In my last post I talked about the simple marketing lesson every good restaurant teaches us. Now here's the final marketing lesson from your meal; the Top-Down Sale.
• A car. After you told the sales person what you were looking for, did they take you right to the most expensive version of that?
• A home. Did your Realtor start your search at the top, meaning the highest priced homes?
• The Stereo Store. Ouch. These guys are the best (or worst) at this. Ever say you’re looking for a TV and get taken straight to the home theater displays?
The last example is the dinner table at a restaurant.
Whenever I try a new place to eat, I always ask the server what he or she recommends. I like to know if they’re going to recommend the surf-n-turf, $54 plate. One look at me, and they know right away I can handle such a plate! I’m always surprised when the response is, “I like the pasta plate!” (First of all, I have never ordered pasta, but that’s beside the point). The point is the server missed a great opportunity to sell me the granddaddy plate and, therefore, increase his/her own tip. There is a local restaurant that is great at this. I rarely leave there without some sea creature’s tail next to my steak.
"Did you save room for dessert?" How many times are you on the fence when it comes to dessert? You may not be sure you *need* the dessert, but you also know this place makes the best cheesecake outside of Manhattan. All it takes is a little nudge from the server and cheesecake it is!
In thinking about your business, are you offering your clients the best you have to offer (the lobster and fillet)? Are you making sure they’re getting the whole of your services (dessert)? Are you offering them the polite nudge they might need to have the most satisfying experience?
This one, simple, concept of the Top-Down Sale can have a significant effect on your top line: revenue. By simply offering your customers the best possible option, you will see an immediate increase in your sales revenues. Now remember, we’re not out to steal from your customers. Don’t push them to purchase the home theater when all they want is the extra TV for the guest bedroom.
Next time you’re out for dinner, put your entrepreneur cap on and check out the customer service and sales job your server does. There might be a great model to use for your own business!
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