Using Words That Sell

by | Apr 15, 2010 | Guest Interaction, Selling as a Server | 88 comments

In nearly every training manual, at nearly every restaurant, there is a section on using adjectives to sell.  This is often the extent of the sales training in them.  They encourage you to use words like “awesome” and “incredible” to sell the food to guests.  The authors of the manuals picture an army of servers bounding to the tables talking about how “awesome” the nachos are or the “incredible” margaritas.  They envision the guests will be overcome with curiosity and order these items in droves.   The new server fresh out of training goes to the table confident in this finely tuned sales pitch, only to be met with an eye role from the guests.  Discouraged, they decide Poco eventually to just take the order.

The idea of using words to sell is important, but most companies do not take the effort to adequately explain how to do it.  This leads to poorly crafted and obvious sales pitches that are more likely to alienate a customer than convince them to buy.  The cheap jerseys use of generic adjectives cheap nba jerseys like “awesome” or “incredible” is so overdone that it can actually put guests on the defensive.  It can create an adversarial relationship with the guest that is the opposite of what you are trying to achieve.  The key to avoiding this is to use words that inform guests, paint a picture, and emphasize qualities they are looking for in their meal.

Here wholesale nfl jerseys are some guidelines to think about when selecting your words:

Choose Words that Paint a Picture: Any adjective you use should clarify the picture of the item the guest has in their mind.  Words like “awesome” or “incredible” or even “delicious” are too generic and do You not bring the picture into focus for the guest.  As a general rule of thumb, do not use any word that could be used in the same context to describe a car.  Instead picture the dish in your mind and think of words you would use to describe it.  Use words like “tender” or “rich” or “sweet” to help paint the picture in their mind.  If you can get the guest to be more hungry picturing the item you are describing, you have made the sale.

Choose Words that Inform: Each word you choose should give the guest more information about the meal.  Specific descriptive words will help guide the undecided into the decision.  Use words that emphasize the strengths of the meal.  Tell the guests what makes the item you are describing better than what they can get up cheap mlb jerseys the street.  Let them know your steaks are aged or your fish is wild caught or your drinks are made with fresh squeezed juices.  Do not just tell the guests that something is awesome; tell them why it is awesome.  When you choose words that inform, you come across more as an adviser than a sales person.

Choose Words Based on the Table: Looking at the guests at your table will give you guidance on what items to sell and which words to choose.  A table of businessmen is much more receptive to descriptions of dishes as “rich” or “buttery.”  A table of ladies stopping in after a game of tennis might want to hear about items that are “light” or “fresh.”  You should always cater what you are trying to sell, and how you are selling it, to the people you are selling it to.  Trying to convince someone to buy something they have no interest in will Electricity waste your time and hurt your wholesale jerseys credibility.

Words are your most powerful sales tool. The old adage about a picture being worth a thousand words is only partially correct.  A picture on a page is limited in effect.  The picture you can paint in a guest’s mind through your words is far more powerful.  Use the right words to paint the right picture for the right guest and you will get the sale.  This will paint a much better picture in your wallet.

Join in the discussion.  What words to you think are overused?  Do you have a great one that you like to use?  Leave a comment

Tips2: Tips For Improving Your Tips is the new book from the author of The Of Hospitality Formula Network.  It contains the 52 essential skills of the exceptional server.  This book teaches the philosophy to turn average service into an exceptional guest experience that will rapidly increase your tips.  This book shows how you can provide better customer service and dramatically improve your tips.  Enter the coupon code “squared” to receive 20% off your copy today.

People 【アフターパルス】大型アップデート実施！武器やマップなど新しい要素がもりだくさん！仲間と一緒に遊べる「カスタムプレイ」も実装されたぞ！ Who Read This Post Also Enjoyed:

In Defense of Selling as a Server (Part One) (Tips Squared)

A Few More Thoughts On Emmer (Tips Squared)

Restaurant Etiquette: Pop Quiz (Restaurant Laughs)

A Food Critic Intervention (The Manager’s Office)

Chef Nicolette: An Introduction (Foodie Knowledge)

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88 Comments

  1. Marcella
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    MMM…this post made me hungry!

    Reply
  2. Marcella
    Marcella on April 15, 2010 at 10:18 pm

    MMM…this post made me hungry!

