How to Evolve From an Order-Taker to The Ultimate Server

Would you like to know one of the secrets that has single handily propelled me from a scrub waiter to a food and beverage consultant in an immense way? As my time and experience in this industry progressed I began to add additional strengths into my tool belt that have also increased my overall net worth exponentially as a server for my restaurant. With that being said STILL to this day, the following implementation that I’ve added into my game is by far in my opinion my strongest asset bar none. Prior to this knowledge I was new to the staff and struggling to hit decent sales as all other co workers were blowing right past me. It’s shocking the drastic turn around in my sales that commenced once I began to utilize this new skill in my took box. Now it’s time to pass the blessings to you my fellow waiters and waitresses!

Origins of the Great Sizzle

Way back when there was an old school advertising term that emerged from way back in the day that applies in regards to waiters and waitresses. See now the urban myth originally says that the term emerged from the mouth of a mid-60’s chain-smoking, mad man back in Boston describing how he could make a client’s product pop by making it as mouthwatering as a sizzling steak on the Weber Grill.

The actual original phrase is “Sell the sizzle, not the steak” but you normally don’t hear the last half of the quote. However, the whole quote illustrates the concept better because, let’s face it, if you were confronted with a sizzling steak on the grill or a shrink wrapped, perfectly marbled porterhouse, which do you think would push your buttons more?

Thrive or Deteriorate?

Since the concept is a food metaphor in the first place, I believe it’s particularly appropriate for servers.

Now if you are one of those simple passive order-takers, I suppose this is irrelevant to you, but then again, that just makes you a mediocre waiter. You really don’t want to be one of those, do you? OF COURSE NOT, That’s why you’re here! (at least I hope). Remember you should always continue to Grow as a Waiter and as a human in general. If not, life will just pass you by. I talk all about this topic for further insight or for just some motivation click here for more. You and me are on here on this planet whether we like it or not.  Should we complain, play the victim role and blame others for our misfortunes while we hope for the best? OR should we accept that fact that we are in this situation and make the most of it. Hmmm, I wonder which sounds more reasonable…..

Soothing Sizzling Sounds

It’s a commonly-held psychological fact that people respond on an emotional level to “s words”. Actually it’s one of the reasons that the vowel-filled French language is a “romance” language and the consonant-ridden German language is not. The sound of “s” and vowels are soothing (even the actual word soothing embodies this concept). It’s in particularly true when the “s” is followed by vowels. An example I can provide for you in order to illustrate this is for instance, the words “shit” and “sharp” are not necessarily soothing. See now the word “soothing” is…well…soothing. There are specific consonants that mimic vowels to a certain extent. For instance, “w” is a softer consonant when following an “s”, this is therefore meaning, you could consider “sweet” as one of those “sizzle” words.

But a word doesn’t have to be an “s” word to be a sizzle word, specifically in the culinary world. Another word that fits right in there is “Crisp”. The word crisp is a sizzle word even though it has an “esss” sound at the end of it. Another word that fits this criterion is “Toasty”. The word Toasty is a sizzle word as well. As you can already start to come up with examples in your mind, the list goes on and on.

Emotional Sensory Triggers

The best way that I can describe this concept to you is look at a sizzle word as a word that triggers an emotional response within humans in the brain similar to a sense-driven trigger comparable to that of smell. One of the giant axioms in the restaurant business is that we eat with our eyes. Really? Yes, this is true. Now what if I was to tell you that we also eat with our ears? Yes this is true as well.  That’s why fajitas are so damn popular – the sizzling mound of meat is sooo enticing to the human ear. A great example of this sensory conditioning in action is the smell of popcorn. You smell the buttery smell in the air, the effect? You want to buy and consume food now (at least more than before you smelled it). See now, the goal at hand of you being the ultimate waiter and maximizing on your sales, tips and service is by you wanting your words to be the aural equivalent of hot buttered popcorn. Skeptical? Here, answer me this. Which option sounds more appealing to you aka sounds better?

“We have a nice 24 oz. porterhouse as our special tonight”
OR
“I love the olive oil brushed, broiled, perfectly marbled porterhouse that we’re offering tonight. It makes my mouth water just thinking about it”?

The application of an appropriate sizzle word or phrase conditions the guest to be pre-disposed to wanting that item. When you say our “Crispy, deep-fried tender calamari” sounds so much better than “fried calamari”. Essentially, you want the guest’s brain to start manufacturing in their minds the very qualities that you are describing, by painting an image in their head as you bedazzle them with your stellar repertoire of sizzle vocabulary words.

Now I have received controversial comments and emails questioning my teachings by saying “Isn’t that manipulation?” My response to that is…. Sure it is. In case you haven’t noticed, All successful selling is.

Time to Hone This Skill into an Art

Start coming up with your own list of sizzle words – words that make your own mouth water. Words like savory, buttery, succulent, soft, luscious, tasty, feminine, unctuous, round (the last four tend to be only used when it comes to describing wines). Phrases like subtly spicy, seared rare, perfectly broiled, and outrageously decadent. Not enough examples? How about triggers like Caramelized crispy skin, tequila-laced, and steaming hot cappuccino.

TAKE ACTION

Here is my take action for you. I want you to start pairing those words and phrases with appropriate menu items that your restaurant offers and you’re well on your way. Once you’ve accomplished that, gain the understanding of how to stretch the words out slightly or emphasize them just enough to get your ideal reaction. Uncover how to build a vocal rhythm to your spiel, similar to a skilled playwright creates music from dialogue. Now I’m warning you as of right now DON’T GET TO SING-SONGY AKA DO NOT OVER DUE THIS. The goal is to try to elevate your spiel from a flat, uninvolved line reading, to something of effortless ease that just flows right out of the tip of your tongue causing the guest’s taste buds to water with every sentence.

Once you get practiced at it, you’ll find that you can influence and guide your guests into an above-average dining experience by suggestively selling the strong (and expensive items) that your kitchen has to offer.

You’ll be single handily responsible for moving this:

To this with ease: