Top Of The Table

Caroline Barden

Dec. 1, 2001

Okay kids, now that you are all wearing your sales hats, let me give you some ways to use them!

Selling drinks is a good way to boost your check averages, but I would caution you about doing so this holiday season. The events of recent months have boosted peoples alcohol consumption anyway, so be prudent in your approach. Someone who is obviously sloshed doesn't need anything else to drink, and we don't need any more tragedies. The advice I have about liquor sales is to do your best not to serve well liquor. If someone orders a BloodyMary, ask them, "Would you like Absolut, Stoli, Ketel 1, Grey Goose," or whatever name vodkas you may have. This is especially important for martinis and manhattans, these should never be well liquor! When they pick one of your call brands it's an automatic up sell, extra money and painless to do. And the drink tastes better to boot!

Knowing your restaurants fine wines can help you to not only increase sales, but also enhance your customers dining experience. Selling house wine by the glass is great for your establishments profits because the mark up is so high. If your place offers some better wines by the glass, suggest those. When someone orders the house merlot, ask him or her if they've ever tried the more upscale wine. It's actually a better value for them and a couple extra bucks for you. For example, we have a house Chianti, but also offer the very yummy Mellini by the glass as well as the bottle. Very often, when I offer it people will try it and it sets them up for ordering a bottle of it, if not that evening then somewhere down the road. You as a server come off as an expert and you've just turned your customer on to a new wine.

Cognac, brandy, single malt scotches, always offer them at the end of the meal. Sometimes people will go through the whole meal without a drink only to order a $10 glass of port. Never assume anything, always ask, people will constantly surprise you. Stay in your sales mode throughout your shift and you'll be surprised at how many times people will say yes to what you are offering. Also remember that people are reticent to order on their own, some are really looking for encouragement and guidance. Make it easy for them to order the extras, and start counting your extra tips!

As far as getting people to order appetizers when they wouldn't ordinarily do so, I have come up with a very unorthodox way to get the sale. If I tell you, promise me that you won't let your owner or manager catch you doing this. It works for me over 50% of the time and I'd like to share it with you. Traditionally, after we've taken the drink order and given the specials, we are supposed to ask if they want an appetizer to start off the meal. Some of the chain restaurants make you go through this whole canned speech to try and upsell. Here's what I do, rather than asking if they want an appetizer, I just let them order. Those people who would naturally start off with something are going to order it anyway. Those that wouldn't are going to have a knee jerk reaction to say no because they are anxious to tell you what they have decided on. Once they are in the positive mode, it's easier to go back and say, "Did you want to share an appetizer before your meal?" Or if it's a large party you can say, "How about some appetizers for the table?" Believe it or not, this works and I'll tell you why.

Once they start ordering, it's easier to add on than it is to "cold call", so to speak. They are more amenable because they have gotten the ball rolling and feel in control of the situation. In a traditional sales situation you have to go through a lot of no's to get the yes and close the deal . The way I do it, it seems people are more receptive, and let's face it, sometimes they forget to order something that they really wanted so now you've helped make their meal better. So, even if their menus are closed, arms are folded across their chest and you think they have ordered everything they want, still you should ask them if they want more. If they don't, my stock line is, "Saving room for dessert I'll bet!" Again, setting yourself up for another sale. Sell, Sell, Sell and then sell some more! You go kids!!!!

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.