Podcast Summary: "Turning Order-Takers Into Selling Machines"

Episode Details:

• Title: Turning Order-Takers Into Selling Machines
• Host: Chip Klose
• Series: RESTAURANT STRATEGY
• Release Date: March 10, 2025

Introduction

In the episode titled "Turning Order-Takers Into Selling Machines," Chip Klose delves into transforming restaurant staff—from mere order-takers into proactive salespeople. Drawing from his extensive 25-year industry experience, Chip provides actionable strategies to enhance server and bartender performance, ultimately driving increased profitability for independent restaurants.

The Sales Role of Servers

Understanding Servers as Salespeople

Chip begins by redefining the traditional role of servers and bartenders, emphasizing their potential as sales agents. He states, “For all intents and purposes, our servers and our bartenders are salespeople” (02:15). By recognizing that these positions are inherently commission-based—earning approximately 20% tips on sales—Chip underscores the necessity for staff to engage more deeply with guests to maximize sales opportunities.

The Four-Tier System

Hire, Train, Model, and Coach

To cultivate a sales-driven team, Chip introduces a four-tier system:

1. Hire: Select individuals with the aptitude and capacity to excel in a sales-oriented environment.
2. Train: Provide comprehensive training that includes specific sales techniques and menu knowledge.
3. Model: Demonstrate desired behaviors through example, either by senior staff or management.
4. Coach: Offer real-time feedback and guidance to refine and enhance sales approaches.

Chip emphasizes, “We hire for it, we train for it, we model the behavior, and then we coach in real time” (10:45). This systematic approach ensures that staff not only understand what is expected but also see these practices in action and receive ongoing support to master them.

The TED Plan for Training

Teach, Educate, Develop

Expanding on the training process, Chip outlines the TED Plan—a three-tiered system tailored to different stages of employee growth:

1. Teach: Focus on the initial seven days, ensuring new hires acquire fundamental knowledge such as restaurant layout, key menu items, and basic service protocols.
2. Educate: Over the first 90 days, deepen their understanding with advanced sales tactics, detailed menu insights, and customer engagement strategies.
3. Develop: Sustain growth over a decade by providing continuous opportunities for professional development and career advancement.

Chip notes, “When you think of the TED Plan—teach, educate, and develop—it changes the way you approach your training” (20:30). This phased training ensures that employees not only start strong but continue to evolve and contribute meaningfully to the restaurant’s success.

Four Key Areas to Boost Sales

Chip identifies four critical touchpoints where servers can significantly influence the average guest spend (AGS):

1. First Approach

Making a Strong First Impression

The initial interaction sets the tone for the dining experience. Chip advises against immediately presenting menus. Instead, he suggests guiding guests through their initial drink order to create an engaging start. For example:

“Your first job is to get a drink order right...” (30:10)

By focusing on beverages first, servers can capitalize on immediate sales opportunities and set the stage for upselling.

2. Taking the Order

Strategic Menu Navigation

When taking orders, Chip recommends that servers actively guide guests towards high-profit items. This involves utilizing scripts that highlight signature dishes and making informed recommendations. He shares a practical approach:

“Have something in mind. So come over, say hi, how's everyone doing? I'd love to start you off with something from the bar...” (45:00)

This method fosters trust and encourages guests to explore premium menu options, thereby increasing overall sales.

3. Second Beverage Sales

Maximizing Beverage Opportunities

The second beverage order is a pivotal moment for boosting AGS. Chip emphasizes the importance of timing and framing when suggesting additional drinks:

“The key to second beverage sales is through timing and frame...” (60:25)

Instead of asking a yes-no question, presenting choices increases the likelihood of acceptance. For instance, offering two specific cocktail options rather than a generic “Would you like another drink?” can lead to higher success rates.

4. Turnaround to Dessert

Seamless Transition to End-of-Meal Sales

Convincing guests to order dessert not only adds to the check but also offers opportunities for additional beverage sales. Chip introduces the concept of the "looparound," a strategic approach to transitioning from entrees to desserts smoothly:

“There is a way to get desserts on the table and to get beverages, you know, after dinner drinks on the table...” (75:40)

By proactively suggesting desserts and relevant pairings, servers can enhance the dining experience while increasing revenue.

Scripts and Strategies for Sales

Implementing Effective Sales Techniques

In the latter half of the episode, Chip shares specific scripts and tactics designed to empower servers to perform effectively as salespeople. He highlights the importance of:

• Personalized Recommendations: Tailoring suggestions based on guest preferences and menu specialties.

  “Have something in mind. Have something that you know works...” (85:10)

• Pairing Suggestions: Always recommending beverage or side dish pairings to complement orders.

  “When you take the order, you always have to, number one, talk about something that they should be pairing with it...” (90:05)

• Persistency without Pressure: Encouraging additional orders without making guests feel pressured, maintaining a balance between sales and hospitality.

These strategies are further elaborated in Chip’s complimentary "Server Playbook," which provides in-depth videos and resources to reinforce the discussed techniques.

Conclusion

Chip Klose’s episode "Turning Order-Takers Into Selling Machines" offers a comprehensive framework for restaurant owners aiming to transform their service staff into effective sales drivers. By implementing the four-tier system and the TED Plan, and by focusing on key sales touchpoints, restaurants can significantly enhance their profitability. Chip’s actionable scripts and strategies equip servers with the tools needed to maximize every guest interaction, ensuring a memorable dining experience that benefits both the customer and the business.

Resources Mentioned:

• Server Playbook: A collection of 10 instructional videos offering deeper insights into the strategies discussed. Available for free via the link in the show notes.

This summary encapsulates the core discussions and insights from Chip Klose's podcast episode, providing restaurant owners with practical methods to elevate their service teams' sales capabilities.