This document provides an overview of up-selling skills for food and beverage servers. It defines up-selling as a technique to increase revenues without increasing the number of customers by raising the average guest check total. It distinguishes up-selling from cross-selling and suggestive selling. The document recommends that servers understand customer psychology, know the menu thoroughly, and express recommendations professionally and ethically to prioritize customer satisfaction over short-term sales goals. The goal of up-selling, it stresses, is to develop long-term, loyal customer relationships.
Effective Training for Restaurant ManagersMia Gribble
Mia Gribble, a general manager with Restaurants Unlimited currently in charge of Henry's Tavern in Seattle, oversees the training of staff at various levels. When two hourly team members advanced to management positions, Mia Gribble provided their training.
I have posted this for our Hotel Mangement colleagues.
Sivakumar .JJ college of Arts and Science Silattur ,Contact Me for F&B Presentation to my Email-swasamae@yahoo.com
Part of the #AETCWorkshop series looking at upselling.
Designed and delivered to an international audience of business owners in Tallinn, Estonia.
For all enquires contact Richard.Brooks@k-international.com
Sequence of service is referred to as the order in which a waiter provides service to guests from the time the guest enters the restaurant to the time he leaves the restaurant.
Effective Training for Restaurant ManagersMia Gribble
Mia Gribble, a general manager with Restaurants Unlimited currently in charge of Henry's Tavern in Seattle, oversees the training of staff at various levels. When two hourly team members advanced to management positions, Mia Gribble provided their training.
I have posted this for our Hotel Mangement colleagues.
Sivakumar .JJ college of Arts and Science Silattur ,Contact Me for F&B Presentation to my Email-swasamae@yahoo.com
Part of the #AETCWorkshop series looking at upselling.
Designed and delivered to an international audience of business owners in Tallinn, Estonia.
For all enquires contact Richard.Brooks@k-international.com
Sequence of service is referred to as the order in which a waiter provides service to guests from the time the guest enters the restaurant to the time he leaves the restaurant.
Fundamental steps to master your selling skills. This document was created for the food delivery business, however, the knowledge is universal and apply for every business
This is a new company in the Houston area focusing on customer service training for under performing hotels and restaurants in the area.
Please be as honest as possible and give feed back and suggestions!
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2. Schedule of the courseSchedule of the course
What does up-selling mean exactly
What are his sister techniques
The guest’s psychology
When can you up-sell?
What you need to up-sell professionally
How do you express yourself?
The presence of Up-selling during a meal
Ketsi, an example of what a waiter needs to know to start
selling efficiently
Other important aspects for successful up-selling
Ethic in up-selling, part of our service culture at FS
The bottom line goal of up-selling
Mini test, can you differentiate up-selling from other
techniques?
Any questions ?
3. What is Up-selling ?What is Up-selling ?
Up-selling is a sales technique
permitting to increase revenues
with the same number of covers,
therefore increasing a restaurant’s
guest check average.
4. Basic examplesBasic examples
Fast food restaurants : When you order a
burger, you will often be asked” do you
want fries with that?”
Or : Today’s soup is Italian Clam Soup
“Zuppa Di Vongole”, we also have our
Lobster Bisque a traditional exquisite
dish.The Watercress and Fresh Pear Salad is
also very popular.
5. Up-sellingUp-selling
vs Cross-sellingvs Cross-selling
vs Suggestive-sellingvs Suggestive-selling
Up-selling is when you call a person’s attention
to an item of greater quality (and cost)
Cross-selling is when you inform a guest of a
related item that naturally “goes” with the
main product
Suggestive selling, you are acting as a
consultant (the most professional technique)
6. Understand the customer’s psychologyUnderstand the customer’s psychology
The customer is in a buying mood.
He already has made up his mind and is
open to any suggestion that will help him.
It all rests on your ability to engage
combined with how much trust you have
built.
7. When can you up-sell ?When can you up-sell ?
WaterWater
AperitifAperitif
AppetizerAppetizer
Daily specialDaily special
WineWine
DessertDessert
CoffeeCoffee
DigestiveDigestive
8. Professionalism in up-sellingProfessionalism in up-selling
Know all your menu items (taste, preparation,
presentation)
Know the product name
Know the value of your product
Know the selling price
Know at least 2 options when up-selling (choose
items you usually like)
Know your guests profile, assess you host who is
your key customer
9. How do you express yourself ?How do you express yourself ?
Someone only orders a roasted chicken as a main
course only, you can say: ”Would you care for a
light crispy spinach salad to start?”
