The Rules of Serving: Rule Five

Rule Five: Always recommend what is in the guest’s best interest, not yours.

(Note: There are many hyperlinks today that will send you to posts were I have previously addressed specifically issues that I address in this post.)

This is the second time in two days I have sat down to write this post.  Yesterday, I got caught up in a tangent which I think serves as an important preface to this post.  It even inspired a comment immediately that proved its accuracy.  In the preface, I discuss how restaurant companies have encouraged servers to focus on upselling and thus significantly damaged the relationship between servers and their guests.

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Selling, Upselling, and Integrity

I sat down today to write about rule five.  As I did so I realized that a preface was in order.  This morning I sat on my patio drinking coffee and reviewing the outline that I have scribbled on a legal pad. I began thinking about why this post was even necessary.  It should be common sense not to try to rip off your guests.  “Always recommend what is in the guest’s best interest, not yours” should go without saying.  Unfortunately, it directly contradicts what many servers are being encouraged to do.  So much so that even the guests know it.

I experienced this yesterday.  Waiting on a large group of teachers at lunch, I offered recommendations off the menu.  I suggested the sockeye salmon the chef was offering as his daily special.  I mentioned the flavor difference of wild caught salmon.  I discussed the life cycle, diet, and high levels of omega 3.  When I took the order, most of them chose my recommendation.  The last one looked up at me and said, “you are a great salesman, so I will have the salmon too.”  I was taken aback by this statement.  My description was more reminiscent of a teacher or a food critic than a salesman.  I did not use a “close” or try to appeal to their emotions.  I tried to sell them the best item by educating them and allowing them to make an informed decision.  My response to her was, “The difference is I will be here for the entire time you have the plate in front of you.  That is a guarantee no salesperson can make.”

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In Defense of Selling as a Server (Part Three)

Selling is a complex topic.  In the first part of this series, I discussed how most managers and corporations fail to encourage servers to sell in the right way. The second part dealt with the fact that we are all salespeople and in fact selling is part of hospitality.  If you haven’t read part two in particular, I highly recommend taking a look because it serves as a premise for this post.  Today, I want to tie this all together by stating that in fact the guests truly want you to sell them.

The premise that guests want to be sold something may at first glance strike you as odd.  I mean we all hate salespeople right?  While a resistance to salespeople might be common, but there is a more common trait that cancels it out.  We all love to buy things.  Some people love it more than others, but we all like converting the money we work hard for into things we will actually enjoy.  We know we work hard for it so we are naturally resistant to letting go of it.  The gap between wanting to save our hard earned dollars and the desire to buy things that make us happy can only be bridged by a sales person.

The difference between servers and other sales people is that the guest determines our commissions.  For this reason, many servers are afraid to sell.  I would argue that instead of using this as a reason not to sell, you should instead use it as a guideline.  Never try to sell anything that is not in the guest’s best interest.  You will only be rewarded for your efforts if they are pleased with the outcome.  This makes it imperative that you only recommend items they will enjoy and will reflect positively on you.

With that caveat, here are three reasons why the guest wants you to sell to them:

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Help Them Do What They Want: I mentioned earlier the dilemma between wanting to save and wanting to spend.  As a server you help ease the process by justifying for the guest what they want to do.  Providing this justification helps push them over the edge to allow them to order what they want to enjoy.  You give them permission to treat themselves.  The result is a better meal by overcoming their desire to save and instead buy what they want to.

Confirm What They Hoped For: After the fear of spending is overcome, you can address the secondary fear that the item might not bring the happiness they expected.  This is where your knowledge and expertise come in.  You have the benefits of having tasted the item and listening to the feedback of other guests who have tried it.  This knowledge makes your recommendation far more powerful.  In this way, your recommendation is really a review.  It is actually better than a review because you will be there when they are finished and have to stand behind your recommendation.  This provides confidence to the guest that the meal will be as good as they hoped for.

Create The Experience: So we have knocked out the fear of spending and the fear of disappointment.  The third fear a server can overcome is the fear of gluttony.  People do not want to order too much.  A server can overcome this by not pretending all of the food is necessary, but instead advocating the experience.  The appetizers, salads, and desserts are not needed to get full, but they are part of the dining experience.  Ordering the salad or dessert makes a meal an experience.  Give them permission to have the experience through your recommendations and they will get more enjoyment out of the meal.

“Sales” is not a four-letter word.  The inherent fear of selling intimidates many servers.  When done properly the guest will appreciate the efforts and the expertise.  Recommend as you would to a friend because it truly is part of hospitality.  The right way to sell will be the topic of many future posts now that the framework has been laid.  Please subscribe via one of the methods on the right column to receive a notice about future related topics.

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In Defense of Selling as a Server (Part One)

Search engine results are one of the most amusing parts of writing a blog.  I get to see what people are searching for that lands them on this page.  Almost every day someone lands on this page looking for sales techniques.  Upon closer examination I am seeing a trend of the phrasing of the searches.  “How to get servers to sell” and similar phrasing lead me to believe that a lot of these searches are from managers attempting to get their servers to sell more.

For the sake of managers reading this blog, I will share my first rule of restaurant management.

Read the full post at Tips for Improving Your Tips