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| Date post: | 15-Jan-2016 |
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What is our goal for today?
Learn how to approach commercial prospects
Identify the markets with the most immediate potential
Learn how to develop an effective “pitch”
Understand how to use available resources / tools
Learn how to leverage industry information & trends
Discover your inner Sales Professional
Today is about learning how to take yourEnagic® business to the next level of sales!
The Commercial Market
What are the BEST commercial markets?
Here are a few of the easiest…
Restaurants
Hospitality
Beauty Salon / Spa
Pets / Vets
Gyms / Health Facilities (Yoga, wellness centers, etc…)
Our primary focus for today…Restaurants
Why start with Restaurants?
Most uses for the water• Food preparation / cooking
• Cleaning / disinfecting
• Drinking
Best potential distributor / business building location• Built in client base
• Potential water hub
• Meeting / luncheon or dinner location
Restaurants offer the BEST potential…so let’s start there!
Gerald Kostecka…
L & J’s Burgers…Short order cook…age 17
Flambeau’s Family Restaurant…Short order cook…age 17
Hungry Hunter…Pantry prep cook…age 18
Warner Springs Resort…Short order / line cook…age 19
Warner Springs Resort…Head Chef’s Asst…age 20
Application to Le Cordon Bleu Culinary Academy, S.F. CA
Life changed and so did my direction…
What Do Restaurants Really Want?
Make & Save more money…
Improve product (food) quality…
Reduce risk & liability…
Competitive edge…
Stay in front of new trends
Health
Green Movement
Help customers
Be careful of Restaurant “Landmines”
Don’t go “Whale Hunting”• Cheesecake Factory, Chili’s, TGI Friday’s, Olive Garden, Starbuck’s, P.F.
Chang’s, Claim Jumper, Denny’s, Red Robin, Mimi’s Café, Souplantation, etc…
• Corporate / Restaurant chains require connections and LOTS of red tape / formalities
Stick to local, “Mom & Pop” establishments, where there are no committees or sub-committees and the decision maker is right there and is accessible!
Dealing with a person is much easier than a Board of Directors!
B2C & B2B Sales
Business-To-Consumer Sales
You (Enagic Distributor) selling to an individual
The water can do most of the work
Business-To-Business Sales
You (Enagic Distributor) selling to another business
YOU have to do most of the work
YOU have to become a professional sales person!
What is the real difference between B2B & B2C?
# 1 = Expectations…You
Professionalism
Product knowledge
Resources / tools
Industry knowledge / understanding
Your overall ability
Commercial Sales = A Sales Professional
What is the real difference between B2B & B2C?
# 2 = Expectations…Product
Make money
Save money
Reduce risk / liability
Improve product / service
Benefit customers / clients
Can it HELP make their business better?
The “Multi-Role” Distributor
Necessary in Our B2B Sales
Be salesperson…
Be delivery person…
Be installer…
Be product & technical support…
Be trainer…
YOU are their link to successful integration!
Something very important to consider…
In a weak economy restaurants areone of the FIRST to see a decline in business, which means right now
they really NEED an edge…
…and YOU have it for them!!
The Best Approach
Front Door vs. Back Door…
Front Door (Cold Call)
You are just another Sales person
You are competing with every other vendor
Back Door (Warm / Hot Call)
Personal interest
Established relationship
More than just a sales person
What’s the BEST table in a Restaurant?
Is it…
The one with the best view?
Furthest from the restrooms?
The secluded one in the corner?
The one closest to the server station?
?????????
The BEST table is the one no one else sees…
Located IN the kitchen…it is the best table and the best example of “back door” access to a restaurant!
Start at the restaurants YOU go to…
This is considered a Warm / Hot Prospect
You know employees or even the owner…
You know their menu / food…
You were a customer FIRST…
You have a vested interest in their success…
In sales, these things give you “back door” access!
Get To Know The Industry
Sales Professionals Know Their Market
THIS training is your START…not your finish!
Have you or someone you know ever worked in this industry?
