The document presents a framework for understanding different types of selling approaches used in restaurants, and their impact on sales encounters and customer satisfaction. It defines suggestive selling and several other approaches (consultative, transactional, persuasive). Suggestive selling is described as bringing additional options to the customer's attention to alter their behavior and persuade them, but not simply relating to product presentation. The framework proposes that consultative selling has the highest customer satisfaction while persuasive selling results in higher sales performance. The study aims to better define suggestive selling and understand how the selling approach impacts customer and business outcomes in the restaurant environment.

1. Suggestive Selling in the RestaurantSuggestive Selling in the Restaurant
Business : a Framework ConnectingBusiness : a Framework Connecting
Selling Approaches to SalesSelling Approaches to Sales
Encounter OutcomesEncounter Outcomes
By Jean LagueuxBy Jean Lagueux
Institut de tourisme et dInstitut de tourisme et d’hôtellerie du Québec’hôtellerie du Québec
1

2. ObjectivesObjectives
• Three foldThree fold
– Define a framework of selling approach in theDefine a framework of selling approach in the
environment of restaurant selling.environment of restaurant selling.
– Measure the impact of the different salesMeasure the impact of the different sales
approach on sales encounter outcomes.approach on sales encounter outcomes.
– Explore the restaurant / waiterExplore the restaurant / waiter’s social’s social
responsibility contextresponsibility context
2

3. Selling StylesSelling Styles
• Suggestive sellingSuggestive selling
• Consultative sellingConsultative selling
• Transactional sellingTransactional selling
• Persuasive sellingPersuasive selling
• Seduction sellingSeduction selling
• Relational sellingRelational selling
• Partnership sellingPartnership selling
• Adaptive sellingAdaptive selling
• Cross-sellingCross-selling
• Up-sellingUp-selling
• Add-on sellingAdd-on selling
• Value-added sellingValue-added selling
3

4. Suggestive SellingSuggestive Selling
• LacksLacks
– Proper definitionProper definition
– Theoretical basisTheoretical basis
– Based on :Based on :
• Professional experienceProfessional experience
• Anecdotal evidenceAnecdotal evidence
– Effects are not well definedEffects are not well defined
4

5. BackgroundBackground
• Courtesy in a restaurant setting and suggestive selling (Brooks, 1961)Courtesy in a restaurant setting and suggestive selling (Brooks, 1961)
• Factors influencing restaurant servers to use suggestive selling (Johnson &Factors influencing restaurant servers to use suggestive selling (Johnson &
Masotti, 1986)Masotti, 1986)
– Definition :Definition : “asking a patron if he would like wine with the meal ordered”“asking a patron if he would like wine with the meal ordered”
• Suggestive selling versus the volume of business (Redmon & DickinsonSuggestive selling versus the volume of business (Redmon & Dickinson
1990)1990)
• Recommendations made by the server at different times of the meal (Lynn,Recommendations made by the server at different times of the meal (Lynn,
2003)2003)
• ““the art of selling a customer the original item he or she came in to buy, plusthe art of selling a customer the original item he or she came in to buy, plus
additional items that complement the original item” (Kizer & Bender 2007)additional items that complement the original item” (Kizer & Bender 2007)
• 70 % of 1066 restaurant servers use suggestive selling (Lynn & McCall,70 % of 1066 restaurant servers use suggestive selling (Lynn & McCall,
2009)2009)
• ConclusionConclusion
– Economic benefitsEconomic benefits
– Not connected to customerNot connected to customer’s needs’s needs
5

6. Consultative SellingConsultative Selling
• Type of awareness attributed to restaurant serversType of awareness attributed to restaurant servers
– Mars and Nicod (1984)Mars and Nicod (1984)
• Customer-oriented selling :Customer-oriented selling :
– Comes from the marketing conceptComes from the marketing concept
– Customer satisfaction is integrated in the equation of successCustomer satisfaction is integrated in the equation of success
– Seen as a problem solverSeen as a problem solver
• Saxe and Weitz (1982)Saxe and Weitz (1982)
• Providing information - an advisorProviding information - an advisor
– Job satisfaction, organizational commitment, sales training andJob satisfaction, organizational commitment, sales training and
sales skillssales skills
• Liu and Leach (2001)Liu and Leach (2001)
6

