The steps of the sale

Selling is an important part of our job, but selling is not pushing the diner as much as we can. It is important to understand what the best times are to perform them and how to do it.

LAS OPORTUNIDADES PARA LA VENTA:

1- Establish a relationship of Trust and Empathy

As in any sales process, we must bear in mind that our customers are mainly emotional beings and that establishing a first connection of complicity, even in the short time of the welcome, is very important for all the dialogue that we can have later. Whether they come with time or in a hurry; alone, in a group or waiting for new diners, we must know how to receive them with empathy, understanding the state of mind with which they arrive at our place and approaching them in a friendly way, showing that they count on us as allies for what they need while they are in our premises. Moreover, we should understand that true business relationships are those that have many transactions. That is, we must see each new customer as a frequent potential customer. And being so, take advantage of each visit to get to know it a little more. Understand what they like to eat, what dish they find especially rich, if they usually drink alcohol with your meals, if they have a good appetite and are waiting for a full meal (starter, main course and dessert), etc. Always attentive to discretion and understanding that each client has an absolute right to their privacy, recognizing it and being proactive to their demands advances us several steps in establishing the trust that is essential to make recommendations of products and services that our local has on offer. 

2-A SALES OPPORTUNITY at each stage of the service:

Welcome

The welcome, which in places that have receptionists is shared with them, must have a fundamental premise: to approach the client as soon as he arrives at our premises.  It is time to help them find a place of their liking to spend the evening, and this should be done as soon as possible. In addition, as we said before, it is the moment to generate a relationship of trust, since we will be responsible for their experience. It is important to introduce ourselves with a name and tell them everything that the business has (especially if it recently had an expansion or if you have renewed your menu).

While the focus of the welcome is to give peace of mind to the client that he will be very well taken care of, it is time to show very briefly the offer that our restaurant has for him and his companions. While it is true that we do not always have the time we would like to serve our customers, especially in times of peak demand, we must always, even if it is for a few seconds, greet the clients and make them feel welcomed and treated correctly.

Delivery of the Charter (offer drinks)
After letting customers settle at ease at their table, we must deliver the menu so they can analyze it and choose with peace of mind. This is the fundamental moment to sow ideas and tempt the diner with suggestions to build their experience. It is also the opportunity to confirm our first impression of the mood of our diners. To make open consultations to understand what situation they are in, such as saying: «if you are with time, we have today a dessert that requires some preparation at the moment, but it is delicious».  Or, on the contrary, if I see them in a hurry, «we have an entrée that comes out quickly and is very abundant that they can accompany with a pizza to share».  
It is, in addition, the moment in which we take the opportunity to take their first order of drinks (any suggestion of drinks, alcoholic beverages or an appetizer to start with, is usually well considered and is perhaps one of the products that generate more profit margin for our place). At least we should retire knowing what starters and soft drinks they would like.

The arrival of drinks and taking orders (I sell until dessert)
The moment we bring the snacks to the table and confirm that we have the attention of all the diners, is the ideal time to sell the restaurant’s product offer in the best way. It should be done in a way so that it adapts to the appetite and desires of the customers, considering what we have to offer that day. There are times that some dishes do not go as well as always (failures of the supplier, missing someone from the kitchen equipment, etc.) and, at the same time, we may have a new product that has had a very good reception recently. It is the time when, in addition to what people have seen on the menu, we can make specific suggestions to each client. For this, as we have been saying, the ideal is to know them as much as possible and to have conquered their trust with our knowledge of the products offered (and ideally of their tastes!).
Our goal is not only that each diner has a complete meal (starter, main course, dessert and liquors, digestives) but that they enjoy their experience in this opportunity and that they are excited to return soon. So, we must make some special recommendations of the day (especially in relation to appetizers, which are usually shared even if they did not take them into account when looking at the menu). Once the order of the main course has been taken, it is important to offer them the most popular desserts of the establishment. Why? Because if we wait for the order of desserts once the intake of the main course is made, the temptation is much lower. virality
When the customer is hungry, every proposal is rewarding and tempting. And we can even suggest that you do not overeat with the main ones, as a delicious dessert awaits you at the end of the meal. Desserts, additionally, have the advantage of «virality» on a table. With one of the diners deciding on a dessert, the rest will be more willing to consider it and order theirs… or at least to order several desserts in common and share them.

Delivering the tickets
The moment of the descent (delivery) of the starter dishes is a good time to offer new drinks or confirm if they want to accompany the main one with a new wine or sparkling wine.

Removing the appetizer
When we pick up the entrees it is the other time when we can offer desserts if you have not had the opportunity to do so when the original order was taken. Keep in mind that while customers have already eaten something, they still don’t have a full stomach and are very likely to consider it favorably.
The review of the table, having asked and verified that all the diners have enjoyed the appetizers, and the taking of suggestions in case it has not been so, is a sale for the place as a whole. It is also the time when they can ask us for another drink or ask us anything else consult.
Let’s pay attention to people, it’s not just «cutlery», let’s give them the time so that they can make open consultations. Some are curious about the ingredients a dish could have, either to ask if something could be changed or just out of preparation. While removing the cutlery and what is no longer going to be used (it is important that the client understands that we are active and with operational responsibilities), let’s take a few seconds to give them answers and confirm that we are the best advisors they could have. Our knowledge of the products on the menu shows our professionalism and quickly increases the confidence of customers in our judgment.

Delivering the main courses
The time of delivery of the main courses, whether or not the customers have ordered appetizers, is the most anticipated moment for them. It is the time when we naturally have their full attention and we must confirm not only that the orders are correct and at the right cooking point, but it is also the time to receive any other suggestions. It is, in addition, the last time we can offer desserts (the customer has not yet eaten their most important dish), also to confirm if they need another drink, and let’s always be attentive to any immediate order that may arise after trying the dishes (salt, pepper, oils or whatever else may arise).

