FOOD AND BEVERAGE DIVISION OPERATIONS MANUAL DEPARTMENTAL SCOPE & RESPONSIBILITY

Topic E!!ec"i#e D$"e Re#i e- D$"e Applic$.le Fo(/ "o ' e Re!e( "o

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Selling Skill % &$n'$() *++, Nil All O'"le" Nil Nil T0E GUEST

10O IS T0E MOST IMPORTANT PERSON IN T0E 0OTEL2 If you think about it, it is not the manager, not the Chef, and not the waitress, but the GUEST. Without guests, there would be no hotels and restaurants and no jobs for waitresses, managers or any one else in the hotel. 10AT IS T0E GUEST * A guest is the most important person in the hospitality business * A guest is not dependent on us - we dependent on him * A guest is not an interruption of our work - he is the purpose of it * A guest does us a favour when he alls - we are not doing him a favour by serving him * A guest is part of our business - not an outsider * A guest is not a old statisti - he is a flesh and blood human being with feelings and emotions like our own * A guest is not someone to argue and mat h wits with * A guest is a person who brings us his wants - it is our job to fill those wants * A guest is deserving of the most ourteous and attentive treatment we an give him * A guest is the lifeblood of our business. !"!#$ guest who enters our hotel is a "!#$ I%&'#(A)( &!#*')+ I( I* ',# #!*&')*I-I.I($ (' *!! (/A( /! I* A((!)0!0 (' 1,IC2.$, 1,I!(.$, A)0 !33ICI!)(.$+ 44567587 &age 4 *e tion 9.:.44

FOOD AND BEVERAGE DIVISION OPERATIONS MANUAL DEPARTMENTAL SCOPE & RESPONSIBILITY

10AT IS A SMILE2 It ost nothing, but reates mu h It enri hes those who re eive it, without impoverishing those who give it It happens in a flash and the memory of it sometimes lasts forever )one are so ri h that they an get along without it and none are so poor but they are ri her for its benefits It reates happiness in the home, fosters good will in business, is the ountersign of good friends It is rest to the weary, daylight to the dis ouraged, sunshine to the sad, and natures best antidote for trouble. $et, it annot be bought, it annot be begged, it annot be borrowed and it annot be stolen, for it is something that is personal until is it given away And, if it ever happens that some people are too tired to give you a *%I.!, why not give them one of yours; 3or nobody needs a smile so mu h as those who have none left to give.

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FOOD AND BEVERAGE DIVISION OPERATIONS MANUAL DEPARTMENTAL SCOPE & RESPONSIBILITY

SALES TEC0NI3UES BASIC STEPS TO INCREASE SALES %4 CONFIDENT ATTITUDE: 5NO1 that you will ma=imise sales+ Assume that every table will have wine and order e=tra ourses. Approa h the table onfidently - knowing they aren>t dining on limited budgets. 5NO1 that your guests are going to spend money having an enjoyable and omplete dinner. *alesmen are known for their onfiden e almost to the point of intimidation and any salesman will tell you that everyone gets the ?pit h? - no matter how they look, or where they might be from, or how mu h money you think they might have. $our aptitude and professionalism oupled with the ambien e of the dining room should have the effe t of taking the guest>s mind off a minor thing like how mu h money the dinner is going to ost, so that he will sit ba k and have an enjoyable e=perien e. 5NO1 YOUR PRODUCT: A knowledgeable salesman knows every little detail about his produ t, and uses all of them at one time or another, depending on what the lient wants to know, to sell his produ t. (hat>s the reason for the training. $ou must know what>s in all the sau es, the portion si@es, where the beef omes from, how the items are prepared and daily vegetables. (he moment the guests noti es that you do not know the produ t, he is going to lose interest in the produ t, be ause a Auestion that has been uppermost on his mind on erning the produ t is not answered. A good salesman knows whi h aspe ts of the produ t to emphasise to whi h lients. 2nowing and ontinually studying wines and liAuors is of paramount importan e, as these items in reases the average he k very Aui kly, and with relatively little effort in servi e. BE PROUD OF YOUR PRODUCT: A salesman an most easily sell a produ t that he himself would have no reservations about owning - and it>s easier still if he does already own one and an speak from e=perien e. Consider our e= ellent food, our elegant ambien e, our gra ious and professional servi e, and youBre own personality and e=pertise in ontributing to a memorable dining o asion. We have every reason to be proud of the total e=perien e.

