A good waiter is a person who can not only offer guests dishes, but sell them. At first glance, it might seem that this is nothing complicated, but this is completely not so. Increasing sales depends on the qualifications of the staff of the institution. There are many technologies to increase profits. Most of them are based on the intricacies of psychology.
This article will explain in detail what Sullivan's nod in a restaurant is and when to use it. It will also be possible to find out what other sales methods exist in public catering establishments.
Sullivan's Nod: What Is It?
This method is used to create a subconscious suggestion to purchase one specific item from a list of similar ones, which was voiced by a waiter or bartender. For example, in a restaurant there are a number of positions that need to be sold today, but it does not always happen that guests choose them. In this case, the staff should turn on their charm and when communicating with customers simply nod slightly, saying with this gesture: “This is the best position.”
According to restaurateurs, a nod (Sullivan's nod) works in 60% of cases. If, for example, there was a lot of a certain brand of wine in the bar, then it can be sold much faster using this method. Therefore, Sullivan's nod is the first sales technique in the restaurant business that any waiter and bartender should master.
Execution technology
Sullivan's nod is done with a slight dropping of the head (about 10-15 degrees). Doing this is necessary when the waiter needs to sell a specific product. When listing dishes or spirits, when it comes to the desired position, you need to make a light affirmative nod.
It is important to make the nod palpable, but very subtle, so that the guest catches it, but does not suspect anything. It is important to complement the gesture with a sincere and friendly smile.
What other techniques exist?
Sullivan's nod is not the only way to increase sales in a restaurant. It is worth telling about other effective techniques that will help guests order more dishes and drinks.
So, along with Sullivan's nod, the following methods exist:
- "Herringbone".
- "The chain of associations."
- The Stirlitz Principle.
- “Mandatory dessert.”
- “By the way.”
- "Selling taste."
It is worth talking about each of them in more detail.
The method of restaurant sales "Herringbone"
Just like Sullivan's nod, Herringbone is a great way to increase sales by menu items. It is based on the correct order of questions that a guest needs to ask.
It is worth imagining this situation: the guest came to the restaurant for the first time, the waiter serves the menu and leaves for a while. A man sitting alone with a list of dishes, looks at their composition and chooses for himself a salad, hot and dessert. It does not matter if he is guided by a budget or personal preferences, he can order an incompatible set of dishes or choose the wrong drinks. After he ate his order, he may feel a heaviness in the stomach or an unpleasant aftertaste of alcohol, which did not fit into one of the dishes. Total? He will be disappointed in the restaurant, as he will have unpleasant associations with this place. In order to avoid such a mistake, the sales technology in a restaurant called "Herringbone" was invented.
The waiter’s task is to reduce the time the guest chooses an order by accompanying him on the menu and asking the following series of questions:
- “Would you like a light meal or a hearty meal?” Based on the answer, you need to go to appetizers, salads, desserts or hot dishes.
- “Would you like to order meat, fish, seafood or vegetables?” After this question, the guest goes to the desired section of the menu, without wasting time looking at unnecessary information.
- “What kind of drinks do you prefer?” Based on the answer, you should recommend the drink (from the alcoholic or nonalcoholic series) that will be most suitable for the selected dish.
These questions are the basis, but their number can be supplemented by many others. The main thing is that they help the guest to quickly determine the order and be useful.
For this method to work, the waiter needs:
- It is impeccable to know the menu and be prepared to quickly respond to all guest questions on the menu.
- Do not be intrusive. It is important to remember that this method works both ways - in order to increase sales and satisfy the guest. Therefore, all questions should be concise and unobtrusive.
- Know how well the dishes fit together.
- Know which drinks should be served with various dishes.
Using the method in practice, the waiter himself can determine which questions help him to increase sales.
Association chain
This method of sales in a restaurant for a waiter is a great opportunity to increase the average check by at least 50% of the initial amount. It requires excellent knowledge of the menu, compatibility of dishes and active interaction with guests.
This method works in the following way: the guest makes an order, and the waiter offers an accompanying dish or drink. For example, a person orders a steak and side dish. In this case, the waiter has the opportunity to offer him vegetables, an extra sauce or a glass of delicious wine.
Stirlitz principle
This method, of course, is a little more difficult to use, unlike the "Christmas Tree" or Sullivan's nod. "The manual" is based on the arguments of the eponymous hero from the movie "Seventeen Moments of Spring." His thought was that a person’s memory is structured in a very specific way - he best remembers and perceives what was said first and last.
If the waiter’s task is to sell a certain position, he needs to build a conversation as follows: “I would like to recommend you a layer cake with cherry jam, a custard cake and apple pie. I want to note that the cake with cherry jam is prepared according to the original, secret recipe of our cook, who studied it at a cooking course in France. ” If you add some details to your proposal, the guest will focus on this particular dish.
Most often, this technique is useful when it is necessary to sell those positions that have an expiration date or if it is this dish that can be cooked most quickly. Speaking of the second option, the waiter has the opportunity to serve the table as fast as possible at rush hour.
