What is our goal for today?
 Learn how to approach commercial prospects
 Identify the markets with the most immediate potential
 Learn how to develop an effective “pitch”
 Understand how to use available resources / tools
 Learn how to leverage industry information & trends
 Discover your inner Sales Professional
Today is about learning how to take your
Enagic® business to the next level of sales!
The Commercial Market
What are the BEST commercial markets?
Here are a few of the easiest…
 Restaurants
 Hospitality
 Beauty Salon / Spa
 Pets / Vets
 Gyms / Health Facilities (Yoga, wellness centers, etc…)
Our primary focus for today…Restaurants
Why start with Restaurants?
 Most uses for the water
• Food preparation / cooking
• Cleaning / disinfecting
• Drinking
 Best potential distributor / business building location
• Built in client base
• Potential water hub
• Meeting / luncheon or dinner location
Restaurants offer the BEST potential…so let’s start there!
Gerald Kostecka…
L & J’s Burgers…Short order cook…age 17
Flambeau’s Family Restaurant…Short order cook…age 17
Hungry Hunter…Pantry prep cook…age 18
Warner Springs Resort…Short order / line cook…age 19
Warner Springs Resort…Head Chef’s Asst…age 20
Application to Le Cordon Bleu Culinary Academy, S.F. CA
Life changed and so did my direction…
What Do Restaurants Really Want?
 Make & Save more money…
 Improve product (food) quality…
 Reduce risk & liability…
 Competitive edge…
 Stay in front of new trends
 Health
 Green Movement
 Help customers
Be careful of Restaurant “Landmines”
Don’t go “Whale Hunting”
• Cheesecake Factory, Chili’s, TGI Friday’s, Olive Garden, Starbuck’s, P.F.
Chang’s, Claim Jumper, Denny’s, Red Robin, Mimi’s Café, Souplantation,
etc…
• Corporate / Restaurant chains require connections and LOTS of red tape /
formalities
Stick to local, “Mom & Pop” establishments, where there are
no committees or sub-committees and the decision maker is
right there and is accessible!
Dealing with a person is much easier than a Board of Directors!
B2C & B2B Sales
Business-To-Consumer Sales
 You (Enagic Distributor) selling to an individual
 The water can do most of the work
Business-To-Business Sales
 You (Enagic Distributor) selling to another business
 YOU have to do most of the work
 YOU have to become a professional sales person!
What is the real difference between B2B & B2C?
# 1 = Expectations…You
 Professionalism
 Product knowledge
 Resources / tools
 Industry knowledge / understanding
 Your overall ability
Commercial Sales = A Sales Professional
What is the real difference between B2B & B2C?
# 2 = Expectations…Product
 Make money
 Save money
 Reduce risk / liability
 Improve product / service
 Benefit customers / clients
Can it HELP make their business better?
The “Multi-Role” Distributor
Necessary in Our B2B Sales
 Be salesperson…
 Be delivery person…
 Be installer…
 Be product & technical support…
 Be trainer…
YOU are their link to successful integration!
Something very important to consider…
In a weak economy restaurants are
one of the FIRST to see a decline in
business, which means right now
they really NEED an edge…
…and YOU have it for them!!
The Best Approach
Front Door vs. Back Door…
Front Door (Cold Call)
 You are just another Sales person
 You are competing with every other vendor
Back Door (Warm / Hot Call)
 Personal interest
 Established relationship
 More than just a sales person
What’s the BEST table in a Restaurant?
Is it…
 The one with the best view?
 Furthest from the restrooms?
 The secluded one in the corner?
 The one closest to the server station?
 ?????????
The BEST table is the one no one else sees…
Located IN the kitchen…it is the best table and the best
example of “back door” access to a restaurant!
Start at the restaurants YOU go to…
This is considered a Warm / Hot Prospect
 You know employees or even the owner…
 You know their menu / food…
 You were a customer FIRST…
 You have a vested interest in their success…
In sales, these things give you “back door” access!
Get To Know The Industry
Sales Professionals Know Their Market
THIS training is your START…not your finish!
 Have you or someone you know ever worked in this
industry?
 The Food Service Industry is MAJOR!!
