Page 17 - GBC winter issue ENG 2019

Upselling
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UPSELLING MAKES EVERYONE MORE MONEY
Through the art of upselling you can affect both your top-line sales and bottom-line ef ciencies.1 The top line is twofold. First, it can have a direct impact on increasing your sales. There are only three ways you can increase sales:
• Bring in new customers (the most expensive form of marketing) • Get your customers to spend more when they visit
• Get your customers to visit more often
When upselling is done correctly, you can easily increase what customers spend each visit, all while ensuring they have a great experience and want to come back, again and again. Secondly, when done properly, upselling is also a win for the service staff because they ultimately improve their tip income.
The bottom-line effect comes from selling the items that make your restaurant more money and/or reduce your food or beverage costs. To accomplish this, you need to have accurate recipe costing cards and do a routine analysis of your menu mix.
As a server, utilizing upselling techniques is one of the easiest ways to increase your tips and your restaurant’s pro ts. While some people believe that effectively upselling can require a certain skill, it really isn’t dif cult to do.2
KEY UPSELLING STRATEGIES
Some of your service staff may already excel at sales, but most could use some additional training and guidance. To make a difference to your bottom line, you need to make the time to help the staff understand a few upselling strate- gies. By providing a solid framework
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