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. The nod is best done with lists not more than 5 items in length. Studies have concluded that 60–70% of the time, a Sullivan nod will achieve the desired results (customers choosing the 'recommended' item). The Sullivan nod was developed by a restaurant consultant by the name of Tom Sullivan as a method to increase appetizer sales.

See also: Up-selling