Suggestive Selling Module

Training, Learning and Development May 2014

Introduction In our business, bottom line growth is difficult unless our top line sales are increased. We need to work on our results in the short-term, while setting ourselves up for medium and

long-term gains, for the business and for the Brand.

Listen to our Customers… Our customers want value! The simplest and easiest way to add value is by

suggestive sell and

upsell. Suggestive Selling on an on-going basis is essential to build sales, increase average check, drive customer satisfaction and achieve better profitability. The three things suggestive selling achieves from a customer’s point of view:

1. Enhances value by offering add-ons at great prices (customers want value)

2. Increases awareness of our menu variety (customers want variety)

3. Enhances the engagement between customers and crew (customers like to feel special

and their opinion of our brand is based a lot on their interaction with the front counter crew)

There is nothing new about adding value.

Suggestive Selling Overview: On-going suggestive selling is not only a best practice but it is essential to Sales

growth and improved Profitability.

Restaurants that are having the best success are adding up to 3% to their annual

sales. Training Objective: To equip our crew people with not just the knowledge, but the skill on

how to properly do the 2nd step in front counter which is Suggestive Selling skill – the ability to use one’s knowledge effectively and readily in execution or performance - a learned power of doing something competently: a developed aptitude or ability

Objectives:

1. Increase average check to grow sales & profits

2. Make suggestive selling a consistent behavior that adds value to the customer

Key principle: The sales building strategy of suggestive selling to add-on or sell up makes

customers aware of other options available to them when placing their orders. It is important to be creative so that the crews are able to provide variety to customers and that they are not hearing the same thing each time.

Operations Procedures Make Suggestive Selling NATURAL during Order Taking Step – every customer, every time

90 seconds 3 minutes, 30 seconds from greeting to completion of order total customer experience time

Customers should wait no longer than 90 seconds from your greeting to the completion of their order. A customer’s total experience time at the front counter should not exceed 3 minutes, 30 seconds

STEP 2 - Take the order and suggestive sell or sell up

20 to 25 seconds order taking time

1. Don’t interrupt the customer. Allow them to complete the entire order. Listen and wait until

they are done. 2. Determine order accuracy. If you think you missed an item on the order, capture

the customer’s attention by saying “I believe I missed something.” 3. Suggestive sell. Think of suggestive selling as a chance to help the customer.

Suggest a missing, special, or seasonal item. The most natural form of suggestive selling is to sell up. When a customer orders fries, but does not specify size, ask “Is

that a large order of fries?” Don’t suggest more than one item. 4. Clarify the order. Clarify any condiments needed, flavours, or sizes. This is also one

of the most important steps to ensure order accuracy.

Tip

Think of suggestive selling as looking for a chance to help the customer.

Using Suggestive Selling Suggestive selling is the strategy of making customers aware of other options available to them when placing their orders. There are two goals to using suggestive selling:

To remind customers to order something they may have forgotten

To increase the amount of the average check Suggestive selling takes practice and it is important to use good judgment when suggestive selling.

Assistance to Customers Who Are Not Sure What to Order Are the customers searching the menuboard? Are they undecided about what to purchase? Is this a new customer? Suggesting a large sandwich meal or entrée meal is a safe sales-building move in situations like these.

Ways to Sell Up This is the easiest and most natural form of suggestive selling. When a customer orders a Coke or fries, but does not specify sizes, a simple sell-up approach would be to ask, “Is that a large Coke?” or “Will that be a large order of fries?” Never sell up more than one item.

Reminders About Missing Items Orders may include sandwiches, fries, beverages and desserts. If your customer does not order something from one of the groups, it is appropriate to suggest the missing item. For example, ask “Would you like to try an apple pie today?” at the end of a dessert-free order. Most customers feel this question is helpful.

