• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Revolutionize your business strategy on behalf of Michael Roman
 

Revolutionize your business strategy on behalf of Michael Roman

on

  • 338 views

 

Statistics

Views

Total Views
338
Views on SlideShare
338
Embed Views
0

Actions

Likes
0
Downloads
3
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Revolutionize your business strategy on behalf of Michael Roman Revolutionize your business strategy on behalf of Michael Roman Presentation Transcript

    • Follow @NACENational use hashtag #NACEEXP13
    • Follow @NACENational use hashtag #NACEEXP13 Revolutionize YourRevolutionize Your Business StrategyBusiness Strategy Michael RomanMichael Roman PresidentPresident CateringGuru.comCateringGuru.com
    • Follow @NACENational use hashtag #NACEEXP13 AGENDAAGENDA • In todayIn today’’s session, we will discuss:s session, we will discuss: – Establishing pricing advantagesEstablishing pricing advantages – Innovative selling tacticsInnovative selling tactics – Proven marketing strategiesProven marketing strategies – Tips on managing & leadershipTips on managing & leadership – Plus, some cutting-edge solutions for growthPlus, some cutting-edge solutions for growth
    • Follow @NACENational use hashtag #NACEEXP13 LEARNING OBJECTIVESLEARNING OBJECTIVES • After todayAfter today’’s session, you will be able to:s session, you will be able to: – Demonstrate yourDemonstrate your ““differencesdifferences”” to prospectsto prospects – Gain Competitive Advantage in your marketplaceGain Competitive Advantage in your marketplace – Embrace a culture of change... if you wishEmbrace a culture of change... if you wish – Buy into the concept that catering is not justBuy into the concept that catering is not just about offering wonderful food. It is about theabout offering wonderful food. It is about the selling ofselling of ““non-embarrassmentnon-embarrassment”” to the buyer! Theyto the buyer! They can get food from lots of caterers, but they cancan get food from lots of caterers, but they can’’tt get YOU and your team anywhere else!get YOU and your team anywhere else!
    • Follow @NACENational use hashtag #NACEEXP13 ABOUT PRICINGABOUT PRICING
    • Follow @NACENational use hashtag #NACEEXP13 A Pricing CreedA Pricing Creed 1. Prospects always tell you when your prices1. Prospects always tell you when your prices are too high, but they keep silent when they feelare too high, but they keep silent when they feel your prices are too low!your prices are too low! 2. A shopper with three unmarried daughters2. A shopper with three unmarried daughters looks at price differently than a buyer who haslooks at price differently than a buyer who has just one daughter to marry!just one daughter to marry! 3. Most buyers have a3. Most buyers have a ““begrudgingbegrudging”” point of nopoint of no return. Some charges just donreturn. Some charges just don’’t make sense.t make sense.
    • Follow @NACENational use hashtag #NACEEXP13 Pricing From The ShopperPricing From The Shopper’’ss Point Of ViewPoint Of View 1.1. They always want lower prices.They always want lower prices. 2.2. They believe highest prices are given first.They believe highest prices are given first. 3.3. They play caterers against each other.They play caterers against each other. 4.4. They think that all chicken is the same.They think that all chicken is the same. 5.5. They feel that haggling is expected.They feel that haggling is expected.
    • Follow @NACENational use hashtag #NACEEXP13 Matrix PricingMatrix Pricing • Medium, Higher and Lower SolutionsMedium, Higher and Lower Solutions • Diamond, Gold, SilverDiamond, Gold, Silver • Buyer can mix between levels - unlimitedBuyer can mix between levels - unlimited optionsoptions • Buyer can change mind laterBuyer can change mind later • Eliminates hagglingEliminates haggling • Matrix pricing takes the pressure off theMatrix pricing takes the pressure off the shopper and creates ashopper and creates a ““middlemiddle”” solution.solution.
    • Follow @NACENational use hashtag #NACEEXP13 Script For MatrixScript For Matrix ““Mrs. Smith, when you suggested thatMrs. Smith, when you suggested that you wished to have a chicken entree, Iyou wished to have a chicken entree, I worked with our Chef to create threeworked with our Chef to create three different and exciting solutions at threedifferent and exciting solutions at three different price levels … let me sharedifferent price levels … let me share them with you .them with you .””
