A recent study showed that Amazon attributes 35% of its revenues to its cross-selling strategies. Where For the last 63 years, Mcdonald’s staff has been adding millions to the company’s revenue every year by cross-selling their products throughout asking the customer “Would you like fries with that?”. Accordingly, cross-selling is a very important and effective strategy to increase revenues and maximize profits. By the end of this article, you will have all necessary information you need to know about cross-selling.
What is cross-selling?
Cross-selling, also known as suggestive selling, is a sales strategy where the seller encourages the customer to buy an additional product or recommends related or complementary products to what is already purchased, increasing the bought amount of the customer and revenues of your business.
How does cross-selling benefit your restaurant?
In addition to maximizing your profit margin, cross-selling can help you in:
- Boosting your sales.
- Differentiating your brand from your competitors.
- Enhancing customer experience.
- Improving customer loyalty and engagement.
- Suggestive and not an annoying and deceiving strategy.
How can you cross-sell your dishes?
Here are some examples applied by a restaurant to cross-sell dishes:
- Offering fries with the burger.
- Recommending a kind of appetizer with the main dish.
- Suggesting a piece of cake with the coffee.
- Offering tea with the bakery.
- Suggesting a specific kind of juice with a special dish.
How can you implement this strategy in your restaurant?
1) Understand your customer:
The first step in cross-selling is to understand your customer’s psychology, whether he is in a buying mood, or he is open to any suggestion. Your staff must be prepared to practice this strategy through having menu knowledge, selling techniques and social skills.
Menu knowledge should include:
- Beverage options.
- Special dishes.
- Ingredients of the dishes.
You need to find the most appropriate approach to address your customer so that he will not feel like you are pushing him. Here are some sorts of speech you may use:
- Recommendation: “I think you may also want to have…”
- Asking: “Would you like to buy …?”
- Question: “would you consider buying …?”, “have you ever tried … it is very delicious with …”
- Suggestion: “you may also want to buy … beside …”
2) Use emails campaign:
You may not cross-sell your customer from the first purchasing process, so you can take advantage of emails campaign. Think of collecting your customer emails through your POS system, and send them emails of what kind of dishes go together so that the customer would have in mind what to buy next time he enters your door.
Reduce the cost of the meal and provide more items. Your servers may say: “Have a combo meal for ***$ and save ***$. It is an appealing way to encourage customers to buy more.
4) Apply digital menu:
While customer brows your digital menu, pop-ups appeared to show the related and complementary dishes paired to his order. Alternatively, the digital menu may suggest the customer have any kind of juice, salad, or appetizer while waiting for the order to be prepared.
Knowing the fact that 95% of customers think that great customer service is a basic factor in choosing a restaurant, obligates you to cross-sell naturally without being obvious, pushy, or annoying. This will help you to increase your profits along with building valuable customer relationships.