Ladies & Gentlemen - It’s December and that means it’s the best time of year you sell Gift Certificates! Are you ready? To SELL Gift Certificates?
Hey It’s Peter Harman The Food Guru here with your weekly Pep Talk…
My goal is the teach restaurant owners, managers and chefs, like you to focus on Eight Basic Fundamentals that lead to a better life and financial freedom.
Let's start with a couple statistics.
93% of all Americans will either buy or use a gift certificate this Year.
American retailers are going to sell about 160 Billion dollars’ worth of gift certificates this December,
25% of all gift certificates will be sold in restaurants. That's 40 Billion Dollars.
How much of that 40 Billion are you planning to get? Personally, I’m going to sell more than $80,000 worth in the next three weeks… AND I heard the local Olive Garden is going to sell about $80,000 worth - each week – during December – WOW!
What about you? Do you sell Gift Certificates? If so, How many gift certificates or gift cards are you going to sell? Here are a handful of ideas that will help you increase GC sales.
THING ONE – Why do I want to sell GC’s ?
There are two great reasons to sell GC’s
Instant Cash Flow
Gift Certificates can help you increase sales in FOUR ways….
1. GC’s Bring in NEW Customers:
Your customers buy gift certificates and give them to their friends, some of whom have never been to your restaurant – this creates the perfect opportunity to convert a new customer to a regular customer.
44% of Americans say a GC causes them to visit a new or different restaurant.
2. GC’s help us Keep The Customers We Have
64% of people buy GC’s to use for themselves, this is because some restaurants offer deals for buying GC’s and this creates added value.
GC's are a Great Opportunity to impress the BUYER of the GC… Give them LOVE.
After they purchase a GC – what else do they need? A gift card to put it in – right?
Give them a free cards for them to put the GC in, (why not, they just gave you $100).
Get their home address and send them a Thank You Card for buying the GC.
Put them in a drawing to win a $100 GC… (Great idea)
The goal is to get everybody to return again and again. AND - Bring their friends.
3. GC’s Increase Frequency of visits
GC's give people a good reason to return and bring new people.
4. GC's help people spend more during each visit.
People tend to Over spend – because it’s FREE money.
72% of people who use GC's spend more than the value of GC.
Here are a couple other great benefits of selling GC’s.
No Cost of Goods Sold – Until the card is redeemed
The only cost is to produce the Gift Certificate or buy the Card
Spillage = Up to 30% of GC's don’t come back, it's FREE Money.
Spillage sounds good on the surface, but it’s not always a good thing because as I just said people spend above the amount of the GC
Maybe they don't use your GC's because they HATE your place - Just a thought.
A GC is the Perfect Referral, the person bough the GC and gave it to a friend, this is the perfect referral, not only do they recommend us, but they gave the person $$ to get started.
STEP TWO – How to Sell GC’s
Hang a BIG FESTIVE Poster - Inside the restaurant & Store Front Signage
Put Buttons on your Waiters – Why not – A little Flair is FUN…
Advertise GC's in your check presenters.
Create some cool Table Tents.
Make a sturdy GC Promo Card and use it for your check presenter
Create an Email Program
Direct Snail Mail
Sell GC's on Your Website / Have a link to your GC page
Add a Pop Up Ad to your home page
Have a Contest Among Your Staff - To Really Ramp Things up:
Every time they sell a GC their name goes in a jar – pick 3 winners - Three different prizes
Partner the waiters with a cook (so the cooks can encourage the waiters and maybe win something too)
Do something special for the entire staff if you hit your goal – Have a Party
Give the purchaser a REWARD or BONUS - Buy $100 GC, Get a $20 promo for you.
REMEMBER - The goal is to build loyal REPEAT business
STEP THREE – Gift Certificates are not just for Christmas, any more…
Did you know - Only 50% of annual GC sales happen during the holiday season. Think of GC sales as retail sales. Retail stores do the bulk of their sales in December, but they are open the other 11 months. You should aggressively sell GC’s all year long.
Birthdays & Anniversaries.
Congratulations or Just Because.
Employee Incentives. Everybody wants to reward their people – right
Go find some businesses that want to reward their people and sell them in bulk.
Trade with a Beauty Salon / or fitness club… so YOU can reward YOUR people.
Bulk Purchases for businesses.
Start with your BEST customers.
Offer a special incentive.
Buy $1000 for $800 or Buy $5000 for $4000.
The goal is to increase sales in your restaurant – Right?
Then use the holiday gift card season as an excuse to get everybody in the selling mindset…
SET A GOAL
SHARE THE GOAL WITH THE STAFF
BLOW THE GOAL OUT OF THE WATER!
WHEN THEY EXCEED THE GOAL – HAVE A BIG – FUN PARTY!
My Name is Peter Harman, I am the Food Guru. My goal is to start a restaurant revolution where every restaurant owner and manager who joins us has the information they need to earn a 10% Profit, create financial freedom and live the life of their dreams.
If you really want to get to the next level in the next 90-Days, here’s my simple Plan.
1- SUBSCRIBE TO MY PODCAST - "Build a Better Restaurant with Peter Harman" This weekly pep talk will keep you on your toes and give you inspiration to keep moving forward.
2- BUY MY BOOK - I have written a book called Restauranting 101, it focuses on Eight Basic Fundamentals - it has the power to change your life and it's available on Amazon - Buy it Today.
Go to Amazon and search "Restauranting 101"
Then, after that you can come to food guru . com and…
3- SIGN UP FOR A ONE ON ONE COACHING SESSION… We all need a Coach… as a restaurant owner you need SOMEONE TO TALK TO, someone who understands your struggles and can help you build a strategic plan. You need someone to hold you ACCOUNTABLE for your actions and results. This is NOT a webinar or large group event, I will not shuffle you off to an assistant. This is you and me working together to solve your problems…
I want to be your coach… When the student is ready… The Food Guru will appear…
This week your homework assignment is to – SELL GIFT CERTIFICATES…!
Thanks for listening – see you next week…