The Food Service Industry is MAJOR!!
Discover the industry regulators / oversight
Television…
Websites…
Magazines…
Sales Professionals Know Their Market
Have you or someone you know…
Call on that experience
Someone else…contact them
Ask questions
Get insight
Ask for advice
Ask for referrals
Sales Professionals Know Their Market
Food service is a MAJOR industry…
Over 1,000,000 restaurants in the USA
Employs nearly 13 million people
Generates over $1 BILLION in sales…DAILY!!!
The overall economic impact of the restaurant industry is expected to exceed $1.7 TRILLION annually
This is a BIG industry!!
Sales Professionals Know Their Market
Industry regulators / oversight
NSF – National Sanitation Foundation
ANSI – American National Standards Institute
FDA – Food & Drug Administration
EPA – Environmental Protection Agency
Local Health Department
Sales Professionals Know Their Market
Television – Whole networks devoted to food
Websites
www.restaurant.org - National Restaurant Association
www.restaurantnewsresource.com – Restaurant News Resource
www.technomic.com – Technomic Food Industry Consultants
Magazines
Restaurant Magazine
www.restaurant-magazines.com
Leveraging Information
What does this really mean?
Gathering information to enhance your position
Trends…
Recent direct industry news…
Recent indirect industry news…
Other successful restaurants…
ANYTHING pertinent to the industry!
When used correctly, knowledge creates an advantage!
An Example…
Gather Information
Determine Pertinence
Develop Explanation
Create Desired Reaction
An Example…
For the sake of this example I conducted a search on Yahoo.com for
“restaurant food poisoning death”
An Example…
Gather Information
Woman dies of complications from Salmonella poisoning after eating at restaurant.
Husband filing lawsuit.
Multiple lawsuits from THE SAME outbreak.
56 people were sickened. The U.S. Centers for Disease Control and Prevention (CDC) estimates indicate that 1 in 6 people in the U.S. is sickened by contaminated food annually, with foodborne illness blamed for approximately 3,000 deaths every year. Salmonella infection is the most prevalent foodborne illness in the U.S.; in 2010, Salmonella poisoning resulted in 2,300 hospitalizations and 29 deaths.
An Example…
Determine Pertinence
Could happen to any restaurant.
Would destroy restaurant’s reputation.
Liability puts restaurants at great risk.
Lawsuits are for negligence.
An outbreak could easily put a restaurant out of business!
An Example…
Develop Explanation
Articles reported cause as tainted chile relleno and possible cross contamination.
Cleaning fresh produce, such as chiles used in the chile relleno, with 2.5 pH water potentially kills salmonella.
Sanitizing food prep areas using 2.5 pH water potentially kills salmonella.
Taking these measures would greatly reduce the liability of the restaurant.
An Example…
Create Desired Reaction
Based on the information presented, any reasonable person would be able to conclude that this outbreak could have been avoided and that having and using 2.5 pH water in this restaurant’s kitchen could have…
Saved the restaurant’s reputation
Saved the owner money
Saved the customers from pain and suffering
and maybe saved one lady’s life.
Developing Your “Pitch”
Pitch or Presentation…Understanding the Difference
Presentation: Canned Approach (Novice, beginner)
Flip Chart…
Memorized 1-2-3-4-5-6-7…“I really don’t know what I’m doing!”
Pitch: Customized Approach (Expert, professional)
Pitch Book…
Your personal experience…
Restaurant type…what you see around you…
Latest industry trends / news…
The person you are taking to…“You don’t stand a chance against me!”
Your personal experience…
Relate to them through your experience
Talk about what impressed you most about the water…but that also pertains to them!
• Better tasting food…
• The amazing cleaning power…
• Delicious & nutritious alkaline drinking water…
• The cherry tomatoes…
Make sure you have used the waters in the kitchen
Restaurant type…what you see around you…
Pay attention to your surroundings
Look for things like…
• Salad bar… (11.5 pH & 2.5 pH water for use with produce)
• Menu items featuring “Healthy” choices…
• Bottled waters for sale…
• “Signature” water based menu items or specialty beverages…(soups, salsa, guacamole, raspberry lemonade, etc…)
The things that will help you identify what will land thesale are sitting all around you…just pay attention!
