Level 2 Hospitality and Catering
Principles (Food and Beverage)
Day 10 Unit 71: Principles of Promoting Additional
Services or Products to Customers
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.
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.
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.
What additional products and services
could you offer at a hotel?
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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
What additional products and services
could you offer at a food establishment?
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Appetisers
Starters
Desserts
Side dishes
Coffees
Pastries
Additional drinks
Repeat visit with a promotion
Customer
loyalty –
repeat
business
Increased
customer
spending
Time saving
Gives
business
competitive
edge
Everybody
benefits!
You can
record
customers’
preferences
You’ll feel
motivated
and enjoy
your job
Upselling
can lead to
promotion
Customers
get relevant
information
Product knowledge – things to know
Be:
• accurate
• up to date.
Know:
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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.
Recommend
appropriate
products
and services
Improve the
customer’s
experience
Customer
receives
excellent
customer
service
Increased
business
profits and
happy staff
Happy
customers
return and
tell others
The sales process
1. Build a relationship
• Have a good rapport
• Gain your customer’s trust
2. Find out your
customer’s needs
• Use effective listening skills
3. Match products and
services to their needs
• Have good product knowledge
4. Match the benefits to
your customers needs
• Match the benefits of the product or service to the
individual needs of your customer
5. Encourage your
customer to purchase
• Overcome any concerns and reservations
6. Close the sale
• Agree to provide the product or service.
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?
What makes customers’ say yes?
Things that make customers’ say yes
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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
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
Personal selling
Your success relies on:
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your attitude
your appearance
excellent product knowledge
using effective listening skills
identifying opportunities
gaining the customers trust
communicating in an
appropriate way.
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.
Special recommendations
Use terms like:
• The chef recommends…
• My favourite is…
• A popular choice is…
Cross-selling
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.
How to sell additional
products and services
4. Match the
benefits to your
customers needs
5. Encourage
your customer to
purchase
• Overcome any concerns and
reservations
6. Close the sale
• Agree to provide the product
or service
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.
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?
Close the sale
• Negotiate
• Gain customer
commitment
• Check customer
understanding of what
they have bought
• Close the sale
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.