“What kind of margaritas do you have? We have
lime flavored margaritas, or with tamarindo,
strawberry, but I would suggest you our lime
Premium margarita which is our most popular
margarita made with a superior tequila.
“Can I recommend you a sweet wine that would
perfectly match with your carrot cake, we have a
delicious late harvest Errazuriz by the glass ”
10. Other ways to express yourselfOther ways to express yourself
Recommend: "I think you should also get ..."
Suggest: "You might also want to add ..."
Consult: "I have personal experience with this, and I
urge you to ..."
Question: "Have you thought about? ..." "Have you
ever tried? ..." "Do you know about? ..."
Power phrases: "My experience has shown me ..."
Comfort them: "Most guests take ..." “Usually
everyone else uses ..."
Ask: “Would you care for? ..." "Would you like? ..."
11. Successful up-sellingSuccessful up-selling
Direct all communication to the host and
pay attention to cues. This means that if the
host frowns when you initiate suggestive
selling towards him/her, stop suggestive
selling immediately and simply present the
menus.
12. If you are asked to describe a particular item by a guest,
certainly provide an accurate description, but do not
blather ad infinitum, with superlatives.
After you have engaged the host comfortably, and it is
not disruptive to your presentation, quietly suggest one
or two appropriate wines (within an expected agreeable
price range) to the host and then allow him/her to make
the table’s selection.
Before reciting desserts, ask the host discreetly if he is
interested in your “special desserts” or dessert wines.
Same goes for specialty coffees. His body language will
reveal plenty.
13. Up-selling can be a win-win for everyone, but the
customer must win first.
Try to offer items that may not be on the menu and also
guide your guests through the dining experience so that
they can fully enjoy your wonderful restaurant.
Short-term “overselling”, putting your guests in
situations where they feel put on the spot or embarrassed
into buying more expensive menu items, or where they
feel a loss of control with respect to this business
transaction will hurt your restaurant.
You have to put the needs of your customer first, the
money follows!
14. REMEMBER !REMEMBER !
YOU CAN ONLY SELL A PRODUCT
IF YOU KNOW IT BY HEART !
YOU NEVER KNOW WHO YOU ARE
SELLING THE PRODUCT TO, BE
CAREFUL!
15. Know cocktails and beverage options
Know all menu items (presentation,
ingredients)
Know the catch of the day
Know the daily specials
Know at least 3 white wines and 3 red
wines (by the glass) and food combination
Know your desserts
16. Anything missing in orderAnything missing in order
to be successful?to be successful?
Your involvement will be capital
Your positive, cheerful outgoing
attitude will help the up-selling
process
Your enthusiasm and understanding
Show you care about the guest
17. Ethic in up-sellingEthic in up-selling
Selling Techniques Can Be Dangerous :
Imagin someone being seated in your restaurant
after a long day at the office. They're in your
restaurant to relax, unwind and enjoy them self, to
be taken care of and even pampered a little.
However, the server has been trained that they're
not really a server, but a "sales person." This means
their primary function isn't to serve or take care of
the guest but to "sell" the guest into parting with as
many of their hard earned dollars as possible.
18. Instead of taking a personal interest in the guest, the
server (now a sales person) is armed and ready to
spew forth as many "sales techniques" as are
needed to pump up the check average and in theory
their tip.
Will the guest notice the insincerity of the sales
pitch? Maybe, maybe not, but I can guarantee you
that, people are very perceptive and know when they
are being impersonally "sold," as opposed to being
"served" by a server who is there to genuinely take
care of them.
! ! ! !
19. What is the bottom lineWhat is the bottom line
goal of up-selling?goal of up-selling?
Form long-term relationships with
consistently satisfied customers
encouraging sales and repeat sales to
ensure long-term growth.
20. Little TestLittle Test
Can you differentiate up-selling from other techniques ?Can you differentiate up-selling from other techniques ?