What the Waiter Taught the Seller

Long before I worked for social network Tumblr, driving new business with agencies and brands, I was a struggling journalist writing restaurant reviews for The Boston Globe and other pubs. Working as a food critic seemed for a time like the best job in the world, but I soon learned the true meaning of the adage “there’s no such thing as a free lunch.” The meals were on the paper’s dime, which was great, but the freelancer pay barely covered cheap takeout.

I joined Tumblr because I’d already been selling social campaigns for the platform to my clients while at the MullenLowe agency, and I had the opportunity to expand my horizons and work with many more brands and agencies if I sold them native ads directly. It was the best career move I’d made, and I have no regrets.

But as useful as it was to have agency experience to sell to agencies and brands, it was also helpful to have a journalism background. One thing I realized from reviewing restaurants was that the wait staff can make or break a dining experience. If you have a fantastic meal but the waiter or waitress is horrible, it can bring a rating down a couple stars. When I started to focus on business development, and I had to create opportunities from scratch, I took to heart the lessons I learned from observing some of the best and worst servers (after all, selling is service, service is selling – see creepy video sensation). Here are the top 6 sales lessons that this seller learned from engaging waiters and waitresses in many fine establishments. May they serve you well. ­­

1. Know what you’re selling firsthand to build trust

The first question I would ask wait staff when they came to my table was simply “What’s good here and what’s popular?” The best answer from my waitress was that she had sampled everything on the menu because the chef requires servers to know everything about the dishes, and then to explain in detail what they liked most and why it was special. The server would win major bonus points by also volunteering what wasn’t popular, or what was popular but wasn’t as incredibly special as the latest creation from the maestro at the stove. By having firsthand knowledge of what I was about to consume, and being honest, the server always built trust, and when I took her advice I was usually rewarded with a fantastic meal.

2. Know what’s off the table and shouldn’t be sold (my dietary restrictions)

I don’t like fried animal glands, otherwise known as sweetbreads. If they’re on the menu, I don’t order them. My father has a garlic intolerance, and every time I dine out with him he breaks it to the server that the chef is going to have to adjust the recipe just for him. The best servers don’t have to wait to hear about an allergy or food preferences, because they’ve already asked and they use this knowledge to guide recommendations. It’s important that they are unafraid to understand my dislikes, and not just what I do like.

3. Know what pairs well with what you’re selling (the art of the prix fixe)

On one memorable dining out experience for my birthday, the set price menu included pricey wines for each course. Normally, I’d be skeptical and think this was a gimmick to up my bill. But the waiter who proposed that we try it was so knowledgeable that he could have passed for a sommelier. As each morsel arrived at the table, he deftly poured a new glass of phenomenal wine that hit the right notes, provided a detailed story about it, and complemented the meal. By packaging his “services” with appropriate accompaniments, I didn’t think of it as an upsell, but as an enhancement to the fine dining experience.

4. Get out of the way after the order is in (anticipate and don’t smother)

Studies have shown that wait staff who constantly check in on the table actually receive a lower tip than those who know how to have a conversation where they listen more and speak less. We’ve all had a waiter or waitress who overshares or tries to win over your kids with some stories designed to make them laugh. But no amount of repartee with a waiter can transform a meal that doesn’t taste good. In fact, if the meal is bad, but the waiter is friendly and we get along, my gut tells me to tip less so the waiter figures out that I’m paying for the quality of the meal, and our momentary friendship is transactional. Instead of asking multiple times how the meal is (like a robot), a waiter should arrive with fresh silverware between courses, replace a napkin that has fallen to the floor without asking, not send the bus boy over to clear the table while we’re still eating, and generally let us have a good time with ourselves. This is the art of anticipating, and it’s as key for sellers as it is for waiters.

5. The customer is always correct

The wait staff in the front of the house are the main way the back of the house (the kitchen) knows if the customers are happy. I am not afraid to send back a meal if it’s off, and I can recall many times when a waiter has asked me if a half-eaten plate wasn’t good, and I’ve truthfully answered that it wasn’t, and the dish was comped. The fact is, if a customer makes a complaint and the waiter and the kitchen don’t respond, I’m unlikely to return. A great waiter is a negotiator between those who buy the product and those who make the product, and he’s willing to put the customer’s needs front and center as a consumer advocate. Similarly, in sales, if the product isn’t working and those on the front lines report it to management, management needs to listen and make changes.

6. Surprise me

An amuse-bouche snack from the chef is always a welcome treat when it arrives at the table because it’s not listed on the menu, it’s a surprise. When you buy a meal, you know what you’re paying up front, but you’re trusting that the meal will be worth it. With a free tasty bite, it’s easy to be delighted. Like a mint on a hotel pillow, it’s a small touch that means a lot. Sellers need to be aware that they’re selling more than just a product, they’re selling an experience, and they should aim to delight.

In conclusion, the art of selling isn’t just about getting customers into the store to buy; it’s about helping them have the best experience possible once they’ve chosen your store. You can win repeat customers (and not just diners) by building trust, being knowledgeable, setting parameters, packaging solutions, anticipating needs, responding to challenges, and delivering delight. Please leave your tips for me in the comments.