Finding creative and unique ways to upsell more expensive drinks to customers is the best way for any establishment to increase profits. Some establishments will encourage customers to buy wine instead of beer. Others may ask them to order premium cocktails.

Here’s a quick guide on how to sell more drinks at a bar.

#1: Understanding the importance of timing

It is nearly always more difficult to get a customer order a second beverage than it is to fill the first order. Human psychology is a big factor. The person who has an empty glass at a dinner table will always look at the glasses at the other table members and make a quick cost-benefit calculation. The person with the empty glass will look at the glasses of the other people and perform a quick cost-benefit analysis. What if their glass is not even half-full? What if the glass is almost empty? You’ll have a much harder time selling an extra drink. It’s for this reason that the rule of thumb dictates to sell to the person who has the empty glass, when the glass of their companion is at its fullest. The longer you delay, the less likely it is that you will make the sale.

#2: Determine the person most likely to purchase a premium beverage

This tactic, called “identify premium purchaser”, also relies on human psychology. When a server begins taking drink orders and the first person chooses a nonalcoholic drink (such a sparkling water or iced-tea), it’s more likely for everyone at the table to decide on a similar non-alcoholic beverage. The dynamic will change if the person placing the order orders a premium cocktail. There is then a greater chance that the rest of the group will “match” this order. This means that a server can easily increase the cost of drinks by finding the person who is most likely to order a premium, expensive drink and waiting for everyone to follow their lead.

#3: Advertise premium deals using chalkboards, signs and other signage

Most people, with the exception of beer drinkers, do not know what to order at a restaurant or bar. You have more power than you think to influence these decisions. You can influence a customer’s decision by highlighting a chalkboard with special offers or promotions near the bar. It is important to place these reminders and subtle clues as close to the point where the purchase will be made as possible (like on the table next to silverware).

#4: Use a little branding to make even simple cocktails sound special

Have you ever wondered why bars and restaurants create elaborate names for each cocktail? A little branding goes a long way. You can make a drink sound more exotic and appealing by adding a garnish or two, using special glasses, and even renaming it. For instance, “Hemingway’s Havana Surprise” sounds romantic and unique. You’ve now psychologically primed your customer to pay more money for a premium beverage, just by using better branding.

#5: Inform your staff of all specials on wine and drinks

Your staff will upsell more drinks and cocktails if they are more educated. It is important to do this if you plan on adding new cocktails to your menu. Two training sessions are needed every time the cocktail menu is changed. It is important that the serving staff understands not only how a drink tastes, but also what ingredients make it special.

#6: Use different marketing strategies for different purposes

The “2-for-1 promotion” is a common one at bars and restaurants. A patron can get 2 beers or wines, or a cocktail, for the price of just 1. This marketing strategy is designed to increase foot traffic. Once the customer is in the establishment, it’s time to use other marketing techniques to encourage them to buy premium drinks. This could be done by offering a promotion to encourage this kind of purchase, such as ordering specialty cocktails in exchange for a chance to win a prize or enter a giveaway sponsored by the establishment.

#7: You should not order drinks by price on your menu

When people look at a menu they will usually review drinks in a linear order. The order can be in a linear fashion, starting at the top and working their way down or at the bottom. It’s a fast and easy way to locate the most affordable or expensive item. This is a common practice, and patrons are conditioned to only think in terms of the price. Do not order your drinks by price. If servers are asked to list the beers available at a table, they shouldn’t start by listing the cheapest domestic beer. When asked about specials on wine or cocktails, servers should be able recite them according to other factors.

#8: Make different drinks for women and men

Although it may be politically correct to claim that women and men are equally likely to order the exact same cocktail, anecdotal and practical evidence suggest otherwise. Men are naturally drawn to dark drinks, such as rum and whiskey. Women prefer cocktails served in glasses with garnishes and special glassware. Women also like “fun” and fruity drinks, which are often sweet or are designated as “low calorie.”

If you have a large number of female clients, it is important to offer them a variety of options. You can use something as simple as a wheat ale with an orange slice to convince the other women at your table to drink beer.

#9: Offer perceived value

Value can be defined many different ways. Some people associate “value” with affordable prices. Value is a relative characteristic. A $12 cocktail may seem expensive compared to domestic or imported beer on your list, but it would be a good value if the other cocktails were priced at $15 or $18. Many studies have been done to determine how consumers choose based on price and number of choices. They found that giving customers three choices can influence their purchasing decisions. The middle-range option is often preferred by people over the cheaper option or the more expensive one.

#10: Create a good ambiance

Final point: a great way to increase sales in a bar would be to maintain the place and make it a nice spot to have a cocktail or a glass wine. It applies to every aspect of customer service. Are the glasses clean and brand new? Are the beers properly chilled? Are the tables neat and tidy? These factors will determine how long patrons choose to stay in the restaurant.

The longer you keep them, the greater the chance that your final tab will increase. In restaurants, for instance, a convivial and festive evening might result in someone ordering a drink to go with their dessert or a digestif. If a restaurant is busy, it’s obvious that the servers are trying their best to clear out new tabletops, and drinks are served in an haphazard way or in old glasses, this can make ordering another drink less appealing.

Selling more drinks is a good idea, especially if you include premium drinks. You can increase your revenue by following the above steps. This will encourage customers to spend more money, give better tips, and return soon.