Sales Training

As I was arranging the itinerary for my annual NYC restaurant-run, and it made me think about the restaurateur Keith McNally (Odeon, Lucky Strike, Pravda, Balthazar, Pastis, & Minetta Tavern).  In 2011, I met him at Minetta Tavern while having dinner. The kitchen sent out next day’s special for us to taste. The hostess gave us a “Private” reservation number for their restaurants then asked, “Can I make a reservation at one of our sister restaurants while you’re in town?”. Upon leaving the busboy exclaimed, “Hope to see you soon!”

What I didn’t realize then but understand only now is that every department in your organization is in sales. For example, HR is selling when they email an interviewed candidate who wasn’t hired, “Thank you for your interest in working with us. Please accept our small token of gratitude by bringing this gift card on your next visit”; or Finance is selling when they call an overdue account, “Thank you for your patience and we value our relationship”; or Marketing is selling when they send "Wishing you a Happy Birthday!" to a guest after they've celebrated at your establishment in the years to follow. With technology, it doesn’t cost you anything but time, as these communications are automated now.

Sales training is a powerful tool that every organization should implement for business growth. In order to exceed guest's expectation, determine what you want them to remember and spread about your brand, then design the training module to achieve that outcome. Remember the job of a leader is to sell the culture and vision of their company to each employee every day. 

Hope I’ve sold you to spring into action.



*Read Dr.Suess' Green Eggs and Ham - Learn the secrets to Sam I am's selling technique