Mar. 17, 2022

Palm Springs, CALIFORNIA – “Would you like to share something from the bakery?”

Would we? Yes please!

We were finishing a very hearty breakfast at one of the iconic “Sherman’s Deli & Bakery” restaurants in Palm Desert, when our server asked us this great question.

(For those new to this thread, my wife and I have been traveling Mexico and Ecuador and are currently on a 2-month sojourn in the USA. You can find those back issues here.)

Sherman’s, a New York-style family restaurant, still owned and operated by Sherman Harris’ son, Sam and daughter Janet, has been a landmark ‘destination’ since opening it’s first location in the desert back in 1963.

But it’s not just it’s reputation for excellent food, at great value, that keeps them doing well. It’s questions like the one posed to us.

Not just a “would you like anything more?” question. No, a scripted upsell question focused on the reputation of their baked goods. I bet most patrons accept the upsell and the restaurant earns an additional $5.00 minimum per diner.

Say they have 200 just for breakfast (looked like they seated 100 at a time with lineups to get in so over 2-3 hours – conservative estimate); that’s an additional $1000 a day x 365 days a year => conservatively $365,000 extra in sales.

Not too shabby!

That’s not the only marketing lesson from our visit here.

Every Thursday evening, 3 blocks of main street are shut down. Vendors selling food, snacks, trinkets, art plus live musicians at each corner block, bring a flood of visitors.

Many of the food stalls were selling hand-made baked goods like granola, roasted pecans, stuffed figs etc. The smart ones offered the crowds small samples for free. Almost without fail, those of us who took advantage of the free samples, purchased a package of their goods.

They were using what Brian Tracy calls: “The Law of Reciprocity”.

Invariably, whenever we receive a gift, we feel obligated to reciprocate. Either with a gift of our own or by purchasing something from the person who gave us the gift.

The question for you today is how can you use either or both of these tactics in your sales and marketing?

What can you give away for free or little cost to entice a purchase of what you want to sell? And/or, what scripting can you use that is simple for your staff to remember and implement, to get your customers to buy a little more.

Until next week…

Stay healthy and focused on profit!

- Hugh
The “Profit Accelerator” Expert

P.S. Did you know that even tiny improvements of 1-3%, in just 12 fundamental areas of your business could give you 50% and more improvement to your bottom-line? Test out brand-new Profit Acceleration Simulator^TM  and discover the true impact of a conservative estimate of Profit Acceleration initiatives on your business and see for yourself. Head to: https://hughtafel.com/simulator/

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