selling skills

FOOD AND BEVERAGE DIVISION OPERATIONS MANUAL

DEPARTMENTAL SCOPE & RESPONSIBILITY

Topic : Selling Skills

Effective Date : 1 January 2007

Revised Date : Nil

Applicable : All Outlets

Forms to use : Nil

Refers to : Nil

THE GUEST

WHO IS THE MOST IMPORTANT PERSON IN THE HOTEL?If you think about it, it is not the manager, not the Chef, and not the waitress, but the GUEST. Without guests, there would be no hotels and restaurants and no jobs for waitresses, managers or any one else in the hotel.

WHAT IS THE GUEST

* A guest is the most important person in the hospitality business * A guest is not dependent on us - we dependent on him* A guest is not an interruption of our work - he is the purpose of it* A guest does us a favour when he calls - we are not doing him a favour by serving him* A guest is part of our business - not an outsider* A guest is not a cold statistic - he is a flesh and blood human being with feelings and emotions like our own* A guest is not someone to argue and match wits with* A guest is a person who brings us his wants - it is our job to fill those wants* A guest is deserving of the most courteous and attentive treatment we can give him* A guest is the lifeblood of our business.

EVERY guest who enters our hotel is a VERY IMPORTANT PERSON! IT IS OUR RESPONSIBILITY TO SEE THAT HE IS ATTENDED TO QUICKLY, QUIETLY, AND EFFICIENTLY!

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WHAT IS A SMILE?

- It cost nothing, but creates much- It enriches those who receive it, without impoverishing those who give it- It happens in a flash and the memory of it sometimes lasts forever- None are so rich that they can get along without it and none are so poor but they are richer for its benefits- It creates happiness in the home, fosters good will in business, is the countersign of

good friends- It is rest to the weary, daylight to the discouraged, sunshine to the sad, and natures

best antidote for trouble.- Yet, it cannot be bought, it cannot be begged, it cannot be borrowed and it cannot be stolen, for it is something that is personal until is it given away- And, if it ever happens that some people are too tired to give you a SMILE, why not give them one of yours?- For nobody needs a smile so much as those who have none left to give.

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SALES TECHNIQUES

BASIC STEPS TO INCREASE SALES

1) CONFIDENT ATTITUDE: KNOW that you will maximise sales!Assume that every table will have wine and order extra courses. Approach the table confidently - knowing they aren't dining on limited budgets. KNOW that your guests are going to spend money having an enjoyable and complete dinner. Salesmen are known for their confidence almost to the point of intimidation - and any salesman will tell you that everyone gets the "pitch" - no matter how they look, or where they might be from, or how much money you think they might have. Your aptitude and professionalism coupled with the ambience of the dining room should have the effect of taking the guest's mind off a minor thing like how much money the dinner is going to cost, so that he will sit back and have an enjoyable experience.

2) KNOW YOUR PRODUCT: A knowledgeable salesman knows every little detail about his product, and uses all of them at one time or another, depending on what the client wants to know, to sell his product. That's the reason for the training. You must know what's in all the sauces, the portion sizes, where the beef comes from, how the items are prepared and daily vegetables. The moment the guests notices that you do not know the product, he is going to lose interest in the product, because a question that has been uppermost on his mind concerning the product is not answered. A good salesman knows which aspects of the product to emphasise to which clients.Knowing and continually studying wines and liquors is of paramount importance, as these items increases the average check very quickly, and with relatively little effort in service.

3) BE PROUD OF YOUR PRODUCT: A salesman can most easily sell a product that he himself would have no reservations about owning - and it's easier still if he does already own one and can speak from experience. Consider our excellent food, our elegant ambience, our gracious and professional service, and you’re own personality and expertise in contributing to a memorable dining occasion. We have every reason to be proud of the total experience.

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4) SUGGESTIVE SELLING: A salesman is always "leading" the client - whether it be to a more expensive model, or away from particular colour which he does not happen to have in stock. People rarely come into the dining room knowing in advance every single item they plan to have for dinner that night. You are in the position to suggest items to increase the check. Even suggesting a shared appetiser to a couple who may not have ordered an appetiser at all can increase the average check. Your suggestion should always be couched in the most appetising, glowing, and descriptive term - factual, of course, but emphasising the exciting, the appetising, and the memorable aspects of the product.

5) GIVE CHOICES: Good salesman never ask a "yes" or "no" question, because it's too easy for the prospective client to say "no", and that is the end of the sale! Give "either"/"or" choices. Don't say, "Would you like some wine?" you haven't made me the least bit interested in ordering some, and I can get rid of you quite easily by saying "no". Say instead; "Have you selected a wine to accompany your dinner this evening, or would you like me to give you some assistance? Not: "Would you like an after dinner cocktail?" - rather, "We have a nice selection of fine cognacs, or perhaps you'd prefer a Grand Marnier or Drambuie?" Assume the guest is going to have one choice or the other, and don't give him the chance to say no!