7. Consultative SellingConsultative Selling
• Approach used in situations when a customer needs toApproach used in situations when a customer needs to
find a solution to a problem that has not yet beenfind a solution to a problem that has not yet been
resolved or when he needs help or a suggestionresolved or when he needs help or a suggestion
– Zeyl (2003)Zeyl (2003)
• Upselling technique that has the goal to increase theUpselling technique that has the goal to increase the
average check while enhancing the guest experienceaverage check while enhancing the guest experience
– Shock, Bowen, and StefanelliShock, Bowen, and Stefanelli (2004)(2004)
• ConclusionConclusion
– Difficulty assessing customer’Difficulty assessing customer’ss needsneeds
– Specific needs have not been satisfiedSpecific needs have not been satisfied
– New approaches can be suggested to himNew approaches can be suggested to him
7

8. Transaction SellingTransaction Selling
Products are well known to the customerProducts are well known to the customer (Zeyl, 2003)(Zeyl, 2003)
– Large amount of information available to the customerLarge amount of information available to the customer
– Previous knowledgePrevious knowledge
– The use of salespeople is less requiredThe use of salespeople is less required
– To describe featuresTo describe features
– To take ordersTo take orders
8

9. Persuasion SellingPersuasion Selling
• Manske and Cordua (2005)Manske and Cordua (2005)
– Use of different approaches to persuadeUse of different approaches to persuade
– ReciprocityReciprocity
– ScarcityScarcity
– LikingLiking
– CredibilityCredibility
– PowerPower
– SimilaritiesSimilarities
– Physical attractivenessPhysical attractiveness
– EmpathyEmpathy
• Extrinsic aspects of the purchase situation.Extrinsic aspects of the purchase situation. 9

10. The ServerThe Server
Self-MonitoringSelf-Monitoring
• Adaptation in response to the perceived differencesAdaptation in response to the perceived differences
(Snyder, 1974)(Snyder, 1974)
• Motivation to alter the behaviorMotivation to alter the behavior
– Theory of social exchangeTheory of social exchange (Thibaut & Kelley, 1952)(Thibaut & Kelley, 1952)
• Cost of effort versus personal gainCost of effort versus personal gain
– Adaptive sellingAdaptive selling
• EmpathyEmpathy
• AndrogynyAndrogyny
• Being an openerBeing an opener
• Locus of controlLocus of control
• Self-efficacySelf-efficacy
• Service PredispositionService Predisposition (Lee-Ross, 2000)(Lee-Ross, 2000)
10

11. Selling EnvironmentSelling Environment
Differences with retail settingsDifferences with retail settings
• Sequence of serviceSequence of service (McMahon & Schmelzer, 1989)(McMahon & Schmelzer, 1989)
– Roles and responsibilitiesRoles and responsibilities
– SimultaneitySimultaneity
• Contact pointsContact points
• Captive aspect of the service encounterCaptive aspect of the service encounter
• The importance of the menuThe importance of the menu
11

12. What makes it suggestive ?What makes it suggestive ?
• Bringing to active memory, optionsBringing to active memory, options
– ForgottenForgotten
– IgnoredIgnored
– UnknownUnknown
• Altered behaviourAltered behaviour
– Considering needsConsidering needs
– Trying to persuadeTrying to persuade
• Not simply related to presentationNot simply related to presentation
12

13. 13

14. Transaction
selling
Sales performance
Customer satisfaction
Consultative
selling
Persuasion
selling
Figure 2: Effects of suggestive selling
Variabl
e
Higher
Lower
Variabl
e
Higher
Variabl
e
14

15. ContributionContribution
• Definition for suggestive sellingDefinition for suggestive selling
• Redefining the SO-CO in a serviceRedefining the SO-CO in a service
environmentenvironment
• Contrasting sales to customer satisfactionContrasting sales to customer satisfaction
in a new wayin a new way
15

16. ConclusionConclusion
• Marketing my productsMarketing my products
• Marketing to the customerMarketing to the customer
• Marketing with the customerMarketing with the customer
16