The Hustle ~ “Do not hustle the lobsters.  That is, do not say, “We only have two lobsters left."   Even if there are only two lobsters left."... Bruce Buschel (NYT's  You're the Boss).  We sponsor and promote an "Atticus Finch code of work ethics."  Meaning, "Either you are an ethical person or you're not."

Here is a quote from a recent email I received: “We have all been in the situation where we, as the dining public, feel as though we are being hustled.  Often, we are hustled into ordering things we otherwise don’t want, especially cocktails!  Speaking as a server, I know the pressure management can put on you to sell, sell, sell.  I recall my first serving job, we would be awarded prizes for the highest liquor and appetizer sales.  If your sales numbers were low you were singled out and put into a poor tip yield section of the restaurant.  In retrospect, this is criminal?” 

Most guests harbor a strong distain for high-pressure, used car salesmanship tactics that attempt to taunt or strong-arm a guest, into buying something more expensive.  A food servers pitch immediately crosses the line, into a bonified hustle, when a deliberate attempt is made by a snotty Scotty, food server to assign the feeling of loss, remorse or fault.  It is intentionally meant to make the guest feel like they will miss out if they don't decide immediately, straight away.  

Many of us have heard, “Oh, if only you had arrived a few minutes earlier.” Or “You just missed getting the last one.” Or “Awe, I wish you had told me sooner.”  No one appreciates feeling like they lost anything.  In quoting Mayia Angelou, author and poet, who wrote; “I’ve learned that people will forget what you say.  People will forget what you did, but people will never forget how you made them feel.”

While training and coaching servers, their jaw drops instantaneously, when I tell them their spiel, is a hustle. They immediately retort back with, “I’m supposed to be up-selling.” I counter with, “Well, that’s fine, and dandy but the absence of direct eye contact with the guest, the lighting speed of the spiel, along with the apathetic tenure of your voice and negative body language, say’s its a hustle.”

If a guest asks a server for further information (in this case the lobster), then the guest is giving the server permission to market them, anticipating a brief, detailed well-rehearsed spiel.  A savvy server is supposed to keep abreast of how many lobster platters remain available prior, to setting one big fat toe onto the floor to serve guests.

The lobster spiel should be spoken respectfully and at a comprehensible speed, as if speaking to a priest, minister or imam. Why?  Few people  would disappoint anyone who speaks with sincerity and good manners.  Jackie Kennedy wife, of John F. Kennedy was famous for her soft-spoken but distinctively clear voice. Winston Churchill, spoke slowly and decisively.  Martin Luther King was an excellent orator because he spoke at a comprehensible speed and tenure.

Begin by making sure your body language is non-combative.  Hands should never be anchored  on the hips; you should be holding a pen (not a chewed up pencil or pen) and a check order pad that doesn’t look like it was mangled in the garbage disposal.  Smile a genuine smile, and begin in a calm relaxed manner. The pitch should sound like this, “Thank you for asking about our lobster.  Our lobster is shipped-in fresh, from Maine, every day.   The lobster portions weigh anywhere from one to three pounds, can be steamed or broiled and garnished with our wonderful homemade Charmoula Butter. Chef Matthew presents an elegant accompaniment of Cavatelli Pasta, served with Spring Peas, and Mascarpone.”

Once you’ve pinged all the high notes of pertinent info, allowing guests to decide preferences: portion size, cooking preparation options, along with side preferences or the type of butter garnish they prefer, should prompt a yea or nay, by the guest.  If any dish on the menu requires an unusually longer, length of time to prepare, always mention this to the guest. 

Further queries to anticipate:

·      How much?  If the special menu is not printed and only a verbal spiel. Always mention if there is any Prix Fixe.

·      Is there any MSG (Monosodium Glutamate) used to prepare the food?

·      What is Cavatelli Pasta?

·      What is Mascarpone?

·      What is Charmoula Butter?

·      What other options for sides are available?

·      What wine to suggest?

Different types of selling:

Cross~selling: Is when a guest comes in for one thing and the server suggests (not high-pressure) a completely different item.   They come in for juicy burgers and fries, instead they decided on the Nachos and Quesadilla platter, because the server suggested that it cost about the same as the burgers, but comes with larger portions. 

Up~selling: Is when a guest orders a menu item and a server sells them something similar but more expensive.  Example: The guest orders two glasses of wine by the glass.  The server explains there are four glasses to a bottle and since there are two guests, a bottle might be a better choice (never say more economical, only better).  A guest comes in ready to order the seafood platter special, and then alternatively decides on the lobster special influenced by the servers spiel.

Managers will soon have to deal head on with social media trends, which confirm that 78% of consumers trust peer recommendations.  Because of the speed in which social media (twitter, face-book, myspace etc.,) enables communication, word of mouth now becomes world of mouth.  So if a customer is getting hustled, be assured they will express their opinions LOUDLY.  Do opinions count?  Your manager is about to enter into the no spin social media zone.   Customer satisfaction sites like Zagat, Yelp and Urbanspoon.com, will happily deliver the message they justly deserve for the entire world to read about.

Klingon proverb says, “Revenge is a dish best served cold.”