6) PERSONAL RECOMMENDATION: "Personally, I like...." is one of the best ways to make a sale, because an undecided client will more easily go for a choice that already has at least one recommendation in its favour, even if that recommendation does come from a total stranger! Even if you don't have a personal favourite, suggest one. Think of your favourite before - dinner drinks to suggest to the undecided guest - have in mind your favourite wine to suggest, and be ready to offer some personal favourite after - dinner drinks.

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7) UP-SELL: A car salesman never lets a client walk out of the showroom with a stripped-down model. He is always trying to sell the convenience package, or the fancy paint stripes, or the air conditioning, or the AM/FM stereo. Don't waste your effort selling the house wine! Sell the better (and more expensive) bottled wine from the wine list. If you have to go to the bar to get a cocktail, it should just as easily is a "Premier" brand (which costs more money for the same amount of effort). What is important to realise, is that you will be increasing the guests satisfaction by offering them the better product, and therefore adding to their enjoyment. The better the time they have, the more inclined they will be to come back!

8) SELL MORE: As long as the guest is captive at your table, and buying anyway, sell him more and more! Never neglect to offer extra courses in addition to the entree. If you simply act as the "order taker" you have the wrong idea. Remind your guests about our delicious appetisers and soups - and also that there is still a dessert course - and our pastry chef has prepared some elegant and exciting desserts this evening! Don't stop at simply taking an order for an entree...sell salads.... and appetiser. and soup...and wine....and another round of cocktails... and the second bottle of wine.... and after dinner liqueurs....etc. As you can see, the possibilities are almost endless!

Note: Salesmanship should enhance your professionalism and not detract from it. Remember that no amount of friendliness can replace poor service!

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UP SELLING TECHNIQUES

The server may be asked to suggest specialities if the guest is hesitant. These should be made in a manner that seems helpful rather than pushy.

"Have you tried our chef's special, peppered Stone Steak" is better to say than "How about the steak?" Then explain the preparation of the dish if the guest is still hesitant.

If the guest is obviously celebrating a festive occasion, suggest a wine or champagne or perhaps a special dessert to make the meal more festive. This "soft sell" encourages the guest to enjoy him or herself, and increases the average cheque.

OBJECTIVE: TO INCREASE THE AVERAGE CHECK, AND TO INCREASE GUESTS SATISFACTION.

UP SELLING IS A PRE-PLANNED STRATEGY TO ENCOURAGE CURRENT GUESTS TO BUY MORE

1) IT INCREASES THE AVERAGE CHECKa) Increases sales and assists in keeping the outlet profitable.

b) Highlights your ability as a sales person.

c) It is a fact that supermarkets obtain 50% of their income through impulse purchases.

1) That is what we are trying to do and we can increase the percentage significantly by learning the techniques involved with up selling.

d) Every sale is important to the outlet, regardless of how small.

2) IT INCREASES GUESTS ENJOYMENT OF THE MEALa) Perhaps he forgot to order something they wanted.

b) He did not know we had an item they really like.

c) He never thought of trying an item.

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d) He will remember that you recommended an item and thank you if he enjoyed it.

e) He will take your recommendation on future occasions.

f) You are showing that you are interested in him and concerned he really enjoys his dining experience.

g) Suggestive selling is fun when you suggest the right item and the guest likes it. Both you and the guest will have fun.

h) Give the guest the opportunity to increase their enjoyment of the dining experience through new discoveries.

3) UP SELLING DOES NOT COST ANYTHINGa) Word of mouth advertising is the best method of advertising and doesn't cost

anything.

b) Word of mouth advertising is based on psychology, the guests are willing to be a salesman for us, but we must give them something to talk about.

c) Give guests something to talk about.

4) YOU HAVE THREE OPPORTUNITIES TO MAKE SUGGESTIONS:a) When taking the order

1) 80% of customers don't know what they are going to eat until they look at the menu. It's up to you to help them decide and to suggest extra item which will make their meal memorable.

b) When reading back the order1) "That's two bowls of fresh vegetable soup and one salad. Would you

care for a glass of white wine with your appetiser?

c) When suggesting the desserts on digestive1) Some delicious cheesecake?

5) OUR GOAL IS TO PROVIDE PROFESSIONAL SERVICE WHERE THE GUEST NEVER HAS TO ASK FOR ANYTHING.

