Service That Sells posted a great article at the end of last month that we want to spotlight today, titled “Why Do Restaurants Fail?” As they explain, “The bottom line is that restaurants fail because they couldn’t sell enough product to cover their costs.” That may seem obvious on its face, but the reasons this happens are multifold. They go on to explain that “bad food or poor service alone never caused a restaurant to close.” Instead, these are contributing factors, as they damage loyalty and reputation. Those factors are supremely important, yes, but this article wants us to consider how critical good salesmanship is.
You see, the restaurant that “serve[s] guests—nothing more, and nothing less,” can’t make it on that level of effort alone. Your employees might think that doing what the customer asks for is enough, but as a manager, you must expect more from your waitstaff than simple order-taking. The servers have to remember that good salesmanship is a kind of customer service. The staff would be doing a disservice to the guests if they don’t explain what your restaurant offers.
As the article continues, “Service is your invisible product. Good service adds value to the purchase, and service is what ultimately brings your customers back.” This means more than simply keeping glasses of water filled, dishes cleared, and checks delivered promptly. Your servers must also attempt to upsell with appetizers, non-refillable drinks, and desserts. Like Service That Sells explains, “No business provides service without aiming for a pocketbook somewhere along the line.” In other words, good execution on salesmanship will benefit everyone involved.
Of course, enhanced profit on individual sales is a natural consequence of offering these addons, but there’s an even more important goal: customers who end up ordering more than an entrée and a water will see their time transform from a meal-out to a memorable experience. That’s how you create loyalty and encourage word-of-mouth, which will give your waitstaff as many opportunities as possible to increase your guest checks. That’s how you really take advantage of your invisible product. Long-term, this effort will mean job security and higher tips for the employees, so a properly trained server should relish this philosophy.
Not sure where to start with that training? We can help. On top of that, we can help you keep your staff’s sales skills sharp with our world-class mystery shopping services to ensure they remember to always sell your invisible product, as well as never forget the little things like clearing dishes and the like. Contact us today to learn more!
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