name mentioned ‘on the fly’✦ Up-sell: Movement up to higher valued item
    37. 37. Suggestive Selling✦ Quick Sell: Brand name mentioned ‘on the fly’✦ Up-sell: Movement up to higher valued item✦ Cross Sell: Move across to items of similar value
    38. 38. Suggestive Selling✦ Quick Sell: Brand name mentioned ‘on the fly’✦ Up-sell: Movement up to higher valued item✦ Cross Sell: Move across to items of similar value✦ Call-back: Check in to see if customer wants a ‘top-up’
    39. 39. Reason to Return
    40. 40. Reason to Return Re-affirm sale
    41. 41. Reason to Return Re-affirm saleUpcoming events/ change
    42. 42. Reason to Return Re-affirm sale Upcoming events/ changeAsk for opinion/ get feedback
    43. 43. Reason to Return Re-affirm sale Upcoming events/ changeAsk for opinion/ get feedback Genuine thanks & smile
    44. 44. Reason to Return Re-affirm sale Upcoming events/ changeAsk for opinion/ get feedback Genuine thanks & smile
    45. 45. The 5 Principles of Hospitality Sales
    46. 46. The 5 Principles of Hospitality Sales 1. Initiating Contact 2. ID Customer 3. Building Trust 4. Suggestive Selling 5. Reason to Return
    47. 47. TIPS FOR TIPS! adapted from www.alconomics.com
    48. 48. TIPS FOR TIPS! adapted from www.alconomics.comThere are many studies intotipping and at a basic level thereis an understanding that there isnot much correlation betweenquality of service and tip levels…
    49. 49. TIPS FOR TIPS! adapted from www.alconomics.comThere are many studies intotipping and at a basic level thereis an understanding that there isnot much correlation betweenquality of service and tip levels…But they have found manythings that waiters andbartenders can do to increasetheir earnings… try out some ofthese tips for tips:
    50. 50. TIPS FOR TIPS!
    51. 51. TIPS FOR TIPS!1. Try to look or dress distinctively. Whether it’s a flower in your hair, an interesting hat or tie or even one of the many charity bands that are springing up on wrists everywhere.
    52. 52. TIPS FOR TIPS!1. Try to look or dress distinctively. Whether it’s a flower in your hair, an interesting hat or tie or even one of the many charity bands that are springing up on wrists everywhere. • they have proved in scientific studies that tips increase by an average of 17% if you look different to your fellow servers…Always check with management as your favourite Porn Star t-shirt may well not go down too well with everyone…
    53. 53. TIPS FOR TIPS!1. Try to look or dress distinctively. Whether it’s a flower in your hair, an interesting hat or tie or even one of the many charity bands that are springing up on wrists everywhere. • they have proved in scientific studies that tips increase by an average of 17% if you look different to your fellow servers…Always check with management as your favourite Porn Star t-shirt may well not go down too well with everyone…2. Introduce yourself. Not Like a Machine!!
    54. 54. TIPS FOR TIPS!1. Try to look or dress distinctively. Whether it’s a flower in your hair, an interesting hat or tie or even one of the many charity bands that are springing up on wrists everywhere. • they have proved in scientific studies that tips increase by an average of 17% if you look different to your fellow servers…Always check with management as your favourite Porn Star t-shirt may well not go down too well with everyone…2. Introduce yourself. Not Like a Machine!! • “Hi, I’m XXX and I will be your bartender tonight” but a genuine and friendly greeting, a shake of the hands and some eye contact has been shown to increase tips by 10%
    55. 55. TIPS FORof your guests… try to TIPS!3. Try to copy the movements copy their body language, maintain good eye contact and get close to them (lean in or over the bar towards them). •The keys to ‘non verbal’ communication are postural similarity, more eye contact and proximity… if taking an order at a table, squat down to the guests’ level, if from the bar then copy the guest and they have been shown to increase their tip by 5%.4. Repeat the order. Although copying people can be annoying by repeating their order, either as you take it or at the end, It has been shown to increase tips by nearly 30%! And of course it means that less mistakes are made by checking that you heard correctly.

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