revolutionize your business strategy on behalf of michael roman

Follow @NACENational use hashtag #NACEEXP13


Revolutionize Your Revolutionize Your Business StrategyBusiness Strategy

Michael RomanMichael Roman

PresidentPresident

CateringGuru.comCateringGuru.com


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


LEARNING OBJECTIVESLEARNING OBJECTIVES

• After todayAfter today’’s session, you will be able s session, you will be able to: to: – Demonstrate your Demonstrate your ““differencesdifferences”” to prospects to 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 just Buy into the concept that catering is not just

about offering wonderful food. It is about the about offering wonderful food. It is about the selling of selling of ““non-embarrassmentnon-embarrassment”” to the buyer! They to the buyer! They can get food from lots of caterers, but they cancan get food from lots of caterers, but they can’’t t get YOU and your team anywhere else!get YOU and your team anywhere else!


ABOUT PRICINGABOUT PRICING


A Pricing CreedA Pricing Creed1. Prospects always tell you when your 1. Prospects always tell you when your prices are too high, but they keep silent prices are too high, but they keep silent when they feel your prices are too low!when they feel your prices are too low!

2. A shopper with three unmarried 2. A shopper with three unmarried daughters looks at price differently than a daughters looks at price differently than a buyer who has just one daughter to marry!buyer who has just one daughter to marry!

3. Most buyers have a 3. Most buyers have a ““begrudgingbegrudging”” point point of no return. Some charges just donof no return. Some charges just don’’t make t make sense.sense.


Pricing From The ShopperPricing From The Shopper’’ssPoint Of ViewPoint Of View

1.1. They always want lower prices.They always want lower prices.

2.2. They believe highest prices are given They believe highest prices are given

first.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.


Matrix PricingMatrix Pricing

• Medium, Higher and Lower SolutionsMedium, Higher and Lower Solutions• Diamond, Gold, SilverDiamond, Gold, Silver• Buyer can mix between levels - unlimited Buyer can mix between levels - unlimited

optionsoptions• Buyer can change mind laterBuyer can change mind later• Eliminates hagglingEliminates haggling• Matrix pricing takes the pressure off the Matrix pricing takes the pressure off the

shopper and creates a shopper and creates a ““middlemiddle”” solution. solution.


Script For MatrixScript For Matrix

““Mrs. Smith, when you suggested Mrs. Smith, when you suggested that you wished to have a chicken that you wished to have a chicken entree, I worked with our Chef to entree, I worked with our Chef to create three different and exciting create three different and exciting solutions at three different price solutions at three different price levels … let me share them with levels … let me share them with you .you .””


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 Variable service charges depending on

priceprice• % discounts - for frequency, day of week, % discounts - for frequency, day of week,

size, bundling in other events, etc.size, bundling in other events, etc.


Explaining Explaining ““SlightlySlightly”” Higher Higher PricesPrices

1.1. Portion Size.Portion Size.

2.2. Sanitation & quality of Sanitation & quality of

vendors.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!


Biggest Pricing ErrorsBiggest Pricing Errors

1.1. Selling cost instead of results and Selling 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 Cave-in instead of switching to other

menu items.menu items.

5.5. Fail to explain what slightly higher price Fail to explain what slightly higher price

offers.offers.


Neutralize Guest Count Neutralize Guest Count Drops!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


ABOUT SELLINGABOUT SELLING


Remember & RemindRemember & Remind

The salesperson is the quarterback The salesperson is the quarterback who makes the promises to the who makes the promises to the client and is the image protector, client and is the image protector, while holding the companywhile holding the company’’s profits s profits in their hands and actions. In fact, in their hands and actions. In fact, salespeople are the only staff that salespeople are the only staff that creates everyonecreates everyone’’s salaries. If you s salaries. If you dondon’’t sell it, you cant sell it, you can’’t cook it!t cook it!


Some First ThoughtsSome First Thoughts

There are no tricks or short cuts to betterselling - just practice and rehearsal. Selling catering is fun, rewarding, and filled with excitement - especially if one is prepared!The catering salesperson is the catalyst

ofall company payroll and growth!


The Truth About ShoppersThe Truth About Shoppers

A. 3 out of 10... will buy from you no A. 3 out of 10... will buy from you no matter what!matter what!

B. 3 out of 10... will NOT buy from you no B. 3 out of 10... will NOT buy from you no matter what!matter what!

C. The remaining 4 out of 10... are truly C. The remaining 4 out of 10... are truly shopping and will give their deposit check shopping and will give their deposit check to the person who makes them feel to the person who makes them feel comfortable and offers them non-comfortable and offers them non-embarrassment!embarrassment!


Action PlansAction Plans1.1. Order-Taking vs. Selling?Order-Taking vs. Selling?

