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UP-SELLING SKILLS IN FOOD & BEVERAGE"— Presentation transcript:

1 UP-SELLING SKILLS IN FOOD & BEVERAGE

2 Schedule of the course What does up-selling mean exactly


What are his sister techniquesThe guest’s psychologyWhen can you up-sell?What you need to up-sell
professionallyHow do you express yourself?The presence of Up-selling during a mealKetsi, an example
of what a waiter needs to know to start selling efficientlyOther important aspects for successful up-
sellingEthic in up-selling, part of our service culture at FSThe bottom line goal of up-sellingMini test, can
you differentiate up-selling from other techniques?Any questions ?

3 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 examplesFast 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-selling vs Cross-selling vs 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 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 ? Water Aperitif Appetizer Daily special Wine
DessertCoffeeDigestive
8 Professionalism in up-selling
Know all your menu items (taste, preparation, presentation)Know the product nameKnow the value of
your productKnow the selling priceKnow 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 ?


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 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-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 ! 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 dayKnow the daily specialsKnow
at least 3 white wines and 3 red wines (by the glass) and food combinationKnow your desserts
16 Anything missing in order to be successful?
Your involvement will be capitalYour positive, cheerful outgoing attitude will help the up-selling
processYour enthusiasm and understandingShow you care about the guest

17 Ethic 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 line goal of up-selling?


Form long-term relationships with consistently satisfied customers encouraging sales and repeat sales to
ensure long-term growth.

20 Little TestCan you differentiate up-selling from other techniques ?

21 Start practicing SMARTLY using the tips of


successful selling.

22 HAPPY UP-SELLING !Thank You

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