The Shortest Course on Selling

This post was originally written and featured for a blog dedicated to the hospitality industry, but it applies to all business…

Everybody’s in sales. Yep I said it. The obvious connections are the waitstaff trying to up sell or the caterer competing for a job. The fact is anybody in your organization who touches the guest plays a role in sales. I know some of you may be thinking (or saying) “Oh no, not me. I’m not one of them!” Usually with both arms extended and shaking your head. The reality is whether you’re a host trying to book a reservation, or a chef trying to get someones special request just right, you’re selling. Specifically you’re selling an experience. An experience designed to keep customers coming back.

Ok…here it is— the shortest course on selling: ASK QUESTIONS AND LISTEN. That’s it. Pretty simple, however it isn’t always easy. Success in sales comes with asking relevant well thought out questions. Then listen—with the intent to understand. Here’s an example of one of the BEST questions you can ask; “Help me understand what it is you’re trying to accomplish”. Then you need to stop talking and listen. Listen with the intent to understand exactly what the guest is looking for. For the Host/ess; what are they looking for in a dining experience if they are considering making a reservation. For the caterer; what is the prospective client trying to accomplish with their event.

Still don’t think you play a role in sales? Consider this; marketing efforts are designed to attract guests. Think of marketing as a promise you make to your customer. A promise of a unique, memorable and enjoyable experience. Sales is the execution of the promise.