Tailoring Presentation To Location Type Improves Closing Rate

by Len Rashkin
Posted On: 5/15/2019

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You are sitting in your office when a call comes in from a prospective client asking for information about your services. You introduce yourself and request an appointment to see the decision-maker.

You ask several probing questions to prepare for your visit: How did you hear about our services? Do you currently have a refreshment service? If you do, could you share with me the company currently providing your service? How many employees are at your location daily? Are you using batch-brewed coffee with airpots or bowls, or are you using a single-serve brewer, or a combination in different departments? Lastly: What does your company do?

Now you prepare for your presentation! The last question about "what the firm does" is essential to find out. If you do not get the answer directly, Google them and get as much information as you can. One of the keys to making a good presentation, is to customize your talk toward what you expect that they are looking for, beyond  efficient brewers and great beverages.

Let's take a look at some examples of different kinds of company, and how to focus your presentation toward those categories:

Banking and Financial Services

"Our delivery and service personnel are all in uniforms for easy identification and have nametags;

"All of the above are bonded;" and

"Our computer system can bill out by department, branch or location;

"Our service territory is the entire metro area to serve all your branches;" and

"If you have a reception area where customers are waiting, we can provide thermal servers or airpots so they'll have  coffee, tea or hot water available. We can also loan you cabinets to accommodate these dispensers and store products for them."

If the prospect is involved in product sales and has a showroom and offices, on the other hand, your presentation might include:

"We can supply fancy chinaware when you entertain your clientele;

"We have a wide assortment of gourmet coffees, teas and espresso-based drinks;

"We can offer our selection of individually-wrapped candies in glass jars." And

"In addition to our basic soft drinks and juices, our fine beverage service items are available by the case: San Pellegrino and Perrier waters, among others."

If you are presenting to an auto dealership, it probably will like to learn that

"We have a range of single-serve direct water-connection brewers that produce freshly ground and brewed espresso, regular and decaf coffees. and also prepare hot chocolate, lattes, cappuccinos, etc. Our goal with this style brewer is to control customer pilferage, which will save you money;

"The service you need to perform on these single-serve brewers is minimal; all you have to do is fill the hoppers with product, empty spent grounds and wipe down the machine a few times daily. This is a real employee time-saver over the other methods."


The foodservice business, in turn, has different concerns. When presenting to a restaurant, you might explain:

"We deliver and service on weekends so that you will not lose money and customers.

"We will give you a simple-to-use, three-burner pourover coffee brewer as a backup, just in case your automatic brewer stops functioning. This will tide you over until we service you.

"We will supply extra servers and hotplates for your wait stations, so that your staff does not have to leave their table areas;" and

"We will supply signage to let your customers know the selections of coffee, teas and other beverages you offer."

Targeting the benefits most relevant to the particular category of potential client to whom you're presenting will increase the rate at which you close sales. But, make sure your company stands out over your competition by showing your prospect why you are different. You should mention any of these services, if you provide them:

"Our insurance policy covers you for any mishaps that could occur from our equipment, products and employees.

"We provide emergency service for all of our equipment, the same day or the next morning;

"Your equipment will be cleaned monthly when we make deliveries;" and

"Your glass bowls will be exchanged monthly." Also, orders are delivered the next business day;

"We discount on multiple-case orders;

"If we do not carry a product you request, we will get it for you." Moreover,

"All of our equipment, products and services are 100% guaranteed;

"Many of our employees are bi-lingual."

Civic Involvement

You also can talk about some of the charities that you or your company supports; mention any industry awards your company has won; talk about some of the charitable work your company does for the local community; and mention some of your branded customers, which will enhance your credibility and that of your company.

Lastly, this little tool will add to your sales closings, and it is being mentioned here for the very first time to my readers. Present to your prospect a certificate of "Guaranteed Delivery," stating that if you do not deliver as promised, with the exception of weather-related delays, you will give them 25% to 50% off their current order.  You choose what % you think you can live with.  All other things being equal, this often will put your service first over the competition.

My 204-page PowerPoint CD, Office Coffee Sales Training, is still on sale for $395 and as an added bonus, my Allied Products Sales Training for your route drivers and customer service personnel. See my ad in this issue!

You can reach out to me at (516) 241-4883 or at OCSconsultant@aol.com.

» LEN RASHKIN is a pioneer of office coffee service. He founded Coffee Sip in 1968 and later merged it with Dell Coffee, of which he became president in 1991. Sales at Dell topped $7 million. He also founded the Eastern Coffee Service Association and National Beverage & Products Association. He is a speaker at trade conferences, consults on OCS sales and marketing, and is the author of two OCS training programs.