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so now I need to build on the rapport and interest I've established as I qualified this customer without the groundwork for my call and work with them to uncover needs and explore the consequences and impact of the circumstances that create these needs remember that telling is not selling asking is you build rapport to disarm the customer and get them comfortable so they'll open up you pique their interest as you ask questions and carefully listen to their responses remember your goal is to ask the right questions and let them do the talking and always always take notes and you can refer to these during your presentation when handling any objections that come up and when closing for the final decision and take responsibility for your understanding of your customer it's called the concept of burden if they don't understand something it's because you have not provided enough information or help them discover a different perspective notice that I said you need to ask the right questions there are four objectives your questions should attempt to achieve these are discover the prospects hot-button or dominant buying motive establish the purchase criteria or specifications agree on a time frame for completion of negotiations and gain agreement on the problems before making the presentation there's another key point to consider that can undermine all your efforts if you don't ask early in this phase you must confirm that the person you're meeting with has the authority to make the final decision and you must make sure that all parties are present who will be a part of making the final buying decision before proceeding this is the ideal scenario but in most business-to-business situations you will often be selling to influencers this will require multiple meetings and presentations now in all phases of every call I must take responsibility for assuring the understanding of my prospect anything they don't fully understand is not their fault but mine so let's get started with our needs discovery phase okay I'm reading the prospects environment I'm looking around for further clues about how the owner Michael Dubois runs his business here I'm looking for things like pictures on the wall publications personal touches in other words I'm looking for anything I can use to continue to build rapport like the pictures on the wall boys sports teams well thanks again for taking the time to meet with me Michael you know I I can't help but notice the pictures of the boys baseball and soccer teams on the wall well as I said I believe a business has a responsibility of the community and besides I'm a huge supporter of sports for kids my support is much appreciated I'm sure in fact I believe that the benefits that my company has to offer you will help free up both time and revenue for you to invest in that support well more revenue and more free time would certainly be nice now Michael in order to make sure that I don't miss any opportunities to help you build that time and revenue I'm going to ask you some questions if you feel asked you something that's too confidential just let me know and I'll move on seems fair doesn't it I'll let you know okay well I need to ask you these questions in order to determine your specific needs to help you discover the best solution that we have to help those needs now if you feel that I offered you a viable affordable quality solution are you prepared to make a buying decision today well if you can offer an affordable solution like Tom over the bistro I'm definitely interested perhaps what I hear today I can be persuaded to make a decision today well that's good to hear Michael now if you feel that the solution that I present to you is a perfect fit for you here at Java and James who other than yourself would be involved in making that decision oh just me Jennifer I'll make that decision okay well like I said before Michael this should only take about 15 minutes should you have any further questions or interests I'm prepared to continue with my presentation so just let me know how I do it on time that seems fair doesn't it seems fair to me Jennifer okay well Michael have you ever heard about catering effects well I have heard the name but I assumed you were a catering company you know for parties and maybe corporate events that sort of thing well we were formed by three companies who specialized in supplying food items and equipment to the food service industry now initially our clients were those associated with those three companies well then we started to find out how much potential business was lost in the open bid process and many of our customers grew tired and frustrated in dealing with it now I can relate to that I'll sometimes I'll settle rather than looking at possible price breaks just because the bid process can be a pain time can see me well it's because of experiences like yours that we decide to look for ways around those those price breaks and secure those price breaks for customers we also wanted to offer a streamline targeted delivery schedules that not only cut down on traffic but we're fuel efficient and provided optimum delivery times for our customer well you mentioned streamline delivery schedules heavy delivery days they can hurt my business and they tend to happen on heavy traffic days too if there's some way to address that I'd be a lot less stressed I'm sure well I know we can help you there Michael our best clients are customers who experience multi bed multi vendor processes and experience the headaches associated with multiple deliveries during the week well so far you describe me to a tee so how many vendors do you currently deal with well let me think there's produce dairy eggs staple goods coffee and beverage paper goods let me get my projection sheet okay well it definitely seems like there's more there's actually 