Suggestions About Special or Seasonal Items Suggest items such as Extra Value Meals (EVMs), self liquidating premiums (e.g. Coke glass), new or LTO (limited time offer) products, or gift certificates when applicable. Money-saving EVMs, for example, are a welcome suggestion when the entrée in the EVM is the entrée the customer ordered. Let your customer know the value of buying an EVM by mentioning that it is available and that it could save money on the order. When you suggest other items, open with “Have you tried . . . ?” or “Would you like to try . . . ?” Avoid “Do you want to buy . . .?” which some customers find offensive.

When not to suggestive sell There are some situations in which you should not suggestive sell.

Do not suggest to children. One of the worst mistakes in suggestive selling is suggesting to children.

Do not suggest dessert or children’s items (e.g. Happy Meal) to parents in front of their children.

Do not suggest more than one item. Suggesting two or more items, such as a large

order of fries then an apple pie, can give your customer the impression that you are pushy.

Listen to Your Customer You should listen to your customer. Comments like “and that is all” are a warning not to use suggestive selling. Listening for such comments is especially important in the Drive Thru, where clues to customer feelings often come by voice.

Get to Know Your Regular Customers They visit your restaurant frequently. They know your menu. And they already know what they want. Use suggestive selling discreetly when the customers might expect you to know

what they want.

Note: During peak hours, we should be mindful of out targets for TET (Total Experience Time).

However, during non-peak hours, it is a good way to establish relationships with our customers by having some small talk with them.

SUGGESTIVE SELLING GUIDE: BREAKFAST

Customer's Order Upsell Suggestive Sell

All Sandwiches

(Sausage McMuffin,

Sausage McMuffin w Egg,

Egg McMuffin, Hamdesal)

3 Pc. Hotcake

3 Pc. Hotcake w Sausage

3 Pc. (Hashbrown and Drink:

Coffee or Iced Tea)

Apple Pie

2 Pc. Hotcake

Longanisa with Rice

Upsize Drink: Coffee or Iced Tea

Hashbrown

Sausage Platter

With Rice

Upsize Drink: Coffee or Iced Tea

Apple Pie

Big Breakfast

With Rice

Upsize Drink: Coffee or Iced Tea

Apple Pie

Med. Coffee Med. Iced Tea

Med. Coffee Med. Iced Tea

Med. Coffee Med. Iced Tea

Med. Coffee Med. Iced Tea

SUGGESTIVE SELLING GUIDE: REGULARS

Customer's Order Upsell Suggestive Sell

Burger McDo/Cheeseburger Meal

All Large Sandwiches Meal

Medium or Large Drink and Fries Current Promotional Dessert (No. 1 sellable)

Hot Fudge Sundae or McFlurry

1 Piece Chicken

2 Pieces Chicken

Combo (1 Pc. Chicken w

McSpaghetti) McSpaghetti

Meal

Medium Drink

Coke Float

Current Promotional Dessert

(only if Coke Float was not chosen)

Medium Fries

Crispy Chicken Sandwich

Crispy Chicken Fillet w Rice

Large Drink

Coke Float

Current Promotional Dessert (No. 1 sellable)

Medium Fries

6-Pc. McNuggets with Fries

Medium or Large Drink and Fries Current Promotional Dessert (No. 1 sellable)

Hot Fudge Sundae or McFlurry

6-Pc. McNuggets with Rice

Medium or Large Drink

Coke Float

Current Promotional Dessert (No. 1 Sellable)

BFF Burger and Chicken Bundle

Large Drink

Coke Float

Current Promotional Dessert (No. 1 sellable)

Hot Fudge Sundae or McFlurry

Coke Float and Fries Combo none none

SCRIPT (For Crew Chief only)

The Crew Chief should observe the crew to suggest and emphasize on value save by the

customer. (Still budget- friendly within the amount of P100).

Sample Role Play only:

Customer: Hi, I would like to buy a crispy chicken fillet with rice meal.

Crew: Would you like to add, Mcflurry Oreo for your dessert?

Customer: Meron lang akong P100?

Crew: Sir, kasya pa rin naman po ang money for 100, the total amount po P89 may

savings po kayo na P11.

