This is topic ? on UPSELLING! in forum Ground Level at Film-Tech Forum ARCHIVE.


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Posted by Paul Goulet (Member # 297) on 10-16-2003, 08:12 PM:
 
Anyone have any tips or suggestions on how we can get our concession people to UPSELL to our customers? We tried
a couple of different things with them, but usually they just end up asking "Anything else with that?" and the usual answer is NO. Any help would be appreciated! Thanks!

Paul
 

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Posted by Kyle Caudill (Member # 1252) on 10-16-2003, 08:46 PM:
 
Either hold incentive costs or just explain to them it is their job. If they do not do it, dont schedule them. Also make it mandatory if they want a raise.
 

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Posted by Manny Knowles (Member # 1171) on 10-16-2003, 09:54 PM:
 
If I were in your place, I would work alongside those concessionaires as much as I could to "show by doing" and also help them with their technique as well as their confidence. In my case I was simply shy about upselling at first and I felt less awkward with more practice. Funny thing: I got better results the more "natural" I became at upselling.

An "Employee of the Month" program can be a very effective tool. The best EotM program I've ever seen included a cash bonus and first choice of shifts.

The selection of EotM could be based on statistics such as number of customers served, total sales, average transaction, overages/shortages as well as grooming and punctuality. I have seen it done this way as a special incentive for concession workers.

By the way, at that theatre a different motivational system was used for the booth (number of days since the last screw-up) and box office (similar to concession but without factoring average transactions).

If upselling is important enough to be mandatory -- and I believe that it is -- then it is worth the investment of time, energy and cost involved in monitoring the consistent application and effectiveness of whatever approach your company takes. If you can see a dramatic improvement in your overall sales and your per cap. then it is definitely worth rewarding.

But let's be practical -- Mandating and enforcing upselling can quickly lead us into the realm of micromanagement. The same is true of EotM programs. Big chains can incorporate these concepts very easily but if you are operating a small theatre without a team of assistant managers to help with all of the record-keeping then you could easily become overwhelmed...or get distracted by more pressing concerns.
 

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Posted by Mike Blakesley (Member # 26) on 10-17-2003, 12:28 AM:
 
I am probably in the minority here but I hate upselling. I won't make my people do it. I personally find it very irritating when I order the size I want, and then the cretin behind the counter tells me "for just 25 cents more you can get twice as blah blah blah blah." All it does is waste their time and mine, because I already TOLD them what size I wanted. I don't think I've ever increased my order due to upselling.

I have found that most people will order the size they want. If they want twice as much, they will ORDER twice as much.
 

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Posted by Jason Black (Member # 684) on 10-17-2003, 12:31 AM:
 
Paul,

Have a talk with all employees, not only the concessionists, explaining to them that anytime they pull a concession shift, they are to always suggest a certain candy (Skittles) or start off by offering the combo (if applicable).

Start a blind check program whereby you have certain customers, whom you have gotten to know thru business, come in and 'spot check' the employees to verify that they are doing as instructed. Reward them if you like, but in my opinion, if you are telling them from the start htat they are expected to suggestive sell/upsell, a steady paycheck IS a reward. You should not need ADDITIONAL incentive(s) to get someone to do what the are already getting paid to do! Positive re-enforcement goes a long way as well.

Practice what you preach. When you're behind the stand, let the employees hear you upsell/suggestive sell. They do, after all, look up to you fo rthe way things are *supposed* to be done.

Funny that I have found, over the years, that the non American employees (read, exchange students) I hire are FAR better at suggestive selling than the home town kids are. Then again, for the most part, the work ethics of the exchange students far exceed those of the home town kids anyway...And we wonder why the U.S is in the shitter when it comes to productivity and the GDP...
 

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Posted by Carl Martin (Member # 1146) on 10-17-2003, 03:15 AM:
 
i agree with mike. upselling is insulting. it can be acceptable if done in extreme moderation, when it is natural in the situation.

one thing our theater does, and i don't mind participating because it actually is a very good deal for the customer, is to give away passes to the high-rollers at concessions. if a customer is close to the amount, we suggest they spend just a bit extra so they can more than recoup the difference next time they come.

carl
 

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Posted by William Hooper (Member # 71) on 10-17-2003, 03:33 AM:
 
I'm with Mike, too. Upselling is one of those irritating, knowingly inconsiderate behaviors that puts a place on my "let's find somplace else we can go" list. Waste somebody else's time, patience, & goodwill! I understand that it's corporate policy that's been set & the concession folks must follow it, I don't have any ill will toward the staff, just disgust with the place of business.
 

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Posted by David Favel (Member # 1125) on 10-17-2003, 04:35 AM:
 
The best upselling advice I got was somewhere on this site.

When someone asks for a coke, you reply "Large right"

Perhaps only once a week someone says "no medium".

Same applies to all goods sold. Think big.
 

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Posted by Bob Maar (Member # 763) on 10-17-2003, 06:45 AM:
 
I'm with Mike. I want what I order and get annoyed with the upsell.
 

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Posted by Stephen Furley (Member # 1277) on 10-17-2003, 06:56 AM:
 
I agree wike Mike as well.
 

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Posted by Scott Norwood (Member # 30) on 10-17-2003, 08:41 AM:
 
Agreed with Mike. Customers aren't (usually) stupid; they know what they want and order that. If I want large, I will order large. If I order medium or small, then that is what I want, and I don't really care to be insulted by having the cashier inform me that the next larger size is twice as much for "only" $.50 more.

Of course, this assumes that the sizes and prices are labelled clearly.

I can see situations where this might make sense (a regular customer who always orders the same things might appreciate being informed of new products, for example), but that's a special case.
 

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Posted by Gracia L. Babbidge (Member # 582) on 10-17-2003, 10:03 AM:
 
You know, it can be irksome for someone to suggest a size other than what you order - but I don't let it make me upset, as it's not worth the energy of getting upset. Nor is it worth getting all irate with the person behind the counter.
I say this as someone who's worked with the public in almost every job I've had - bookstore, cinema, shoe store...
A little kindness will go a long way.
 

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Posted by Michael Swarbrick (Member # 1108) on 10-17-2003, 10:46 AM:
 
I too, am on the side of hating the concept of upselling, even combos piss me off, it seems so desperate. Luckily, my cinema did neither a few years ago when I worked in concessions. I don't consciously remember anyone upselling to me when I've bought stuff elsewhere either, but then I usually go for the largest drink there is (movies are long!)
 

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Posted by Ian Price (Member # 14) on 10-17-2003, 01:16 PM:
 
Our approach is to offer an additional item instead of upselling. We suggest items that people might not know we have, like bagal dogs, cookie, tea (if they order a cookie), ice cream. We try to make it natural and conversational. But still, we are an art house and our percap sucks.
 