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FOOD AND BEVERAGE DIVISION OPERATIONS MANUAL DEPARTMENTAL SCOPE & RESPONSIBILITY

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SUGGESTIVE SELLING: A salesman is always ?leading? the lient whether it be to a more e=pensive model, or away from parti ular olour whi h he does not happen to have in sto k. &eople rarely ome into the dining room knowing in advan e every single item they plan to have for dinner that night. $ou are in the position to suggest items to in rease the he k. !ven suggesting a shared appetiser to a ouple who may not have ordered an appetiser at all an in rease the average he k. $our suggestion should always be ou hed in the most appetising, glowing, and des riptive term - fa tual, of ourse, but emphasising the e= iting, the appetising, and the memorable aspe ts of the produ t. GIVE C0OICES: Cood salesman never ask a ?yes? or ?no? Auestion, be ause it>s too easy for the prospe tive lient to say ?no?, and that is the end of the sale+ Cive ?either?5?or? hoi es. 0on>t say, ?Would you like some wine;? you haven>t made me the least bit interested in ordering some, and I an get rid of you Auite easily by saying ?no?. *ay insteadD ?/ave you sele ted a wine to a ompany your dinner this evening, or would you like me to give you some assistan e; )otE ?Would you like an after dinner o ktail;? - rather, ?We have a ni e sele tion of fine ogna s, or perhaps you>d prefer a Crand %arnier or 0rambuie;? Assume the guest is going to have one hoi e or the other, and don>t give him the han e to say no+ PERSONAL RECOMMENDATION: ?&ersonally, I like....? is one of the best ways to make a sale, be ause an unde ided lient will more easily go for a hoi e that already has at least one re ommendation in its favour, even if that re ommendation does ome from a total stranger+ !ven if you don>t have a personal favourite, suggest one. (hink of your favourite before - dinner drinks to suggest to the unde ided guest - have in mind your favourite wine to suggest, and be ready to offer some personal favourite after - dinner drinks.

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FOOD AND BEVERAGE DIVISION OPERATIONS MANUAL DEPARTMENTAL SCOPE & RESPONSIBILITY

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UP:SELL: A ar salesman never lets a lient walk out of the showroom with a stripped-down model. /e is always trying to sell the onvenien e pa kage, or the fan y paint stripes, or the air onditioning, or the A%53% stereo. 0on>t waste your effort selling the house wine+ *ell the better Gand more e=pensiveH bottled wine from the wine list. If you have to go to the bar to get a o ktail, it should just as easily is a ?&remier? brand Gwhi h osts more money for the same amount of effortH. What is important to realise, is that you will be in reasing the guests satisfa tion by offering them the better produ t, and therefore adding to their enjoyment. (he better the time they have, the more in lined they will be to ome ba k+ SELL MORE: As long as the guest is aptive at your table, and buying anyway, sell him more and more+ )ever negle t to offer e=tra ourses in addition to the entree. If you simply a t as the ?order taker? you have the wrong idea. #emind your guests about our deli ious appetisers and soups - and also that there is still a dessert ourse - and our pastry hef has prepared some elegant and e= iting desserts this evening+ 0on>t stop at simply taking an order for an entree...sell salads.... and appetiser. and soup...and wine....and another round of o ktails... and the se ond bottle of wine.... and after dinner liAueurs....et . As you an see, the possibilities are almost endless+

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)oteE *alesmanship should enhan e your professionalism and not detra t from it. #emember that no amount of friendliness an repla e poor servi e+

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FOOD AND BEVERAGE DIVISION OPERATIONS MANUAL DEPARTMENTAL SCOPE & RESPONSIBILITY

UP SELLING TEC0NI3UES (he server may be asked to suggest spe ialities if the guest is hesitant. (hese should be made in a manner that seems helpful rather than pushy. ?/ave you tried our hef>s spe ial, peppered *tone *teak? is better to say than ?/ow about the steak;? (hen e=plain the preparation of the dish if the guest is still hesitant. If the guest is obviously elebrating a festive o asion, suggest a wine or hampagne or perhaps a spe ial dessert to make the meal more festive. (his ?soft sell? en ourages the guest to enjoy him or herself, and in reases the average heAue. OB&ECTIVE: TO INCREASE T0E AVERAGE C0EC5< AND TO INCREASE GUESTS SATISFACTION= UP SELLING IS A PRE:PLANNED STRATEGY TO ENCOURAGE CURRENT GUESTS TO BUY MORE %4 aH bH H 4H dH *4 aH bH H IT INCREASES T0E AVERAGE C0EC5 In reases sales and assists in keeping the outlet profitable. /ighlights your ability as a sales person. It is a fa t that supermarkets obtain I6J of their in ome through impulse pur hases. (hat is what we are trying to do and we an in rease the per entage signifi antly by learning the te hniAues involved with up selling. !very sale is important to the outlet, regardless of how small. IT INCREASES GUESTS EN&OYMENT OF T0E MEAL &erhaps he forgot to order something they wanted. /e did not know we had an item they really like. /e never thought of trying an item.

