Small business best practices

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We hurt our sales , and we show a lack of interest and lack of skills , when we say things like , “ Is that everything ?” or “ Did you find everything you needed ?”

There is a substantial difference between what a customer needs and what a customer wants . There is even a step further when we can offer things a customer has never seen or thought of . That is our job .

In a situation like at that restaurant , it can be easier to demonstrate to a person like Shelby why they should be a salesperson and not an ordertaker . She will easily see the reasoning when she gets her tips for the week .

BY TOM SHAY

recently had dinner at a local diner . It was the kind of diner that we all enjoy , with home cooking and a pie case that you could not miss seeing when you walked to your table . This dinner was an interesting experience in selling versus simply taking orders .

As others at the table asked about items on the menu and the dressings available for their salads , Shelby , our waitress , mentioned that it was her fourth day on the job . Not to be deterred by her newness in the position , she made a point to obtain answers to each question .

When I noticed and commented that the “ Breakfast served all day ” sounded good , I quickly followed with , “ That wouldn ’ t sound good with my having a piece of pie for dessert .” Shelby agreed , and then suggested that I try something else for dinner .

All three of us at the table enjoyed a delicious dinner , but I was surprised when Shelby stopped by and quickly dropped the bill on the table . I picked up the bill and held it up until I was able to get Shelby ’ s attention from a distance . She came back to the table .

“ Aren ’ t you going to sell me a piece of pie ?” I asked . To which she responded with a typical , “ What kind of pie would you like ?” “ Do you want it heated ?” and “ Would you like ice cream on it ?” When she returned with the dessert , the teaching side of me came out . I said , “ As you have been here only four days , let me share a lesson with you . Your job is not to take orders ; your job is to sell food . The more food you sell us , the bigger our bill . And as your tip is proportionate to the bill , you will wind up getting more money for yourself .”

She said she would write that down , but as she turned to leave , I followed up with another question .

“ Aren ’ t you going to try to sell dessert to these other two ?” I asked . “ It is selling , Shelby . Your job is to sell food , not just take our orders and expect that we know exactly what to order .”

The same is true in all kinds of businesses .

However , in a beverage retail store it is much different .

You pay a person by the hour , and they get the same amount regardless of how much they sell . This is not a reason for you to change everyone to commission selling . But it can help explain why you do not have salespeople .

Now what can you do with that kind of information ? BD

Tom Shay is a lifelong small-business owner and manager . He has authored 12 books on small business management ; a college textbook on small business financial management and co-authored a book on retailer / vendor relations .

8 Beverage Dynamics • May 2023 www . beveragedynamics . com