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 Practices Guide Questionnaire Business Problems Document 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 Cost FullMenu 28% to 38% LimitedMenu 26% to 32%

Beverage Costs Liquor18% - 20% Bar Consumables4% - 5% Bottled Beer24% - 28% Draft Beer15% - 18% Wine35% - 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 Troutman 5,000 – 6,000 tickets printed Handed out 1 per couple Redemption is 1 per couple Roughly 20% redeemed

Solving Problems Business Problems Document  Leverages Questionnaire  Maps Business Problems to Solutions  Focuses on RM Capabilities  Reflected in Updated Demo Data

The Roadmap Demo DataProposal 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