Customer: Sige, add mo na yung Mcflurry.

Crew: Okay Sir. Thank you.

SCRIPT (For Crew Chief only)

The Crew Chief should observe the crew to suggest highest amount in the happy meal , if

no particular product was given by the customer. Do not suggest in front of kids.

Sample Role Play only:

Mother: I would like to have a 1 pc chicken meal and a happy meal for my daughter.

Crew: Chicken na po ba sa happy meal mam?

Mother: Yes

Crew: Okay po mam, your order is 1 pc chicken meal and 1 pc chicken happy meal.

Mother: Yes

Crew: Your total bill is P186. Thank you po.

SCRIPT (For Crew Chief only)

The Crew Chief should observe the crew to suggest bucket chicken.

You may suggest immediately if customer is undecided (looking at

the menu board).

Sample Role Play only

Crew: Ma’am gusto niyo po ng 5 pc chicken na bucket?

Customer: Magkano yun?

Crew: Mam 295 lang po.

Customer: Cge.

Crew: Okay, thank you po.

SCRIPT (For Crew Chief only)

The Crew Chief should observe the crew to suggest McSaver meal that is

within the P500 budget.

Sample Role Play only

Customer: I have 500 pesos and we are 10 in a group. What do you suggest

for us to have?

Crew: Sir, I would suggest you have Chicken Fillet meal with rice? That will be

P500 for 10 people.

Customer: Okay, that’s great!

Crew: Thank you Sir.

SCRIPT (For Crew Chief only)

The Crew Chief should observe the crew to suggest Bundles Meals.

Sample Role Play only

Customer: We are a group 4. What do you suggest for us to have?

Crew: Sir, I would suggest a BFF bundle meal, we have a group of 4 choice of burger or

chicken.

Customer: How much is that?

Crew: Sir that will be 599.

Customer: Okay, we will get the Burger Bundle all BigMac.

Crew: Okay Sir, BFF Bigmac burger bundle meal, that will be 599.

Customer: (pays 600)

Crew: I receive 600, your change is P1. Thank you.

SCRIPT (For Crew Chief only)

The Crew Chief should observe the crew to explain how to handle the senior citizen discount.

Sample Role Play only

Customer: bigyan mo nga ako ng isang longganisa meal para sa akin, tapos 2 hotcake meal para

sa mga apo ko.

Crew: Mam, order po nila isang longganisa meal, and 2 hotcake meal po?

Customer: Oo, ito yung senior card ko.

Crew: Mam ang masenior po natin yung longganisa meal para po sa inyo. Hiwalay ko na lang po

yung transaction ninyo

Customer: Cge

Crew: Mam ang bill po nila para sa longganisa meal ay 57.40 at P100 po para sa 2 hotcake meal

mo.

Customer: okay

SCRIPT (For Crew Chief only)

The Crew Chief should observe the crew not to suggest to the

messenger due to the exact amount money given with specific order.

Sample Role Play only

Customer: Hands out the piece of paper.

Crew: Punch the orders, Sir ang bill po nila P230

Customer: ito P230

Crew: I receive po exact amount

Customer: okay

Crew: thank you po.

SUGGESTIVE SELLING ROLE PLAYS: Observation Sheet

Yes No Behaviors Observed

1. Is there eye contact?

2. Did crew listen attentively to

the customer?

3. Was the crew able to help the

customer by suggesting a

relevant item?

4. Was the upsell or suggestive

sell done in a pleasant manner

and did not appear to be pushy?

5. Was the crew able to suggest

a missing or special or a seasonal

item? (only if appicable

6. Is the crew smiling all

throughout the transaction?

7. Was the crew able to provide

value or was savings mentioned

to the customer? (only if

applicable)

8. Was the crew mindful of the

customer's status - language

used, physical appearance, etc.

9. Did the crew use the right or

appropriate words when

suggestive selling?

10. Was the crew successful in

increasing average check for this

transaction? (only if applicable)