Up Selling Training-amended[1]

Elements

Selling vs. Order-taking “It is intangible yet ever present. It thrives on discretion yet is instantly noticed. It demands perfection yet relies on the human touch. There lie the contradictions and the nuances of SERVICE among F&B establishments.” We, as the Elements Food & Beverage Team work very well together and I see great potential for us to up-sell when we use proper up-selling techniques! The plan is to increase Sales by making guests come back, buy premium items and rave about us to others! Whether at a 5 star hotel, a fine dining restaurant or a casual dining chain, 04.06.2007

Elements

service plays an essential part in pleasing the guest and ensuring repeat business.

In general A few facts about what guests want: • As a server, if you get to your table promptly and take a drinks order, you will have a 90% chance of selling a second beverage. Most guests drink their first one quickly and nurse their second one. • Even if some guests may drink less today, they may possibly buy the premium brand when suggested. If you don’t recommend a product, the guest won’t know about it! • Most wine drinkers will have two glasses, so bear this in mind before clearing the first glass. • If guests are hesitant to order an appetizer or dessert, they are more likely to do so if you use the words “share”, “2 forks” or “take the rest home for later”. Guest are more likely to buy a dessert/ appetizer if you say the words “share” “two forks” or “take home for later”. • When guests visit restaurants, they expect knowledgeable staff. Staff who are knowledgeable of what they sell give out an aura of confidence and this in turn builds trust. • It is important to be able to read your guests in order to act accordingly. • Try and get the guest to step out of his/her “comfort zone” using power-words and recommending specialties.

04.06.2007

Elements

Reasons why people dine out: For convenience For a change For ego satisfaction For socializing

Up-selling: When you up-sell body language is very important: - Tone of voice - Eye contact - Gestures - Attitude Your attitude will always affect your delivery of the message. Communication is 93% non- verbal. Attitudes can be picked up by the listener as you speak. Believe in what you say. If there are items on the menu that you are unsure of go in the kitchen and inform yourself about them. Up selling opportunities - When offering an Aperitif • There are great opportunities when selling a Long drink or a Martini. Offer the guest a premium Gin/Vodka rather than simply taking the order which is automatically with our house Gin/Vodka. Gin premium brands: Tanqueray-Tanqueray 10-Bombay Sapphire Vodka premium brands: Chopin-Belvedere-Kettle One-Grey GooseLevel To make things easier decide upon one of the Gin and one of the Vodka premium brands and try to up-sell these.

04.06.2007

Elements

• When selling a Cocktail, try to sell our ‘Signature’ drink or our ‘Feature’ drink • During morning or breakfast time try to up-sell Smoothies or even Fruit Combos or Fruit Punches

- When taking the order When taking the order you have a great opportunity for up-selling. Choose one premium item or a low selling item (to be announced at the pre-shift briefing) and try to up-sell these. It is important that you know what you are up selling and that you are confident with the dish. E.g.: “Madame for tonight I can recommend our Dry Aged Alberta Beef Selection, you should try our mouth-watering Tenderloin, it is one of our best sellers.” Very simply, you can use some power-words, but don’t over do it and you should not choose the most expensive item on the menu because then the guest might think you are trying to rip him/ her off. Use your service and sales skills. Examples of power-words: Bestselling, Cool and refreshing, Fantastic, Fresh, Light, Mouth-watering, Pleasant, Tasty, Tempting Important note: Ask your guest if they have any preferences such as meat or fish before you make your recommendations. - When serving an Appetizer When serving the Appetizer, this is the perfect opportunity to up-sell a glass or a bottle of white or even red wine but remember this – if a guest takes your recommendation and places an order, be sure to serve the drink promptly. See below, which grapes go with which Appetizer: King Scallops -Chenin Blanc/ Sauvignon Blanc/ Semillion

04.06.2007

Elements

Roasted Organic Beet Salad - Lighter Whites/ Pinot Grigio/ Riesling/ Sauvignon Smoked Paprika Cured Tenderloin Lighter Reds/ Pinot Noir Romaine Salad -Lighter White Barlatti Bean Veloute - Chardonnay/ Chenin Blanc Crab & Gulf Prawn Mille Feuille - Chenin Blanc/ Sauv Blanc/ Semillion Marinated Buffalo Mozzarella - Sauvignon Blanc Osso Buco Ravioli - Chianti/ Pinot Noir/ Cotes du Rhône

- When serving main course When serving the Entrée, this is the perfect opportunity to up-sell a glass or a bottle of red or even white wine but remember this – if a guest takes your recommendation and places an order, be sure to serve the drink promptly. See below, which grapes go with which Entrée: Duck Breast - Pinot Noir Guinea Fowl - Pinot Noir/ Chardonnay John Dory - Italian White Atlantic Salmon - Pinot Noir/ Chardonnay Lamb Rack - Ontario Cabernet-Merlot/ Bordeaux/ California – Aus. Red Pork Chop - Medium Red/ Bordeaux Beef Selection - Full Red/ Shiraz/ Cabernet/ Bordeaux/ Brunello etc. Linguini & Roasted Québec Chicken - Lighter Red/ Barbera/ Chianti Gorgonzola Polenta - Sweeter Red/ Amarone

Now remember, always try to sell a bottle of wine first, before selling wine by the glass. However, if a bottle of wine is too much for the guest or if one wants red and the other wants white you can offer our ‘wine by the glass’ list. You can suggest to the guest that our Sommelier will be glad to assist in making a suitable choice.

04.06.2007

Elements

It is important that you have a good understanding of wine since the Sommelier may be busy and you will be the one to recommend and serve the wine. Should you have any questions about wines and in particular, those listed above, see Markus. - When offering dessert Once the guest has finished with his/ her main course you can offer to bring the dessert menu. Once you have brought them the menu you can suggest one of the desserts that you think they will enjoy the most or you might recommend the ‘sweet-thesis’. If the guest does not want to see the dessert menu you could say something like this: “Are you sure because we also have some very light desserts on our menu?” “Maybe you would like to share one?”

“We do also have a variety of refreshing sorbets” Now comes the time to up-sell a dessert wine, Ice wine or a Port wine that can be enjoyed together with the dessert. Again you might say: “Would you like me to call our Sommelier so that he can recommend the best suitable sweet wine that would perfectly compliment your dessert?” This is the time when you have to bring in the list of all the dessert, Port and Ice wines as Elements has such an impressive and extensive selection seldom seen elsewhere. We have two dessert wines available by the glass and three different aged Port wines by the glass. - When offering coffee When offering coffee to the guest you should always try to up-sell a Cappuccino, since it is priced higher. Other than the normal Cappuccino, we also have a variety of ‘Specialty’ coffees which should be fairly easy to upsell because one of them even carries the restaurant name. you could say something like this:

04.06.2007

Elements

“Sir/Madame would you like to try our fantastic Elements Coffee or the Café Peleikis named after our long-standing bar tender?” We have such a nice selection so it is really sad if we don’t make use of it!! - When offering digestifs Now comes your last chance to up-sell. You offer digestifs to the guests and bring the Spirits and digestif list to the table. This is how I do it: “Madame/ Sir, is there anything else I can bring you, maybe you would like to have a digestif to aid digestion. We have a wonderful selection of cognacs, grand mariners or Grappa, would you like to see the list?

04.06.2007