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PRINCIPLES OF UPSELLING

1) SINCERE SMILE - Think happy. The guests are there to enjoy their meal.

2) POSITIVE APPROACH. This is where salesmanship starts.

a) "Hi, my name is Yuko , welcome to Bansai. Our chef has prepared some wonderful specials today", is much better than "Can I get you something?"

b) "For your pleasure tonight we have.........."

3) ENTHUSIASM - do not get discouraged. Keep it up but be aware of irritation on the guests part.

a) "I can highly recommend our seafood platter, it is our most popular item.

4) CREATE APPEALING WORD PICTURES of the definite items.

a) 1. Use appealing descriptive words. Did you ever notice the descriptions in menus? There is a reason they are written like that.

2. How NOT descriptive something: "We have some chilli left over from yesterday."

3. How TO describe something: "We have some delicious red hot chilli just prepared for your enjoyment."

b) You are a sales person using words to sell because you are selling the guests something they cannot see, touch, smell, or taste before purchasing the item. Words are your only sales tool.

c) "Would you like chilled tomato juice, freshly made vegetable soup, or a fresh shrimp cocktail?"

d) Use fresh, chilled, crisp, hot, etc.

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5) SUGGEST YOUR PERSONAL FAVORITES.

a) "That steak is excellent. It is served with onion rings.

6) WHEN THE ITEM COMES IN TWO SIZES, SUGGEST THE LARGER.

a) "Large?"b) "May I serve you the large one?"

7) UPGRADE ITEMS ALREADY ORDERED BY GUESTS."How about our delicious Vanilla ice cream with the warm cherry pie?"

8) GIVE THE GUEST A CHOICE OF AT LEAST TWO ITEMS WHENEVER POSSIBLE.

a) "We have a special drink for ladies called chi chi and it's served in a special souvenir glass, or would you care for a frozen daiquiri or whiskey sour?"

b) "Would you care for a tropical cocktail or fruit juice before dinner?"

9) Give the guests something to talk about. MAKE THEIR MOUTH WATER FORTHE ITEM!

10) MAKE IT DIFFICULT FOR THE GUEST TO SAY NO.

a) Use "which" or "what" rather than would. Don't use questions, which can be answered with yes or no.

b) If the guest refuses a cocktail, recommend a bottle of wine or an appetiser.

11) RELATE THE NUMBER OF ITEMS ORDERED TO THE NUMBER OFGUEST AT THE TABLE.

a) "And what would you like, sir?"

12) SUGGEST ITEMS WHICH GO TOGETHER but not always the same ones all times.

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13) FORM GOOD UPSELLING HABITS. It will then seem natural for you. It will only come with practice.

14) NEVER PUSH, BUT ALWAYS SUGGEST. Sell based on personal attention to the guest and not like a used car dealer trying to sell a bad car.

15) IF YOU ARE NOT PROUD OF IT, DON'T SUGGEST IT OR SERVE IT.

a) Guests will appreciate and remember honesty in a food server. If they order something that you have had complaints on, say "I don't recommend the...tonight, but I think you would enjoy the..."

16) IF YOU ARE OUT OF AN ITEM, ALWAYS SUGGEST ANOTHER ONE.

a) "I'm sorry but we are out of the vegetable soup. Would you care to try our lobster bisque?

17) BE ALERT TO SPECIAL EVENTS the guests may have and recommend something which will compliment that event.

a) "Congratulations on your anniversary. May I recommend a bottle of champagne to celebrate with?"

18) YOU MUST KNOW THE MENU, BASIC INGREDIENTS AND SPICES OF EACH MENU ITEM AND METHOD OF PREPARATION. THESE ARE THE BASICS OF SELLING. YOU CAN'T SELL OR RECOMMEND WHAT YOU DO NOT KNOW.

19) KNOW PREPARATION TIMES

a) Suggest an appetiser while they are waiting or another cocktail.

b) "Madam, the duck will take about 20 minutes to prepare. May I suggest a shrimp cocktail which I will bring to you quickly while you wait?"

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20) OFFER A CHOICE COMMONLY ORDERED ITEMS

a) "Would you care for coffee, tea, or a freshly squeezed juice with your meal?

21) People enter the restaurant hungry. YOU ARE THERE TO SATISFY THEIR NEEDS.

a) Feed their ego as well as their appetite.

22) USE GUEST'S NAME. Make a sincere effort to remember names and faces, likes and dislikes. Remember everyone likes to be recognised!

23) Put the item you want to sell LAST ON YOUR SUGGESTION LIST.

a) The last thing you hear is usually the one you remember.b) Attempt to sell specials first.

24) DON'T OVERSELL OR OVERKILL. Be aware of firm resistance. "Thank you, but all I really want is the soup.