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Posted by Eric Hooper (Member # 1730) on 10-17-2003, 01:51 PM:
 
Hmmm, I guess I have to disagree with most everyone here. I feel being alerted to a combo special, or being suggested to get the large soda for just 25 cents more, is GOOD customer service. It makes the customer feel special that someone went 'out of their way' to give them a good deal. The customer sees it as getting a better value and feels good from the personalized service. I personally think it's rude and bad customer service not to upsell. That's like saying 'I don't care about what you are ordering or about you in general Mr. Customer.' I would rather have a personal touch from someone human when doing business, rather than being served by an expression-less robot.
 

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Posted by Travis Hubrig (Member # 1745) on 10-17-2003, 02:00 PM:
 
It seems that many people do not like the idea of upselling...

I think it is fantastic, many times my employees will ask if the customer would like a large because you than get refills with the large. They will also suggestive sell, or try to add candy or nachos to an order. Sometimes as a greeting, an employee will ask "Would you like to try a combo today?" In one way that is upselling or suggestive selling. It speeds the customer through the decision making process, and if done tactfully the customers even appreciate the suggestion. The extra $.75 - $1.00 per transaction doesn't make sense, but when you serve 1000 customers a day in the concession stand and even 10% decide to buy up... it equals $75- $100 more a day. All concession sales are important part of a profitable movie theater.

Now I'm not saying that every customer should be badgered with a boring "for .25 more you can get a large instead." but if the employees get good at it, they can use a different line every time.

I don't get upset when they ask me at McDonald's if I would like fries with that. Upselling occurs around us everyday and most of us don't even realize it's happening. Many times you will even go sit in a nice restaurant and the waiter/waitress will ask if you would like dessert when you are done eating... They could just say "anything else?" I have a friend that is in Cellular Phone Sales and they even have a program to increase add-on services with the plans. At some point in his sales pitch he must upsell or suggestive sell.

I think to make upselling work you need to motivate the employees to do it. Explain why they should do it and reward them for it. I will pair up employees to work together if one is good at upselling and one isn't. They will get tips from each other.

At my theater I will go in to a movie and my employees will try to upsell me. I usually fall for it too.
 

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Posted by Tony Ratcliff (Member # 1196) on 10-17-2003, 02:23 PM:
 
I have always been annoyed at the ".25 more for a large" line.
To me that could be interpreted as suggesting that buying anything LESS than the large is a rip-off.

I believe in suggestive selling of other product: "Would you like popcorn with that drink?", "Would you like some candy with that?" This is what I teach my staff to do.

And in either situation, I agree with the suggestion that HOW this is suggested is extremely important. I've been to places that badger you to death with the upsell and suggestive selling. But the places I go back to are the ones that show me in their pitch that they really care about my experience there being enhanced by my buying another or a larger product.
 

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Posted by Mike Blakesley (Member # 26) on 10-17-2003, 04:50 PM:
 
Suggestive selling of other products is fine. Especially if someone orders a popcorn but no drink. (Although that probably means they smuggled something in!)
 

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Posted by Bill Langfield (Member # 818) on 10-18-2003, 09:30 AM:
 
I AGREE with Mike and anyone who disagrees with Upselling/Suggestive.

(people almost passout at how much as small coke popcorn cost already, let alone suggesting something else. Mother and I could eat for a week from items bought at the supermaket for the same price)

For god sake, a company I no longer work for made me do a first-aid course. (which was cool)
During a break I went to the candy bar and asked for a bottle of water, and then he when on to try and sell me popcorn and choctop.

I said we are only pretending in there, not REALLY trying to bring em back to life from the popcorn and choctops you SUGGESTIVE sold them.
(He's proberly head projectionist or manager now)

Now I'll admit something, as manager/projectionist/usher/candy/ticket seller/cleaner (all in the same shift) I did sug/up sell.
It all depends on how you word it - and what they already asked for.

Bill.
 

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Posted by Mike Spaeth (Member # 524) on 10-18-2003, 12:57 PM:
 
What's wrong with being friendly and increasing sales at the same time?
 

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Posted by Chris Hipp (Member # 1788) on 10-18-2003, 02:01 PM:
 
Personally, I don't like the idea of upselling. When I go someowhere I usually hang around and decide what I want long before I go up to the counter. I get the cheapest thing because that is what I can afford.

However, what the floor managers do at my theatre do motivate the staff is just to do little contests. Whoever sells the most combos or large popcorns will get a $25 gift certificate for something. A lot of times it becomes a competition between the concessionists, not necessarily to win the prize but just to beat someone else.

As far as being insulted by it, I think that anyone who will pay $5 for a bag of popcorn is stupid anyway so maybe they should be treated like it. I think I hear the firing squad coming.
 

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Posted by Mark Ogden (Member # 43) on 10-18-2003, 02:09 PM:
 
____________

What's wrong with being friendly and increasing sales at the same time?
____________

What's wrong, Mike, is that you are ONLY being friendly for the SAKE of increasing sales. It's false and deceitful. When I approach a popcorn seller, and he/she smiles at me and suggests a larger cup than I'm ordering, does that mean he/she's my new best friend? Do I truly matter to them as a person, or do they simply consider me an ATM on legs? Are they trying to do me a friendly favor and suggest what my "best value" is, or are they just going for the profits?

There is more false friendship, sincerity and bonhomme-ism in salesmanship than in any other aspect of life. Pretty cynical, I know, but that's the sales game.
 

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Posted by Trevor Bailey (Member # 75) on 10-18-2003, 11:51 PM:
 
First: Yes, I personally find upselling and suggestive selling very annoying because I already know what I want to buy when I reach the concession stand.

However: I have been in the business for a long time. I know that the staff is upselling and suggestive selling. In fact, I see it all the time...as stated above...fries, dessert, cables, ink cartridges. This is good business sense from the stockholder's perspective. If everyone were like us, and knew what they wanted when making a purchase, there would be no more upselling/suggestive selling. The fact that it happens at many retail transactions, shows that it does make a difference in the bottom line and that the average customer has no idea what they want/need.

I look forward to the day upselling/suggestive selling dies...but I'm not holding my breath.
 

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Posted by Daryl C. W. O'Shea (Member # 1303) on 10-19-2003, 12:06 AM:
 
Suggestive selling I can deal with.

Up selling annoys me, but I can live with it.

Up selling, then saying "are you sure" after I say no, makes me want to jump over the counter and beat the out of the kid.

quote:

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What's wrong with being friendly and increasing sales at the same time?

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To me there is a difference between "Hi, how are you tonight?" and "Hi, would you like to buy a combo?"
 

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Posted by Chris Liczbinski (Member # 1957) on 10-19-2003, 12:28 AM:
 
I personally do not like to upsell to customers because I feel it is an insult, like they cannot decide for themselves what they want.

We used to offer a free refill on the large drink, but that stopped 3 months ago so the incentive is lost. We too have our consessionists compete for gift certificates/coupons/whatever we have around.

We either go by a ratio that our statistics page can bring up relating number of medium drinks sold to large (one with higest ratio wins), or we set a time and whoever sells the most in one hour wins. Of course it is harder to get employees to take a break when we do these competitions.
 