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FOOD AND BEVERAGE DIVISION OPERATIONS MANUAL DEPARTMENTAL SCOPE & RESPONSIBILITY

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/e will remember that you re ommended an item and thank you if he enjoyed it. /e will take your re ommendation on future o asions. $ou are showing that you are interested in him and on erned he really enjoys his dining e=perien e. *uggestive selling is fun when you suggest the right item and the guest likes it. -oth you and the guest will have fun. Cive the guest the opportunity to in rease their enjoyment of the dining e=perien e through new dis overies. UP SELLING DOES NOT COST ANYT0ING Word of mouth advertising is the best method of advertising and doesn>t ost anything. Word of mouth advertising is based on psy hology, the guests are willing to be a salesman for us, but we must give them something to talk about. Cive guests something to talk about. YOU 0AVE T0REE OPPORTUNITIES TO MA5E SUGGESTIONS: When taking the order 4H 76J of ustomers don>t know what they are going to eat until they look at the menu. It>s up to you to help them de ide and to suggest e=tra item whi h will make their meal memorable. When reading ba k the order 4H ?(hat>s two bowls of fresh vegetable soup and one salad. Would you are for a glass of white wine with your appetiser; When suggesting the desserts on digestive 4H *ome deli ious heese ake; OUR GOAL IS TO PROVIDE PROFESSIONAL SERVICE 10ERE T0E GUEST NEVER 0AS TO AS5 FOR ANYT0ING= &age K *e tion 9.:.44

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PRINCIPLES OF UPSELLING %4 *4 aH bH 64 aH 74 aH SINCERE SMILE - (hink happy. (he guests are there to enjoy their meal. POSITIVE APPROAC0. (his is where salesmanship starts. ?/i, my name is $uko , wel ome to -ansai. 'ur hef has prepared some wonderful spe ials today?, is mu h better than ?Can I get you something;? ?3or your pleasure tonight we have..........? ENT0USIASM - do not get dis ouraged. 2eep it up but be aware of irritation on the guests part. ?I an highly re ommend our seafood platter, it is our most popular item. CREATE APPEALING 1ORD PICTURES of the definite items. 4. <. 9. bH ,se appealing des riptive words. 0id you ever noti e the des riptions in menus; (here is a reason they are written like that. /ow )'( des riptive somethingE ?We have some hilli left over from yesterday.? /ow (' des ribe somethingE ?We have some deli ious red hot hilli just prepared for your enjoyment.?

$ou are a sales person using words to sell be ause you are selling the guests something they annot see, tou h, smell, or taste before pur hasing the item. Words are your only sales tool. ?Would you like hilled tomato jui e, freshly made vegetable soup, or a fresh shrimp o ktail;? ,se fresh, hilled, risp, hot, et .

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SUGGEST YOUR PERSONAL FAVORITES= ?(hat steak is e= ellent. It is served with onion rings. 10EN T0E ITEM COMES IN T1O SI>ES< SUGGEST T0E LARGER= ?.arge;? ?%ay I serve you the large one;? UPGRADE ITEMS ALREADY ORDERED BY GUESTS= ?/ow about our deli ious "anilla i e ream with the warm herry pie;? GIVE T0E GUEST A C0OICE OF AT LEAST T1O ITEMS 10ENEVER POSSIBLE= ?We have a spe ial drink for ladies alled hi hi and it>s served in a spe ial souvenir glass, or would you are for a fro@en daiAuiri or whiskey sour;? ?Would you are for a tropi al o ktail or fruit jui e before dinner;? Gi#e "@e g'e " FOR T0E ITEMA o/e"@ing "o "$lk $.o'"= MA5E T0EIR MOUT0 1ATER

