HOLIDAY SALES BLITZ GUIDE

Transcription

1 HOLIDAY SALES BLITZ GUIDE HOLIDAY SALES BLITZ... 2 Roles:... 2 Timeline of Events:... 4 Before the Sales Blitz Event:... 4 The Day of the Sales Blitz Event:... 4 After the Sales Blitz Event... 5 Tools and Resources:... 6 Scripts... 6 Outcome / Ongoing Restaurant Activities:... 9 BIG BOX RETAIL CONTACTS... 10

2 HOLIDAY SALES BLITZ Who: Director of Operations, Area Manager, General Manager, Assistant General Manager, Catering Sales Manager, Catering Coordinators, Drivers. What: A sales blitz event is a team of ambassadors in the local market creating awareness about products, services and catering programs. When: Quarterly. Why: The goal of the sales blitz is to increase store traffic, create awareness of (xxx) Catering services and generate quality leads for the sales team. How: Solicit volunteers from store staff and drivers. Have team meet at central location and lay out the plan for the day including maps and the number of leads each team should strive for. Roles: In order for a sales blitz to be successful, all participants must be actively involved throughout the process. The sales blitz is not just a one- time activity to generate leads; it is the start of an ongoing process where catering, the GM and staff continue building valuable relationships with businesses within the local community. These relationships are critical in providing future business potential for the restaurant and increased catering sales. It is the expectation for operators to find and secure all readily available catering events within the restaurants immediate trade area. GMs collaborate with the sales team for large account leads that require more involvement and account management. All positions have a key role to play in executing these events. Position and Key Roles: Director of Operations (DO): Sets expectations with AMs and restaurants with regards to sales blitz activities and results. Holds AMs accountable to execute and fully carry out one sales blitz event per quarter in each restaurant s trade area. Area Manager (AM): Ensures all GMs, AGMs, Catering Coordinators, and Drivers participate in the sales blitz activities. Provides tools and resources to sales blitz teams. Fully participates in the sales blitz activities. Responsible for scheduling conference calls the day of and 4- weeks after event date. 2

3 General Manager/Assistant General Manager (GM/AGM): GM/AGM takes ownership of all sales blitz activities. Reviews event guidelines with sales blitz teams and establishes trade area to target during event activity. Conducts role- plays with each team on how to engage businesses in conversation about catering and the base business. Creates a sales blitz folder/binder to track canvassed areas quarter- to- quarter. Catering Sales Manager (CSM): The CSM provides training for a minimum of one event per AM and will be available for assistance as needed through all sales blitz activities. Works with the AM/GM to coordinate a conference call the morning of the event to discuss activities that would make the sales blitz successful. The call can be used for last minute role- playing, validations, Q&A and to create excitement with the participants. Drivers: Drivers participate in sales blitz activities and provide insight on different trade areas to focus on during the event. 3

4 Timeline of Events: Before the Sales Blitz Event: 4- WEEKS PRIOR TO SALES BLITZ EVENT: AM work with GMs to coordinate date for sales blitz. AM reviews marketing collateral and places order to distribute among stores. This information must be ready and available five days prior to the sales blitz. 3- WEEKS PRIOR TO SALES BLITZ EVENT: AM conducts conference call with GMs to map out expectations and complete following steps: Identify areas to market (try to keep the areas no more than 5-10 miles from restaurant) Map out corporate parks, medical centers, hospitals, auto dealers and retail businesses Validate restaurants in area are operating at high level and able to execute increased catering Validate Catering drivers are in position Update restaurant capacity star ratings Inventory Catering supplies and equipment Coordinate sales blitz participants and ensure teams are made up of people with high energy and that have outgoing personalities. Teams should include AMs, GMs, AGMs, Catering Coordinators and drivers. 1- WEEK PRIOR TO SALES BLITZ EVENT: Organize marketing collateral Send reminder to participants Communicate dress code - Business Casual Set location to meet day of event (central location to area identified to market The Day of the Sales Blitz Event: DAY OF EVENT- EARLY MORNING START (AS DETERMINED BY AM) Team meets at defined location AM facilitates conference call with CSM and team participants Conduct role- playing / Review scripts / Training on qualifying business Establish goals for day of marketing Set Minimum Expectations Define number of leads to secure Leave menu(s) and get office business card Set Maximum Goal Speak to decision maker and get referrals Take orders! If office has event(s) coming up that you can provide services for, take information for sales person. Ensure every sales blitz member has CSM contact information with them during event for hot prospects Set early afternoon time for check- in call with AM and team partners Go market and have fun! 4

5 DAY OF EVENT MID- AFTERNOON RECAP- AM conducts conference call mid- day to re- energize team, discuss successes and obstacles and how to overcome them. DAY OF EVENT END OF DAY FINAL RECAP OF SALES BLITZ ACTIVITY- AM conducts meeting (at starting location) at end of day to share successes, what could have been done different, what should be changed for next activity. Give recognition to team who brought back the greatest number of quality leads and booked business on the spot. Fax or mail all leads to CSM. Checklist: STORE#:. Meeting Location/Time Conference Call Time/ID. Goals Min.: Max:. Resources/Participants. PM Check- in Call/Time/ID. CSM Contact Information. After the Sales Blitz Event FOUR WEEKS AFTER BUZZ SQUAD ACTIVITY: AM schedules conference call with CSM and GM. CSM provides sales results from leads generated during sales blitz activity GM/AGM takes ownership of sales blitz activities and continues to follow- up and canvass trade areas. 5

