1. Level 2 Hospitality and Catering Principles (Food and Beverage) Day 10 - Unit 71: Principles of Promoting Additional Services or Products to Customers

2. Yesterday we found out… what excellent customer service is and why we do it how to communicate with customers your customers’ needs and expectations how to deal with customer complaints why organisations have standards and procedures.

3. Today we’ll find out… the types of additional products and services usually offered how offering additional products and services benefits everybody about the sales process about different techniques you can use to sell how to make and close a sale.

4. We will also… do practice test 30 (unit 71) do test 30 (unit 71) name a new skill or knowledge learnt today talk about what we have learnt so far fill in your Learner Session Record.

5. What additional products and services could you offer at a hotel? Car and taxi hire Tickets – theatre, airline, visitor attractions Flowers In-house movie Restaurant reservation Room service Newspaper Business service Spa facilities Room up-grade

6. What additional products and services could you offer at a food establishment? Appetisers Starters Desserts Side dishes Coffees Pastries Additional drinks Repeat visit with a promotion

7. Everybody benefits! Customer loyalty – repeat business Increased customer spending You’ll feel motivated and enjoy your job Upselling can lead to promotion Customers get relevant information You can record customers’ preferences Gives business competitive edge Time saving

8. Product knowledge – things to know Be: accurate up to date. Know: which products and services compliment others the ingredients used in the dishes on offer how each available dish tastes what accompaniments go with each dish which are the high profit products.

9. Improve the customer’s experience Customer receives excellent customer service Happy customers return and tell others Increased business profits and happy staff Recommend appropriate products and services

10. The sales process Have a good rapport Gain your customer’s trust 1. Build a relationship Use effective listening skills 2. Find out your customer’s needs Have good product knowledge 3. Match products and services to their needs Match the benefits of the product or service to the individual needs of your customer 4. Match the benefits to your customers needs Overcome any concerns and reservations 5. Encourage your customer to purchase Agree to provide the product or service. 6. Close the sale

11. Merchandising How the product looks How it’s presented to the customer Price How it’s promoted Who to? When – a certain time of day – is it seasonal?

12. What makes customers’ say yes?

13. Things that make customers’ say yes Value for money Ease of transaction Mood of the customer Emotional purchase How attractive the product is How persuasive the seller is The rapport between customer and seller The reputation of the business

14. Methods of selling Selling at the point of sale Up-selling Cross-selling Advertising additional products or services Promotions Personal testimonials Cocktails 2 for 1

15. Personal selling Your success relies on: your attitude your appearance excellent product knowledge using effective listening skills identifying opportunities gaining the customers trust communicating in an appropriate way.

16. Up-selling Do: know what products and services are more profitable offer premium products recommend the drink/ dish of the day recommend good – not just expensive give a special recommendation. 

17. Special recommendations Use terms like: The chef recommends… My favourite is… A popular choice is…

18. Cross-selling

19. Up-selling and cross-selling Don’t: rush your customers be pushy be afraid of the customer saying no offer what you can’t deliver. ×

20. How to sell additional products and services 4. Match the benefits to your customers needs Overcome any concerns and reservations 5. Encourage your customer to purchase Agree to provide the product or service 6. Close the sale

21. Match benefits to needs Ask open questions to identify the customers needs. Give your customer time to ask any questions. Listen effectively to their requests or preferences.

22. Overcome concerns and reservations Gain the customers trust Use testimonials Value for money Can you offer any discounts? Describe benefits in detail and match to needs. Can you offer reassurance? Is there anything you can do if they’re not happy with their purchase?

23. Close the sale Negotiate Gain customer commitment Check customer understanding of what they have bought Close the sale

24. Today we found out… the types of additional products and services usually offered how offering additional products and services benefits everybody about the sales process about different techniques you can use to sell how to make and close a sale.