What is suggestive selling?
Suggestive selling is all about making appropriate recommendations to your customers at the right time; it’s those little nudges that complement your customer’s choice without being pushy. It’s less about increasing the bill and more about making the experience better. Done properly, suggestive selling feels like you’re doing the customer a favour, rather than trying to upsell.
Let’s set the scene; a couple arrives at your restaurant excited to try the chef’s special. After taking their order and complimenting them on their great taste, their server casually mentions that this particular dish pairs beautifully with a crisp Sauvignon Blanc. It’s not a sales pitch; it’s a helpful suggestion that will make their meal even more enjoyable, and the server was right - they thoroughly enjoy it. Later, as they browse the dessert menu, the same server suggests sharing the chocolate fondant - a recommendation that seals the perfect dining experience for the couple.
Moments like these aren’t just good service; they’re the art of suggestive selling. Done well, these suggestions feel helpful and natural - like advice from someone who really gets what the customer is looking for.
And it works. Research published in the Journal of Marketing Analytics highlights how suggestive selling can significantly boost sales and customer engagement. So, not only are your customers walking away with a better experience, they’re likely spending more too.
What are the benefits of suggestive selling?
Suggestive selling isn’t just about increasing sales, it’s about creating better, more personalised experiences for your customers.
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It increases revenue
Picture this: a server casually recommends a side that pairs perfectly with the customer’s meal. The suggestion feels thoughtful, not pushy, and the customer happily adds it to their order. Over time, these small interactions add up, boosting your average transaction value and contributing to your bottom line without compromising the customer experience.
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It makes customers feel valued
A well-timed, personalised recommendation shows customers you’re paying attention. Imagine suggesting a celebratory dessert for a couple dining out on their anniversary - it’s a small touch that turns a routine meal into a memorable moment. This kind of care builds trust and loyalty, encouraging customers to return time and time again.
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It helps with decision-making
Let’s face it: sometimes customers feel overwhelmed by choice. A friendly suggestion - like pointing out a wine that complements their main dish or highlighting a bestselling product - can take the pressure off and make their decision easier. The result? Happy customers who feel confident in their choices.
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It helps with inventory management
Got seasonal stock or products you need to shift? Suggestive selling can make all the difference. For instance, recommending a festive dessert in December not only helps move inventory but also gives customers a sense of exclusivity. Everyone wins.
When done well, suggestive selling doesn’t feel like selling at all - it feels like exceptional customer service that adds value to every interaction.
Strategies for effective suggestive selling
Suggestive selling works best when it feels effortless and genuine. Here are three ways to help your team make it part of their everyday interactions:
Make personalised recommendations
Use tools like Guest Wi-Fi insights and your CRM to understand customer preferences and tailor your suggestions. If a guest orders a vegetarian dish, suggesting a veggie side or a plant-based dessert feels thoughtful and relevant. And it works - research shows that personalisation can drive revenue growth by up to 30%.
Get the timing right
The best recommendations come at just the right moment. Imagine a bartender suggesting a dessert cocktail after the main course is ordered—it feels like a natural extension of the meal, not an interruption. Timing is everything, so train your team to read the room and avoid overwhelming customers.
Highlight add-ons and bundles
Small extras can go a long way. For instance, a retail cashier might point out a special deal on matching accessories, or a server could suggest a side dish to complete the meal. Bundles not only add value but also give customers the sense that they’re getting more for their money.
Tips for training your team
Your team needs the confidence and skills to make suggestive selling feel natural. Here’s how to help them succeed:
Build product knowledge
Customers trust recommendations when they come from a place of expertise. Make sure your team knows the menu or product range inside out. Using tools like CPL Learning’s eLearning courses ensures training is accessible and up to date.
Focus on active listening
Great suggestions start with understanding what the customer wants. Train your team to ask the right questions and listen carefully. For instance, if a customer mentions a celebration, it’s the perfect chance to suggest a sparkling wine or a celebratory dessert.
Practise natural communication
Suggestive selling should feel friendly, not rehearsed. Roleplaying scenarios during training helps staff find language that feels authentic to them. A simple “This goes beautifully with what you’ve ordered” can make all the difference.
Provide ongoing coaching
Selling is a skill, and like any skill, it gets better with practice. Regular feedback and coaching help your team refine their approach. Combining this with e-learning tools keeps everyone sharp and consistent.
Celebrate success stories
Recognising great examples of suggestive selling motivates your team and reinforces good habits. Share these moments during team meetings to show what works and inspire others to try new approaches.
By giving your team the tools they need and celebrating their wins, suggestive selling becomes a seamless part of your service, and a win-win for customers and your business.
Ready to empower your team and boost sales?
In this article, we’ve explored the art of suggestive selling—what it is, why it works, and how to help your team master it. Thoughtful recommendations don’t just boost sales; they create memorable customer experiences and build lasting loyalty.
At CPL Learning, we specialise in helping hospitality and retail teams to consistently deliver exceptional service. Our tailored eLearning courses cover everything from product knowledge to effective communication, giving your staff the tools they need to succeed.
Take the first step towards transforming your customer interactions. Contact us today to explore our learning management system for hospitality, or discuss which eLearning courses would be best for your team, and discover how we can help your team make suggestive selling second nature.