 Discover the industry regulators / oversight
 Television…
 Websites…
 Magazines…
Sales Professionals Know Their Market
Have you or someone you know…
 Call on that experience
 Someone else…contact them
 Ask questions
 Get insight
 Ask for advice
 Ask for referrals
Sales Professionals Know Their Market
Food service is a MAJOR industry…
 Over 1,000,000 restaurants in the USA
 Employs nearly 13 million people
 Generates over $1 BILLION in sales…DAILY!!!
 The overall economic impact of the restaurant industry is
expected to exceed $1.7 TRILLION annually
This is a BIG industry!!
Sales Professionals Know Their Market
Industry regulators / oversight
 NSF – National Sanitation Foundation
 ANSI – American National Standards Institute
 FDA – Food & Drug Administration
 EPA – Environmental Protection Agency
 Local Health Department
Sales Professionals Know Their Market
 Television – Whole networks devoted to food
 Websites
 www.restaurant.org - National Restaurant Association
 www.restaurantnewsresource.com – Restaurant News Resource
 www.technomic.com – Technomic Food Industry Consultants
 Magazines
 Restaurant Magazine
 www.restaurant-magazines.com
Leveraging Information
What does this really mean?
Gathering information to enhance your position
 Trends…
 Recent direct industry news…
 Recent indirect industry news…
 Other successful restaurants…
 ANYTHING pertinent to the industry!
When used correctly, knowledge creates an advantage!
An Example…
Gather Information
Determine Pertinence
Develop Explanation
Create Desired Reaction
An Example…
For the sake of this example I conducted a search
on Yahoo.com for
“restaurant food poisoning death”
An Example…
Gather Information
Woman dies of complications from Salmonella poisoning
after eating at restaurant.
Husband filing lawsuit.
Multiple lawsuits from THE SAME outbreak.
56 people were sickened.
The U.S. Centers for Disease Control and Prevention (CDC) estimates indicate that 1 in 6 people in the
U.S. is sickened by contaminated food annually, with foodborne illness blamed for approximately 3,000
deaths every year. Salmonella infection is the most prevalent foodborne illness in the U.S.; in 2010,
Salmonella poisoning resulted in 2,300 hospitalizations and 29 deaths.
An Example…
Determine Pertinence
Could happen to any restaurant.
Would destroy restaurant’s reputation.
Liability puts restaurants at great risk.
Lawsuits are for negligence.
An outbreak could easily put a restaurant out of business!
An Example…
Develop Explanation
Articles reported cause as tainted chile relleno and possible
cross contamination.
Cleaning fresh produce, such as chiles used in the chile
relleno, with 2.5 pH water potentially kills salmonella.
Sanitizing food prep areas using 2.5 pH water potentially kills
salmonella.
Taking these measures would greatly reduce the liability of
the restaurant.
An Example…
Create Desired Reaction
Based on the information presented, any reasonable person
would be able to conclude that this outbreak could have been
avoided and that having and using 2.5 pH water in this
restaurant’s kitchen could have…
 Saved the restaurant’s reputation
 Saved the owner money
 Saved the customers from pain and suffering
 and maybe saved one lady’s life.
Developing Your “Pitch”
Pitch or Presentation…Understanding the Difference
Presentation: Canned Approach (Novice, beginner)
Flip Chart…
Memorized 1-2-3-4-5-6-7…“I really don’t know what I’m doing!”
Pitch: Customized Approach (Expert, professional)
Pitch Book…
Your personal experience…
Restaurant type…what you see around you…
Latest industry trends / news…
The person you are taking to…“You don’t stand a chance against me!”
Your personal experience…
 Relate to them through your experience
 Talk about what impressed you most about the water…but
that also pertains to them!
•
Better tasting food…
•
The amazing cleaning power…
•
Delicious & nutritious alkaline drinking water…
•
The cherry tomatoes…
 Make sure you have used the waters in the kitchen
Restaurant type…what you see around you…
 Pay attention to your surroundings
 Look for things like…
•
Salad bar… (11.5 pH & 2.5 pH water for use with produce)
•
Menu items featuring “Healthy” choices…
•
Bottled waters for sale…
•
“Signature” water based menu items or specialty beverages…
(soups, salsa, guacamole, raspberry lemonade, etc…)
The things that will help you identify what will land the
sale are sitting all around you…just pay attention!
