So you think you can sell?

5 replies
Hopefully got the attention of some of the "Big Dogs" on the forum and input from anyone else is much appreciated!

I want to put your skills to the test. I'll try and keep this short as possible but you might want to sit yourself down with a hot drink and get in a comfortable position - it should be right up your street if you're in to dishing out advice!

I'm currently cold calling in on restaurants and takeaways to present them with a great product. It's an App that takes care of almost anything you can think of from reserving a table, ordering and paying online to loyalty cards, photo gallery, outbound marketing etc.

We're already working with dozens of businesses and it's having a real positive impact and we get great feedback.

My current strategy (not my business by the way, I'm a team member) is to visit businesses unannounced, introduce myself and hand over a copy of a report that we've produced (professionally designed, loads of really good information included).

If the Manager/Owner is available, I'll ask if he/she is around to hand a copy over to. If not, I'll leave a copy with the member of staff, ask them to pass it on and try to get the contact name and number of the relevant person to follow up on the report and see what their thoughts are.

This is my script(ish) for dropping in unannounced:

Me: Hi there I wondered if you could help me?

Staff: Sure what can I do for you?

Me: My name is Ben and I represent COMPANY, I'm working with a number of similar local businesses to do some pretty amazing things using technology. I'm here today to hand over a copy of a report we've put together which gives a few ideas of how you guys might be able to do the same thing. Is the Owner or Manager around to hand a copy over to?

If I get to speak to the owner, my intro is:

Me: Hi Steve, great to meet you. My name is Ben and I represent COMPANY. I'm working with a number of similar local restaurants now to do some pretty amazing things using technology - increasing profits, reducing costs and boosting customer loyalty. I have a free report which gives some ideas of how you might be able to do the same here which I'd like to hand over. Also, I wondered if you had a couple of minutes to have a quick chat and see if there's anything I can do for you too?

If they have spare time, I go in to my presentation which consists of me asking lots of questions, finding pain points, average value per cover/takeaway etc. and then presenting my product (App) using the features that will interest the business owner the most based on what he/she has already told me - the consultative approach I think.

However, there are a number of "Hurdles" I am currently trying to figure out how to jump and would appreciate your guy's (and gals!) advice.

1) Although it can make a huge positive difference, this is a product that is not actively being sought and provides a solution to a problem that most aren't aware of. It's not just selling, it's getting in front of the customer, being able to educate them about the benefits they'll receive and then selling.

2) There has all of a sudden been a massive uptake of businesses selling Apps to food businesses. Ours really is one of the best but when you're the 4th/5th/6th App business literally to call that week, it's a tough sell - even if it is the best thing since sliced bread.

3) It's very hit and miss getting the right person and not being a nuisance due to breakfast rush 9am-10.30ish - then lunch - then getting ready for dinner and this differs depending on whether you're in the city or a town. I've definitely had the best response/conversations through cold visits - but is that the right way to go?

If you're even slightly aware of the online food market, you'll know there are a number of huge players - justeat, hungry house and now deliveroo - however they operate a completely different business model.

The difference between us and them is that we are promoting the business we work with, not forcing them to promote a third party business (like those mentioned above) who they then become reliant on for a large chunk of their business and pay high commissions to for each order.

For example, if you owned "Bob's Takeout", your customer would download the "Bob's Takeout" App that is exclusive to that business and his customers.

I would appreciate thoughts on how some of you experienced sales guys would approach this and I will genuinely take on board all comments.

Look forward to hopefully kicking off a great thread.
#sell
  • Profile picture of the author DaniMc
    Don't know if I am a "Big Dog" but OK I'll bite. I dont have a lot of time - but here are my initial thoughts:

    1) You are giving too much info to the staff member. The "could you help me approach" is great - say it with a super friendly, easy-going, nature. Make a friend in the first 3 seconds. Be very casual. Then just ask "Is the General Manager around?" Or the owner or whoever. Someone is in charge. If they will not come meet you, make sure to get their name.

    2) You are puking too much info on the manager before he agrees to give you his time. It is likely you are getting shut down at this stage. "Hi Bob - I'm Ben - If I can definitely increase your profits by X%, reduce your costs by $X per week, and make your customers come back in a LOT more often - will you give me 5 minutes of your time?"

    Make big claims. Be specific. Finish by asking for just 5 minutes in the form of a question. Then do not say another word.

    He will likely ask "What is it?" - Don't spill the beans yet. He has not agreed to give you the time yet.

    "We have come up with a REALLY simple way to... (profts, costs, loyalty again)" Our average client saves X in costs and makes $x more money and if you give me just 5 minutes I can show it all to you. I will NOT waste your time."

    Don't spill the beans in the lobby. Keep selling the appointment. That is all you want. They will NOT buy in the lobby. Do NOT sell the product in the lobby because it cannot happen there. When you are in the lobby, you are ONLY selling the appointment.

    Once you get to a table - that is a whole different set of steps. But IMHO - you are giving too much, too fast.

    In the lobby, he can ONLY say no. Never allow someone to turn down your product without giving you their time. Sure, he can turn down giving you his time - but he can't say no to the product because he doesn't know anything about it yet.

    Everytime he tries to bluff you or stall into telling him there in the lobby, just go back to making big claims and asking for 5 minutes. Use hand motions to point to an empty table. Let him know by your actions that he can't disqualify you without hearing you out first.
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    Be kind, for everyone you meet is fighting a hard battle.
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  • Profile picture of the author Jason Kanigan
    "If they have spare time.."

    Fix this one thing and you'll become much more effective.

    If a prospect is not in a receptive space to speak with you, you're going to have a tough time.

    Stay away from rush "nuisance" times.

    Go when you know things are likely to be slow.

    Don't worry about competition. If you're the guy who showed up, that's what will matter more over time.

    Dani's already told you about avoiding "Spilling your candy in the lobby." Make sure you're talking to the decision maker. You can get good info from other employees, though.

    Qualify first, sell later.
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    • Profile picture of the author Benjam1n
      Thanks DaniMc and Jason, really appreciate your input and it definitely makes sense.

      Your time hasn't been wasted, next week I'll be visiting businesses with a completely different approach.

      Have a great weekend.
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      "You become what you think about most of the time" - Think BIG!!

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      • Profile picture of the author ewenmack
        Ben, you are talking about the things which give a result,
        not the result.

        You care about the technology,
        prospects and buyers don't.

        So getting your head around that
        is your first step.

        Next step is coming up with the right result you'll be giving them.

        That will be broken into parts.

        The first part is the BIG attention grabber.

        If you walked in and there were a lot of empty seats,
        you'd say something like this...

        "I've come in to help you fill those empty seats.
        Am I right or wrong thinking we should be talking about this?"


        Then you'd extend your hand
        to shake his, or give your card.

        See, when you break down the job of each part of the process,
        you write out what you'll say to achieve it.

        Get those started, then you'll be ready for the next stage,
        what to say to reach the goal of each part you've named.

        Best,
        Doctor E. Vile
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        • Profile picture of the author Benjam1n
          Great points Ewen, thanks for taking the time to reply.

          Definitely been a few "lightbulb" moments after reading the replies I've had so far.

          Thanks again to all that took the time, much appreciated
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          "You become what you think about most of the time" - Think BIG!!

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