Want to increase bar profits? Language is a good salesperson’s best friend. Which of the following sales pitches would most effectively move you to purchase something: “What can I getcha?” or “Have you had a chance to look over our drink list? We’re famous for our margaritas. In particular, I’d recommend our delicious Top Shelf Margarita. It’s made with Cuervo Gold and a splash of Grand Marnier.”
Painting Pictures with Words and Phrases
Servers can’t bring out every drink item to show guests what it looks and tastes like. Instead, they have to describe it — preferably in a way that creates a positive mental picture in the guests’ minds. Train your staffers to use well-chosen adjectives and phrases to paint mouth-watering pictures of what they’re suggesting to their guests. For example, “The Sutter Home Cabernet Sauvignon has a full-bodied, robust flavor that would complement your hand-carved prime rib quite nicely….”
Practice Makes Perfect
To increase bar profits, give employees opportunities to practice using descriptive words and phrases. Write the following list of descriptive words and phrases on a flip chart. Go through the list at monthly sales meetings. For each word, have a server shout out a drink item that could be described using the word. Circle every word servers could use (You should be able to circle all of the words on the list!). Then, call on servers to work the words into effective sales dialogue.