Sales Blitz Who: What: When: Why: How: Director of Operations, Area Manager, General Manager, Assistant General Manager, Catering Sales Manager, Catering Coordinators, Drivers A sales blitz event is a team of ambassadors in the local market creating awareness about products, services and catering programs. Quarterly 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. 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. 103 / 138
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 Director of Operations (DO) Area Manager (AM) General Manager/ Assistant General Manager (GM/AGM) Catering Coordinator Catering Sales Manager (CSM) Drivers Key Role 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. 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. 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-toquarter. Collaborates with AM/GM/AGM to establish trade areas for sales blitz team to target. Works with the GM/AGM with training the Buzz Squad members. 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 participate in sales blitz activities and provide insight on different trade areas to focus on during the event. 104 / 138
of Events Before the Sales Blitz Event 4-WEEKS PRIOR TO 3-WEEKS PRIOR TO 1-WEEK PRIOR TO 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. 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. 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) 105 / 138
The Day of the Sales Blitz Event DAY OF EVENT EARLY MORNING START ( AS DETERMINED BY AM) DAY OF EVENT MID- AFTERNOON RECAP DAY OF EVENT END OF DAY FINAL RECAP OF SALES BLITZ ACTIVITY 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! AM conducts conference call mid-day to re-energize team, discuss successes and obstacles and how to overcome them 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. 106 / 138
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 107 / 138