Latest industry trends or news…
Professional sales people know their market!
Do research and stay on top of the latest
• Industry websites…
• Industry, National & Local news…recalls, outbreaks, etc…
• Trends that are in line with our product…
• Other top restaurants that are using the technology…
If you want them to take an interest in you……take an interest in them, their industry and market!
Find out about the person in charge…
Take time to check out the restaurant
Learn about the person you will be talking to
• Married / single…
• Kids / no kids…
• Health issues…
• Family life…
The more you know about your prospectthe easier it is to develop a pitch that will influence them!
Creating & UsingA “Pitch Book”
Pitch Book…How to use one effectively…
This is your reference library / support materials
You should know the contents
• What is in it…
• Why is it important…
• What parts should I use…
• When should I use them…
A sales professional will use the contents of a pitchbook to create a customized presentation for every prospect!
Ready-To-Use or make your own?
Make your own
• Do lots of research
• Compile and prepare information
• Buy components (folder, sleeves, etc)
• Print pages / documentation
• Assemble everything together
Ready-To-Use
• Restaurant & Hospitality Presentation Folder
• Restaurant brochures / DVD’s
Restaurant & Hospitality Presentation Folder
How-To-Guide
Certifications
Industry Impact & Trend Indicators
Featured Restaurants (Examples of Restaurant implementation)
Culinary Concepts (Examples of Chef experience)
Beverage Industry Info
Laboratory Test Results
Benefits of Alkaline & Acidic Waters
Restaurant & Hospitality Presentation Folder
How-To-Guide
8-Pages of info
Explains each piece of the folder
• Why it is important
• How to use effectively use the information
• How it pertains to the restaurant industry
• The most important things that YOU should know
Restaurant & Hospitality Presentation Folder
Certifications
ISO Certifications
• ISO 9001, ISO 14001 & ISO 13485
DSA Certification
WQA Gold Seal Certifications• NSF/ANSI 372: Evaluation of Lead Content in Drinking Water Products, Materials, and Components
• * NSF/ANSI 42: Drinking Water Treatment Units, Aesthetic Effects
• * CSA B483.1: Certified Drinking Water Treatment Unit
Enagic – Manufacturing Excellence
Enagic is an ISO Certified Manufacturer
ISO (International Organization for Standardization)
World’s largest & most respected developer of International Manufacturing Standards.
ISO is used in 162 different countries by only the best manufacturing companies!
ISO 9001 - Certification for QUALITY Compliance
ISO 14001 - Certification for ENVIRONMENTAL Compliance
ISO 13485 - Certification for MEDICAL DEVICE Compliance
Member of the Direct Selling Association (DSA)The DSA is the national trade association of the leading firms that manufacture and distribute goods and services sold directly to consumers.
The cornerstone of the Association's commitment to ethical business practices and consumer service is its Code of Ethics.
Upon acceptance, every member company pledges to abide by the Code's standards and procedures as a condition of admission and continuing membership in the Association.
WQAGold Seal
Certification
Enagic is the ONLYionizer manufacturer
in the world with thesecoveted certifications!
Certifications & the Competition…
Like in many other areas, the competition manipulates how they promote their certifications to consumers…
Life Ionizers:• NSF/ANSI 372: Actually has nothing to do with the QUALITY of the water produced
• ISO 9001: Certification held by the manufacturing company, NOT by Life Ionizers
Chanson USA:• Member WQA: Actual “Member” is Chanson Water Co., Ltd. in Taiwan NOT Chanson USA
Jupiter / IonWays:• ISO 9001: Certification held by the manufacturing company, NOT Jupiter or IonWays
An example from the Life Ionizer website…
The picture and info to the left appear on the Life Ionizer website on a page entitled “Certifications”:
“NSF – The EPA strongly recommends that any filters used to filter city municipal water sources be NSF certified to ensure the highest quality. NSF International, The Public Health and Safety Company™, is a not-for-profit, non-governmental organization, and is the world leader in standards development, product certification, education, and risk-management for public.”
