november2024 - 8

OCS UPDATE
Elevate your sales
The executive summary, combined with
reliable industry training and an AI-driven
business-development solution, gives
operators more tools than ever to
follow up effectively and
close more deals.
success rate
By Bob Tullio
Who is Danny/Shutterstock
IN OUR SEPTEMBER/OCTOBER ISSUE, I WROTE
about two fundamental scenarios about sales follow-up.
The ability to execute effective follow-up strategies is
often the difference maker - the key defining characteristic
of an elite sales professional.
How do you teach effective follow-up strategies to
your sales reps? What can help them optimize follow-up
performance? I have the answers. First, I want to point to
a specific strategy - something that has always worked
for me and for the sales professionals that I have mentored
over the years. I call it " the executive summary, " and
here is how you can put this powerful tool to work.
THE GAME PLAN
Following any initial sales presentation - virtual or inperson
- an account executive should send an email that
details what happened at the meeting. For our example,
suppose the meeting occurred on Wednesday the 10th,
and a follow-up meeting is scheduled for the 17th, one
week later. Important to note - scheduling the follow-up
meeting before leaving the initial sales meeting is critical.
At the very least, that follow-up meeting date and time
should be " penciled in. "
On Thursday morning, less than 24 hours after the
initial meeting, the executive summary - an email to the
prospect - comes into play. Here is an example.
8 Automatic Merchandiser * November 2024
Subject: Executive Summary - A customized
refreshment program for A1 Distributing from ABC
Refreshment
Hi Jane, I truly appreciated the opportunity to
meet with you and your team yesterday to explore how
ABC Refreshment will provide A1 Distributing with a
dramatic improvement in your workplace refreshment
program.
Here's a recap of our meeting. You and your team
identified your objectives clearly:
* " We are looking for a provider who will offer a greater
variety of products for our pantry service program. "
* " On the OCS side, we want to see products that will
keep our people from walking down the street to the
local bean store for specialty coffee drinks. "
* " We need a reliable drinking water solution that will
eliminate our dependency on 16oz plastic bottles. "
* " We need to control our costs and want to see a more
consistent spending level from month to month. "
I was thrilled to see that you and your team were
openly pleased by the four-point plan that I presented to
accomplish your objectives.
* Without having to involve your facilities team, we will
add a regular rotation of exciting new products each
week, which will be drawn from our vast inventory of

november2024

Table of Contents for the Digital Edition of november2024

Editor's Note – Online learning, live and on-demand
Industry News
Elevate your sales success rate
Success Story – Be Better, Be Different
2024 Pros to Know Winners
Preventing micro market theft with technology
Capturing recurring revenue in OCS and micro markets
Product Focus – RTD Beverages
Social Hubs
november2024 - CoverTip1
november2024 - CoverTip2
november2024 - 1
november2024 - 2
november2024 - 3
november2024 - 4
november2024 - Editor's Note – Online learning, live and on-demand
november2024 - Industry News
november2024 - 7
november2024 - Elevate your sales success rate
november2024 - 9
november2024 - 10
november2024 - 11
november2024 - Success Story – Be Better, Be Different
november2024 - 13
november2024 - 14
november2024 - 15
november2024 - 16
november2024 - 17
november2024 - 2024 Pros to Know Winners
november2024 - 19
november2024 - 20
november2024 - 21
november2024 - 22
november2024 - 23
november2024 - 24
november2024 - 25
november2024 - 26
november2024 - 27
november2024 - 28
november2024 - 29
november2024 - 30
november2024 - 31
november2024 - Preventing micro market theft with technology
november2024 - 33
november2024 - 34
november2024 - 35
november2024 - Capturing recurring revenue in OCS and micro markets
november2024 - 37
november2024 - 38
november2024 - 39
november2024 - Product Focus – RTD Beverages
november2024 - 41
november2024 - Social Hubs
november2024 - 43
november2024 - 44
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https://www.nxtbook.com/endeavor/automaticmerchandiser/september2020
https://www.nxtbook.com/endeavor/automaticmerchandiser/august2020
https://www.nxtbook.com/endeavor/automaticmerchandiser/junejuly2020
https://www.nxtbook.com/endeavor/automaticmerchandiser/april2020
https://www.nxtbook.com/endeavor/automaticmerchandiser/Automatic_Merchandiser_February-March_2020
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