13 can I take a look at that sure okay why do you need to see that well my guess is that many of your vendors actually already work with us oh okay so do you see any no the only one I don't recognize is egg Southwest so can you tell me a little bit about them Wow well they're located in the valley I've dealt with them not only here but at my last job in the university food service they're a mom-and-pop type company they supply both the State University and the community hospital great people really great service well service can't make the difference so counting all 13 vendors how many days per week do you receive deliveries I guess every day we get at least five deliveries dairy and produce their daily CFS and Reiko they come twice a week east coast foods two now Mondays Wednesdays and Fridays are a heaviest delivery days I guess as many as all 13 of our vendors can show up on a Wednesday okay I see that you mentioned raikou you know they're actually one of our founding companies we order a lot of their staple goods when we first opened here a lot of our original kitchen equipment came from then any problem with delivery on Wednesdays I think they've been late a couple times other than that when we first opened some pantry items were backordered but nothing that really cause any serious problems so what do you think of the quality that they offer well their equipment is very good they offer a good variety of food products now variety is becoming more important as our business grows because our menus expanding as well now Reiko offers a great deal more specialty food items than we currently currently need but that is subject to change so I take it that you're expanding your menu to include new items oh yes we're right now we're trying new menu specials as well just to test them out one of my ideas is to mix a variety of ethnic foods now a lot of our musical acts mix musical genres and I want a menu that reflects that blending of cultures now for example we could offer a Jamaican entree with an Italian side dish that sounds unique Michel so how do you see the expanded menu effect you're affecting your ordering process in vender bids well the more items we need the more time we spent checking availability and potential new vendors and like I said I don't always have time to check into that as much as I should now if I introduce a food product whose Prabhas quality is compromised it's like shooting myself in the foot right so in order to get the best prices the best quality items and the best delivery schedules that's requiring more time as your business grows and that's time you're already short on is that a fair statement well I don't know if it's fair but it's accurate so are there any other areas of your business where expansion may call for additional purchases well didn't you mention seeing a show here well currently we're in the planning stages opening a new music venue upstairs that we require additional seating lighting carpeting or flooring of some kind sound issues so Jennifer do you know anybody can help us out there well actually Michael in addition to handling bids for food items we process equipment furniture lighting glassware and paper goods in addition to handling are dealing with raikou we're currently contracted with more than 40 vendors here in the city and although it's just growing and a vendor that you work with is not currently contracted with us we're prepared to work with them so that your service is not disrupted in any way so are you happy with all of your current vendors well quality is fine for all my vendors as far as I know there are some pricing concerns especially with produce and dairy that market can change so quickly now you would indicate OUTFRONT deliveries can really interfere with customer parking and traffic how often does that occur well there are some delivery issues every week especially on Mondays Wednesdays and Fridays if my vendors get here before 8 o'clock in the morning but they run smoothly but that doesn't always happen it's especially unrealistic to think that all 13 of my vendors can be here by that time but hey I can drink well do you ever have to make adjustments in ordering because you anticipate problems with shortages or late deliveries oh yes it pays to play it safe but that ordering strategy does not always work when it comes to perishables if I can get a good price on staple goods that have a healthy shelf-life then all of our extra before the bids change again so Michael in addition to delivery traffic and timing concerns processing bid and ordering and getting him the best price break on a consistent basis what else concerns you as far as a relationship with your vendors availability in the time of crisis I guess sometimes we'll run out of a specific menu item and if we can't get in touch with a vendor right away we have to run to the store pay an arm and a leg for it and that will cut in a cut that's a profit significantly let me tell you about something that happened last week during our lunch rush we ran out of roast beef we want to use turkey as a substitute but the product we'd received it was spoiled we tried to call the vendor and we kept getting a busy signal we had to run to the deli pay full price for the turkey just to get us through the day then one of our industrial toasters that we for sandwich breads went dead and again we couldn't get in touch with a vendor we lost revenue from customers that wanted our sandwich specials the whole thing was a nightmare so what if someone could offer a solution to address or even prevent something like that from happening what would that look like when I call a vendor to fix piece of equipment I expect them to show up on time guarantee their work and fix it the first time if not I shouldn't have to pay just like if product quality is compromised it should be replaced with that any extra charges