Up-selling

In
Restaurants
Akshay
Khanna

Learning Objectives

Sales in Restaurant Business.

What is Sales?

Sales Techniques .

The Up-selling process.

Handling Difficult Up-selling Situations.

Sales in Restaurant Business

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Sales in Restaurant Business(Cont.)

Sales in Restaurant Business(Cont.)

Sales in Restaurant Business(Cont.)

Evolution of Sales

What is Selling?
Selling is :

All about having Conversations.

All about helping customers by :

Making an emotional connect.

Making them feel comfortable.

Matching their needs / wants .

Finding a solution to their problems.

All about Winning.

Most basic aspect of your business.

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What is Selling?...(Cont.)
Selling is :

A peoples business.

People buy from the ones they like and trust.

More than the sale, the effort to build relationship matters.

To achieve sale, you must :

Build a good lasting relationship.

Be clear and genuine.

Make the sale inside this relationship.

What makes a good Sales Person?

The Sales Process

The Sales Process

Sales Techniques

Sales Techniques
1.

Up-selling : Recommending an enhanced or additional product or

service that is consistent with guests needs and wants and is over
and above what he/she would have ordered.

2.

Suggestive Selling : Increasing a guests original order by

giving suggestions & Ideas and in turn increasing his satisfaction
& average spend.

3.

Cross Selling : Recommending an alternative or additional

feature or service that is consistent with guest requirements.

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Upselling
Upselling : Servers use up-selling to convince customers into buying
extra menu items or upgrade their current purchase. E.g. French Fries
with cheese instead of French Fries, A Cocktail with Grey Goose /
Absolut instead of pouring brand of Vodka.
Advantages of Up-selling:

Increased Average per check.

Enhanced customer experience.

Better Customer Feedback scores.

Better tips.

Higher Job satisfaction.

Ensures Repeat Business.

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Upselling(Cont.)
What can you Up-sell:

Drinks

Appetizers

Side dishes such as Side salads

Add-ons such as Caramelized Onions, Guacamole etc.

Desserts

Upgrades

Most Profitable Items / Slow Moving Items

Specials of the Day

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The Up-selling Process

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Identifying Potential Customers

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Potential Customers(Cont.)
RECIPE PEOPLE

ENTRE PEOPLE

Analytical, Use facts, examples, details.

Consistent and habitual

Forceful and persistent

Controlling and competitive

Respond to:
Thorough, accurate descriptions
Minimal risks

Respond to:
Efficiency
Briefly stated options & probabilities

BARBEQUE PEOPLE

DESSERT PEOPLE

Friendly and empathetic

Accommodating
Personal relationships
Respond to:
Supportiveness , Suggestions
Emotions & Gut Feelings

Poised and sociables

Fashionable
Personal contact
Respond to:
Trends and Status
Incentives

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Know Your Product

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Know Your Product (Cont.)

3.

Knowledge and Ability :

Know your menu / product.

Be thorough with the basics, e.g., proprietary / preparatory

sauces.

Respect the religious taboos e.g., Kosher / Halal / Pork.

Make specific suggestions, dont be vague.

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Approaching The Guest

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Approaching(Cont.)
Selling is an Art and requires the following basics:
A.

First Impressions :

Personal presentation.

Tone of Voice.

Mannerisms & Gestures.

Phrases / Words used.

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Approaching(Cont.)
B.

Attitude :

Maintain eye Contact & Listen Attentively .

Ask the right questions.

Know your customers.

Anticipate customers needs.

Engage your customers in the Selling activity.

Be confident, courteous and proud.you are On Stage.

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Identifying Customers
Needs & Wants?

Funnel Technique
OPEN ENDED QUESTIONS
Questions which motivate the guest to give detailed
answers

CLOSED ENDED QUESTIONS

Questions which provide specific factual
information

LEADING
QUESTIONS
Questions useful for confirming your
understanding of guests needs.
These elicit a YES or NO response
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Effective Listening

Face the customer who is talking to you

Maintain eye-contact

Do not interrupt the customer

Avoid distractions

Acknowledge the guests emotion

Empathize with the customer.

Use words to indicate that you are following

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Making The Sale

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Making The Sale(Cont.)

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Making
The The
SalesSale(Cont.)
Process

Price is what you p

Value is what you ge

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Handling Difficult
Up-selling Situations

Difficult Situations
1.

Your Suggestion is not accepted

Listen carefully to the refusal .
Offer an alternative that might still interest the guest .

2.

Guest Complains about the item you suggested

Listen.
Apologize & Empathize.
Thank the Guest.
Immediately inform the supervisor / manager .

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Difficult Situations(Cont.)
3.

The Guest complains about the price.

4.

Offer an alternative that is less expensive.

Guest does not want any suggestions.

Apologize.
Quietly Leave & come back when the guest is ready to
order

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The critical thing to remember is that

Great service
is the most important touch point.
It is a pre-requisite of Attracting & Retaining the customers.
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Remember

Do not hesitate to Up-Sell

Listen to the Guest and be sensitive to his needs / wants.

Do not be concerned about the price most guests have taken

our prices into consideration before choosing us.

Make specific recommendations Do not say everything is Good

Aim to add value to his / her service experience.

Remember that customers like to feel like They are in charge at

all times.

Do be pushy with Up-selling.

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Believe

Thank you
and
Happy Selling