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Posted by Jim Leko (Member # 1287) on 10-19-2003, 11:26 AM:
 
I hate suggestive selling on both sides of the counter. I hate being asked if I want more than I asked for (although, a refill with a large is good information from the employee.) Another problem I have with it, is it slows down the line. The time spent asking somebody to increase their order by a quarter (usually twice, once for popcorn, once for soda), and asking if they want candy, can be better spent helping the next customer. Get the lines MOVING. I usually don't get anything from concession, because the lines are long, and the concessionists take forever to ring up a single customer. If they would spend less time asking people to upgrade their order by 25 cents, they could get a lot more customers through, and probably make more money in the end, because people won't mind standing in the concessions line, as it will move a lot faster.
 

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Posted by Robert D. LaValley (Member # 1867) on 10-19-2003, 04:57 PM:
 
I like suggestive selling as long as it isn't robotic. I saw at a theatre a sign that says "if the concessionist doesn't offer you a combo please see a manager for a free pass" I don't like this type of thing becuase then it just makes the concessionist go into robot mode and do the same thing everytime. the service goes down the tubes and it just becomes an assembly line type cashier position. I'd much rather motivate by offering staff incentives on upselling, ie: prizes, paid days off, the easier jobs etc.... It also makes it easier when the companies have alot of deals advertised that can be offered.. so you can customise to how you think the customer will buy things and not offer them things that you don't think will sell...
team work involvement I tell ya!
 

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Posted by Scott Jentsch (Member # 1681) on 10-20-2003, 02:21 PM:
 
As with any sales tactic, I think upselling and suggest-selling needs to be done with the right delivery.

There are times to do this and times not to, and the challenge is to know the difference. Some customers are receptive, and the staff should be taught how to pick up on the cues within a second or two of saying "Hi"

If someone behind the counter is enjoying their job, and seems truly happy to be helping me, I'd be more receptive to their comments, especially if they suggest something that's a better deal.

Someone who's really into their job can get away with more of this than a robot who looks like they can't wait until their shift is over and/or all those pesky customers finally leave them alone. I think the best way for managers to encourage this is to lead by example. Work the counter with enthusiasm and energy and show them how the right people will respond to sales techniques.
 

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Posted by Scott D. Neff (Member # 185) on 10-21-2003, 05:00 PM:
 
As somebody who has worked a shift in a snack bar, I know how often customers walk up and order a small drink and a small popcorn because they're used to Fast Food where a 22oz drink costs $0.99 and a 44oz Drink costs $1.69. I find people get pissed off if you let them buy a 22oz drink for $2.50 when they could've had a 44oz drink for only $1.00 more.

As for people who know what they want, I love them. But come on people, how many indecisive mothers or teenagers get in line not knowing what they want? I'd guess that the numbers of those undecided far outweigh the people who have their order figured out before they get there.

I'd also say that sine the majority of us come from this business, we have it all planned out in our head succinctly so as to not waste anybody's time at the counter. When I order a popcorn (rarely) I will specify that I want a Large Popcorn, easy on the butter. If I know they have butter flavoring, I'll specify "easy on the butter flavoring" so they don't have to recite "Is butter flavoring okay?" when in fact, I don't care. Sometimes even, if I just want the medium, I will state, "I'd like a large Coke, and a medium popcorn, even though a large IS only $0.50 more." And they smile and get what I asked for.

But having witnessed how easily you can lead many many customers, I don't get upset at others for trying it with me. I think if you're charming and personable enough, you can upsell and suggestive sell without anybody really noticing/caring.
 

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Posted by Jesse Skeen (Member # 586) on 10-22-2003, 01:43 PM:
 
What if they tell the customer "A 6-pack is only a dollar LESS?"
 

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Posted by Scott D. Neff (Member # 185) on 10-24-2003, 12:03 PM:
 
I always encouraged my staff to point out the better value, no matter what it meant to our sales. I would often remind mothers that we had Movie Packs that would give her kids a little bit of everything rather than have her buying everybody each a large popcorn and soda.
 

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Posted by Ky Boyd (Member # 23) on 10-24-2003, 02:27 PM:
 
Well said Scott!
 

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Posted by Randy Stankey (Member # 64) on 10-24-2003, 03:12 PM:
 
As long as the seller isn't pushy I don't mind the upsell. If I order something and they ask me if I want the "upsize" I MIGHT decide to get it but I might NOT.

Most people understand the concept of upselling. If it was their business they'd probably do the same thing. It all comes down to HOW you say something vs. WHAT you say.

If the seller tries to get pushy, THAT's when I get pissed off! If I say, "No, thank you.", that should be the END of it. Move on to the next thing.

Suggestion is another ball of wax alltogether. A lot of people wouldn't think of getting something if they didn't know what could be had.

For instance:

"Hey! We just got some <new kind of candy> in. Wanna' try some?!"

"Have you ever eaten Milk Duds with your popcorn? It's just like carmel corn!"

"Oh, by the way. If you don't want any of the candy here <in the case> we've got a fresh shipment of ice cream bars in the freezer!

Again... If they say, "No, thanks.", get on with it! Ring 'em up! Move on to the next customer. Also, remember that the second or third customers in line can hear you. If it doesn't work on customer #1 it may have already worked on customer #2 or customer #3. Don't repeat the same pitch to every customer or else you will destroy the effect.

One last thing. Look the customer in the face when you make the pitch! I WON'T buy ANYHING from a seller who's face is burried in the register!
 

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Posted by Eric Hooper (Member # 1730) on 10-24-2003, 05:59 PM:
 
I agree with Scott. Like I said earlier in this thread, it's good customer service.

BTW, did anybody else see the MAD TV skit with Ms. Swan at the concessions counter at the movies? Hilarious!!!
 

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Posted by David Stambaugh (Member # 1102) on 10-24-2003, 06:19 PM:
 
Regal here has been doing the "If we don't offer you a combo, you get [something] for free!" deal for quite a while. It's very obnoxious and I wish they'd stop it. It's like the poor concessionists have an axe hanging over their head motivating them to recite that "Would you like a combo today?" line before the customer can get a word out of their mouth.

I rarely succumb to upselling, but last movie I saw (Mystic River) I was very thirsty for whatever reason and I wanted a bottle of water. I asked for a small. "For 25 cents more you can get a large!". Now the small = 20 oz, and the large = 33.8 oz. That seemed like a no-brainer, so I larged it. (Let's not go into a discussion of the actual selling price though, ok? )
 

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Posted by Daniel Fuentz (Member # 1684) on 10-25-2003, 02:11 AM:
 

quote:

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BTW, did anybody else see the MAD TV skit with Ms. Swan at the concessions counter at the movies? Hilarious!!!

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Now that was a CLASSIC sketch! (In Ms. Swan voice) "You lie to Miss Swan. You say everything on this shelf one dollar!"
 

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Posted by Daniel Wright (Member # 1983) on 10-29-2003, 07:15 AM:
 
I stopped buying concessions at the movies long ago. I agree with what some members of the forum have said here $5.00 for popcorn is just too much.

