Suggestive Selling Module .ph

Suggestive Selling Module

Training, Learning and Development May 2014

Introduction

In our business, bottom line growth is difficult unless our top line sales are increased. We need to work on our results in the short-term, while setting ourselves up for medium and long-term gains, for the business and for the Brand.

Listen to our Customers...

Our customers want value! The simplest and easiest way to add value is by

suggestive sell

and

upsell.

Suggestive Selling on an on-going basis is essential to build sales, increase average check, drive customer satisfaction and achieve better profitability. The three things suggestive selling achieves from a customer's point of view:

1. Enhances value by offering add-ons at great prices (customers want value) 2. Increases awareness of our menu variety (customers want variety) 3. Enhances the engagement between customers and crew (customers like to feel special

and their opinion of our brand is based a lot on their interaction with the front counter crew)

There is nothing new about adding value.

Suggestive Selling

Overview: On-going suggestive selling is not only a best practice but it is essential to Sales

growth and improved Profitability.

up to 3% Restaurants that are having the best success are adding

to their annual

sales.

Training Objective: To equip our crew people with not just the knowledge, but the skill on how to properly do the 2nd step in front counter which is Suggestive Selling

skill ? the ability to use one's knowledge effectively and readily in execution or performance - a learned power of doing something competently: a developed aptitude or ability

Objectives: 1. Increase average check to grow sales & profits 2. Make suggestive selling a consistent behavior that adds value to the customer

Key principle: The sales building strategy of suggestive selling to add-on or sell up makes customers aware of other options available to them when placing their orders. It is important to be creative so that the crews are able to provide variety to customers and that they are not hearing the same thing each time.

Operations Procedures

Make Suggestive Selling NATURAL during Order Taking Step ? every customer, every time

90 seconds

from greeting to completion of order

3 minutes, 30 seconds

total customer experience time

Customers should wait no longer than 90 seconds from your greeting to the completion of their order. A customer's total experience time at the front counter should not exceed 3 minutes, 30 seconds

STEP 2 - Take the order and suggestive sell or sell up

20 to 25 seconds

order taking time

1. Don't interrupt the customer. Allow them to complete the entire order. Listen and wait until they are done.

2. Determine order accuracy. If you think you missed an item on the order, capture the customer's attention by saying "I believe I missed something."

3. Suggestive sell. Think of suggestive selling as a chance to help the customer. Suggest a missing, special, or seasonal item. The most natural form of suggestive selling is to sell up. When a customer orders fries, but does not specify size, ask "Is

that a large order of fries?" Don't suggest more than one item. 4. Clarify the order. Clarify any condiments needed, flavours, or sizes. This is also one of the most important steps to ensure order accuracy.

Tip Think of suggestive selling as looking for a chance to help the customer.

Using Suggestive Selling

Suggestive selling is the strategy of making customers aware of other options available to them when placing their orders. There are two goals to using suggestive selling:

To remind customers to order something they may have forgotten To increase the amount of the average check Suggestive selling takes practice and it is important to use good judgment when suggestive selling.

Assistance to Customers Who Are Not Sure What to Order

Are the customers searching the menuboard? Are they undecided about what to purchase? Is this a new customer? Suggesting a large sandwich meal or entr?e meal is a safe sales-building move in situations like these.

Ways to Sell Up

This is the easiest and most natural form of suggestive selling. When a customer orders a Coke or fries, but does not specify sizes, a simple sell-up approach would be to ask, "Is that a large Coke?" or "Will that be a large order of fries?" Never sell up more than one item.

Reminders About Missing Items

Orders may include sandwiches, fries, beverages and desserts. If your customer does not order something from one of the groups, it is appropriate to suggest the missing item. For example, ask "Would you like to try an apple pie today?" at the end of a dessert-free order. Most customers feel this question is helpful.

Suggestions About Special or Seasonal Items

Suggest items such as Extra Value Meals (EVMs), self liquidating premiums (e.g. Coke glass), new or LTO (limited time offer) products, or gift certificates when applicable.

Money-saving EVMs, for example, are a welcome suggestion when the entr?e in the EVM is the entr?e the customer ordered. Let your customer know the value of buying an EVM by mentioning that it is available and that it could save money on the order.

When you suggest other items, open with "Have you tried . . . ?" or "Would you like to try . . . ?" Avoid "Do you want to buy . . .?" which some customers find offensive.

When not to suggestive sell

There are some situations in which you should not suggestive sell. Do not suggest to children. One of the worst mistakes in suggestive selling is suggesting to children. Do not suggest dessert or children's items (e.g. Happy Meal) to parents in front of their children. Do not suggest more than one item. Suggesting two or more items, such as a large order of fries then an apple pie, can give your customer the impression that you are pushy.

Listen to Your Customer

You should listen to your customer. Comments like "and that is all" are a warning not to use suggestive selling. Listening for such comments is especially important in the Drive Thru, where clues to customer feelings often come by voice.

Get to Know Your Regular Customers

They visit your restaurant frequently. They know your menu. And they already know what they want. Use suggestive selling discreetly when the customers might expect you to know

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