Latest industry trends or news…
 Professional sales people know their market!
 Do research and stay on top of the latest
•
Industry websites…
•
Industry, National & Local news…recalls, outbreaks, etc…
•
Trends that are in line with our product…
•
Other top restaurants that are using the technology…
If you want them to take an interest in you…
…take an interest in them, their industry and market!
Find out about the person in charge…
 Take time to check out the restaurant
 Learn about the person you will be talking to
•
Married / single…
•
Kids / no kids…
•
Health issues…
•
Family life…
The more you know about your prospect
the easier it is to develop a pitch that will influence them!
Creating & Using
A “Pitch Book”
Pitch Book…How to use one effectively…
 This is your reference library / support materials
 You should know the contents
•
What is in it…
•
Why is it important…
•
What parts should I use…
•
When should I use them…
A sales professional will use the contents of a pitch
book to create a customized presentation for every prospect!
Ready-To-Use or make your own?
 Make your own
•
Do lots of research
•
Compile and prepare information
•
Buy components (folder, sleeves, etc)
•
Print pages / documentation
•
Assemble everything together
 Ready-To-Use
•
Restaurant & Hospitality Presentation Folder
•
Restaurant brochures / DVD’s
Restaurant & Hospitality Presentation Folder
 How-To-Guide
 Certifications
 Industry Impact & Trend Indicators
 Featured Restaurants (Examples of Restaurant implementation)
 Culinary Concepts (Examples of Chef experience)
 Beverage Industry Info
 Laboratory Test Results
 Benefits of Alkaline & Acidic Waters
Restaurant & Hospitality Presentation Folder
How-To-Guide
 8-Pages of info
 Explains each piece of the folder
•
Why it is important
•
How to use effectively use the information
•
How it pertains to the restaurant industry
•
The most important things that YOU should know
Restaurant & Hospitality Presentation Folder
Certifications
 ISO Certifications
• ISO 9001, ISO 14001 & ISO 13485
 DSA Certification
 WQA Gold Seal Certifications
• NSF/ANSI 372: Evaluation of Lead Content in Drinking Water Products, Materials, and Components
• * NSF/ANSI 42: Drinking Water Treatment Units, Aesthetic Effects
• * CSA B483.1: Certified Drinking Water Treatment Unit
Enagic – Manufacturing Excellence
Enagic is an ISO Certified Manufacturer
ISO (International Organization for Standardization)
World’s largest & most respected
International Manufacturing Standards.
developer
of
ISO is used in 162 different countries by only the best
manufacturing companies!
ISO 9001 - Certification for QUALITY Compliance
ISO 14001 - Certification for ENVIRONMENTAL Compliance
ISO 13485 - Certification for MEDICAL DEVICE Compliance
Member of the Direct Selling Association (DSA)
The DSA is the national trade association of
the leading firms that manufacture and
distribute goods and services sold directly
to consumers.
The cornerstone of the Association's
commitment to ethical business practices
and consumer service is its Code of Ethics.
Upon acceptance, every member company
pledges to abide by the Code's standards
and procedures as a condition of admission
and continuing membership in the
Association.
WQA
Gold Seal
Certification
Enagic is the ONLY
ionizer manufacturer
in the world with these
coveted certifications!
Certifications & the Competition…
Like in many other areas, the competition manipulates how
they promote their certifications to consumers…
 Life Ionizers:
• NSF/ANSI 372: Actually has nothing to do with the QUALITY of the water produced
• ISO 9001: Certification held by the manufacturing company, NOT by Life Ionizers
 Chanson USA:
• Member WQA: Actual “Member” is Chanson Water Co., Ltd. in Taiwan NOT Chanson USA
 Jupiter / IonWays:
• ISO 9001: Certification held by the manufacturing company, NOT Jupiter or IonWays
An example from the Life Ionizer website…
The picture and info to the left appear on the Life Ionizer
website on a page entitled “Certifications”:
“NSF – The EPA strongly recommends that any filters used to
filter city municipal water sources be NSF certified to ensure
the highest quality. NSF International, The Public Health and
Safety Company™, is a not-for-profit, non-governmental
organization, and is the world leader in standards development,
product certification, education, and risk-management for
public.”
