Hello everyone and thank you for joining me. My name is Patrick Griswold and I will be hosting today’s webinar. Now, a little more about me in a few minutes. I’m very exciting to have all of you here and being able to share my story and important information with you. We have a few more people coming on to the call in the next minute or two so while we wait for them let me go over a few house keeping issues To get the most out of this session and realize the results you are looking for get yourself a pad and pen to take some notes. You don’t want to miss some important parts of what I say by fumbling around looking for a pad and pen. Also you may want to grab a drink.A short story from a few nights ago . . . I was at a social gathering and talking with a group of other business people (lawyer, CPA, Insurance, Restaurant, car dealer) and they all laughed in disbelief when I told them my sales have not gone down - - due to the economy. Then I explained to them why . . . and that is what YOU are going to learn on this webinar. Therefore, if you want to increase sales of your restaurant you are already miles ahead of your competition by being on this webinar. I appreciate and congratulate you on choosing to be here and opening your mind up to new ideas. Too many of us know what it is like to be stuck and not know where to turn with regard to increasing sales. Well I have the answers you need and I am going to explain to you step by step what the best thing you can do is.Now let’ get started.
Wouldn’t it be nice to beat the pants off the local competition and drive them crazy wondering what you are doing?They see no ads of your s and wonder.
Now a little bit about me . . .While I own a restaurant I am sure you probably know more about operations than I do – but I have become obsessed with restaurant marketing.
Even at a young age I had the traits of an entrepreneur but never really though about going to college.
In the end I decided it was the better choice.I graduated 1980 with degrees in Accounting and Business and was ready to take on the world. There is some irony to that and you will realize it as I tell you more.Armed with my degree I thought I wanted to be a C.P.A. and that is the type of work I started to do when I graduated. Put it this way, after two years of it I was bored and going crazy.
So my career goes on and I am working with people like these guys. That is me on the far right. It was a P/R photo done when I took a African Minister of Trade (Cabinet Member) to Germany to tour our headquarters etc. Now I know these guys look like a bunch of fun but I was actually getting tired of the bureaucracy in a big corporation. Putting it in restaurant terms; sometimes I would have to wait for months to get an approval to by a new oven. It was the summer of 2001 and I was just appointed as the CEO of the Indian tyre company I had been involved with. I found a house, arranged for our daughter to go to the American school, packed our things up in Africa and had them shipped to New Delhi and then finally headed home to me up with Dawn and Alexa and then take them back to India with me.
1990 - Appointed Finance Director at $40M company in East Africa (age 31)Married just before leaving for Africa.The true heart of Africa. Wildlife etc.I Dreamed of Africa movie.
Within in 18 months CEOUsually retirement jobLocals caught off guard - - - this young guy?I had a new and different perspective. Actually going to do something – westernize the place.Great mentors.
Now critical point - - 1995 went on home leave from Africa How I got involved in the restaurant business.
Purchased Pizzi Café
Not a professional photo!
Left business with family and went back to Africa.
At that point in my career had expandedI was so good at challenging environments they gave me the responsibilityto negotiate deal and manage a company in India that had 4 huge factories – and 12,000 employees.So now I am commuting between Africa - India.Yes, a lot of airline miles but little time with the family.
But two weeks after getting to the USA a thing called 911 happened. You may not remember but flights were shutdown and backlogged for so long I was grounded for 5 weeks. During this time I did some soul searching. Talked to some people that convinced me I could go out on my own. So I walked away from it all and decided to stay here in the USA and start my own tire industry consulting business.
Wait, I’ve spent a lot of money buying and updating this restaurant and if we don’t increase sales it will be tough for my grandchildren to get my investment back!
No more rollercoaster rides of sales.Instead, what if you had steadily increasing sales? No more expensive and less, or even ineffective, advertising.
