Up-selling vs. Up-scaling

The concept of up-selling is one of the most commonly

taught steps of service in the hospitality industry.

The problem is that the timing of the up-selling technique can go against the concept of
"Hospitality". We as hospitality professionals sometimes forget the first rule is to make the guest
comfortable.The tendency to push our profit margin driven motives on our guests on the first
encounter right after the greeting is hard to overcome. After all, we are in the business to make a
profit. Today’s management can be so concerned about check average and brand awareness that
we can forget about what makes us more money, a totally satisfied customer or a one time trade-up
sale that gives us a short term increase in profit margin.

There are better ways to introduce guests into higher priced brands but it shouldn’t be right after
"Hello". We, at ShowTenders®, believe that you have to build a rapport with the customer, establish
credibility and nurture that into a relationship. With proper training and understanding this
"Relationship" can be established within a matter of minutes.We call this technique "Up-scaling"
Have you ever seen that Geico commercial about the waitress that pushes the "Surf and Turf" on
the guy at the diner that just ordered the meatloaf? She goes on and on about whether or not he can
afford the surf and turf and what will it take to get him into one. In reality he didn’t really care about
the meal but felt almost obligated by the pushiness of the waitress to get the surf and turf. Finally
he orders the meal to save face in front of his new girlfriend. My guess is that she got no tip and he
definitely didn’t return to that restaurant. Why would we train someone to push guests to order
something they didn’t really want? Isn’t this what we’re doing by teaching employees to up-sell first
instead of up-scaling? People that drink Jack, Makers, Beam, CC, Bacardi, Myers’s, Appleton or
Captain and Coke would never accidentally order a whiskey/rum and Coke. Absolut, Stoli, Finlandia,
Smirnoff, Ketel, Chopin or Kutskova drinkers do not order vodka and tonic. People do not forget
what they drink. So it seems we are training employees to up-sell people that don’t know, don’t want
or don’t care about drinking the more expensive liquors. We already discussed how it makes people
less comfortable and have even seen it by pushy waitresses and car dealers. In the short run, our
checks are higher. In the long run, our guests feel uncomfortable and our profits lower. Neither of
these results is good for long term success.

Our guests have various expectations when they go to an upscale restaurant. They expect
excellent food, premium beverages, lavish décor and outstanding service. Anticipating, and in fact

looking forward to this, the guest knows that they will pay top dollar for this experience. Therefore,
the manager of an upscale establishment has to deliver these core beliefs to the guest.

Another way of looking at up-scaling is by cultivating relationships with our guests by giving them
exactly what they want . . . and more. We have come up with a system of up-scaling for drinks that
capitalizes on guests’ habits. With over three hundred years of industry experience we’ve learned
that certain habits of guests can be predetermined and capitalized on for the benefit of the
establishment and the employee. The goal should be up-scaling your service to over-deliver on your
guests’ expectations. Have you ever gone into a restaurant and been pleasantly surprised by the
level of service, quality of food and drink and the atmosphere and feel of a restaurant? That moment
of pleasant surprise should be the feeling that "Up-scaling of Service" should deliver.

What is the first thing a guest does after ordering a gin and tonic with a lime? For some reason,
even if they see the BarTender squeeze the lime in the drink, they will still pick it up and re-squeeze
it. Next they will fumble around for a napkin to wipe their hands off while already realizing that it will
be their pants or skirt that will be the recipient of the cleansing. We challenge you to be proactive
and give the guest an extra napkin before he even asks. Let him know it is for his hands after
squeezing the lime. Watch the amazement of the guest as you foresee his actions before he does.
Up-scaling is giving better service for the same price. Ask guests about extra limes for their gin and
tonics and Coronas. Give the "dirty martini" drinker the olive juice on the side so that he may flavor
it to taste. Little insights to your guests will put your staff head and shoulders above rival order
taking chains. The respect your staff will develop by customizing orders based on experience and
proactivity will drive your guests to that second and third drink. Check averages remain high and
guests come back for the treatment unparalleled elsewhere.

Now the relationship built through knowledge of guests’ habits will allow far greater influence on
higher priced liquors. Up-selling of better liquors might be better introduced after developing a
relationship of trust and professionalism through "up-scaling" on the first approach. Good luck and
makes lots of money. Cheers.