Has there ever been a November quite like this one? So much happening between the elections and the pandemic. What are the best steps for an office coffee service (OCS) operator, or any business for that matter, to take right now? I have three strategic suggestions.
Strategy #1 – Start planning to be a generous Santa
It would be easy to say, this is not the year to be giving holiday gifts to clients. “It was a rough year. My clients will understand.”
That is the wrong move. If there was ever a year to give holiday gifts to your clients, 2020 is the year. You better start planning now — delivery delays are being predicted.
This year in particular, any gesture that says, “Thank you for your business and support. I look forward to a better 2021 for all of us,” will be appreciated more than ever. Operate from a position of strength. Use the holiday season to engage. Do one of two things:
1. Give a nice gift that you would like to receive, even if it is just a nice promotional item.
2. Give a donation on behalf of your clients to a local food bank. Send an email to each client, celebrating the season and telling them about the donation you made on behalf of your clients.
No matter what you do, make a call to every client wishing them a happy holiday season and prosperous, healthy 2021. Engagement with clients is critically important right now. Even though you might not be able to take your client out for a holiday dinner for obvious reasons, tell them that you look forward to a delayed celebration when everyone can be comfortable about getting together – hopefully, in the near future.
Strategy #2 – Make sure that your website is ADA compliant
Your website needs to be running on all cylinders by January 1, so there are some fundamental questions you need to ask yourself. Most notably – Is my website ADA compliant?
The number of lawsuits pertaining to websites not being ADA compliant is increasing annually at a rapid rate. “ADA compliance is now critical. Go ahead and Google ‘lawsuits pertaining to ADA compliance’ and you will see what has been happening,” said Neil Swindale, founder of VendCentral, a company that has built over 300 websites for the convenience services industry. “We are working with several companies now, doing compliance checks to help avoid lawsuits.”
VendCentral is offering a free website analysis for anyone in the convenience services industry. That free analysis will focus on ADA compliance and the following key questions that operators need to ask themselves about their own websites.
·Did I build something hip and beautiful – a monument to myself? Or is the website boring – maybe too functional?
·Is my home page both captivating and informative?
·Is our contact number and response form easy to find?
·Do I have a free quote button?
·Are there positive reviews on my website?
·Can search engines find me? Have I optimized the site – lately?
·Is the content updated? The ship turns quickly today. Your website should not be static.
·Is my website optimized for smart phones? This is critical.
Strategy #3 – Invest in your sales team
Like so many products that were launched in Q1 2020, the online sales course, “Selling Convenience Services,” written and narrated by me, did not realize its full potential within the industry. Fortunately, the next six weeks are an ideal time to elevate your sales team and sales management.
NAMA made a big investment in this online program and the reviews have been excellent.
·Jon Holden – All Star Services – 15 years in the industry
“Bob's outline and content did a tremendous job explaining it in a matter that someone with no experience can understand, while putting a spin on things that is beneficial to someone with 20 years of experience.”
·Nicole (Niki) Morton - Casco Bay Food and Beverage – Executive VP and Co-Owner
“The most valuable part was a breakdown of the cost of coffee per cup. The strongest part of the course was that it was specific with value statements and pitch phrases.”
·Connie Baarlaer - Vendors Supply of Ohio – Sales Manager – 30 years of sales experience
“The Management chapters were very educational for me and showed me some things I was not very familiar with. This is a great course for any salesperson to take. I have done sales my entire career and was still able to learn quite a bit from this. I look forward to implementing some of the things I learned.”
Sales Rep Edition and Management Edition
NAMA’s online course, “Selling Convenience Services: Sales Rep Edition,” will elevate your sales team to elite status. This fully interactive course will inspire your sales team to perform at the highest possible level. I wrote this course based on proven strategies from nearly four decades of selling convenience services.
Check out a free sample of Selling Convenience Services and when you order, use discount code B2B10.
For sales managers, business owners and operators who are engaged in front line selling, “Selling Convenience Services: Management Edition” provides two additional chapters on maximizing the performance of your sales reps and will serve as a business development playbook for your team.
Invest in your sales team now and watch the dividends accrue in 2021.
What about December?
There is still plenty to do to strengthen your business before 2021 arrives. Next month, we will explore four more strategies, including a magical marketing product, the magic bullet of business development, thoughts about long term business planning and why video needs to be part of your strategy in 2021.
Your feedback is always welcome – 818 261-1758 or [email protected]
Industry consultant Bob Tullio (www.tullioB2B.com) is a content specialist who advises operators in the convenience services industry on how to build a successful business from the ground up. In July, Tullio launched a You Tube Channel, b2b Perspective, designed to “elevate your business in 2 minutes” and is currently developing an online course, “Leverage the power of LinkedIn to grow your business.”
As he is a recognized industry expert in business development and sales, NAMA hired him to write and narrate the new online course, “Selling Convenience Services,” which is now available. Use discount code B2B10 for an instant discount and for free access to upcoming Q & A Webinars from Tullio in the coming months. Here is a free sample of the course.
