Book

This book addresses a critical gap in hospitality education: structured training in selling techniques within food and beverage service. While traditional F&B texts focus on procedures and service standards, this book integrates hospitality psychology, guest behaviour analysis, ethical selling and commercial awareness into a comprehensive learning framework. The book follows the complete guest journey, from greeting and reading guest behaviour to menu explanation, selling food courses, dessert promotion, complaint handling, beverage selling, wine pairing, bar service and responsible alcohol practices. It concludes with integrated selling strategies and future trends in F&B service. Designed for undergraduate and postgraduate hotel management students, the book combines theoretical foundations with practical exercises, review questions and applied scenarios. Emphasis is placed on ethical, guest-centred selling rather than aggressive sales tactics. The approach balances academic rigor with real-world operational insight, drawing from the author’s extensive industry and academic experience. The text aims to develop confident, commercially aware hospitality professionals prepared for modern global service environments.