Finding creative and unique ways to upsell more expensive drinks to customers is the best way for any establishment to increase profits. Some establishments will encourage customers to buy wine instead of beer. Others may ask them to order premium cocktails.
Here’s a quick guide on how to sell more drinks at a bar.
#1 – Understand the importance of timing
It is nearly always more difficult to get a customer to order a second beverage than it is to fill the first order. Human psychology is a big factor. The person who has an empty glass at a dinner table will always look at the glasses at the other table members and make a quick cost-benefit calculation. The person with the empty glass will look at the glasses of the other people and perform a quick cost-benefit analysis. What if their glass is not even half-full? What if the glass is almost empty? You’ll have a much harder time selling an extra drink. It’s for this reason that the rule of thumb dictates selling to someone with an empty glass when the glass of their companion is at its fullest. The longer you delay, the less likely it is that you will make the sale.
#2: Find the person most likely to purchase a premium beverage
This tactic, called “identify premium purchaser”, also relies on human psychology. When a server begins taking drink orders and the first person chooses a nonalcoholic drink (such as sparkling water or iced tea), it’s more likely for everyone at the table to decide on a similar nonalcoholic beverage. The dynamic will change if the person placing the order orders a premium cocktail. There is then a greater chance that the rest of the group will “match” this order. This means that a server can easily increase the cost of drinks by finding the person who is most likely to order a premium, expensive drink and waiting for everyone to follow their lead.
#3: Advertise premium deals using chalkboards, signs and other signage
Most people, with the exception of beer drinkers, do not know what to order at a restaurant or bar. You have more power than you think to influence these decisions. You can influence a customer’s decision by highlighting a chalkboard with special offers or promotions near the bar. It is important to place these reminders and subtle clues as close to the point where the purchase will be made as possible (for example, right next to the silverware on the table).
#4: Make even simple cocktails sound more special with a little branding
Have you ever wondered why bars and restaurants create elaborate names for each cocktail? A little branding goes a long way. You can make a drink sound more exotic and appealing by adding a garnish or two, using special glasses, and even renaming it. For instance, “Hemingway’s Havana Surprise” sounds romantic and unique. You’ve now psychologically primed your customer to pay more money for a premium beverage just by using better branding.
#5 – Educate staff on all wine and beverage specials
Your staff will upsell more drinks and cocktails if they are more educated. It is important to do this if you plan on adding new cocktails or spirits to your menu. Two training sessions are needed every time the cocktail menu is changed. The serving staff must understand not only how a drink tastes but also what ingredients make it special.
#6 – Use different marketing strategies for different purposes
The “2-for-1 promotion” is a common one at bars and restaurants. A patron can get two beers, wines, or cocktails for the price of just one. This marketing strategy is designed to increase foot traffic. Once the customer is in the establishment, it’s time to use other marketing techniques to encourage them to buy premium spirits and drinks. This could be done by offering a promotion to promote this kind of purchase, such as a raffle or giveaway for those who order a premium cocktail.
#7 – Do not order drinks by price on your menu
When people look at a menu, they will usually review drinks in a linear order. The order can be in a linear fashion, starting at the top and working their way down or at the bottom. It’s a fast and easy way to locate the most affordable or expensive item. This is a common practice, and patrons are conditioned to only think in terms of the price. Do not order your drinks by price. If servers are asked to list the beers available at a table, they shouldn’t start by listing the cheapest domestic beer. When asked about specials on wine or cocktails, servers should be able to recite them according to other factors (such as the type of cocktail or the spirit used).
#8: Make different drinks for women and men
Although it may be politically correct to claim that women and men are equally likely to order the same cocktail, anecdotal and practical evidence suggest otherwise. Men are naturally drawn to dark spirits, such as rum and whiskey. Women prefer cocktails served in special glasses with garnishes. Women also like “fun” and fruity drinks, which are often sweet or are designated as “low calorie.”
If you have a large number of female clients, it is important to offer them a variety of options. You can use something as simple as a wheat ale with an orange slice to convince the other women at your table to drink beer.
#9: Offer perceived value
Value can be defined in many different ways. Some people associate “value” with affordable prices. Value is a relative characteristic. A $12 cocktail may seem expensive compared to domestic or imported beer on your list, but it would be a good value if the other cocktails were priced at $15 or $18. Many studies have been done to determine how consumers choose based on price and number of choices. They found that giving customers three choices can influence their purchasing decisions. People often prefer the middle-range option over the cheaper option or the more expensive one.
#10 – Create the right atmosphere
Final point: a great way to increase sales in a bar would be to maintain the place and make it a nice spot to have a cocktail or a glass of wine. It applies to every aspect of customer service. Are the glasses clean and brand new? Are the beers properly chilled? Are the tables neat? These factors will determine how long a patron stays for an evening or night.
The longer you keep them, the greater the chance that your final tab will increase. In restaurants, for instance, a convivial and festive evening might result in someone ordering a drink to go with their dessert or a digestif. If a restaurant is busy, it’s obvious that the servers are trying their best to clear out new tabletops, and drinks are served haphazardly or in old glasses, which can make ordering another drink less appealing.
Selling more drinks is a good idea, especially if you include premium spirits. Following the above steps can increase your revenue. This will encourage customers to spend more money, give better tips, and return soon.