    • Follow @NACENational use hashtag #NACEEXP13 Pricing Tactics That WorkPricing Tactics That Work • Per Guest Sounds Better Than Per PersonPer Guest Sounds Better Than Per Person • Top-off Pricing - more than you needTop-off Pricing - more than you need • Odd-ball Pricing - $74.23 per guestOdd-ball Pricing - $74.23 per guest • In script rather than numbersIn script rather than numbers • Variable service charges depending on priceVariable service charges depending on price • % discounts - for frequency, day of week, size,% discounts - for frequency, day of week, size, bundling in other events, etc.bundling in other events, etc.
    • Follow @NACENational use hashtag #NACEEXP13 ExplainingExplaining ““SlightlySlightly”” HigherHigher PricesPrices 1.1. Portion Size.Portion Size. 2.2. Sanitation & quality of vendors.Sanitation & quality of vendors. 3.3. Staff that truly cares.Staff that truly cares. 4.4. Menu variety & creativity.Menu variety & creativity. 5.5. Overall guarantee.Overall guarantee. 6.6. and.... YOU!and.... YOU!
    • Follow @NACENational use hashtag #NACEEXP13 Biggest Pricing ErrorsBiggest Pricing Errors 1.1. Selling cost instead of results andSelling cost instead of results and non-embarrassment.non-embarrassment. 2.2. Failure to create a middle price solution.Failure to create a middle price solution. 3.3. Matching the competitors price.Matching the competitors price. 4.4. Cave-in instead of switching to other menuCave-in instead of switching to other menu items.items. 5.5. Fail to explain what slightly higher price offers.Fail to explain what slightly higher price offers.
    • Follow @NACENational use hashtag #NACEEXP13 Neutralize Guest Count Drops!Neutralize Guest Count Drops! Give clients your pricing solutions up front. If the starting guarantee is 235 price your bid in the following manner: 225 to 245 - 42.65 per guest 246 or more - 39.85 per guest 224, or less - 44.90 per guest
    • Follow @NACENational use hashtag #NACEEXP13 ABOUT SELLINGABOUT SELLING
    • Follow @NACENational use hashtag #NACEEXP13 Remember & RemindRemember & Remind The salesperson is the quarterback whoThe salesperson is the quarterback who makes the promises to the client and ismakes the promises to the client and is the image protector, while holding thethe image protector, while holding the companycompany’’s profits in their hands ands profits in their hands and actions. In fact, salespeople are the onlyactions. In fact, salespeople are the only staff that creates everyonestaff that creates everyone’’s salaries. Ifs salaries. If you donyou don’’t sell it, you cant sell it, you can’’t cook it!t cook it!
    • Follow @NACENational use hashtag #NACEEXP13 Some First ThoughtsSome First Thoughts There are no tricks or short cuts to better selling - just practice and rehearsal. Selling catering is fun, rewarding, and filled with excitement - especially if one is prepared! The catering salesperson is the catalyst of all company payroll and growth!
    • Follow @NACENational use hashtag #NACEEXP13 The Truth About ShoppersThe Truth About Shoppers A. 3 out of 10... will buy from you no matterA. 3 out of 10... will buy from you no matter what!what! B. 3 out of 10... will NOT buy from you no matterB. 3 out of 10... will NOT buy from you no matter what!what! C. The remaining 4 out of 10... are trulyC. The remaining 4 out of 10... are truly shopping and will give their deposit check to theshopping and will give their deposit check to the person who makes them feel comfortable andperson who makes them feel comfortable and offers them non-embarrassment!offers them non-embarrassment!
    • Follow @NACENational use hashtag #NACEEXP13 Action PlansAction Plans 1.1. Order-Taking vs. Selling?Order-Taking vs. Selling? 2.2. Sell yourself, your company, your team andSell yourself, your company, your team and then the food... in that order.then the food... in that order. 3.3. Correct shopperCorrect shopper’’s when necessary.s when necessary. 4.4. Tell them the questions they should be asking!Tell them the questions they should be asking! 5.5. Rush towards the shopperRush towards the shopper’’s objections.s objections. 6.6. Continually sell non-embarrassment.Continually sell non-embarrassment.