The AMC 20 in Tulsa, Ok had a good way to boost drink sales. I am not sure if they are still doing it but one day a week the small bags of popcorn were free. Of course if you munch down a bag of salty popcorn you are going to be thirsty and want a drink.
 

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Posted by Scott D. Neff (Member # 185) on 10-29-2003, 11:37 AM:
 
I'm scared by over enthusiastic employees. I used to be the one employee at UA that would have fun saying "Welcome to United Artists" before every transaction, but the guy at Taco Bell yesterday... yikes!

I don't think Taco Bell is a good place to suggestive sell. Especially when you go in and order enough food to feed an army, do they really need to say "Would you like a Mexican Pizza tonight?" I actually stared him straight in the face and said "Dude... don't you think that's enough food???"

And for those who know me... I'm not one to say DUDE easily.
 

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Posted by Brad Miller (Member # 2) on 10-29-2003, 12:08 PM:
 
You said DUDE??? Oh my!
 

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Posted by Chris Trainor (Member # 9) on 10-29-2003, 12:33 PM:
 
Daniel, we used to do the same thing at the Limelight. Monday's and Tuesdays you got a free small popcorn (or half off other sizes) with admission. Worked well, everyone of course bought a drink. (well there were always a few exceptions, and generally we'd find more beer bottles those nights. heh)

--Chris
 

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Posted by Jim Bedford (Member # 4) on 10-29-2003, 04:49 PM:
 
How about downselling that is upselling??? Our individual adult tickets are $7, but you can buy a 10 use pass (that is transferable or can be used to get you and nine friends in to one show if you want) for $50. Wotta deal!

I am constantly astounded when we tell someone about this who wants six tickets and they simply don't understand or don't want to, and fork over $42 when for $8 more they can get four more tickets. Go figure.

I think this points out a downside to upselling: You can lead a customer to a larger Coke, but you can't make them drink, but you might piss them off by asking. Go figure.
 

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Posted by Andrew McCrea (Member # 674) on 01-03-2004, 11:32 PM:
 
I really agree with Gracia and Eric (Hooper).

Except, when its done wrong, it can piss me off. I went to Staples and bought a large notebook and a box of ballpoint pens, and like always, i was asked if I was interested in purchasing an individual ball point pn with 'cool' designs on it, etc. WHY WOULD I WANT TO BUY ONE PEN FOR 1.39, When a box of 12 is costing me $4.69? Seriously!
 

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Posted by Randy Stankey (Member # 64) on 01-04-2004, 11:49 AM:
 

quote:

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Jim Bedford: I am constantly astounded when we tell someone about this who wants six tickets and they simply don't understand or don't want to, and fork over $42 when for $8 more they can get four more tickets. Go figure.

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I sorta' understand the customer in a case like this because they only wanted SIX tickets and they don't forsee the time when they'll use the other four.

However, if they could be made to understand that the NEXT time they want to see a movie they'll have four FREE (almost free) tickets! Now, when they come to the movies again they'll have more money in their pockets to spend on popcorn!

For the customer the deal is, "Pay a few extra bucks now and get (virtually) free popcorn later." For the theater the deal is, "Transfer some of the customer's money from the Box Office where we don't get to keep all the money to the Concession Stand where we get to keep ALL of the profit." Everybody wins!

The trick is figuring out a way to explain that to the customer in the short period of time they are at the window so that they understand.
 

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Posted by Thomas Procyk (Member # 1170) on 01-05-2004, 09:44 AM:
 

quote:

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the service goes down the tubes and it just becomes an assembly line type cashier position.

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Welcome to the world of Corporate Multiplexes run by non-entertainment companies! Numbers are all that matter because customer service can't be measured except when customers complain and if they don't complain that means there's no problem. Period!

I agree with Randy. I've had it happen a couple of times where I would order a medium popcorn and drink and would be harassed. "Would you like to upsize to a large?" (no indication of the increase in price -- the popcorn would be $1.50 more) to which I say, "No thanks." And they PERSIST! "Aww, come on, you KNOW you want it!" That's what incentive programs do to concessionists. It went on as I refused repeatedly. He finally said, "Okay, whatever." Yeah whatever indeed. But here's the kicker: I also got some candy, and it came again: "You know, if you add another medium drink, you could make this a combo..." I don't think the idiot realized I was ONE PERSON. I told him to shut up and complete my transaction so I can leave.

=TMP=
 

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Posted by Charles Everett (Member # 889) on 01-07-2004, 11:54 AM:
 
Thomas must have seen the latest "Coca-Cola Refreshing Filmmaker" spot. The wiseguy in the concession stand tells the poor harried moviegoer, "You want a LARGE Coke!

AMC doesn't believe in upselling. That's another way to "Experience the Difference!"
 

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Posted by Thomas Procyk (Member # 1170) on 01-08-2004, 09:45 AM:
 
Charles -- Not true! I ALWAYS get harrased about the combos at AMC. "If you get this one, you save $0.25!" (as the menu board indicated) So I asked, "Okay, so what's the difference in price between what I ordered and the combo?" It took two other concessionists to interject and between the three of them, they figured out that my total would be $8-something. So I asked again, "Okay, and what's the difference in price between what I ordered and the combo?" (you know, expecting "For $X more, you get..") Baffled again, they wanted to know if they should call a manager. I told them to just give me my original order and left.

=TMP=
 

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Posted by Michael Brown (Member # 890) on 01-13-2004, 06:21 PM:
 

quote:

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Manny wrote:By the way, at that theatre a different motivational system was used for the booth (number of days since the last screw-up) and box office (similar to concession but without factoring average transactions).

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How do you upsell at box office?
 

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Posted by Daryl C. W. O'Shea (Member # 1303) on 01-13-2004, 06:24 PM:
 
You convince senior citizen's that they're not that old.
 

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Posted by Scott D. Neff (Member # 185) on 01-14-2004, 10:38 AM:
 
I always enjoyed forcing 11 year olds to admit they were 13 so they could go see a PG-13 movie.


 

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Posted by Daryl C. W. O'Shea (Member # 1303) on 01-14-2004, 02:22 PM:
 
Damn you Scott. I was going to post that in the "sneaking into theatres thread".
 

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Posted by Jim Alexander (Member # 226) on 01-14-2004, 09:45 PM:
 
Reading most of these replies, it becomes evedent that most out there (at least theatre type dudes) don't like upselling; they even find it to be insulting. Well, personally, I don't much care for it either, but from a theatre owner's point of view, I've seen the success it generates in the bottom line.

There are those that take offence to it, but they are few and far apart. My staff only asks once, and does not ask if they are sure if they don't want it. Loe and behold, most asked, prefer the larger size for the ".25" cents extra. To those that refuse to try it in their theatre, that is you choice. But to refuse to try something that has been proven time and time again, just because of your own hang ups, is cheating yourself and your business out of some extra revenue.