Obligatory dessert
Some people, having eaten the main course, prefer to use also something sweet. If the guest did not order dessert immediately, then it is necessary to offer it to him after he ate what he ordered. It is important to observe the guests and manage to use this technique as soon as they have finished their main course, but have not yet managed to ask for an account. When asking a question about dessert, the waiter can also use the Stirlitz principle or Sullivan's nod. Thus, he gets the opportunity not only to increase the total size of the check, but also to sell the necessary dishes.
However, it is important not to linger here. You should open the menu on the page with desserts in advance, ask the visitor and immediately show him the position. It is important to ask questions without the prefix “not” (“Do you want to order dessert?”). It is recommended to forget about this formulation completely. It’s best to use the “affirmative question” technique: “Would you like dessert?” Thus, the waiter gives you the opportunity to choose a person in advance. If you use questions with the prefix “not,” the client will most likely refuse.
Technique "By the way"
The essence of this sales method is to offer the guest something, starting with the word "by the way." It is worth noting that this technique is very versatile. It can help sell unpopular menu or wine list items.
In practice, it may look like this: “By the way, note that this wine is suitable for this dish” or “By the way, I recommend paying attention to our signature pumpkin soup. It will not only satisfy the hunger, but also warm in this rainy weather. " An emphasis on details with the help of this word will enhance the effect of the proposal.
Taste sale
Sullivan's nod and other techniques will not work if the waiter does not know how to describe the palatability of dishes. He needs to navigate not only in the names of positions, but also in their taste and qualities. One only has to imagine what thoughts will slip into the visitor’s head if the question: “Is this dish too sharp?” Such an answer will sound: "I do not know, I have not tried it." To avoid such a failure, the manager or administrator of the institution should pay due attention to the training system for staff.
It is important that the people working in the restaurant navigate the menu, know the composition of the dishes and know how to describe them beautifully. The overall success of sales and an increase in the average receipt will depend on the correct presentation.
In addition, naturalness is important. If the description of dishes is filled with the epithets “beautiful”, “magnificent”, “exquisite”, etc., then the guest will not be able to imagine the magic of taste. It is best to use words such as “tender”, “juicy”, “refreshing”, “fragrant”. It is such a pitch that is selling. It is important that visitors enjoy gastronomic pleasure, starting from communication with staff and ending with a meal.
What tactics and techniques should be avoided?
In order to achieve sales growth, it is not enough just to know how to properly use the techniques described above. In addition, one should study how food and drinks cannot be sold.
Sometimes the staff develops habits in serving visitors that destroy the whole concept of the institution. The first and main of them is the premature closure of the check. Fear that the visitor will leave without paying, forces the waiters to bring the bill as soon as possible and collect the payment.
From a psychological point of view, the guest considers his visit to the institution completed. He has finished the meal and wants to go to the exit. However, for example, if a person ordered hot dishes and salads, then, having finished his dishes, he may think about eating dessert. Or he can buy an extra drink. Therefore, in order not to miss the opportunity to increase positions in checks, waiters should not carry the bill immediately. You just need to carefully monitor the guests, and if there is a suspicion that a person may not pay for lunch, it is better to inform the manager or manager about this.
Another mistake is the fear of offering expensive items from the menu. Often the waiters are afraid that the guest might think something like "They offer me the most expensive dishes, which means they just want to make money on me." There are a number of guests who can afford tasty and expensive dishes or drinks, and there are those who are simply flattered to realize that they are considered wealthy (even if they do not allow themselves to be wasted). Therefore, it is worth offering costly positions without fear.
Another tactic that the waiter needs to avoid is listing too many dishes. It should be remembered about the technique of "Herringbone", which makes it possible to make communication with guests short, but constructive. If the waiter acts as a “live menu”, visitors will most likely ask him to leave and will study the positions on their own. Therefore, it is necessary to concentrate on several dishes that the waiter will offer guests. The main thing is that they make guests want to try them.
And another unsuccessful maintenance technique is excessive obsession. It should be remembered that the waiter is a person who should help guests. However, do not patronize visitors. It is important to carefully monitor what is happening on the guest’s table, and just turn up nearby or in sight on time. In addition, you should not impose dishes or drinks on visitors. It is necessary to proceed from their desires and preferences. It must be remembered that perseverance and obsession can spoil the mood of visitors, and subsequently the opinion of the institution.
Tipping technique
Each waiter knows that if he serves the guest well, then he can count on additional earnings in the form of tips left to him. However, the main thing here is to win over the visitor.
Scientists have found that the surest way in this case is to repeat the guest’s words. The psychological effect of this technique is simply amazing. The waiter should only listen carefully to what the guest is saying, and in his phrases it is appropriate to use the words that were said by the visitor.
Conclusion
Sullivan's nod and other sales techniques will increase the size of the average check at the establishment. The most important thing is to master them so that their application looks natural.
The restaurant manager can independently conduct special trainings with staff or invite specialists. This will help train waiters to sell menu items so that guests are satisfied and do not regret the money spent. Having trained the bartenders and waiters in the main techniques listed above, the institution has the opportunity to increase sales by more than double.