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January 23, 2010
Craig Bednarovsky
Consultative Selling
Taking Your Approach to the Next Level
Agenda
Share Additional Techniques
Review Existing Tools
Unveil New Tools
Provide Some Real Examples
Vegas Rewind – Part II
Economic Outlook Not Good Need for Agility NRN Story – Engaged Owners Materials with Metrics Video Tutorials Suitable for Customers
The Equation
+Staying Current on New Items
Features, Benefits & Technical Aspects
+Understanding Client Problems & Concerns
Diagnose & Solve Customer Problems
Time vs. Money
Qualifying a Prospect
Timeframe Budget Need Decision Criteria Decision Maker Are they in RM’s Core Market
Act Like a Doctor
Prescribing a Cure Without Asking Questions to Diagnose the Problem is Medical Malpractice
Act Like a Doctor
Identify the Key Drivers
Pain
Fear
Pleasure
Knowing Your Customer
What They Want
What They Know, Don’t Know and THINK They Know
The Big Picture
Considering the Whole Package
Clothes, Phone, Website, Proposal
The Entire Experience Can Go a Long Way in Setting You Apart
The Roadmap
Best PracticesGuide
Questionnaire
Business ProblemsDocument
Toolkit
Why Restaurants Fail
Lack of Systems & Procedures
Poor Financial Controls
Ineffective Marketing
Key Point
A restaurant isn’t just a restaurant . . .
. . . a restaurant is also a BUSINESS!
Food CostFood CostFullFull
MenuMenu
28% to 38%28% to 38%
LimitedLimitedMenuMenu
26% to 32%26% to 32%
Beverage CostsBeverage Costs
LiquorLiquor 18% - 18% - 20%20%
Bar ConsumablesBar Consumables 4% - 4% - 5%5%
Bottled BeerBottled Beer 24% - 24% - 28%28%
Draft BeerDraft Beer 15% - 15% - 18%18%
WineWine 35% - 35% - 45%45%
Market Trends
Attract More Customers (36.4%)
New Revenue Generating Opportunities (34.9%)
Streamline Operations (26.8%)
Marketing Tips
Create & Market to a Customer Database
Creative Gift Card Promotion Turn Donation Requests into More
Sales & New Customers Scratch Ticket Promotion Build Catering / Party Awareness
Scratch Ticket Promotion
Peter TroutmanPeter Troutman
5,000 – 6,000 tickets printed
Handed out 1 per couple
Redemption is 1 per couple
Roughly 20% redeemed
Solving Problems
Business ProblemsDocument
Leverages Questionnaire
Maps Business Problems to Solutions
Focuses on RM Capabilities
Reflected in Updated Demo Data
The Roadmap
Demo Data Proposal Template
Value of Your Services
Describe Services Provided Assessment SW Programming, Testing, Burn-In HW Configuration and Testing System Installation Training Support
Value of Your Services
Describe Services Provided PCI Compliance Disclaimer Implementation Timeline Implementation Responsibilities
Beyond the POS
Intros to Third Parties
Relevant Advice
Networking
To Buy or Not to Buy?
Bottom Line
Even for Prospects ONLY Interested in Price isn’t it Worth it to: Spend a few extra minutes listening to
understand their business problems Show them ROI and value Take the time to give them a mini proposal
All May Not Listen, but…if it Works on Just ONE Sale!
A Few Examples
Note: Jay Shavitz provided a review of the Business Problems Document and Guide to Using Demo Data available as separate downloads