Now how hard could this be? Going from a tire executive to the restaurant business.So I did the usual reaction (newspaper, radio, coupon mailers, etc)
Therefore, the examples I have given you actually PREVENT you from reaching the sales goals you wish to reach. So if you keep doing these things or do NOTHING at all you will not meet your sales goal.
LOUSY results. In the meantime I get a solid lead for some consulting work in China and felt that I had to get this increase and sales go thing ontrack before my China trips increased and I got very occupied with that.
I actually have twice as much stuff now that I have studied.I have studied the marketing systems of : Bill Marvin, Joel Cohen, Bill Main, Rory Fatt, Michael Attias, Kameron Karrington, Max Hitchens, Big Dave Ostrander, Dan Kennedy, Bill Glazer and more . . . I literally have over 200 pounds of books, manuals, CD’s, tapes, DVD’s and newsletters from all those consultants – at one point I couldn’t find my desk I was so buried in the material.
So you might ask . . . Where did I find the time to study so much? On those flights back and forth to China ! While the materials I studied had some great content I actually had to teach myself how to best apply it.
Now I have to start by asking you a question: How strong and meaningful would your relationship with your spouse, children, other relatives, neighbors friends and co-workers if you did not communicate at all with them for 30 days.No telephone, no texting, no email, no nothing! Pretty rotten right?Well, then why would you treat your customers that way? It is the same in your business. People want to do business with people they know and communicate with. That is why it is not about price. It is about relationship. Nations Restaurant News just reported only 14% of restaurant owners choose menu items based on price. So I think it is better to concentrate on the other 86%.
The average person patronizes their favorite restaurant twice a month. Therefore, if you can get your “average” customer to order ONE more time a month (or 3 visits per month one more) that would be up to a 50% increase in your sales. Therefore, much of the sales increase you are NOW looking for already exists in within the customers you ALREADY have.
The right type of communications are the type people never get tired of.
Pat Griswold: Essential Steps to increase sales
Good marketing and businesspractices are not prejudice to thesize or type of business . . .YOUR business is not different!
I have nothing to offer youregarding the operations ofyour business . . .outside of dish washing!
Are you tired of people trying tosell you advertising at the locallevel that producesonly short term results?
Want some sneaky “underthe radar” marketing thatreally works . . . that 98% ofyour competitors will NEVERhear about let alone do?
Do you want to leave todayclearly understanding ;The Wrong WayThe Right WayAn EZ 4 Point Plan to
Alan DonatelliDona Vito’s Italian Grille in Ohio.Started working with him October 2011• Record December 2011• Jan. 2012 sales HIGHER than his DEC. 2011 sales & (30% higher than Jan. 2011).• February 2012 sales were 28% higher than the previous year.• Set a very big personal goal to meet by the end of 2012 . . . a goal that he wouldhave NEVER thought possible. Goal was reached.Want to Know How?
14%*Nations Restaurant NewsUnless price is your sellingpoint (Little Caesars) don’tfocus too much on being pricecompetitive in your market.
With a 10% Price Increase . . .You would have to lose thirtypercent of your sales BEFORE youstarted destroying your previouslevel of profit.
The Longo family for raising $7,824.69 at Pizzafor Paws! This fundraiser was 3 days long andwas held at Longos Pizza and Joeys ItalianGrille. They sold 681 pizzas and gave us 100%of proceeds! We truly appreciate yourgenerosity and support for our organization!
Not automated.Single “broadcasts”.For the record, the automated emails in the GRSSales Builder system contain professionallywritten “copy” using the best direct responsemarketing techniques in the world.Copy writing value = $30,000 - $50,000
Raise your hand if you get a waveof hungry customers willing to payany price . . . for hours and evendays . . . after each broadcast emailYOU send out.
Common Subject Line:Dinner for Two Only $19.99
John, Bad News . . .Please Don‟t Read This . . .Cathy, Was it You?Tom, Don‟t Be Shocked But . . .It‟s True . . . We Are Closing . . .Sandy, I Wanted to tell You First . . .