january 23, 2010 craig bednarovsky consultative selling taking your approach to the next level

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