    • Follow @NACENational use hashtag #NACEEXP13 Professionals DonProfessionals Don’’t Ask:t Ask: ““What is your budget?What is your budget?”” (They Give The Price of Admission)(They Give The Price of Admission) ““For your event on the 15th of October for 215For your event on the 15th of October for 215 guests, I can share with you that we will have aguests, I can share with you that we will have a wide and wonderful variety of menu solutionswide and wonderful variety of menu solutions ranging from $65 to $95 per guest. Is that theranging from $65 to $95 per guest. Is that the range you were looking for?range you were looking for?””
    • Follow @NACENational use hashtag #NACEEXP13 RemindersReminders 1.1. ThinkThink ““WalmartWalmart”” instead ofinstead of ““CostcoCostco””.. 2.2. Buyers want anBuyers want an ““iron chefiron chef”” experience.experience. 3.3. Want toWant to ““getget”” something from the caterer.something from the caterer. 4.4. Some want to shop faster!Some want to shop faster! 5.5. Buyers think price will get lower if they wait.Buyers think price will get lower if they wait. 6.6. Less talk about food and more talk aboutLess talk about food and more talk about presentation, service, style and value!presentation, service, style and value!
    • Follow @NACENational use hashtag #NACEEXP13 Value is NOT something you give to a buyer.Value is NOT something you give to a buyer. Value is something the buyerValue is something the buyer ““takestakes”” from youfrom you that gives them some sort ofthat gives them some sort of ““advantageadvantage”” fromfrom their point-of-view.their point-of-view. Could be a lower price, something free, breakingCould be a lower price, something free, breaking a rule, or getting into the ballroom early.a rule, or getting into the ballroom early. Value is value only when it is important to them!Value is value only when it is important to them! What is value to a shopper?What is value to a shopper?
    • Follow @NACENational use hashtag #NACEEXP13 Tell them what you are going to tell them beforeTell them what you are going to tell them before you start, then tell them by giving youryou start, then tell them by giving your presentation, and then tell them what you toldpresentation, and then tell them what you told them which leads up to asking for the deposit...them which leads up to asking for the deposit... whether you think they are ready or not.whether you think they are ready or not. Unless you have super clairvoyant powers, thenUnless you have super clairvoyant powers, then you have a duty to ask for the deposit at leastyou have a duty to ask for the deposit at least once!!once!! The Three TellsThe Three Tells Closing TechniqueClosing Technique
    • Follow @NACENational use hashtag #NACEEXP13 Tell them what you are going to tell them, thenTell them what you are going to tell them, then tell them, and then tell them what you told them.tell them, and then tell them what you told them. ““Before we begin, let me share with you....Before we begin, let me share with you.... Tell your presentation.Tell your presentation. ““LetLet’’s review to make sure that I told yous review to make sure that I told you everything...everything...”” The Three TellsThe Three Tells Closing TechniqueClosing Technique
    • Follow @NACENational use hashtag #NACEEXP13 It all comes down to the deposit policy:It all comes down to the deposit policy: ““ItIt’’s quite simple. We do require a $1,000 deposits quite simple. We do require a $1,000 deposit to hold the date. Some clients use a check whileto hold the date. Some clients use a check while others like to use a credit card. What would youothers like to use a credit card. What would you like to use today for the deposit a check or creditlike to use today for the deposit a check or credit card?card?”” The Three TellsThe Three Tells Closing TechniqueClosing Technique
    • Follow @NACENational use hashtag #NACEEXP13 ABOUT MARKETINGABOUT MARKETING