%+4 aH bH %%4 aH %*4

MA5E IT DIFFICULT FOR T0E GUEST TO SAY NO= ,se ?whi h? or ?what? rather than would. 0on>t use Auestions, whi h an be answered with yes or no. If the guest refuses a o ktail, re ommend a bottle of wine or an appetiser. RELATE T0E NUMBER OF ITEMS ORDERED TO T0E NUMBER OF GUEST AT T0E TABLE= ?And what would you like, sir;? SUGGEST ITEMS 10IC0 GO TOGET0ER but not always the same ones all times. &age 8 *e tion 9.:.44

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FORM GOOD UPSELLING 0ABITS= It will then seem natural for you. It will only ome with pra ti e. NEVER PUS0< BUT AL1AYS SUGGEST= *ell based on personal attention to the guest and not like a used ar dealer trying to sell a bad ar. IF YOU ARE NOT PROUD OF IT< DONBT SUGGEST IT OR SERVE IT= Cuests will appre iate and remember honesty in a food server. If they order something that you have had omplaints on, say ?I don>t re ommend the...tonight, but I think you would enjoy the...? IF YOU ARE OUT OF AN ITEM< AL1AYS SUGGEST ANOT0ER ONE= ?I>m sorry but we are out of the vegetable soup. Would you are to try our lobster bisAue; BE ALERT TO SPECIAL EVENTS the guests may have and re ommend something whi h will ompliment that event. ?Congratulations on your anniversary. %ay I re ommend a bottle of hampagne to elebrate with;? YOU MUST 5NO1 T0E MENU< BASIC INGREDIENTS AND SPICES OF EAC0 MENU ITEM AND MET0OD OF PREPARATION= T0ESE ARE T0E BASICS OF SELLING= YOU CANBT SELL OR RECOMMEND 10AT YOU DO NOT 5NO1= 5NO1 PREPARATION TIMES *uggest an appetiser while they are waiting or another o ktail. ?%adam, the du k will take about <6 minutes to prepare. %ay I suggest a shrimp o ktail whi h I will bring to you Aui kly while you wait;?

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*+4 aH *%4 aH **4 *64 aH bH *74 *84 *94

OFFER A C0OICE COMMONLY ORDERED ITEMS ?Would you are for offee, tea, or a freshly sAuee@ed jui e with your meal; People en"e( "@e (e "$'($n" @'ng()= YOU ARE T0ERE TO SATISFY T0EIR NEEDS= 3eed their ego as well as their appetite. USE GUESTBS NAME= %ake a sin ere effort to remember names and fa es, likes and dislikes. #emember everyone likes to be re ognised+ P'" "@e i"e/ )o' C$n" "o ell LAST ON YOUR SUGGESTION LIST= (he last thing you hear is usually the one you remember. Attempt to sell spe ials first. DONBT OVERSELL OR OVER5ILL= -e aware of firm resistan e. ?(hank you, but all I really want is the soup. USE SUGGESTIVE SELLING AT EVERY TABLE= GUIDE T0E GUEST through the ma@e of de isions they must make when sele ting the meal. (hey may not follow your guide, but they will be pleased with your efforts to serve them better. SUGGEST TO EAC0 PERSON. Lust be ause one guest does not want desert or a drink, does not mean that others at the table do not. YOUR ATTITUDE as a server has mu h to do with the a eptan e of the suggestion. BE YOUR SELF AND NEVER ASSUME T0AT A GUEST IS FINIS0ED ORDERING= 0APPY SELLING

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FOOD AND BEVERAGE DIVISION OPERATIONS MANUAL DEPARTMENTAL SCOPE & RESPONSIBILITY

CROSS SELLING TEC0NI3UES (o sell and market any promotion and to arry out a sales a tivity, numerous ?sales partners? are involved. 3or a hotel, sales partners are available ?inside? as well as ?outside? the hotel.

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FOOD AND BEVERAGE DIVISION OPERATIONS MANUAL DEPARTMENTAL SCOPE & RESPONSIBILITY

CROSS:SELL EDTERNAL SALES PARTNERS !=ternal *ales &artners are members of the general publi who are not under the hotel>s payroll, though the hotel may ontra t some of them from time to time. (hey in ludeE #etail *hops 0epartment *tores -ridal *hops /otel *uppliers 3und #aising 'rganisations .o al !vent 'rganisers *o ial Club %angers (ravel Agents (ourist Information Centres %eeting &lanners *urrounding -uilding5'ffi e %anagement Compound %anagers *e retaries5&rivate .ine %embers )ews %edia Celebrities

