THE INTRODUCTION OF THE SUGGESTIVE SELLING …

[Pages:58]THE IMPLEMENTATION OF THE SUGGESTIVE SELLING TRAINING PROGRAM FOR THE EMPLOYEES OF THE XYZ RESORT AND CASINO

By

Thomas McComb

A Research Paper

Submitted in Partial Fulfillment of the Requirements for the

Master of Science Degree in Training and Development

Approved for completion of 4 Semester Credits 198-750 Field Problem in Training and Development

_____________________ Research Advisor

The Graduate College University of Wisconsin-Stout

November 1999

The Graduate College University of Wisconsin-Stout Menomonie, Wisconsin 54751

ABSTRACT

McComb (Writer) (Last Name)

Thomas (First)

D_____ (Initial)

The Implementation of the Suggestive Selling Training Program for the__

Employees of the XYZ Resort and Casino_________________________

Training & Development Dr. Joe Benkowski December 1999 65___

(Graduate Major)

(Research Advisor) (Month/Year) (No. Pages)

Publication Manual of the American Psychological Association________ (Name of Style Manual Used in this Study)

The purpose of this field problem was to design and develop a Suggestive Selling Training Program for the employees of XYZ Resort and Casino.

The guest check average or sales per customer has fallen $1.45 in the last six months. Managers and supervisors have requested a Suggestive Selling program to train employees how to sell more items,

therefore increasing the guest check average. All restaurant employees will use the Suggestive Selling program on the job.

The Suggestive Selling Training Program was created for the Food and Beverage employees of XYZ Resort and Casino. The training program was designed to help employees learn about suggestive selling and teach them various techniques to help them boost sales.

Acknowledgements The researcher Thomas D. McComb would like to thank the following individuals who made this project possible. To the managers, supervisors and employees for their invaluable information and insights into the development of the Suggestive Selling program and their honest, timely feedback concerning the techniques used to deliver the Suggestive Selling program. To Dr. Joe Benkowski, the Research Advisor who assisted in the production of this report. Thank you for your support, advise and kick in the rear when I needed it. To my father, Craig McComb and Aunt Nan whose financial contributions to my educational career has made it possible for me to earn my Bachelor's and Masters Degrees. Through their guidance and love, I have become the person I am today. Finally, I would like to thank the brothers of Sigma Tau Gamma Fraternity for giving me support and understanding while completing this project. They have given me unconditional brotherhood and opportunities for personal growth that have proved invaluable over the nine years that I have been affiliated with their organization.

TABLE OF CONTENTS Page

Abstract................................................................................ii Acknowledgements.................................................................iv Chapter 1

Introduction..................................................................1 Background to the Problem..............................................2 Statement of the Problem................................................3 Research Objectives.......................................................3 Significance of the Study..................................................4 Definition of Terms..........................................................4 Methodology..................................................................5 Assumptions..................................................................5 Limitations.....................................................................6 Summary.......................................................................6 Chapter 2 Review of Related Literature..............................................8 An Overview of Suggestive Selling......................................8 The Need for Suggestive Selling........................................11 Selection Criteria for Suggestive Selling Training Program......12

Table of Contents (continued) Overview of Different Suggestive Selling Programs...............16 Summary......................................................................21 Chapter 3 Methodology.................................................................23 The Objectives of the Study.............................................23 Procedures...................................................................24 Pilot Training Program.....................................................26 Chapter 4 Analysis of Findings........................................................28 Introduction...................................................................28 Objective 1....................................................................28 Objective 2....................................................................29 Objective 3....................................................................31 Objective 4....................................................................31 Chapter 5 Summary, Conclusion and Recommendations.....................32 Summary.....................................................................32 Conclusion....................................................................33 Recommendations..........................................................34

References............................................................................36 Appendix A............................................................................37

Chapter 1 INTRODUCTION The hospitality industry is fast becoming a highly competitive field where only the strong will survive. Restaurants must learn to focus on the bottom line if they are to continue to stay in business. With so many dining options available to today's consumer, restaurants must offer innovative ways to sell their products. All the efforts in the world to get customers to come to your store can be wasted if the face-to-face contact is poor. Many customers and potential customers are lost through poor suggestive selling and poor personal contact. Suggestive selling is using skills and techniques to increase the guest check average by selling more menu items. It involves the selling of the restaurant's image, the attitude of the employees, the quality of the products, the operation as a whole as well as motivating a customer to purchase more items. The XYZ Resort and Casino has been in the Casino business since the 1950's. They are located in Nevada. Their facilities currently consist of nine restaurants and over 26,000 square feet of gaming floor space. The restaurants range from fast food to fine dining. They also have a 3,000 square foot meeting facility and Room Service. Their

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