The Appetizer Sales Zone
After returning with the beverage order, assume your guests want an appetizer. You may hear “no thanks” from a four-top when you suggest something, but that doesn’t mean you shouldn’t try again with another four-top.
In “assuming the sale,” you’re confident that not only you can sell, but also your customers want to buy. It’s a fact of life that salespeople are in the business of assuming success, not failure.
Listen to the assumption used in this dialogue:
“Have you had a chance to look over the appetizers? Which can I bring you?”
If the table declines, you haven’t braved rejection for nothing. Those guests might be interested in an appetizer the next time they come in. You’ve planted the seed now for a sale later. When making suggestions and assuming the sale, try not to ask questions that can be answered with a yes or no. Example:
1. “Anybody want something to start?”
2. “Would you like an appetizer?”
Let’s re-phrase these inquiries as open-ended questions:
1. “How about our spinach dip or an order of our award-winning onion rings to start?”
2. “The buffalo chicken wings and the calamari are really popular. Which one can I bring you?”
While you’re in the Appetizer Zone, keep in mind the other sales strategies you’ve learned. Offer a choice (“The potato skins and smoked trout are both very good”), then recommend your favorite (“But my favorite is the chicken Caesar salad.”)
