Upselling is an Art: 3 Emotional Intelligence Techniques to Seal the Deal

Don’t leave a sour taste in guests’ mouths by overselling. Upsell with class, and know when to back off.

It happens to all of us. We sit down to a lovely dinner, feel like we’ve shared a past life with our likable server, eat and drink and talk, and finally we’re stuffed and ready for the check. At this point, one of two things happens: Either the server sees we’re ready to leave and promptly brings the bill, or they ask if we “have room” for dessert.

The second scenario is most common, and there are myriad ways it could pan out.

For servers who are acutely aware of the pushback when they begin to utter the word “dessert,” they bring the check. Sometimes it’s done with slight coldness, resentful that they couldn’t accomplish the final push for a larger tip.

Others may smile warmly and agree with the guest that anything more would be too much. They continue the bond that has been formed over the past couple hours. Maybe the server opens up about their personal life if the vibe is right. Or they don’t bring the check for a while because they see that the conversation at the table is still lively.

Wonderful.

For determined servers concerned with running up the tab, the relentless pursuit of getting another food order or round of drinks in before the closing credit card swipe can make for an awkward ending to what could have been a satisfying evening. Especially when offerings are continually met with a resounding “No.”

Satisfaction: The most important sales goal

Upselling is important, but the initial monetary gain is never worth sacrificing the final moments of a guest experience.

A study published by the Wharton School – the world’s oldest collegiate business program – confirms the theory that while upselling increases profits, it can hurt customer satisfaction, negatively affecting business in the long run. It’s all about “emotional intelligence,” or paying attention to communication signals that show how your guests feel.

There are ways to sell while at the same time keeping the guest first. It involves reading the room. It involves energy and openness. And it involves delicately weaving in sales opportunities throughout the encounter. Here are three “emotional intelligence” techniques any sales team member can learn…

1. Build trust and find a point of connection

The very beginning of an experience sets the tone. There’s a reason that the world places importance on first impressions, so ensure that servers have time to survey guests and adjust their approach according to each unique situation.

If there’s an opportunity for connection, employees should take advantage. This can change depending on the guest and their point of contact.

Sometimes guests want very little interaction. It’s okay when servers keep their distance if that’s what guests want, as long as a watchful eye meets their needs. Usually, however, guests are open to dialogue, and this should be initiated immediately. Even a personalized compliment can open doors to fruitful back-and-forth – as long as it’s genuine and not overly saccharine.

2. Expertise and honesty build trust

When a server shares their love of a particular dish or cocktail, it makes a difference. When they are honest about something on the menu they don’t like, it can make an even bigger difference.

As a server gets to know their guests, they can help guide them through the experience. But this can only be done if energy is expended to help the process. Knowledge of the product is paramount to the process of recommending it to the guest.

Servers should ask guests questions. Explore likes and dislikes, share dining stories from other restaurants (good and bad). By finding out something as simple as an aversion to garlic or a contempt for spiciness, they can avoid dishes that feature those ingredients and have a real opportunity to upsell a more pricey dish that will also suit the tastes of the customer. It’s a win-win.

3. Spend money to make money

Sampling is not new, but it’s surprisingly underutilized. It’s also often only done at the end of a meal, or as a last ditch effort to get someone to buy something, or begrudgingly used for demanding guests.

But sampling can be a strong tool for upselling if it’s done right. Imagine receiving a small bite of an expensive dish without even asking, and before the meal even starts. A simple question from the server can determine if the guest is a vegetarian, prefers fish, etc. and then tailor a special amuse-bouche just for them.

Unsure of what cocktail to order? The bartender can whip up a small version of two different options in shot glasses, making the guest feel special and more inclined to order their preference. Sprinkling in giving throughout the dining experience can increase spending.

Upselling human connection

Successful upselling should not be treated like an impulse purchase at a corner grocery store. If it’s going to be effective, sales techniques require investing in employees and products so that guests (and not their checkbook) remain a priority.

Connecting with guests and leaving them happy is what it’s all about. After all, a satisfied guest is free marketing. Their word-of-mouth sales pitches to friends and family beat haphazard upselling any day. Guests can smell desperation from a mile away. They know when they’re being sold to. What people really want is to feel good, and to feel like they matter.

Selling doesn’t do that. Genuine human connection does.

A happy guest that returns again and again is a better long-term investment than messy, short term sales pitches. Ultimately, upselling quality of service is the add-on that matters.

Keep it classy, keep it genuine, and guests will keep coming back.