July 21


HOW TO INCREASE SALES – Without using discounts and promotions

By Ian Johnstone

July 21, 2019


Are you looking for a simple and effective way to generate sales and increase customer loyalty in your restaurant, bar or café, all without having to resort to outrageous discounts or giveaways?

Then stay tuned because in this video I am going to show you how to do it.

If you own, run, manage or just work in the hospitality industry, then you know how hard it can be to increase sales, after all, you have lots of competition, more demanding customers, and every day of the week someone is offering outrageous promotions to try and steal your customers away.

Well, I am here to tell you, that if you focus your energy on increasing sales and building customer loyalty by offering freebies, discounts and giveaways, then you are setting yourself up for a fail.

The reality is apart from increase your prices there are only 3 main ways that you can increase revenue in your business

  1. You can get your existing customers to buy more of the same products, now this is relatively easy because your customers already know what you do and they are already buying these items from you.
  2. The second way to increase revenue is to upsell and cross-sell to your current customers, this requires your team to know what your customer wants and to then suggest additional items they may like.
  3. The 3rd way to increase revenue is to attract new customers to come and buy from you.

 And so this leads us to the big question.  

Where do you need to focus your energy and time? 

And the answer is to get mote customers right, after all your current customers are already buying from you so you.   Now, this seems does logical because more customers mean more money in the till.  Right!

Yes, this is true, but there is a catch, research has shown that it can cost as much as 5 – 10 times more money to attract a new customer then it does to sell to and keep your current customers.

These costs include everything from

  • advertising,
  • storage of additional menu items,
  • additional staffing costs,
  • and the lost revenue caused by those discounts, sales and promotions.

And even after spending all this money to get the new customers through the door, if you are unable to provide them with a great experience, then there is no guarantee they will want to return.

Plus your competition will be doing the same types of promotions, as they try to hunting for these same new customers as well.

And so, here is the irony.  Your current customers are your business's most valuable asset, and this is because they already know what you do and they already want to buy from you.

And if you consistently provide great service and great products, your current customers will want to  return,  and they will promote your business to their friends and colleagues to come as well.

Which means more sales.

But like all good things, building customer loyalty takes time and effort, it is not just about providing a great product at a great price, it is also about the service you provide

Your team need to build a relationship with each customer by getting to know them by name, remembering their order and creating a personalised experience every time they visit.

And once your customers love what you do, then why not ask them to review your business on  their social media communities like Facebook, open table or google.

These online reviews are powerful, because they encourage new customers to visit and buy, but best of all they are completely free. 

One word of warning through. Just make sure that as each new customer comes through those doors, that you treat them as if they are already a loyal customer, because when you make them feel special then you encourage them to want to return?

And maybe they might want to leave a great review online to.

What are your thoughts, do you agree or perhaps you have other some other tips to help increase sales?

If so then leave some feedback in the comments section below. 

Ian Johnstone

About the author

Ian is a Sales & Service Coach & Trainer with a background in over 20 years of 5-star Hospitality and Customer Services within Australia, the United Kingdom, and the United Arab Emirates. He works with businesses to consistently achieve great results by designing and delivering interactive, engaging and memorable training programs, tailored to meet the needs of each business, their teams and their customers.

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