Top Of The Table

Caroline Barden

Nov. 15, 2001

Now ladies and gentlemen, boys and girls, for my next trick, I have nothing up my sleeve or behind my back. I am going to wave my magic wand and change all of you servers into...drum roll please! Salespeople! Let's have a round of applause everyone!

So did I get your attention? I hope so because during this time of uncertainty in our industry, you need to take the bull by the horns if you want to make more money. Just taking an order and bringing it to the table is not only boring and repetitive, but it's just a small portion of our job description. We are salespeople and public relations experts in addition tobeing food and wine connoisseurs, and we need to bring this knowledge to our customers with just the right amount of style and grace. Ready to charm the pants off your patrons and make more money to boot? Come along for the ride my friends and take the server challenge!

While there are some people who are pretty good at ordering on their own, even they need some guidance once in awhile. Most people tend to order the same thing over and over until someone convinces them to do otherwise. Look at it this way, the menu only tells them so much; you have to do the rest. While menus may be similar, preparation and presentation can be worlds apart. That's where you become the expert. The knowledge that you have about your restaurants particular food and beverages will enhance your customers dining experience. It will leave an impression on them and they will leave more money for you. I joke about the magic wand because it would be great if my tactics worked magically every time. But in a large percentage of the time they will work and those odds should be fine for anyone.

So where do we start? How about with a good first impression, remember you don't get a second chance with that. Whether you introduce yourself or not it doesn't matter, just make sure you let them know that you are happy to see them. You may laugh but I can't tell you how many times I've gone out to eat and the server has treated me like a major intrusion in their life! Go figure, hey the sign said you were open, you are wearing a uniform, did someone hold a gun to your head to make you take this job? One time this waitress didn't even say hello, she just blew her wad telling me how busy she was, she didn't have time for this s#*t, and her boss was a no good bum, or words to that effect. Listen honey, bring me a brew and a burger, spare me the high drama; I have enough of my own. I came here to get away from it all!!!!!Hasn't anyone told you about restaurant rage!!!?!?

How many of you have gone out to buy something that you needed, but didn't do so because you didn't like the salesperson? So we're not selling cars or appliances, but it's still the same thing. In our case people will buy more when they like us so it's your job to make them adore you. Use your natural personality, if you don't have one, get one, if you don't want one, get out of this business and get a job in front of a computer screen. This kind of work is not for everyone, and if you find that you are constantly annoyed by everything, do everyone a big favor and exit stage right! On the other hand, people will like you if you are honest, sincere and put energy into serving them. A sense of humor is a big plus as long as you don't over do it.These days a little kindness goes a long way and you can do that right? I know you can!

So right now you're saying to yourself, self, this broad is crazy! She wants me to really work at this pissy little restaurant job! I just like to breeze in, throw some food on the table,clean up, pocket my tips and I'm outta here! I don't want to learn the menu and be nice to people all day. Why do I have to take this job seriously? Well, you don't, go ahead, be like 90% of the servers out there who are satisfied with mediocrity. To strive for excellence shouldn't just be for a select few things you deem worthwhile, it should be for everything in your life. Did anyone read Ann Landers column last week where she published a great poem by Charles Osgood(my hero, by the way).It's a long poem but the main theme was that he learned too late that if you want to be great, striving to just be pretty good is, in fact, pretty bad. Take it to the next level my friends, and don't worry, I'll be here to help you get there.

The big lesson here is to sell yourself before you try to sell a morsel of food. If you think about it, we are independent contractors.Our station is our sales territory and we need to work it to the best of our abilities. We are working for ourselves first, and for our company second. Are they going to sell you and promote you? Not like we do for them. Some people have a problem with that, but just remember, you can use them better than they can use you. Don't dwell on how much they are making on you, work to make more on them. They have expenses, overhead and responsibilities. You have flexibility and unlimited earning potential. You can also make business contacts and form friendships with people you wouldn't ordinarily meet on your own.

Work on selling yourself and next week, I'll give you some hints for selling drinks and appetizers to people who wouldn't usually order them on their own. That's how you can start making better money and increase your customers' satisfaction level. And you never know, you just might start to be happier in your work and wouldn't that just take the cake!

Are you a manager who is a little frustrated with your staff? Okay very frustrated! Why not try calling in a consultant? We are those quirky people who can focus on what needs fixing and then proceed to make you look really good to your boss. We have ways of helping your staff work better together so they make more money for themselves and for your establishment. They also tell us things they wouldn’t dare tell you! For a free consultation you can contact me at this web site, I would be happy to troubleshoot with you. Let’s all raise the standards in this industry together!

Caroline Barden Restaurant Consultant.