To the original question, how do you get staff to remember to upsell? Sorry folks, but that is why they are staff and you are the owners/bose, they do what you tell them to do. Yes, rewards do have some success, but a observant, attentive manager will have alot more success. It doesn't take staff long to realize they are being monitored and will do what is expected of them, including up selling.
 

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Posted by System Notices (Member # 2357) on 02-13-2005, 02:17 PM:
 

It has been 395 days since the last post.

 

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Posted by Jason Black (Member # 684) on 02-13-2005, 02:17 PM:
 
EDIT That damn soup Nazi had not posted when I resurrected this thread... what's the deal with his stealing my thunder? LOL Bad Soup Nazi.. Bad Soup Nazi

To resurrect this thread...

The recently policy implemented by my company is "Immediate Dismissal' for anyone found NOT upselling, wthere it be by a member or management, district level, division level, checking service or regular patron.

Thomas,
I'm with you buddy. What a way to treat your employees. Rule by intimidation... DId I mention that I hate this company anymore?



The sister theatre in town had to let two employees go two weeks ago due to this inane policy. There are NO negotitaions, you are simply to terminate them for not upselling. While I understand this to a degree, as it IS an integral part of their job, to just fire someone because a checking service says, no add on or suggestive sales/upselling.

Then again, I don't make those calls, I just follow procedure.

[ 02-13-2005, 07:39 PM: Message edited by: Jason Black ]
 

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Posted by Sam Graham (Member # 2889) on 02-13-2005, 11:51 PM:
 
The Roanoke Times had an article last July identifying Carmike as having a "secret shopper" program that resulted in immediate dismissal for any concession employee caught not upselling. Carmike apparently acknowledged the practice in an annual report.
 

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Posted by Kyle Caudill (Member # 1252) on 02-14-2005, 09:59 PM:
 
Can this be good for employee morale? Or quality of applicats if they know about this?
 

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Posted by Jesse Skeen (Member # 586) on 02-15-2005, 02:14 AM:
 
Does anyone in the booth who screws up a showing get dismissed immediately as well?
Oh yeah, something I've wondered since the beginning of the rating system- how come if you're 13 you can pay the adult prices, but you can't see the adult movies?
 

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Posted by James Faber (Member # 2796) on 02-15-2005, 02:37 AM:
 
When I worked as a concessionist, I actually had a woman get mad at me for not upselling to her. I sold her a medium soda, and as she was about to leave, she looks up and screams at me, "WHY DIDN'T YOU TELL ME THE LARGE WAS ONLY A QUARTER MORE!?" She was a rather large woman wearing a leather jacket. I exchanged her medium soda for a large soda without question...she was SCARY.
 

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Posted by Chase Hanson (Member # 2779) on 02-15-2005, 03:08 AM:
 
As has probably already been said, discretion is better part of good salesmanship. I've had the privledge of working with a few great sellers in my little pond, and the common threads between all of them were.

1)Friendly-Big Smile, hearty greeting.
2)Quick transaction-There was no rushing the customer, there was organized effecient movement in retriving the concession items.
3)Discrete Approach- No pushing, no redundancy. All the verbage for upselling/suggestive selling was fluid and cogent. The whole transaction felt helpful, not invasive.

Ive tried to integrate these 3 key points into all the concession coaching I do.
 

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Posted by Jason Black (Member # 684) on 02-17-2005, 09:06 PM:
 
Jesse,

For the same reason an 18 year old can go to war for his or her country but can not legally buy a drink in a bar.


 

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Posted by Monte L Fullmer (Member # 2797) on 02-24-2005, 02:49 AM:
 

quote: Jim Alexander

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To the original question, how do you get staff to remember to upsell?

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quote:

---

Remember: employees are always a "liability" in a theatre. They drain the profits out of the income, after film expenses, with the wages that they earn, yet if they are not "producinc" it back with upselling and suggestive selling, your profits will never recoup with this imbalance of the overhead and profit margin tables.

---

Employees are an [u]asset[/u]. Employees are your revenue generators, a movie theater without employees is 60,000 sqr/ft of property tax liablility.
 

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Posted by Monte L Fullmer (Member # 2797) on 02-27-2005, 05:53 PM:
 

quote: Chase Hanson

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Employees are your revenue generators

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TRUE, very TRUE! ..as long as they are the greatest "salespersons" behind the counter selling as hard as they can if they are trained and aware of company policies of the upselling and suggestive selling.

(sorry on the xplosive terminology. I know of a small chain that the employees don't have a clue about these two very important factors and the company wonders on why revenues aren't being made and the profit margin is hard to maintain...)

-Monte
 

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Posted by Chase Hanson (Member # 2779) on 02-28-2005, 03:38 PM:
 
Nope.

An average Concessionist in our theater (and pretty much in our market) generates enough revenue in a 6 hour shift to

A)pay their wages for that shift
B)Recoupe the wages payed out to train them up to that point in time (which is generally about 6-8 hours)
C) still make a small profit.

That is 100% ROI
 

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Posted by Mike Spaeth (Member # 524) on 02-28-2005, 04:35 PM:
 
Chase ... in a busy complex like you are referring to ... an untrained monkey could sell enough to cover those minimal costs that you mentioned ... the goal is to have an employee who MAXIMIZES PROFITS. If everyone just sold enough to cover his payroll and training costs ... where is the money coming from to operate THE REST OF THE BUILDING? Who pays the construction costs of the building?
 

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Posted by Chase Hanson (Member # 2779) on 03-02-2005, 04:04 AM:
 
Untrained monkeys tend to work more than one concession shift in their life. So every subsequent concessions shift after Cost "B" (training) no longer needs to be recouped and becomes Revenue. But hey its not like I add Opportunity Cost to my Cost of Training estimates.
 

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Posted by Jim Ziegler (Member # 86) on 03-02-2005, 01:47 PM:
 
Chase,

Your level of training can drastically affect your profitability. Training has a "force multiplier" effect on your crew. 10 to 12 highly trained concessionists can to the job of 20 poorly trained ones. If you are playing you highly trained ones, say $7 and your poorly trained ones $6, thats nearly a 30% drop in payroll costs as well as your customer satisfaction being higher.
 

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Posted by Chase Hanson (Member # 2779) on 03-02-2005, 03:12 PM:
 
I keep forgetting im on the intarweb.

Jim, I understand that QoSrv is directly related to QoTrn. I wrote a paper on this subject matter based on data that took from one of the theaters that I worked at. By the time I was done, and actually was able to sit back in my chair and take in all the compiled information in one solid chunk. It made my head spin to actually see the theater throwing away an additional 7 transactions an hour for that concessionist AND an additional 2 transactions an hour for each concessionist immediately adjecent to that new concessionist, just to save an hour and halfs worth of training payroll. Its because of this information that I find myself saying "You are paying to train them reguardless of how you arrange the numbers, its the cost thats different."

We just got out Guest Satisfaction numbers back for the month, everything under the concessions heading was down a tenth of a point (which is pretty big move given responce totals). Long sleeves keep pointing on the MADIAM binder, all I see are 14 new concessionists that had two hours shaved from their already inadequete training.
 