    Reply
  3. Glenda
    Glenda on November 5, 2010 at 12:00 am

    Absolutely CORRECT!

    We have a wonder seafood chowder that I describe to ‘men’ as ‘hearty’ and to ‘women’ as ‘pure comfort food’. It always amazes me how the same chowder described differently can be sold equally to both sexes!

    Reply
  4. Glenda
    Glenda on November 5, 2010 at 12:00 am

    Absolutely CORRECT!

    We have a wonder seafood chowder that I describe to ‘men’ as ‘hearty’ and to ‘women’ as ‘pure comfort food’. It always amazes me how the same chowder described differently can be sold equally to both sexes!

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  1. The Index « Tips on improving your Tips - [...] Using Words That Sell [...]
  2. The Index « Tips on improving your Tips - [...] Using Words That Sell [...]
  3. Three Ways to Describe Dishes « Tips on improving your Tips - [...] have already discussed the importance of offering a recommendation and what words to use in it.   The skills discussed…
  4. Three Ways to Describe Dishes « Tips on improving your Tips - [...] have already discussed the importance of offering a recommendation and what words to use in it.   The skills discussed…
  5. The Lost Art Of Suggestive Selling « Tips on improving your Tips - [...] and “suggestive selling.”  One of the first posts on this blog was declaring my disdain for the overuse of…
  6. The Lost Art Of Suggestive Selling « Tips on improving your Tips - [...] and “suggestive selling.”  One of the first posts on this blog was declaring my disdain for the overuse of…

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Using Words That Sell

by | Apr 15, 2010 | Guest Interaction, Selling as a Server, Uncategorized | 37 comments

In nearly every training manual, at nearly every restaurant, there is a section on using adjectives to sell.  This is often the extent of the sales training in them.  They encourage you to use words like “awesome” and “incredible” to sell the food to guests.  The authors of the manuals picture an army of servers bounding to the tables talking about how “awesome” the nachos are or the “incredible” margaritas.  They envision the guests will be overcome with curiosity and order these items in droves.   The new server fresh out of training goes to the table confident in this finely tuned sales pitch, only to be met with an eye role from the guests.  Discouraged, they decide Poco eventually to just take the order.

The idea of using words to sell is important, but most companies do not take the effort to adequately explain how to do it.  This leads to poorly crafted and obvious sales pitches that are more likely to alienate a customer than convince them to buy.  The cheap jerseys use of generic adjectives cheap nba jerseys like “awesome” or “incredible” is so overdone that it can actually put guests on the defensive.  It can create an adversarial relationship with the guest that is the opposite of what you are trying to achieve.  The key to avoiding this is to use words that inform guests, paint a picture, and emphasize qualities they are looking for in their meal.

Here wholesale nfl jerseys are some guidelines to think about when selecting your words:

Choose Words that Paint a Picture: Any adjective you use should clarify the picture of the item the guest has in their mind.  Words like “awesome” or “incredible” or even “delicious” are too generic and do You not bring the picture into focus for the guest.  As a general rule of thumb, do not use any word that could be used in the same context to describe a car.  Instead picture the dish in your mind and think of words you would use to describe it.  Use words like “tender” or “rich” or “sweet” to help paint the picture in their mind.  If you can get the guest to be more hungry picturing the item you are describing, you have made the sale.

Choose Words that Inform: Each word you choose should give the guest more information about the meal.  Specific descriptive words will help guide the undecided into the decision.  Use words that emphasize the strengths of the meal.  Tell the guests what makes the item you are describing better than what they can get up cheap mlb jerseys the street.  Let them know your steaks are aged or your fish is wild caught or your drinks are made with fresh squeezed juices.  Do not just tell the guests that something is awesome; tell them why it is awesome.  When you choose words that inform, you come across more as an adviser than a sales person.

