Banfi Vintners

Selling the Sizzle…

We’ve all met individuals who could “sell snow to Eskimos.” Their uncanny sales-ability stems from their innate talent to read the needs and desires of their potential customers. Armed with this information, they position their product in such a way as to accommodate their customer’s needs.

They sell the sizzle, not the steak.

In restaurant service, this equates to reading the table before selling the table.

Servers must be part poker-player, part psychologist, part psychic. To sell the table, you must pay attention to:

1. A customer’s body language
2. The group dynamics
3. Individual levels of fatigue/excitement

Next, you must determine which individual dominates the decision making. This is your alpha buyer. Locate this person as soon as possible. He or she will be the linchpin to selling and upselling during the course of the meal.

Although we’re going to offer you some service suggestions and upselling tips, remember—your manager’s directives are absolute. Not all of the suggested verbiage or selling techniques may fit into your corporate protocols. Take what you can use.

Talk wine…

You never get a second chance to make a first impression. If you are selling, set the stage.

Subliminal messaging goes a long way. If you want to sell desserts, have a dessert tray by the hostess stand. If you are out to sell wine, have big bottles and/or wine racks throughout the dining room. Make sure a wine list is offered to every table at lunch and at dinner. Talk wine.

People tend to remember the first thing and last thing you say. You know this to be true.

When the server runs down the list of evening specials:

• mustard-crusted pork
  
• vegetable napoleons
  
• pasta gorgonzola with pistachios
  
• line-caught salmon with citrus beurre blanc

Invariably, people will remember the pork and the salmon (the first and last entrees mentioned) and either forget the middle two OR ask the most questions about the middle two because they can’t remember the details.

The same holds true with wine service. If you are out to sell wine, bookend your greeting with the subject matter.

“Good evening, I see you’ve got a copy of our wine list. Good. If you’ve not dined with us before, I’d be happy to help navigate you through our entrees—naturally, there are house specialties and personal favorites—OH, and be sure to take a peek at our featured wines by the glass. There are some super selections this week. I’ll give you a moment, then come back.”

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