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Posted by Jason Black (Member # 684) on 03-04-2005, 11:36 PM:
 
I had to terminate employees today due to the lack of upselling/suggestive selling to a checking service...

How hard is it to simply ask "Would you like to try a combo today?" Jesus F'ng Christ... is it REALLY worth losing a job over? I can't say it's due to lack of training. I (& my ass'ts, excuse me, staff leaders)continually monitor the employees and correct them as needed. In addition, I generally have a staff leader working alongside them on weekends...

Even in casual conversation of taking a patrons order, it is THAT difficult to say, how 'bout some candy with that tonight? Or "what kind of candy would you like with this?"

Damnit, I hate letting people go, especially when it's something as simple as this...

Now, in addition to being staffed to the bare bones, I have lost two employees who covered weekend shifts. Due to the new hiring procedures we must undertake, it will be the middle to end of next week before I get anyone else on board... Background checks, getting my ad in the paper, interviewing (which, in this area basically consits of holding a mirror to the mouth -just kidding, but staffing is a HUGE problem in this resort area), and getting them trained...

It's one big viscous cycle I tell ya...
 

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Posted by Jim Ziegler (Member # 86) on 03-05-2005, 12:02 AM:
 
I can see why you are leaving Jason.. The odd part is that your company probably spends more replacing people than it loses by them not upselling..
 

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Posted by Kyle Caudill (Member # 1252) on 03-05-2005, 03:14 AM:
 
What are your new hiring policies?
 

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Posted by Jason Black (Member # 684) on 03-05-2005, 04:08 PM:
 
Kyle,

Background checks which require a disclosure form being faxed to the HO. I generally get a reply in 3 days, if I'm lucky. I faxed one in on Monday and got a reply TODAY. Magnify this by the immediate loss of two employees on an already short staffed theatre and you see where it leaves me...

I like the idea of background checks. We shoudl have been doing them YEARS ago. It should be a faster process, but having it centralized to the home office to handle slows down the process, especially when either of the two individuals responsible for keying in the faxed info are out of work or behind schedule...

Jim,
You're pretty close to being on the money. I continue to emphasize to my staff, if the person working the drive throughat Taco Bell can ask me if I'd like to double my meat for an additional .50, then they can greet a customer with "Hello, woudl you like to try a combo tonight?"

It's aggravating on both sides... I hate being upsold. If I tell you what I want, rest assured, it's what I want. Tehn again, I'm more of an educated consumer... Oh well, another day goes by...
 

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Posted by Mike Spaeth (Member # 524) on 03-05-2005, 04:09 PM:
 
Are you kidding me? Background checks on floor staff?? I'm all for it for management positions ... but it seems to be a waste of time for simple floor staff that turns over fairly quickly in the grand scheme of things.
 

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Posted by Scott Norwood (Member # 30) on 03-05-2005, 05:43 PM:
 
What, exactly, does a background check consist of? (yes,I know I ended that sentence with a preposition...shoot me) Is it just a criminal records check, or is there more to it than that?
 

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Posted by Dustin Mitchell (Member # 372) on 03-05-2005, 06:21 PM:
 
Not just background checks, background AND credit checks.

And when existing employees turn 18 they must also go through a background and credit check.
 

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Posted by Jason Black (Member # 684) on 03-06-2005, 03:57 PM:
 
Criminal history is required on all applicants age 18 and above. The local level manager is informed if the applicant is eligible for hire from the HR dept. This often takes 4 days, so you really have to read the magic 8 ball when it comes to hiring. How is one to know when a staff member will up and quit without notice? Had it happen this weekend, AFTER having to terminate the aforementioned two employees. School and softball was too much for her, so the job had to go. I respect that, but it doesn't make it any easier on me knowing what hoops I must jump through to hire anyone else. UNLESS I take advantage of the caveat of hiring a 16 or 17 year old. Then, you see, no background check is required.

Also, the applicants sign off on a credit history check, but, to my knowledge, they are not performed. I've had a few not sign off on it and they were still eligible for hire. I didn't sign off on it myself, out of principle alone. After 16 years NOW you want to check my credit? Pffff, whatever.

Scott/Mike,

Yes, these checks are required on ANYONE considered for hire. My method is to simply fax in the disclosures prior to setting up an interview. Why waste my time talking to someone who isn't even eligible for hire?

All in all, I understand why this needs to be done, but that doesn't make it any easier around here. This is such an employee driven market that by the time I get an answer the person has likely been hired twice over at other locations. I also am required to complete these background checks on my exchange students, whom, might I add, are all on J-1 Visa's which, as you may know, are under the careful scrutiny of the US Guv'ment. So why do we throw good money after bad?

Actually, this is all nothing more than a result of the changes implemented after the bankruptcy proceedings. I'm unclear if this was a condition of emergence or if this is a mandate of the controlling stockholder(s) (Goldman Sachs). I feel like GS has initiated most of the new 'red-tape' style policies that now govern our operations. Most everyone is so tight lipped about it that it's doubtful the truth will ever be known. At any rate, background checks have saved the company from hiring a few individuals that had issues but when you still leave yourself open to 16/17 year olds that you can't check into, what good is it? Especially in such a high turnover, low age job field?

Dustin, shoot me an email...
 

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Posted by Scott Norwood (Member # 30) on 03-06-2005, 07:27 PM:
 
What sort of information does the company hope to gain from credit checks and how is that relevant to the employment decision? Aren't most theatre employees young enough that they don't even have a credit file? Even if they have a car loan or something, it's probably co-signed by a parent.

(I'm not trying to be judgmental here...I'm genuinely curious.)
 

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Posted by Jason Black (Member # 684) on 03-06-2005, 08:24 PM:
 
It is my *assumption* that the credit check is primarily focused for those who would be considered, or applying for, a management position. Not that any floor level employee can rip you off or anything...

AT any rate, as I mentioned previously, I have been advised that the credit checks are not even performed. I know mine wasn't, but, then again, I didn't authorize it, and I've checked into who has done credit inquiries for that very purpose. I also have an issue going on right now with a creditor providing false information to the three agencies, so I've seen my report a few times lately as it is being updated/corrected.

Your comments about the touth having a lack fo credit history is correct, but, as I noted, these checks aren't even run, so the point, for all pratical purposes, is moot..

BTW, Dinner was GREAT.
 

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Posted by Dustin Mitchell (Member # 372) on 03-06-2005, 10:52 PM:
 
Jason, from what I understand they are looking for high debt/delinquint payment history, the theory being people with credit problems are more likely to steal in order to help pay for their debt.

They can't fire you for not submitting to the background credit check, thus why you didn't get in trouble for not authorising it. However, they can prevent you from being promoted/moving to a different theatre until you have submitted to it. I know of at least one person that happened to.
 