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FOOD AND BEVERAGE DIVISION OPERATIONS MANUAL DEPARTMENTAL SCOPE & RESPONSIBILITY

CROSS:SELL INTERNAL SALES PARTNERS Internal *ales &artners are employees of the hotel and in lude the followingE Re "$'($n" ELo'nge EIn:Roo/ Dining %anagers - 'utlets /ostesses *ervi e !mployees Chefs In-#oom 0ining *alesperson -utlers

B$nF'e" *ales %anager - -anAuets

S$le Dep$("/en" &ubli #elations %anager 0ire tor of *ales and %arketing *ales %anagers

Roo/ Di#i ion -ell Attendant - 0oorman Carage Attendant -ell Attendant Con ierge 3ront 'ffi e Clerks #oom 0ivision %anagement

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FOOD AND BEVERAGE DIVISION OPERATIONS MANUAL DEPARTMENTAL SCOPE & RESPONSIBILITY

(he following partners are the most importantE Se(#ice E/plo)ee #estaurants, .ounges and In-#oom 0ining make up the servi e employees and largest number of sales partners in the hotel. It is important that the employeesE ,nderstand their role as a ?sales person? Are trained in produ t knowledge !=er ise effe tive sales te hniAues.

A onfident group of employees will enjoy selling the produ t. B$nF'e" S$le E/plo)ee *in e the -anAuet 0epartment has the largest potential for revenue in reases, it is important that an aggressive sales approa h is taken. A separate full-time -anAuet *ales (eam is ne essary to ensure that banAuet sales are ma=imised. A large amount of time should be spent within the lo al ommunity aggressively soli iting business. (hese -anAuet sales personnel should not be used to servi e the banAuets, only to sell. All banAuet sales personnel should be trained in banAuet servi e and food produ tion for a minimum on the one month, to fully understand the apabilities and limits of the -anAuet 0epartment. -anAuet *ales #esponse (ime It is important that a trained sales person is always available when guests telephone to inAuire about a banAuet or meeting. If a sales person is not available and a message has to be taken, the response time should be no more than one hour. In today>s ompetitive market, we annot afford to lose a sale.

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FOOD AND BEVERAGE DIVISION OPERATIONS MANUAL DEPARTMENTAL SCOPE & RESPONSIBILITY

-anAuet ,p selling Cuests generally have a fi=ed idea in mind as to how mu h they an afford to spend on their fun tion. !ffe tive up selling methods used by the -anAuet 0epartment ould hange the lient>s mind and a hieve a higher selling pri e. ,p selling an be done in various areas su h as menu omposition, theme setups, tabletops, beverages, entertainment, et . If possible, offer the Auest assistan e in all areas of his fun tion - flowers, audio-visual needs photography, entertainment, et . (hese are often opportunities to gain additional revenue.

S$le Dep$("/en" (he hotel *ales 0epartment an take an a tive role in assisting the 3ood and -everage 0epartment in selling. (he 0ire tor of 3ood and -everage should make a on entrated effort to train the *ales &ersonnel to understand the basi fun tion of the outlets, their on epts, and what they are known for. /e should also ondu t periodi meetings with the promotions and sales a tivities in whi h they should parti ipate.

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FOOD AND BEVERAGE DIVISION OPERATIONS MANUAL DEPARTMENTAL SCOPE & RESPONSIBILITY

CROSS:SELL COMMUNICATION TOOLS Communi ation (ools are the various types of media, whi h may be used by the *ales &artners in promoting the hotel>s 3ood and -everage outlets. (hey in ludeE "ou hers Coupons53lyers Inserts5-ro hures5Cards &oster5(ent ards %enus - 'utlet %enus5-everage .ist5%iniature %enus5*pe ial &a kages (elephone *ales )ewsletter Internal )ewsletter Corporate )ewsletter 'ffi e -ulletin -oards *treet -ulletin -oards In-house (elevision #adio *tations )ewspapers5%aga@ines Cifts5Cive-aways *ports-(heatre (i kets, et . *eminars5.e tures Internal and !=ternal 0isplays %ailing .ists /otel %ail Cuest #oom Collateral %er handising 3older

It is the responsibility of the 0ire tor of 3ood and -everage and ea h 'utlet %anager to use the sales partners and ommuni ation tools to his best advantage. (hey should involve the sales &artners in the planning, preparation and e=e ution of the promotion and sales a tivity.

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