I recently read an economic report and the results were mixed. It said there was “a general softening in sales, and yet some areas and businesses are still performing well”. This indicates that some people are tightening their belts, for others, it is business as usual, even if a little more cautious.
My observation of moving around different clubs confirms this. Some are very quiet and have seen a significant drop in sales, while others are trading up on last year. So, what is the go?
I believe that those who are nailing their offering are the ones still drawing customers. It is important to know what your customers want and ensure you’re providing it. Reviewing your menu is the key to keeping your customers engaged – it must be relevant and exciting.
With a shrinking talent pool to draw from, it is now imperative to maximise the cost per staff. Increasing customer spend without extra labour greatly improves the bottom line, yet few clubs make this a focus.
I often run internal competitions among staff to see who can sell the most garlic bread during a service, with a reward for the highest selling staff member. This is commendable but upselling must become part of the daily waiting and till duties to make a difference.
Upselling is rarely a natural skill. It is uncomfortable and can feel intrusive without the correct training. But your till person is a key salesperson, and they have the power to increase sales. Engaging quickly with a customer is a real skill and reaps rewards. It could be as simple as suggesting a garlic pizza for the table, while people wait for their mains. Or, putting forward the chef’s special while patrons are ordering.
Another missed opportunity that happens frequently is when dessert isn’t offered while plates are being cleared. I am always excited when the person clearing my plate says, “I’ll just get you the dessert menu. You’ll love the chef’s homemade almond tart – it’s not too heavy and is perfect with the vanilla bean ice cream.”
Most clubs have that one staff member who is proficient at upselling, often because they have been working at the club for many years and know everyone. This person is the key to your internal training, as they are the natural up seller. Teach them to train.
I constantly hear and read that young staff won’t upsell and don’t want to learn, but my experience has been the opposite. I was in a small country town recently and experienced professional upselling by two young staff members. I was so impressed and went with all of their suggestions.
Now is the perfect time to encourage your staff to upsell. With the usual uptick in trade from now until February, aim to raise your average spend per customer. Set a target and keep the momentum going.
Paul Rifkin: Head Chef Mentoring and
Fine-Tuning Specialist for Club Catering
chefpaulrifkin consulting