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Posted by Jarryd Beard (Member # 2543) on 03-22-2005, 11:57 AM:
 
The first employee in our district was fired for not upselling. He worked at our theatre. He's was always a worthless employee. In fact, he was suspected of stealing for months. It's quite ironic that the area he was probably stealing from (Concession), was the one part of his job he was fired for. Anyway, something very interesting has come out of this. Jason or others might be able to offer insight. The ex-employee is now collecting unemployment benefits from the company. Apparently, the company has a progressive disciplinary plan that consists of oral and several written warnings. This is highlighted quite a bit in the newest handbook we just received over Christmas. This procedure wasn't followed in the employee's immediate termination. I'm not sure if this is a Pennsylvania thing. I talked to our projectionist who used to be GM at the theatre. He said when the company purchased our theatre from the now defunct Pittsburgh-based Cinema World, the importance of three writups before termination was made very clear to him. This was back in 1994. Jason, were your terminated employees collecting unemployment? To me, firing someone for not upselling doesn't make any sense if you pay them unemployment.
 

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Posted by Jeremy Fuentes (Member # 2135) on 03-22-2005, 12:07 PM:
 
Lets see, 25 cents more in the register, or paying someone who is doing nothing for you anymore. I pick the second!! ...
 

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Posted by Dustin Mitchell (Member # 372) on 03-22-2005, 02:02 PM:
 
Jarryd, did the employees at your theatre have to sign policy statements outlining the upselling policy?
 

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Posted by Jarryd Beard (Member # 2543) on 03-22-2005, 02:08 PM:
 
I don't believe so. The manager was notified by a new regional manager of the policy. From there, it was expressed orally to the employees. Under the upselling policy in the handbook, there is nothing relating to termination printed. In fact, it just says upselling is suggested as it can increase concession profits. The handbook doesn't say anywhere that upselling is required.
 

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Posted by Dustin Mitchell (Member # 372) on 03-22-2005, 02:42 PM:
 
A policy cannot be effectively enforced unless it is written. I'm rather surprised you guys haven't had to sign anything. This is why the former employee can collect unemployment. If he had signed a policy statement he wouldn't be eligable.
 

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Posted by Jarryd Beard (Member # 2543) on 03-22-2005, 02:58 PM:
 
I'm hoping Jason might come across this post. As he had to fire two of his employees, I'm wondering what resulted in that case. Employees do sign a statement after reading the handbook; this upsell policy isn't in there. I can tell you what I've heard from my GM. I'm not very confident in using him as a confirmed source, however. I feel he may be making some assumptions into the exactly chain of events.

Our region had the lowest average concession percap in the company. A new region (or possible division) manager was hired. He decided to implement this policy in his region. I'm a bit skeptical of this complete chain of events, but I can confidently confirm that the individual involved is collecting unemployment.
 

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Posted by Dustin Mitchell (Member # 372) on 03-22-2005, 03:14 PM:
 
Since the upselling policy is not in the handbook our employees-and Jason's I believe-have to sign a seperate policy statement acknowledging they understand the zero tolerance upselling policy.
 

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Posted by Mike Spaeth (Member # 524) on 03-22-2005, 05:03 PM:
 
Most of your employees, if they are full-time students, or under 18, are not eligible for Unemployment.
 

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Posted by Chase Hanson (Member # 2779) on 03-22-2005, 05:37 PM:
 

quote: Dustin Mitchell

---

A policy cannot be effectively enforced unless it is written. I'm rather surprised you guys haven't had to sign anything. This is why the former employee can collect unemployment. If he had signed a policy statement he wouldn't be eligable.

---

AFAIK

If the corporation enacts a mandated upselling policy than its IN writing.

I know that baring written confirmation at theater lvl by Employees there are other "loopholes" that can be exercised. I.E. At a staff meeting, a verbal announcement can be made to general staff (generally by an MD/GM, and witnessed by another member of Management, although usually by several Managers), and this incident is documented. Than all persons in attendence (documented via payroll) will be considered, legally, served notice.

This might be a California specific exception, but I do know that it exists.
 

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Posted by Jason Black (Member # 684) on 03-22-2005, 07:04 PM:
 
Jarryd, Dustin, Chase:

The employees I had to terminate are NOT eligible for unemployment. All of my employees signed documentation that they understood that upselling was a vital part of their job and that anyone found not doing so would be terminated, without question, immediately.

Of course, in a right to work state, you, or the employee, can decide to and employment, at any time, with or without, just cause or explanation. SC is a RTW state.

As long as the employees have been notified, and there are verifiable witness' to such, ie, an employee meeting where the employees were not only on the clock, but signed in on a roster, it is substantial enough proof that the employee was given proper and just notification of said policy, regardless of the policy.

I'm not sure about other states, but any employee who files for unemployment against the company must do so with the Employment Security Commission, who, in turn, notifies me of the claim. I respond and either provide proof that the claim is not valid (termination with just cause) or make a statement that the claim is not being disputed. Generally, I have always disputed the claims, as the employee who leaves and files is, fo rthe most part, unjustified in making an unemployment claim in the first place.

I'm all for someone getting unemployment benefits IF THEY DESERVE IT, but to just make a claim and then sit around on their ass and get paid... Umm, in a word.. NO.

The misconceptionis that "I paid for unemployment, so I'm due my money".. Ummm.. WRONG. The EMPLOYER foots the bill for unemployment. It's a part of business that the employees simply don't realize.

OK, I'm tired of talking. Lesson over..
 

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Posted by Travis Garner (Member # 3090) on 04-26-2005, 09:51 PM:
 
I've read the discussions here and think there's something really important that seems to have been missed.

Upselling should be about giving the guests the best service and value. It costs less to keep a customer than it does to get a new customer.

Every member of the team needs to upsell. Upsell the venue by providing the best experience you can.

Ticket sellers should be suggesting "Movie Money" or Voucher books. They should be informing people about films and being informed enough to saying things like " Have you seen xyz? It's made by the same director or has ____ who played in ___" Or are you a member of our film club?

The floor staff should be tearing tickets and saying to parents when they tear tickets - "Did you know that tickets sold before 11am are $2 cheaper?"

Managers should be out the front of house at key session times and welcoming patrons and or working along side of staff ensuring that upsell policies are practical and sensible. Likewise they should be feeding back to the "corporate decision makers" that this policy or combo just doesn't sell. Can we try this?

We play trailers informing our guests what films are coming up. The booth staff are in a sense upselling/suggestive selling by adding these trailers.

Equally, sometimes it's just not possible/sensible to upsell. Do you try to upsell to the mother who has a screaming three year old in her arms and a five year old running a muck?

Sense needs to prevail and staff need to be reassured that they are offering a better service by upselling. If they're not convinced, and they're all aware consumers too, then it becomes a cynical exercise.

We're a different industry to fast food chains, we offer

I'm not saying I've got it right, but then again who in here has got everything on the money? I'll continue to make mistakes, kick myself over this or that.