25) USE SUGGESTIVE SELLING AT EVERY TABLE.

26) GUIDE THE GUEST through the maze of decisions they must make when selecting the meal. They may not follow your guide, but they will be pleased with your efforts to serve them better.

27) SUGGEST TO EACH PERSON. Just because one guest does not want desert or a drink, does not mean that others at the table do not.

28) YOUR ATTITUDE as a server has much to do with the acceptance of the suggestion.

BE YOUR SELF AND NEVER ASSUME THAT A GUEST IS FINISHED ORDERING.

HAPPY SELLING

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CROSS SELLING TECHNIQUES

To sell and market any promotion and to carry out a sales activity, numerous "sales partners" are involved. For a hotel, sales partners are available "inside" as well as "outside" the hotel.

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CROSS-SELL

EXTERNAL SALES PARTNERS

External Sales Partners are members of the general public who are not under the hotel's payroll, though the hotel may contract some of them from time to time. They include:

- Retail Shops

- Department Stores

- Bridal Shops

- Hotel Suppliers

- Fund Raising Organisations

- Local Event Organisers

- Social Club Mangers

- Travel Agents

- Tourist Information Centres

- Meeting Planners

- Surrounding Building/Office Management

- Compound Managers

- Secretaries/Private Line Members

- News Media

- Celebrities

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CROSS-SELL

INTERNAL SALES PARTNERS

Internal Sales Partners are employees of the hotel and include the following:

Restaurants/Lounges/In-Room Dining

- Managers - Outlets- Hostesses- Service Employees- Chefs- In-Room Dining Salesperson- Butlers

Banquets

- Sales Manager - Banquets

Sales Department

- Public Relations Manager- Director of Sales and Marketing- Sales Managers

Rooms Division

- Bell Attendant - Doorman- Garage Attendant- Bell Attendant- Concierge- Front Office Clerks- Room Division Management

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The following partners are the most important:

Service Employees

Restaurants, Lounges and In-Room Dining make up the service employees and largest number of sales partners in the hotel. It is important that the employees:

- Understand their role as a "sales person"

- Are trained in product knowledge

- Exercise effective sales techniques.

A confident group of employees will enjoy selling the product.

Banquet Sales Employees

Since the Banquet Department has the largest potential for revenue increases, it is important that an aggressive sales approach is taken. A separate full-time Banquet Sales Team is necessary to ensure that banquet sales are maximised. A large amount of time should be spent within the local community aggressively soliciting business. These Banquet sales personnel should not be used to service the banquets, only to sell.

All banquet sales personnel should be trained in banquet service and food production for a minimum on the one month, to fully understand the capabilities and limits of the Banquet Department.

- Banquet Sales Response Time

It is important that a trained sales person is always available when guests telephone to inquire about a banquet or meeting. If a sales person is not available and a message has to be taken, the response time should be no more than one hour. In today's competitive market, we cannot afford to lose a sale.

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- Banquet Up selling

Guests generally have a fixed idea in mind as to how much they can afford to spend on their function. Effective up selling methods used by the Banquet Department could change the client's mind and achieve a higher selling price.

Up selling can be done in various areas such as menu composition, theme set-ups, tabletops, beverages, entertainment, etc. If possible, offer the quest assistance in all areas of his function - flowers, audio-visual needs photography, entertainment, etc. These are often opportunities to gain additional revenue.

Sales Department

The hotel Sales Department can take an active role in assisting the Food and Beverage Department in selling. The Director of Food and Beverage should make a concentrated effort to train the Sales Personnel to understand the basic function of the outlets, their concepts, and what they are known for. He should also conduct periodic meetings with the promotions and sales activities in which they should participate.

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CROSS-SELL

COMMUNICATION TOOLS

Communication Tools are the various types of media, which may be used by the Sales Partners in promoting the hotel's Food and Beverage outlets. They include:

- Vouchers- Coupons/Flyers- Inserts/Brochures/Cards- Poster/Tent cards- Menus - Outlet Menus/Beverage List/Miniature Menus/Special Packages- Telephone- Sales Newsletter- Internal Newsletter- Corporate Newsletter- Office Bulletin Boards- Street Bulletin Boards- In-house Television- Radio Stations- Newspapers/Magazines- Gifts/Give-aways- Sports-Theatre Tickets, etc.- Seminars/Lectures- Internal and External Displays- Mailing Lists- Hotel Mail- Guest Room Collateral- Merchandising Folder

It is the responsibility of the Director of Food and Beverage and each Outlet Manager to use the sales partners and communication tools to his best advantage.

They should involve the sales Partners in the planning, preparation and execution of the promotion and sales activity.

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