Sell Experiences, Not Things!
Sell Experiences, Not Things!
We always want to craft each moment of the experience for the guests. You can encourage people to try new things or enjoy an old favorite when you make suggestions with that in mind. One of the best examples of using emotions or imagination to sell something can be seen in car commercials on TV.
Almost never does a car commercial tell us the types of speakers it has, how many different ways you can adjust the seat, the different kinds of materials your seat can be made from, or really almost any details about the car itself. Instead, they show a kid sleeping in the back seat or distracted by cartoons, how easy it is to parallel park with automatic parking, a group of friends going camping, or a dog jumping out the back and running into a field… They are selling the experiences you can have in the car and not the actual car itself!
This is what you want to do with the items that you have on the menu. You want to tell people that the spices will transport them to an exotic place; that the mushroom and wet leaves in the wine remind you of going camping in the autumn; that a few appetizers for the table would be great to share so everyone has a little something to try without spoiling their appetite. It’s not about necessarily about the food or drink itself but how someone will feel when they have it. Sell the experience, not the thing.
"How do you like to start your morning, coffee or juice?"
“It doesn’t look like that glass of wine is going to make it through the last bites of your entrée. Would you like me to bring another so you can enjoy them together?”
“How do you feel about going on an adventure? We have a new wine that I think would pair perfectly with your meal. Each sip with each dish is a new experience because of the way it evolves over time.”
In each of these examples, the focus of what we’re selling is the emotion around the purchase. The important part, however, is the why someone should order what you’re suggesting. When approaching sales this way, it eliminates the feeling of being a “pushy salesman” because you’re not selling for the sake of the sale; you’re selling because the guest is going to really enjoy the experience. In order to do this like a pro, you have to know your stuff!
Photo by Stefan Vladimirov on Unsplash