Best wishes,
TG
 

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Posted by Mike Blakesley (Member # 26) on 04-27-2005, 12:40 PM:
 

quote: Travis Garner

---

Ticket sellers should be suggesting "Movie Money" or Voucher books. They should be informing people about films and being informed enough to saying things like " Have you seen xyz? It's made by the same director or has ____ who played in ___" Or are you a member of our film club?

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quote:

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Of course, in a right to work state, you, or the employee, can decide to [e]nd employment, at any time, with or without, just cause or explanation.

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quote: Daniel Wright

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The AMC 20 in Tulsa, Ok had a good way to boost drink sales. I am not sure if they are still doing it but one day a week the small bags of popcorn were free.

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quote: Charles Everett

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AMC doesn't believe in upselling.

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Absolutely untrue. They were always going on about upselling and suggestive selling to the point where none of the employees wanted to do it. :-P
 

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Posted by Paul J. Neuhaus (Member # 3205) on 07-07-2005, 01:04 AM:
 
I am absolutely disapointed in managers within this topic saying that you shouldn't upsell and sugestive sell.
Are you an employee or a manager. Sounds like you are employees. Every Manager should have a vested interest in the profitability of your theatre. Do you know what your theatre is there for? TO SELL POPCORN! Sure, your presentation has to be good and friendly but when it comes down to it it is about what you sell when they come in the door!

The answer: you make them upsell and sugestive sell on every transaction till it becomes second nature. You reward those with better average transaction sales. If you don't you are doing your theatre/company a dis-service. SAD

It is called selling. If the customer comes up and asks for something you haven't sold them anything. Nothing at all. Only when you get them to buy something that they had no intention of buying in the first place have you truly sold. If this is not you or your employees then you shouldn't be in sales in the first place!!

The same goes with project pictures. If you just decorate your lobby that doesn't increase sales. You have to tie in outside buisinesses and create traffic that would not have existed otherwise. Make people want to come see what they are hearing so much about. When you increase your traffic it is stupid to not try and increase sales.

Poor lobby design hurts concession sales. Most cannot do anything about the card they are being dealt but I have seen affective use of barriers to funnel people to their concession stand.

One thing I used to do for my employees besides recognition in front of their peers -a must !!!- was to trade passes with local buisinesses and get stuff like dinner gift certificates, free cd's or movies, and much much more. Movie passes are gold use them. They not only help out your employees but they tie your theatre into your community.

In closing ask yourself this: "Am I a professional buisiness manager?" if the answer is yes upselling/sugesstive selling is what you need. if the answer is no GET OUT and leave it to the professionals. upselling does not = rude. That is just your jaded perception.

Good Luck,

Paul
 

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Posted by Paul J. Neuhaus (Member # 3205) on 07-07-2005, 01:05 AM:
 

 

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Posted by Carl Martin (Member # 1146) on 07-07-2005, 02:53 AM:
 
how about asking yourself, "am i passionate about showing good films and presenting them as well as i can, while not polluting the experience with crass bullshit like upselling, commercials, and movie tunes?"

if the answer is no, get out and leave it to those who care about film culture.

carl (speaking for himself, not as the representative of the company he works for or any other)
 

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Posted by Scott Norwood (Member # 30) on 07-07-2005, 05:59 AM:
 
What Carl (err "carl") said.

Long-term profitability doesn't come from selling people stuff that they didn't want, but rather from making their experience enjoyable and memorable enough that they will want to come back. Part of making the customer's experience enjoyable includes the idea of "not being obnoxious." I consider most attempts at upselling to be obnoxious. If someone orders a "medium" popcorn, then he probably wants a "medium" popcorn, not a canned lecture from the concession attendant on how a large popcorn is "only fifty cents more." It's a waste of time and insulting to the customer's intelligence (OK, most customers aren't intelligent, but most would still perceive the comment as insulting.)

I truly believe that the best way to (for example) sell more popcorn is to make sure that the popcorn at the theatre is the best that the customers have ever tasted, not by telling people that they are stupid and that they really should be buying something other than what they ordered.
 

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Posted by Dave Williams (Member # 299) on 07-07-2005, 09:27 AM:
 

quote: Paul J. Neuhaus

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Only when you get them to buy something that they had no intention of buying in the first place have you truly sold.

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quote: Paul J. Neuhaus

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upselling does not = rude

---

OK, so upselling does not = rude. Fine. What upselling DOES = is trying to force something on the customer that he doesn’t really want. What upselling DOES = is trying to get the customer to buy what you want him to buy, instead of what he or she wants to buy. And while you may pound your chest congratulating yourself on your managerial acumen, for me, and others, it has come to this:

Last Wednesday night I went to the Westside Pavilion Cinemas on Pico Blvd. In L.A. to catch a movie. Now, whenever I go to an independent or small chain owned theatre I try to be supportive and buy a concession item or two, even if I am not especially hungry. So I go up to the stand and ask for a small popcorn and a small Diet Coke. Immediately, the zit-faced twit behind the counter starts going into his act.

TWIT: Are you sure you don’t want mediums? It’s only 25 cents more each.

ME: No, smalls please.

TWIT: Are you sure?

ME: Yeah, I’m sure.

TWIT: (picks up a medium cup and popcorn bag and starts waving them at me) Are you sure? Only 25 cents more . . .

ME: Thanks all the same . . . (picks money up off the counter, leaves with nothing).

No offense, but I go to the movies a lot and I am not going to get into a goddamned argument every time I want a soda from a concession stand. I want what I want, and you either want to sell that to me or you don’t. I hope you can find enough willing sheep to shakedown for a few more cents per sale, because for this 40 to 50 movie-per-year cinema-goer the policy from now on is upselling = and no sale.

[ 07-07-2005, 11:54 AM: Message edited by: Mark Ogden ]
 

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Posted by R. Andrew Diercks (Member # 1725) on 07-07-2005, 11:26 AM:
 

quote:

---

Only when you get them to buy something that they had no intention of buying in the first place have you truly sold. If this is not you or your employees then you shouldn't be in sales in the first place!!

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quote: Paul J. Neuhaus

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You reward those with better average transaction sales.

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quote: Cam Jones

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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.

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quote: Carl Martin

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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.

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Or ring multiple transactions through as one.
 

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Posted by Randy Stankey (Member # 64) on 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."
 

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Posted by David Stambaugh (Member # 1102) on 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.
 

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Posted by Cam Jones (Member # 2684) on 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
 

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Posted by Mike Blakesley (Member # 26) on 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.
 

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Posted by Cam Jones (Member # 2684) on 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!"
 

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Posted by Robert Burtcher (Member # 3227) on 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.
 

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Posted by Dave Williams (Member # 299) on 07-09-2005, 05:18 PM:
 

quote: Carl Martin

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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.

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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
 

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Posted by Robert Stawiarski (Member # 1842) on 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 ]
 

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Posted by Carl Martin (Member # 1146) on 07-10-2005, 01:48 AM:
 
ah thanks, dave. that makes better sense. bravo!

carl
 

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Posted by Chase Hanson (Member # 2779) on 07-10-2005, 03:57 AM:
 

quote: Robert Stawiarski

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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.

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