Making the sale Once you’re all set up it’s time to sell some charcuterie. Here are some techniques and tips to bear in mind. MEET AND GREET
Smile and welcome every customer who approaches your charcuterie counter. Most people will engage with you after a few samples and some encouraging questions. Ask them what they’re looking for or what flavour profiles they like and understand their needs.
TARGETED TASTINGS
There are many specialities that customers will have never tried before, so sampling is a great way to introduce them. Make sure these are targeted tastings (rather than an unattended plate of samples) so that you or another member of staff can talk about the product as the customer samples it. Why not offer comparative tastings between different varieties, such as a Parma from Italy, a Serrano from Spain and a British air-dried ham? 22 H O W TO S E L L C H A R C U T E R I E
KEEP IT FRESH
If you decide to put out sampling boards, make sure a copy of the label is in front of the board so the customer knows what they are trying. Remember, thin slices of charcuterie dry out quickly and can look unappealing if left out for a long time, so only slice a small amount and replenish little and often.
KNOW YOUR PRODUCT
Compared to cheese, UK shoppers know little about charcuterie and the different specialities there are. Take time to really understand your products and the producers who make them so you can tell those stories to your customers. Most salamis and hams have interesting historical origins. Backing up quality products with insightful knowledge is a killer combination. A SUPPLEMENT TO FINE FOOD DIGEST
