Presentation on theme: "By Jean Lagueux Institut de tourisme et d’hôtellerie du Québec"— Presentation transcript:
1 By Jean Lagueux Institut de tourisme et d’hôtellerie du Québec Suggestive Selling in the Restaurant Business : a Framework Connecting Selling Approaches to Sales Encounter OutcomesBy Jean LagueuxInstitut de tourisme et d’hôtellerie du Québec
2 ObjectivesThree foldDefine a framework of selling approach in the environment of restaurant selling.Measure the impact of the different sales approach on sales encounter outcomes.Explore the restaurant / waiter’s social responsibility context
4 Suggestive Selling Lacks Proper definition Theoretical basis Based on :Professional experienceAnecdotal evidenceEffects are not well defined
5 BackgroundCourtesy in a restaurant setting and suggestive selling (Brooks, 1961)Factors influencing restaurant servers to use suggestive selling (Johnson & Masotti, 1986)Definition : “asking a patron if he would like wine with the meal ordered”Suggestive selling versus the volume of business (Redmon & Dickinson 1990)Recommendations made by the server at different times of the meal (Lynn, 2003)“the art of selling a customer the original item he or she came in to buy, plus additional items that complement the original item” (Kizer & Bender 2007)70 % of 1066 restaurant servers use suggestive selling (Lynn & McCall, 2009)ConclusionEconomic benefitsNot connected to customer’s needs
6 Consultative SellingType of awareness attributed to restaurant serversMars and Nicod (1984)Customer-oriented selling :Comes from the marketing conceptCustomer satisfaction is integrated in the equation of successSeen as a problem solverSaxe and Weitz (1982)Providing information - an advisorJob satisfaction, organizational commitment, sales training and sales skillsLiu and Leach (2001)
7 Consultative SellingApproach used in situations when a customer needs to find a solution to a problem that has not yet been resolved or when he needs help or a suggestionZeyl (2003)Upselling technique that has the goal to increase the average check while enhancing the guest experienceShock, Bowen, and Stefanelli (2004)ConclusionDifficulty assessing customer’s needsSpecific needs have not been satisfiedNew approaches can be suggested to him
8 Transaction SellingProducts are well known to the customer (Zeyl, 2003)Large amount of information available to the customerPrevious knowledgeThe use of salespeople is less requiredTo describe featuresTo take orders
9 Persuasion Selling Manske and Cordua (2005) Use of different approaches to persuadeReciprocityScarcityLikingCredibilityPowerSimilaritiesPhysical attractivenessEmpathyExtrinsic aspects of the purchase situation.
10 The Server Self-Monitoring Adaptation in response to the perceived differences (Snyder, 1974)Motivation to alter the behaviorTheory of social exchange (Thibaut & Kelley, 1952)Cost of effort versus personal gainAdaptive sellingEmpathyAndrogynyBeing an openerLocus of controlSelf-efficacyService Predisposition (Lee-Ross, 2000)
11 Selling Environment Differences with retail settings Sequence of service (McMahon & Schmelzer, 1989)Roles and responsibilitiesSimultaneityContact pointsCaptive aspect of the service encounterThe importance of the menu
12 What makes it suggestive ? Bringing to active memory, optionsForgottenIgnoredUnknownAltered behaviourConsidering needsTrying to persuadeNot simply related to presentation
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