6 Tools and Resources: Be sure to have the proper support materials to make the event successful. All collateral should be ordered by the AM four weeks prior to the day of the sales blitz event to ensure availability. Stores may choose to have food samples available to distribute during sales blitz events. Sales Collateral Catering menu. Specials flyers. Sales Blitz coupons. Sample food bites. GM business cards. Scripts Knowing what to say to prospective customers is critical to the success of the event. Questions have been developed to help with the flow of conversation for both business- to- business and medical offices. The sales blitz participants must practice and role- play the following scenarios prior to the actual event. During role- play, one person is the restaurant employee and one person is the receptionist / decision maker. Sample Script: Businesses If the office is not busy, proceed to introduce yourself to the receptionist. If the office is busy, be courteous, stand back and wait until he/she is ready to assist you. Smile and greet the receptionist. Hi my name is and I am with (xxx). We work with a few of the businesses around this area providing them with catering for different events. Does this location bring food in from time to time for meetings or other events? (If the answer is No): Be polite and ask if you can leave a menu in case the need arises and invite them to visit your store. (If the answer is YES): Would it be possible to speak to the individual in charge of setting up these events? I would like to introduce myself and personally provide them with our menus and coupons that they can use the next time they have a catering need. (If the answer is No): If it is not possible to speak to someone at that moment, ask for that person s business card to give to your CSM. This is a warm lead that can now be given to the CSM for follow- up to secure future business. (If the answer is YES): If you are directed to the responsible individual or speaking to the person in charge of ordering food for meetings and other events, your next questions should be: How often do you bring food in to your facility and what types of events do you plan that require food purchases? How many departments are there? Are there others who coordinate meetings or share this responsibility with you? We would love the opportunity to serve you. May we forward your information to our Catering Sales Manager to set up a meeting with you to go over our program in detail? 6

7 (If the answer is YES): Get the business card of this person and provide your business card to the potential client. Give a timeframe for when the CSM will be contacting them and make sure the CSM has this information. Note: You will want to take notes so you have this information to relay to the CSM for follow- up. You can add notes to the back of their business card or have a notebook available for note taking. (If the answer is No): Find out in what way you may be able to follow up or help while you are at the facility. Your next question should be: I know your time is limited, but can you provide me with an idea of what you normally order for your events? If you don t have time to meet with our Catering Sales Manager, we would like to prepare a sample for your next scheduled company meeting. We could have our Catering Sales Manager do a follow up by phone to see if you enjoyed our product and if we could become one of your preferred caterers. Provide a restaurant discount offer such as a bounce back or VIP card. Thank them for their time before leaving the building. Sample Script: Medical Offices If the patient waiting room is full and the office staff is busy, be courteous. Don t crowd the front area where patients check in. Don t talk too much at the front desk. Leave when the office is busy and return at a later time. Smile and greet the person at the front counter. Hi my name is and I am with (xxx). We deliver food to several of the medical offices in this area for pharmaceutical rep lunches and office meetings. Do pharmaceutical reps ever come in and bring lunch for your staff? (If the answer is YES) Your next question should be as follows: Great, is there someone I should speak to that works directly with the reps for bringing in food? If you are directed to the responsible individual or speaking to the person in charge of coordinating lunches for the reps. Your next question should be: I would love to get (xxx) menus in the hands of the pharmaceutical reps that visit your office. Do you think you can help me with this? Leave menus for the reps. (If the answer is NO) If there is no one available for you to speak to that coordinates the lunches, continue the dialogue with the person you are speaking with. Your next questions should be: Have you ever had (xxx) brought in? Entice them with our menu items Be passionate about our food! Educate them on our catering services. Are you tired of the same old pasta, Chinese, and deli? (If the answer is YES) How would you enjoy (insert your famous menu items) for your next lunch? You now have their attention by painting a picture of our great tasting food and can engage in further conversation. 7

8 (If the answer is NO) Your next questions should be: I would love to help you get something different for lunch. Would you be willing to give us a try for your next lunch? I would love to make that happen! Provide a restaurant discount offer such as a bounce back or VIP card. Thank them for their time before leaving the building. 8

9 Outcome / Ongoing Restaurant Activities: Now that the training has been completed and you have conducted a successful sales blitz, the following things should happen: AM has frequent, open- communication with GM/AGM on event results. GM ensures team returns to trade area marketed for follow- up within two weeks to keep (xxx) top of mind and consistently continues these prospecting activities. GM has frequent, open- communication with CSM on progress of leads. AM schedules quarterly sales blitz' in each restaurant s trade area once per quarter. GM keeps sales blitz binder/folder updated with current activities. Building sales is all about being creative and consistent, while providing great food and service. You will have strong competitors, but you still must focus on what makes your company and catering offerings better than the others. Continued sales is all about creating great relationships and executing every event well. 9

10 BIG BOX RETAIL CONTACTS Here is a list of Big Box retail chains and the right decision maker to reach out to: COMPANY Best Buy Dillard s Home Depot Home Goods JC Penney K- Mart Kohls Lowes Macy s Marshalls Nordstrom Saks Fifth Avenue Sam s Club Sears Target TJ MAXX Wal- Mart DECISION MAKERS GM, Store Interaction Manager Human Resources, Operations Manager Employee Committee Store Manager Assistant Store Manager Human Resources, Store Manager Store Manager Internal Communications Manager Assistant Store Manager, Executive Secretary Store Manager Store Admin, Expense Analyst, Community Relations Human Resources, Store Manager Operations Manager Human Resource Specialist Human Resources, Team Resource Manager Human Resources, Assistant GM Administrative Assistant, Community Involvement Lead 10