2.2. Sell yourself, your company, your team Sell yourself, your company, your team

and then the food... in that order.and 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 Tell them the questions they should be

asking!asking!

5.5. Rush towards the shopperRush towards the shopper’’s objections.s objections.

6.6. Continually sell non-embarrassment. Continually sell non-embarrassment.


Professionals DonProfessionals Don’’t Ask:t Ask:““What is your budget?What is your budget?””(They Give The Price of (They Give The Price of

Admission)Admission)““For your event on the 15th of October for For your event on the 15th of October for 215 guests, I can share with you that we 215 guests, I can share with you that we will have a wide and wonderful variety of will have a wide and wonderful variety of menu solutions ranging from $65 to $95 menu solutions ranging from $65 to $95 per guest. Is that the range you were per guest. Is that the range you were looking for?looking for?””


RemindersReminders1.1. Think Think ““WalmartWalmart”” instead of instead of ““CostcoCostco””..

2.2. Buyers want an Buyers want an ““iron chefiron chef”” experience. experience.

3.3. Want to Want to ““getget”” something from the something from the

caterer.caterer.

4.4. Some want to shop faster!Some want to shop faster!

5.5. Buyers think price will get lower if they Buyers think price will get lower if they

wait.wait.

6.6. Less talk about food and more talk about Less talk about food and more talk about

presentation, service, style and value!presentation, service, style and value!


Value is NOT something you give to a Value is NOT something you give to a buyer. buyer.

Value is something the buyer Value is something the buyer ““takestakes”” from from you that gives them some sort of you that gives them some sort of ““advantageadvantage”” from their point-of-view. from their point-of-view.

Could be a lower price, something free, Could be a lower price, something free, breaking a rule, or getting into the breaking a rule, or getting into the ballroom early. ballroom early.

Value is value only when it is important to Value is value only when it is important to them!them!

What is value to a shopper?What is value to a shopper?


Tell them what you are going to tell them Tell them what you are going to tell them before you start, then tell them by giving before you start, then tell them by giving your presentation, and then tell them what your presentation, and then tell them what you told them which leads up to asking for you told them which leads up to asking for the deposit... whether you think they are the deposit... whether you think they are ready or not.ready or not.

Unless you have super clairvoyant powers, Unless you have super clairvoyant powers, then you have a duty to ask for the deposit then you have a duty to ask for the deposit at least once!!at least once!!

The Three Tells The Three Tells Closing TechniqueClosing Technique


Tell them what you are going to tell them, Tell them what you are going to tell them, then tell them, and then tell them what then tell them, and then tell them what you told them.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 you s review to make sure that I told you everything...everything...””



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 s quite simple. We do require a $1,000 deposit to hold the date. Some clients use deposit to hold the date. Some clients use a check while others like to use a credit a check while others like to use a credit card. What would you like to use today for card. What would you like to use today for the deposit a check or credit card?the deposit a check or credit card?””



ABOUT MARKETINGABOUT MARKETING


Inbound MarketingInbound Marketing1.1. Think about it from the callerThink about it from the caller’’s point of s point of

view?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 Sales are often made in the first three

minutes.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 ve shared with me so

far...far...””


Marketing ConceptsMarketing Concepts1.1. Believe in High-Tech, but embrace Believe 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 Your success is more important than

your experience.your experience.


Proven & SimpleProven & Simple1.1. 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 your Anything that teaches catering to your

marketplace.marketplace.


ABOUT MANAGEMENT & ABOUT MANAGEMENT & LEADERSHIPLEADERSHIP


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!


Goals Of Proper Goals Of Proper ManagementManagement

1.1. Make work rewarding & fun.Make work rewarding & fun.

2.2. Preventing Preventing ““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 Neutralizing stress & establishing

balance.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.


Change Is The Big One!Change Is The Big One!1.1. Need to rethink and challenge Need to rethink and challenge

everything.everything.

2.2. Change is uncomfortable and scary.Change is uncomfortable and scary.

3.3. Change first starts with thinking about Change first starts with thinking about

change.change.

4.4. Change comes on a Change comes on a ““breezebreeze”” not a not a

thunderbolt.thunderbolt.

5.5. Thinking about changes doesnThinking about changes doesn’’t mean t mean

you actually have to make the change.you actually have to make the change.


The The ““ateate”” Concept Concept1.1. MotivateMotivate2.2. InnovateInnovate3.3. AggravateAggravate4.4. CommunicateCommunicate5.5. DebateDebate6.6. EducateEducate7.7. NegotiateNegotiate8.8. CommiserateCommiserate9.9. RecalculateRecalculate10.10.CelebrateCelebrate


SUMMARYSUMMARY

PricingPricingSellingSelling

MarketingMarketingManagementManagement

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http://www.cateringguru.com/


Q & AQ & A

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