| Opportunities for up selling come along all the time | | | | Appearing' to accept the customer's `no' decision |
| in your restaurant or cafe and unless you and | | | | can create another opportunity. By suggesting |
| your staff take advantage of them you are | | | | that they bring the dessert menu back `later' will |
| leaving money on the table so to speak. Today I | | | | give the customer a chance to have the main |
| wanted to give you some information on how to | | | | meal settle and perhaps when they are |
| capitalize on these opportunities to make you | | | | approached later, they may be able to be enticed. |
| more sales, combined with having the right | | | | UP-SELLING |
| restaurant management tools will get you the | | | | Probably the most famous up selling phrase is |
| results you require. | | | | "would you like fries with that?" Many people |
| OPPORTUNITIES FOR UP SELLING | | | | nowadays actually refer to up selling by that |
| There are basically three areas we can outline to | | | | phrase. So use it to your advantage - because it |
| up sell to a customer. | | | | works! |
| 1. Set opportunities | | | | As a general rule, when a customer orders one |
| 2. Up-sell | | | | thing, ask if they would like another `thing'. It is a |
| 3. Spontaneity (monitoring customers' needs) | | | | good idea to have set `up sell' items. Again, the |
| SET OPPORTUNITIES | | | | most famous is fries with a hamburger. |
| A Set Opportunity means that there are set | | | | After the meal for example, referring back to the |
| times that are suitable to suggestive selling, from | | | | dessert opportunity, if the `follow up' dessert |
| when the customer enters the restaurant to | | | | offer is still declined, then offer after-dinner drinks. |
| when they leave. | | | | DOWN SELLING |
| There are three'-such Set Opportunities: | | | | A different (indeed opposite) approach to up |
| 1. When the customer is initially taken to the table | | | | selling is down selling. As the name suggests, it's a |
| 2. When the order is taken | | | | matter of suggesting a higher priced and/or |
| 3. When dessert is ordered | | | | quality product in the beginning and if the |
| OPPORTUNITY 1. | | | | suggestion is not heeded they can then suggest a |
| When taking the customer to the table it is a | | | | `down market' or less expensive item. This can be |
| good opportunity to let them know about drinks. | | | | particularly effective when the customer is a little |
| Saying something like "Would you like a wine, | | | | indecisive. |
| cocktail or soft drink while you think about your | | | | CROSS SELLING |
| order?" is a good way to have them make a | | | | Similar to up selling and down selling, cross selling is |
| decision as to what drink they may like. | | | | about suggesting something of similar value but of |
| OPPORTUNITY 2. | | | | a different range but perhaps with a better |
| When the order is taken, many waitpersons will | | | | margin. For example, if your client managed to |
| make the mistake of asking a `closed' question | | | | buy a quantity of say Budwieser for a special |
| like, would you like an entree? A better way is to | | | | price, then they might have their team begin to |
| `assume' the sale. Try something like "which | | | | `Cross Sell' it in place of the Molsen Dry that they |
| entree would you like to try sir/ma'am?" If an | | | | had bought at regular price. |
| entree is declined, proceed to the next | | | | SPONTANEITY |
| opportunity, which is asking which main meal they | | | | A spontaneous suggestion, as the name suggests, |
| would like, perhaps suggesting a favourite. Upon | | | | is when the suggestion is made from an |
| the customer choosing, it provides another | | | | impromptu situation. |
| opportunity to `upsell' to say a larger serve or a | | | | There are many, many opportunities that may |
| side order etc. | | | | exist, far too many to list, however, an example |
| OPPORTUNITY 3. | | | | of a spontaneous suggestive sell, might be a `top |
| Asking for the dessert order can sometimes | | | | up' on a half full wine glass. Good bar persons are |
| produce and obstacle for the unwary waitperson. | | | | particularly adept at this. They assume the sale! |
| Many customers will say no because they have | | | | Suffice to say, that Spontaneous Suggestive |
| just finished eating and feel a little full. However, | | | | Selling will improve as product knowledge, |
| the astute waitperson will see an opportunity. By | | | | confidence and team motivation improves. |
| `seductively' describing what desserts are available | | | | There are a number of practical things that can |
| or describing `their' favourite, they can sometimes | | | | be done when used alongside the various |
| entice the customer to have a dessert. | | | | techniques covered in the previous sections. |