Sullivan nod

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The Sullivan nod is a sales technique used to create a subconscious suggestion to a customer to purchase one particular item out of a list of like items. It is used most frequently by bartenders and waiters when reciting lists of items (such as alcohol or wine) in the hopes of getting the customer to select a particular brand. A Sullivan nod is executed by nodding slightly, by approximately 10–15 degrees, when the item it is hoped the customer will choose is reached. The key is to make the nod perceptible, yet subtle, so as to not distract.^[1] Originator, restaurant consultant, Jim Sullivan, claims that up to 60% of the time, a Sullivan nod will result in the customer choosing the 'recommended' item.^[2] Sullivan developed the nod technique as a method to increase appetizer sales.

The term Sullivan Nod is referred to in the training pamphlet "A Hospitality Style of Service that Sells" given to new employees of the Bertucci's Italian Restaurant chain. In an illustrative dialogue with a guest, it is suggested that the server propose a bottle of Chianti and the suggested dialogue concludes with ' "May I get you a bottle?" (Sullivan Nod) '. ^[3]

References

See also

• AIDA
• Bait and switch
• Choice architecture
• Contract of sale
• Cross-selling
• List of marketing topics
• Marketing
• Permission marketing
• Promotion
• Sales
• Selling technique
• Up-selling
• Value added selling

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