An example from the Life Ionizer website…
These are the actual products listed as NSF Certified:
The LIFE IONIZERS website speaks highly of NSF and even lists products that are NSF Certified, through the manufacturer NOT Life Ionizers,
yet NONE of the products listed are actually ionizers!
An example from the Life Ionizer website…
The NSF Certification they do have for their ionizers:
NSF/ANSI 372
Actually has nothing to do with the QUALITY of the water produced
It is for lead content of the machine itself…that is all!
Wouldn’t you think that since they promote
NSF
so heavily that it would have more bearing on the
Ionizers
offered by LIFE IONIZERS????
Most consumers do…exactly what Life wanted!
Restaurant & Hospitality Presentation Folder
Industry Impact & Trend Indicators
Articles regarding alkaline & acidic water
Industry awards regarding alkaline and acidic water
Food critic review regarding alkaline water
Food borne illness outbreak / recall article
2012 Technomic restaurant trends
Restaurant & Hospitality Presentation Folder
Featured Restaurants
Restaurant Spotlight
• Highlights restaurant diversity
• Shows successful integration of the technology
Culinary Concepts
• Chef’s perspective
• Shows practical application
• Shows successful usage by current industry professionals
Restaurant & Hospitality Presentation Folder
Beverage Industry Info
Cost analysis
Specific product reviews
Beverage comparison chart
31 different beverages tested
• pH
• ORP
Restaurant & Hospitality Presentation Folder
Laboratory Test Results
EPA Certification Lab
Most pertinent bacteria tested
• Staph
• E-coli
• Salmonella
• MSRA
• CRKP
Restaurant & Hospitality Presentation Folder
Benefits of Alkaline & Acidic Waters
Enagic® approved claims
Best promoted as benefit for owner / employess
This is important, but…
For greatest impact show The Advantages of Using Electrolytic Water
For product info show Enagic® SD501 or Super 501 brochure
Restaurant & Hospitality Presentation Folder
Use this tool to create your own presentation
Add to it when you find interesting information
Everything you need to close a sale to a restaurant is in the folder…you just have to figure out how to present it.
Closing The Sale
The Decision Maker
IMPORTANT
Are you talking to the right person
Is there anyone else involved in the decision making
Get the answers to these questions ASAP
You know the decision makers time is valuable, but so is yours…do not waste time talking to the wrong person or chasing a sale that will not happen…know when to stop!
Determining Right Products
Which products do they need?
SD501 or the Super501?
More than 1?
Pre-Filters?
Bottles?
Brochures, DVD’s, etc?
Purchase / Financing Options
Go through them in order…
1. Cash
2. Credit Card
3. * Enagic® recommended lease
4. Outside financing
5. Enagic® in-house financing
Necessary Paperwork
Be prepared with the correct forms…
Order form
Return policy
W-9 for distributors
ECS forms (personal & biz)
Lease forms
Several copies of each
* Enagic® Recommended Lease Program
Dominion Lending Centers
Information available atwww.enagic.com.
Click on “Distributors”
Login: Rep IDPassword: enagic2010
Bottom left“Commercial Lease”
Once The Sale Is Closed
Now YOUR Work REALLY Starts!
Ensure a smooth order process
Pick-up & deliver machine
Help install
Basic machine use training
Basic water use training
Support, support, support!
Marketing Recommendations
Enagic®Product Brochures
Ride The WaveSecond Edition
Over 50new pages of info!
Including Competition&
Commercial Markets
Watch for Special Offers!
New Distributor ToolRestaurant & Hospitality
Presentation Folder(45+ pages, including an 8 page How-To-Guide)
The HOTTESTResource for Approaching Restaurants!
Watch For Special Offers!
