Psychology of Service

& Sales-Building
HRT 382

Thanks to:
E. Jerome McCarthy, author of
Basic Marketing: A Managerial
Approach
William B. Martin, author of Quality
Service: The Restaurant Managers
Bible
Raymond J. Goodman, Jr., author of
The Management of Service for the
Restaurant Manager

The Marketing of Service

Marketing Basics
Needs
Wants
Demands

(a want backed-up with $)

Ability & Willingness

Product vs. Service

Satisfaction
What is perceived value?????
Utility
The

buyers estimate of the products

capacity to satisfy their particular need

Value
What

the product offers for the price

Satisfaction
The

balance between utility and value

The most utility per dollar

Meeting & Exceeding

Expectations
Where do they come from?
E. Jerome McCarthy, in Basic
Marketing: A Managerial Approach ,
popularized The 4 Ps
Product
Price
Place
Promotion

Maslows Hierarchy of Needs

(In reverse order & in F&B terms!)
Physiological Needs
Food, warmth, health, cleanliness

Safety Needs
Job security, safe working conditions, benefits

Social Needs
Belonging, acceptance, friendship

Psychological Needs
Self-esteem, responsibility, status, influence

Self-Actualization
Interesting work, involvement, achievement

Service Quality - Two

Dimensions
Procedural
The

mechanical or systems stuff

Convivial
Warm

& caring service emotional

stuff

Procedural Dimension
Accommodation
Anticipation
Timeliness
Organized Flow
Communication
Customer Feedback
Supervision

Convivial Dimension
Attitude
Attentiveness
Tone of Voice
Body Language
Tact
Naming Names
Guidance
Suggestive Selling
Problem Solving

Hospitality Mentality
It is easy enough to be pleasant
When life flows along like a song,
But the person worthwhile
Is the person who can smile
When everything goes dead wrong.
Anonymous

Sales-Building
A focus on the top line of the financial
statement
The ultimate goal, of course, is to drop
profit dollars to the bottom line, but the
initial focus is to increase revenue.
Building sales can happen in two BASIC
ways -

Sales-Building

More Guests
or

More $ per Guest

More Guests
To Increase the number of guests
Community Marketing (marketing outside the
restaurant)
In-House Marketing (marketing inside the
restaurant; get guests back another time)
Increase Hours of Operation (open earlier
and/or close later)
Add Day Parts (a day part is a meal period)
Increase the Average Table Turn Time (more
guests per hour)
Other

More $ per Guest

Increase the amount each guest
spends
In-House

Merchandising
Suggestive Selling
Up-selling (a style of suggestive selling)
Raise Prices
Menu Engineering
Other

In-House Marketing Possibilities

Promotions
Mailing or Email Lists
Bounce Backs
Table Tents
Banners
Check Presenter (message or inserts)
Flyers
Posters
Special Menus
Other

Suggestive Selling
Making a guest aware of an item they
might be unaware of
Use specifics as you take orders
Would

anyone care for a glass of

Beringer Chardonnay or, perhaps, a
bottle of Sierra Nevada Pale Ale?

Remember

to save room for our

homemade Fresh Apple Crisp!

Up-Selling
Upgrading a guests order to a higher
quality (and, yes, priced) item
For example:

If a guest orders a glass of white wine, the

server mentions the Chardonnay selection

If a guest orders a burger, the server asks,

Would you like to top your burger with apple
wood smoked bacon or a thick slice of sharp
cheddar cheese?

Suggestive/Up-Selling
The Power of the

Personal Recommendation
Presenting your favorite
Doing so in a sincere, heart-felt
manner
When you true personal favorite is
also the most expensive, back your
opinion up and/or offer other
alternatives

Raising Prices
This strategy has its challenges
Positive: it is quick
Negative: guests, especially frequent
diners, notice
If you work for a large organization,
you may not be able implement this
strategy

Menu Engineering
The layout and design of the menu
The use of bullets, flags, and boxes
to draw attention to certain items.
The the location and placement of
items or item categories
Branding