    • Follow @NACENational use hashtag #NACEEXP13 Inbound MarketingInbound Marketing 1.1. Think about it from the callerThink about it from the caller’’s point of view?s point of view? 2.2. Live person vs. technology?Live person vs. technology? 3.3. Why qualification is so important?Why qualification is so important? 4.4. Call your competitors.Call your competitors. 5.5. Sales are often made in the first three minutes.Sales are often made in the first three minutes. 6.6. ““Things must be exciting in your life...Things must be exciting in your life...”” 7.7. ““From what youFrom what you’’ve shared with me so far...ve shared with me so far...””
    • Follow @NACENational use hashtag #NACEEXP13 Marketing ConceptsMarketing Concepts 1.1. Believe in High-Tech, but embraceBelieve in High-Tech, but embrace ““High-High- TouchTouch””.. 2.2. Market your winners not your losers.Market your winners not your losers. 3.3. Website isnWebsite isn’’t about food!t about food! 4.4. Market what you do, not who you are.Market what you do, not who you are. 5.5. Demonstrate, donDemonstrate, don’’t tell.t tell. 6.6. Know your competition.Know your competition. 7.7. Your success is more important than yourYour success is more important than your experience.experience.
    • Follow @NACENational use hashtag #NACEEXP13 Proven & SimpleProven & Simple 1.1. Monthly emailed newsletters.Monthly emailed newsletters. 2.2. Blogs.Blogs. 3.3. Live chat on your website.Live chat on your website. 4.4. Testimonials - video, audio, print.Testimonials - video, audio, print. 5.5. Open house demonstrations.Open house demonstrations. 6.6. Anything that teaches catering to yourAnything that teaches catering to your marketplace.marketplace.
    • Follow @NACENational use hashtag #NACEEXP13 ABOUT MANAGEMENT &ABOUT MANAGEMENT & LEADERSHIPLEADERSHIP
    • Follow @NACENational use hashtag #NACEEXP13 Some First ThoughtsSome First Thoughts Management is leadership that teaches, monitors, disciplines, and motivates staff. It concerns overall company operations, customers, and finances. Running into a burning building to save someone is an easier decision than making decisons that arise each day while managing a catering business!
    • Follow @NACENational use hashtag #NACEEXP13 Goals Of Proper ManagementGoals Of Proper Management 1.1. Make work rewarding & fun.Make work rewarding & fun. 2.2. PreventingPreventing ““kingdomskingdoms”” in the company.in the company. 3.3. Pruning the bushes... so to speak.Pruning the bushes... so to speak. 4.4. Neutralizing stress & establishing balance.Neutralizing stress & establishing balance. 5.5. Curtailing company gossip.Curtailing company gossip. 6.6. Creating and handling change.Creating and handling change. 7.7. Making everything everyoneMaking everything everyone’’s concern.s concern. 8.8. Understanding the importance of profit.Understanding the importance of profit.
    • Follow @NACENational use hashtag #NACEEXP13 Change Is The Big One!Change Is The Big One! 1.1. Need to rethink and challenge everything.Need to rethink and challenge everything. 2.2. Change is uncomfortable and scary.Change is uncomfortable and scary. 3.3. Change first starts with thinking about change.Change first starts with thinking about change. 4.4. Change comes on aChange comes on a ““breezebreeze”” not anot a thunderbolt.thunderbolt. 5.5. Thinking about changes doesnThinking about changes doesn’’t mean yout mean you actually have to make the change.actually have to make the change.
    • Follow @NACENational use hashtag #NACEEXP13 TheThe ““ateate”” ConceptConcept 1.1. MotivateMotivate 2.2. InnovateInnovate 3.3. AggravateAggravate 4.4. CommunicateCommunicate 5.5. DebateDebate 6.6. EducateEducate 7.7. NegotiateNegotiate 8.8. CommiserateCommiserate 9.9. RecalculateRecalculate 10.10.CelebrateCelebrate
    • Follow @NACENational use hashtag #NACEEXP13 SUMMARYSUMMARY PricingPricing SellingSelling MarketingMarketing ManagementManagement Please Check Out: www.CateringGuru.com
    • Follow @NACENational use hashtag #NACEEXP13 Q & AQ & A Continue the conversation!Continue the conversation! Follow @NACENational; use hashtag #NACEEXP13Follow @NACENational; use hashtag #NACEEXP13 For more resources on this topic,For more resources on this topic, visit thevisit the NACE aStoreNACE aStore atat www.nace.netwww.nace.net
    • Follow @NACENational use hashtag #NACEEXP13 THANK YOU FORTHANK YOU FOR ATTENDING!ATTENDING! Please complete the session survey.Please complete the session survey. We value your feedback.We value your feedback.