An example from the Life Ionizer website…
These are the actual products listed as NSF Certified:
The LIFE IONIZERS website speaks highly of NSF and even lists products
that are NSF Certified, through the manufacturer NOT Life Ionizers,
yet NONE of the products listed are actually ionizers!
An example from the Life Ionizer website…
The NSF Certification they do have for their ionizers:
NSF/ANSI 372
Actually has nothing to do with the QUALITY of the water produced
It is for lead content of the machine itself…that is all!
Wouldn’t you think that since they promote
NSF
so heavily that it would have more bearing on the
Ionizers
offered by LIFE IONIZERS????
Most consumers do…exactly what Life wanted!
Restaurant & Hospitality Presentation Folder
Industry Impact & Trend Indicators
 Articles regarding alkaline & acidic water
 Industry awards regarding alkaline and acidic water
 Food critic review regarding alkaline water
 Food borne illness outbreak / recall article
 2012 Technomic restaurant trends
Restaurant & Hospitality Presentation Folder
Featured Restaurants
 Restaurant Spotlight
• Highlights restaurant diversity
• Shows successful integration of the technology
 Culinary Concepts
• Chef’s perspective
• Shows practical application
• Shows successful usage by current industry professionals
Restaurant & Hospitality Presentation Folder
Beverage Industry Info
 Cost analysis
 Specific product reviews
 Beverage comparison chart
 31 different beverages tested
• pH
• ORP
Restaurant & Hospitality Presentation Folder
Laboratory Test Results
 EPA Certification Lab
 Most pertinent bacteria tested
• Staph
• E-coli
• Salmonella
• MSRA
• CRKP
Restaurant & Hospitality Presentation Folder
Benefits of Alkaline & Acidic Waters
 Enagic® approved claims
 Best promoted as benefit for owner / employess
 This is important, but…
 For greatest impact show The Advantages of Using
Electrolytic Water
 For product info show Enagic® SD501 or Super 501
brochure
Restaurant & Hospitality Presentation Folder
 Use this tool to create your own presentation
 Add to it when you find interesting information
 Everything you need to close a sale to a restaurant is in the
folder…you just have to figure out how to present it.
Closing The Sale
The Decision Maker
IMPORTANT
 Are you talking to the right person
 Is there anyone else involved in the decision making
 Get the answers to these questions ASAP
You know the decision makers time is valuable, but so is
yours…do not waste time talking to the wrong person or
chasing a sale that will not happen…know when to stop!
Determining Right Products
Which products do they need?
 SD501 or the Super501?
 More than 1?
 Pre-Filters?
 Bottles?
 Brochures, DVD’s, etc?
Purchase / Financing Options
Go through them in order…
1. Cash
2. Credit Card
3. * Enagic® recommended lease
4. Outside financing
5. Enagic® in-house financing
Necessary Paperwork
Be prepared with the correct forms…
 Order form
 Return policy
 W-9 for distributors
 ECS forms (personal & biz)
 Lease forms
 Several copies of each
* Enagic® Recommended Lease Program
Dominion Lending Centers
Information available at
www.enagic.com.
Click on “Distributors”
Login: Rep ID
Password: enagic2010
Bottom left
“Commercial Lease”
Once The Sale Is Closed
Now YOUR Work REALLY Starts!
 Ensure a smooth order process
 Pick-up & deliver machine
 Help install
 Basic machine use training
 Basic water use training
 Support, support, support!
Marketing Recommendations
Enagic®
Product Brochures
Ride The Wave
Second Edition
Over 50
new pages of info!
Including Competition
&
Commercial Markets
Watch for Special Offers!
New Distributor Tool
Restaurant & Hospitality
Presentation Folder
(45+ pages, including an 8 page How-To-Guide)
The HOTTEST
Resource for
Approaching
Restaurants!
Watch For Special Offers!
If you have a specific question
gerald@powerfulh2o.com