Choose Words Based on the Table: Looking at the guests at your table will give you guidance on what items to sell and which words to choose.  A table of businessmen is much more receptive to descriptions of dishes as “rich” or “buttery.”  A table of ladies stopping in after a game of tennis might want to hear about items that are “light” or “fresh.”  You should always cater what you are trying to sell, and how you are selling it, to the people you are selling it to.  Trying to convince someone to buy something they have no interest in will Electricity waste your time and hurt your wholesale jerseys credibility.

Words are your most powerful sales tool. The old adage about a picture being worth a thousand words is only partially correct.  A picture on a page is limited in effect.  The picture you can paint in a guest’s mind through your words is far more powerful.  Use the right words to paint the right picture for the right guest and you will get the sale.  This will paint a much better picture in your wallet.

Join in the discussion.  What words to you think are overused?  Do you have a great one that you like to use?  Leave a comment

Tips2: Tips For Improving Your Tips is the new book from the author of The Of Hospitality Formula Network.  It contains the 52 essential skills of the exceptional server.  This book teaches the philosophy to turn average service into an exceptional guest experience that will rapidly increase your tips.  This book shows how you can provide better customer service and dramatically improve your tips.  Enter the coupon code “squared” to receive 20% off your copy today.

People 【アフターパルス】大型アップデート実施！武器やマップなど新しい要素がもりだくさん！仲間と一緒に遊べる「カスタムプレイ」も実装されたぞ！ Who Read This Post Also Enjoyed:

In Defense of Selling as a Server (Part One) (Tips Squared)

A Few More Thoughts On Emmer (Tips Squared)

Restaurant Etiquette: Pop Quiz (Restaurant Laughs)

A Food Critic Intervention (The Manager’s Office)

Chef Nicolette: An Introduction (Foodie Knowledge)

Submit to Best Restaurant Blogs function brbshareplugin(){var _u = location.href.toString(); var _p = _u.match(/http[s]*:\/\//)[0]; var _h = encodeURIComponent(_u.replace(_p,”)); var _p = _p.replace(‘://’,”); document.location = ‘http://www.bestrestaurantblogs.com?action=dosubmitlink&submit-link-input=’+_h+’&submit-link-proto=’+_p;}

37 Comments

  1. Marcella
    Marcella on April 15, 2010 at 10:18 pm

    MMM…this post made me hungry!

    Reply
  2. Marcella
    Marcella on April 15, 2010 at 10:18 pm

    MMM…this post made me hungry!

    Reply
  3. Glenda
    Glenda on November 5, 2010 at 12:00 am

    Absolutely CORRECT!

    We have a wonder seafood chowder that I describe to ‘men’ as ‘hearty’ and to ‘women’ as ‘pure comfort food’. It always amazes me how the same chowder described differently can be sold equally to both sexes!

    Reply
  4. Glenda
    Glenda on November 5, 2010 at 12:00 am

    Absolutely CORRECT!

    We have a wonder seafood chowder that I describe to ‘men’ as ‘hearty’ and to ‘women’ as ‘pure comfort food’. It always amazes me how the same chowder described differently can be sold equally to both sexes!

    Reply
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Trackbacks/Pingbacks

  1. The Index « Tips on improving your Tips - [...] Using Words That Sell [...]
  2. The Index « Tips on improving your Tips - [...] Using Words That Sell [...]
  3. Three Ways to Describe Dishes « Tips on improving your Tips - [...] have already discussed the importance of offering a recommendation and what words to use in it.   The skills discussed…
  4. Three Ways to Describe Dishes « Tips on improving your Tips - [...] have already discussed the importance of offering a recommendation and what words to use in it.   The skills discussed…
  5. The Lost Art Of Suggestive Selling « Tips on improving your Tips - [...] and “suggestive selling.”  One of the first posts on this blog was declaring my disdain for the overuse of…
  6. The Lost Art Of Suggestive Selling « Tips on improving your Tips - [...] and “suggestive selling.”  One of the first posts on this blog was declaring my disdain for the overuse of…

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