Who are your salesmen (and Women)? Part 3

Yesterday in Part 2,  it was all about gaining knowledge and skill to help the business overall,  today will be bringing together by confidence building with your staff.


Building Confidence

It’s all very well knowing what to do and say, but you know how sometimes when you come to say something the words just don’t trip off the tongue as you might hope!  Let your team practise in a safe environment, based on different scenarios.

In the UK we’ve had a recent TV series on front of house service hosted by Michel Roux. I recently watched an episode when the trainees were at Paul Heathcote’s restaurant, where they failed to sell the dishes of the day. The reason?  They lacked experience to spot the sales opportunities? Staff need to be able to identify all the situations that lend themselves as an opportunity to upsell – not just in their own department – but across all areas. For example: options on accommodation – room upgrades, special packages, champagne in rooms; in the restaurant – bottled water, suggestions for starters, accompaniments, side  orders, deserts, desert wine, specialist coffees, after dinner drinks; in the bar – branded beers, snack items, pasties with their coffee, and so on. Ask staff to look at opportunities for each other’s departments too; they often spot opportunities those closest fail to see.

Staff need to be taught the importance of timing – for example selling desserts – ask too soon and people say they are still too full,  and go straight on to coffee; ask too late and they have gone off the idea, and want to head up to bed or off home. Train staff to be perceptive to buying signals as well as knowing when the customer is simply not interested.

Whether an objection is perceived or real, staff need to know how to deal with these.  One awkward question can shatter confidence, so train staff to get to spot and handle different situations. Help them to distinguish between a definite ‘No’, and a simple request for more information before buying.

The ability to build rapport will also help staff to sell.  Do they know how to demonstrate empathy and understanding of the customer’s
perspective, and how to gain trust by matching the response or offering to meet  the customer’s needs.


Tomorrow  is the final part will all be about reward and recognition for you staff.

Share This:


Leave a Reply

Your e-mail address will not be published. Required fields are marked *

Naturally Loyal