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 less than 5 items in length. 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.^[1] Sullivan developed the nod technique as a method to increase appetizer sales.