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Author Topic: ? on UPSELLING! Wolff King Morrow Master Film Handler Posts: 490 From: Denton, TX, USA Registered: Feb 2004 posted 07-07-2005 02:08 PM                        Interesting points by both sides. However, I have to admit that when I worked the floor waaayy back in the past, upselling and suggestive selling did in fact work quite well. You have a handful of people get offended by it on a given shift, but countless dozens and dozens actually agree to the upsell or suggestive sell. Its something strange about the average customer base but most of them don't have the nerve to say "no". This is what sales analysts made note of and why many locations pound the point of upselling and suggestive selling to employees. The beauty of the concept is that it is "justified" by the analysts as a helpful means of making the customer aware of a better deal, but all it really is doing is taking advantage of most people's inability to just say "no". The customer is giving up the extra quarter as a sacrifice for the sake of avoiding sounding like a tight-wad. Very few of them do it for any other reason. What gets on my nerves now is when drive-thrus suggestive sell at fast food places. When I go to a drive-thru, I have my order all planned out with the money I'm willing to spend. The suggestive selling they do now at these drive-thrus only makes my transaction take longer as I have to decline it.  |  IP: Logged Mark Hajducki Jedi Master Film Handler Posts: 500 From: Edinburgh, UK Registered: May 2003 posted 07-07-2005 02:27 PM                     The best results from suggestive/up selling will be when the staff are not just following a script/set procedure. When they can learn what to offer particular types of customer then they will get the best results. (There is little point trying to convince somebody who has ordered a small dring and popcorn that they want a large of each) Have a simple pricing policy with signs allowing the customers to see the price difference to reduce the burden on the staff. (self service sites have to have the clear signage) If you have combination offers make them simple, and allow upselling on them. Upgrading customers to premium products may also be effective. If a customer orders a coffee upgrade them to a latte. (and suggestively sell them a cake as well). On hot days get customers to upgrade to a slush drink or milkshake.  |  IP: Logged Cam Jones Film Handler Posts: 35 From: Calgary, AB, Canada Registered: Sep 2004 posted 07-07-2005 05:43 PM                     The theatre I work at provides staff an incentive (if you can call it that) for upselling. Basically you have the chance to make commission on combo sales. I believe its something like $0.30 a combo which can really add up if you have a lot of concession shifts. However it is only $0.30 a combo provided your precentage of small sales is below a certain level (4% I think). If you sell too many smalls (popcorn or drinks) then you only make $0.10 a combo for that pay period. Everyone there will attempt to upsize from a small to the next size. Usually if someone orders a small I politely hold up the two bags and tell them that for $0.50 they get twice as much popcorn (our smalls are really small). Many people are happy that I showed them our small was that small, but if someone still wants the small popcorn I will not push them. For drinks there is a couple of options... either go to a regular for $0.50 more.. or get a bottle that is bigger then the small drink for the same price as a small. Many people opt for the bottle. We are also currently having an average sales transaction contest and the winner recieves $150 as a prize. The theatre average is currently C$10.10 and the top person is up around $12.70 right now. Any other theatres do something like this? I'm not saying I support upselling of customers, nor am I against it. It's just my job and that's what I get paid to do, so I do it.  |  IP: Logged Daryl C. W. O'Shea Film God Posts: 3977 From: Midland Ontario Canada (where Panavision & IMAX lenses come from) Registered: Jun 2002 posted 07-07-2005 05:47 PM                        quote: Cam Jones We are also currently having an average sales transaction contest and the winner recieves $150 as a prize. The theatre average is currently C$10.10 and the top person is up around $12.70 right now. I always thought average sales competitions were retarded since they reward slow staff that cost you sales even though their average sale may be a few cents higher than other staff who serve 3 to 4 times more people. Then again, I've always felt bad if I don't go home completely exhausted.  |  IP: Logged Dave Williams Wet nipple scene Posts: 1836 From: Salt Lake City, UT, USA Registered: Jan 2000 posted 07-08-2005 12:00 AM                        I will admit that my percapitas were lower than the competitor next door to me, however, they had nine screens and I had four. They had twice as many seats, and the same movies as I did, plus extra ones. I OUTSOLD THEM, on every single occasion. Why? Because I provided an excellent atmosphere with superb presentation. They did twice as much traffic, and thier per cap was about 2.40, where mine was about 1.60. I beat them in pure volume. My people were fast, friendly, and efficient. I did more money, and made a higher profit margin. Yes, upselling works. However, it is only short term. If you have to keep doing it, then you are not getting enough repeat business. The more you stay solid on giving a great experience, the less you have to effort out in pushing people in and through the door. Good customers come back to a good experience. Ciao  |  IP: Logged Carl Martin Phenomenal Film Handler Posts: 1424 From: Oakland, CA, USA Registered: Feb 2002 posted 07-08-2005 05:08 AM                        cam, what do you do when someone wants a small popcorn, nothing else, and won't be upsold? in order to get your incentives, the smartest thing to do would be to tell them to beat it. not so good. dave, so, your competition had twice your traffic, and 150% of your percap... in what sense did you outsell them? just trying to make sense of it. carl  |  IP: Logged Mark Hajducki Jedi Master Film Handler Posts: 500 From: Edinburgh, UK Registered: May 2003 posted 07-08-2005 05:48 AM                     quote: Carl Martin what do you do when someone wants a small popcorn, nothing else, and won't be upsold? in order to get your incentives, the smartest thing to do would be to tell them to beat it. not so good. Or ring multiple transactions through as one.  |  IP: Logged Randy Stankey Film God Posts: 6539 From: Erie, Pennsylvania Registered: Jun 99 posted 07-08-2005 10:38 AM                     There's nothing wrong with upselling or suggestive selling but, if/when the customer says, "No.", the sales person should shut up and give the customer what he ordered. "Yes, sir! One small popcorn. Coming right up! Here's your change. Thank you! Enjoy your movie!... Next customer, please."  |  IP: Logged David Stambaugh Film God Posts: 4021 From: Eugene, Oregon Registered: Jan 2002 posted 07-08-2005 10:53 AM                        Theaters around here do try to upsell, but they immediately drop the issue if the customer says No Thanks. That's how it should be done.  |  IP: Logged Cam Jones Film Handler Posts: 35 From: Calgary, AB, Canada Registered: Sep 2004 posted 07-08-2005 01:51 PM                     "what do you do when someone wants a small popcorn, nothing else, and won't be upsold? in order to get your incentives, the smartest thing to do would be to tell them to beat it. not so good." When they want a small popcorn only I will sell it to them but I can see how this might be a problem with some people (not serving them or not ringing it trough, or as something else the same price) though I have yet to see it at my work. Also I suppose those people who order just smalls are not recieving the same friendly service as other people because the employee might be a little POd at the customer ordering 5 small drinks and 5 small popcorn  |  IP: Logged Mike Blakesley Film God Posts: 12767 From: Forsyth, Montana Registered: Jun 99 posted 07-08-2005 02:28 PM                        Why should an employee ever get POd at someone who orders something? Doesn't matter if it's one small item, it's still a sale. Personally I hate "Enjoy your movie." It always comes out sounding like a prerecorded canned spiel. And, it should be "Enjoy the movie." But a simple "Thank you!" is better.  |  IP: Logged Cam Jones Film Handler Posts: 35 From: Calgary, AB, Canada Registered: Sep 2004 posted 07-08-2005 03:05 PM                     The reason why they might get POd at customers at this particular theatre is because for every small they sell it lowers their chance to make more money... Ahhh comission... sounds like a used car lot or something... Also if its not too busy it's nice to talk to the customer a bit too, find out what their watching etc. Then at the end of the transaction you can say Enjoy (movie name). It's when it looks like a canned response that its annoying but if its actually genuine its a nice touch. Then again its suprising how many people don't listen, I'm sure you've all heard the customer reply to "Enjoy the show" with "you too!"  |  IP: Logged Robert Burtcher Expert Film Handler Posts: 194 From: Oklahoma City, Oklahoma Registered: Jun 2005 posted 07-09-2005 02:31 AM                     I will suggestive sell, but I almost never upsell, and if a customer doesn't want what I suggest, then I never push it. I'm the only one at my theatre that will suggestive / up-sell... and one of three (out of 15 total) that will even greet the customer. Everyone else will just stand there and stare at the customer with a "I'm tired, let's get this over with" look on their face.  |  IP: Logged Dave Williams Wet nipple scene Posts: 1836 From: Salt Lake City, UT, USA Registered: Jan 2000 posted 07-09-2005 05:18 PM                        quote: Carl Martin so, your competition had twice your traffic, and 150% of your percap... in what sense did you outsell them? just trying to make sense of it. Sorry about that. I get so empassioned when I speak, that I forget to clarify and include my details in chronological time lines. They originally did twice the traffic, however we began to beat them at the traffic end. They kept thier percaps up and mine stayed relatively the same, but my traffic increased while thiers decreased. Within a few months of operation, I was selling out every evening show, 1200 seats, every single night. This while my neighbor to the east was getting about half that. My apologies on the lack of info there. I kind of just skimmed over it. Thanks for keeping me on my toes. Ciao  |  IP: Logged Robert Stawiarski Film Handler Posts: 62 From: MW Registered: Aug 2003 posted 07-10-2005 01:47 AM                    When I worked for Loews Cineplex, there was actually a rather attractive commission program for concessionists. This will sound difficult to believe, but it is completely true... Loews launched this commission program sometime in 1999 and called it "Super Sales"... Our theatre had 8% commission on whatever you sold for the entire shift, or your hourly rate, whichever is higher. The commission % was determined by the GM (between 4%-10%, I believe). For example, if I sold $1000 in 8 hours, instead of getting an hourly rate of $52 ($6.50 X 8 hours), I would get $80, for a net sales commission of $28. If I was slow with customers, if I wasn't on my register, or it was just a slow day, there was a good chance I would only get my hourly pay with no commission other than the combo commission mentioned below. Combo commission was also in addition to this. The basic rate was $0.10 per combo. The combos were easy to sell; it was a large popcorn and large drink with a $1 savings for the customer. We were also allowed to give out courtesy bags and cups as needed to sell combos; we were even allowed to fill these as a 'customer service', since not only did it boost combo sales, but also kept the lines moving faster as well as the counters clean -- otherwise people would pour the drinks and popcorn, create a mess and slow the lines. Many would view this as a little shady, however... During special promotions, such as holidays and random weekends, combos were $.25 for all combos sold once I reached 21-39 (and all the combos from 1-20 were upgraded to the $.25 commission). Once I sold 40 or more, all combos were $.50, including 1-39. The $.50 combos everyone looked forward to, of course! Even if you sell just 40 in an 8 hour shift, that is an extra 20 bucks... or over $2.50 per hour PLUS the Super Sales commission money! My record day was $2755 in sales, with 153 combos. This was during a holiday weekend, I worked a double shift, and the $.50 combo commission was also effective. So... $2755 X .08 = $220 + (153 X $.50) = $296.5. For a 16-year-old concessionist, almost $300 in a day was incredible... Considering the hourly pay would have been 16 hours X $6.50 = $104, it was almost $200 in commission for one day. Granted, this was my best day ever with it, but for one day after busting your ass and seeing you made $18+ an hour for a teenage job feels pretty good. There were also a couple training videos which highlighted how great the program was, including a cheesy animated professor and chalkboard . Suggestive selling and upselling were *huge* components of this program, and all of us were religious about it and came up with creative ways to offer the items, along with the combo. We were pretty careful not to be 'pushy', since we understood if a customer says no after a suggestive sell, it is better to serve them instead of trying to persuade them, both for the customers' sake and for our speed. My highest commission payout was $437 in a two-week pay period, in addition to my hourly rate. This was mainly due to the $.50 combos and a very busy holiday weekend (the same paycheck that included the day mentioned above); a normal paycheck I would probably see around $100 or so in commission for two weeks. Some of the hourly managers were getting frustrated since some of us were making more than them during the $.50 combo promotions, but this was determined by corporate. A couple months later, a newer multiplex opened up down the road and our attendance fell so the commission was substantially lower. However, for those four months or so, it was awesome. The downside was, nobody wanted to leave the register to clean, people would get over-zealous when calling over customers, etc. It was also a little stressful going to work! Very competitive, spreadsheets up in the back comparing numbers, etc. Service to the customers was extremely quick (more sales = more commission), and while we served the customers 'well', most probably were wondering why we all rushed around like maniacs when the lines were relatively short. [ 07-10-2005, 04:37 AM: Message edited by: Robert Stawiarski ]  |  IP: Logged

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