Replenishment and beverage service

Throughout the meal, there will be several more moments of interaction, either to replenish drinks, solve a specific situation (especially if something is overturned, or if there are children or older adults who require something unusual). In all these moments, the key is to take the opportunity to get to know our customers more, always with discretion, without questions that invade their privacy or put the client in an uncomfortable situation and provided that the client is open to interact with us. Know if they are family, friends, couples, etc. It is not necessarily useful to make an additional sale on this occasion, but it does gradually build a long-term relationship that should be respectful, trustworthy and pleasant over time.

Removing the main courses (take dessert and/or digestive order)

When we remove the main courses, we must understand the humor of the table. Some tables can be found very happy, already with a full stomach, and it is a very good time to offer them digestives (liquors, tea, coffee) for after dessert. Keep in mind that their desserts have not yet arrived, and some of the diners have a great expectation for them. We can also see that the table meets satisfied diners, but already thinking about their obligations after the meal, so understanding their predicament is very important. In this case, if they ordered desserts, we let them know they are on their way. If they are not, we offer them the possibility of drinking coffee or tea and if they would already like to receive the bill. As much as customers are in a hurry, we must not stop offering them the end of the proposal, however, we must do it in a tone and manner according to their visible urgency.

Delivering desserts

The delivery of desserts in some restaurants is accompanied by some show. Not only with the desserts that are prepared at the table (rum flambé pancakes, for example), but sometimes it is time for the table to be served by several waiters at the same time, with the dishes raised and making the table a momentary protagonist of the entire restaurant. Without invading privacy or disturbing other diners, it is also the time when birthdays and other celebrations are celebrated somewhat in a more public manner.
The skill of the waiters in the preparations at the table is very celebrated by the regular customers, mainly because a relationship of complicity has already been established with the waiter and therefore, they are happy to discover their capabilities. When we deliver desserts to a table, it is not uncommon to have the gaze of other diners, and it is from that place that we «sell» the proposal to other tables. Let’s be attentive if at our table we are taking orders and we see how they deliver the desserts to another table nearby. It will show them the desserts offered and surely tempt a sweet diner. We can even offer to «reserve» the dessert since being the most requested, it is possible that it is finished before they can order it. In this way we already have the sale assured and we made a «favor» to our table.

Account Closure

The account request is usually much more than that. It is the moment when the diner decides that the experience has come to an end and that it is time to set off towards other tasks and obligations. It’s a closure of the experience and we need to have the empathy to help you with that process in the smoothest way possible. It is not entirely up to us that the bookkeeper quickly performs the operation (with the automation of the systems this process is usually fast and with very few errors), but it is our responsibility to be attentive that the process is agile.

Delivering the Account

Before delivering the account, it is our responsibility to check, at least briefly, that all products are correct and that there is no duplicate item or worse: not included. The account must be correctly charged. When delivering the account, we have the attention of the table again, and we must be able to respond with eloquence and certainty to all kinds of doubts and suggestions to make the payment. Account splits, multiple credit cards, digital payment deposits, etc. are not just an administrative issue, but the moment when all our effort (and that of the kitchen) is rewarded. Let’s take the time to pay attention to each suggestion and solve it or adapt it to the conditions that the restaurant has available.
It is also the time to certify the complicity (alliance) achieved with our table, helping with any strange situation or resolving in your favor some unusual alternative. In case there are promotions with a credit card or affinity club, it is time to say it with total precision and cordiality (some promotions are somewhat complex, and we must understand them very well in advance) and always inform them.
It is also the ideal time to ensure the commitment to a new visit. Sometimes restaurants have their own loyalty program. Sometimes it is a simple coupon, which the waiter should be able to explain clearly.
It is also the ideal time (if the client is receptive) to tell them about the services that the restaurant has outside its premises. Whether catering services, delivery services, special breakfasts for executives, room rentals and services for parties, children’s rooms, etc. Whatever the place has available, is the moment when the attention of the customers in us, even if it is a few seconds, gives us the possibility to talk about the total business of the restaurant, beyond the food of that day. In cases where we have frequent customers, it is also time to share expansion plans (if the store had them), new nearby locations, or the growth of your franchise network. The conversations that may arise are very open and sometimes it is worth also including the manager of the premises (or the owner, if he is there) to share more details of the project.

Farewell

The farewell of the diners should focus on knowing their names (we have seen them at least when we deliver their credit cards for their signature) and thus be in a tacit commitment for their return. In case there is a special event in the near future (a special menu per national day, etc.) it is time to remind you of the event and that we are waiting for you. Ideally, let’s take their reservation for that day. If it is not possible, let’s make sure that they have the phone, email or website of our business to make their reservations in comfort.

Conclusions

In short, having the possibility of multiple interactions with each visit of our guests gives us the opportunity to show all the offers that our restaurant has, both food and drinks and drinks, in a different way. That same variety of interactions also allows us to get to know each of our customers and their reactions. Knowing them is the key to improving our proposals, as far as possible. Knowing them well is also the basis for those customers to recognize us in other places if we change jobs.

If we want to be really good sellers, we should carry our «notebook» about their visits. Maybe when our shift is over or at the end of the day back home. It is important as a memory aid, and it will allow us to perform better and better services quickly. Every seller stands out for having their own portfolio of customers. The exercise of putting together ours, in parallel to that of our restaurant, will serve us not only to be better waiters, but to be better sales professionals in any area that touches us in the future.