Sogno Toscano

 

 

Welcome to another training segment from Sogno Toscano

 

The following presentation is the result of a year's worth of application and actual testing in the marketplace. The word phrases are tested and proven to be highly effective in holding our customers attention and demonstrating our uniqueness. In this training you will see the psychology behind the phrasing and the reason for repeating certain phrases precisely as they are.

If you are reading this material it is because you're looking to achieve a successful and profitable relationship with Sogno Toscano. My goal is to diminish the learning curve and increase your individual potential for income.

It's true that everyone is required to memorize certain words and phrases and take ownership of this content. It's also true that each individual needs to maintain his own personality, skills and passion. The memorization of a sales presentation does not sidestep the talent and personal skills that you bring to the table.

 

Let's get started with a close examination of this presentation and the psychology that makes it work.

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Current basic event /kiosk Sogno Toscano Olive Oil Presentation

 

The Attraction Stage:

 

The first step in the process is simply a matter of attracting potential customers to our product. This first impression needs to be warm and friendly and I emphasize that we must be at all times sincere. Think of it in the same way as you would greet a friend. If your first impression creates the image of just another salesman fewer people will be willing to stop and listen.

When prospects approach the kiosk or a booth at an event the attraction stage has been accomplished.

 

Example:

 

“Hello - how are you today?”

The initial greeting is a variable depending on the circumstance. When working at a kiosk is generally necessary to catch people's attention as they passed by. This can be a little bit tricky based on the reality that we want to be effective while remaining professional at all times. A warm genuine smile goes a long way. Not everyone will be willing to return a comment or even acknowledge you. That's perfectly okay because we know that there will only be a certain percentage of people who are going to have an interest in our products. Whatever we do we always want to make a good impression. It is not uncommon to have customers who will approach because they are either curious or specifically interested in our products.

 

"You want to try this - it is very unique." The key in this phrase is in always taking a positive position. If you ask people if they would like it tastes or to try a sample you are opening yourself up for an instant no. This is where we establish our own passion and belief in our product. There's a big difference between being timid in asking if someone wants to try a sample and being positive in wanting to share something that you know is good. Even your body language and facial expression can make a major difference. Be positive and sure of yourself and you will increase your effectiveness.

 

(The customer takes a sample)

 

The part where the customer takes the sample is an absolutely critical part of this process. When the sample hits the customer's lips it is vital that you offer these specific words.

“Think lemon meringue pie!” These words represent specific directions for the customer. You are literally telling them what to think. The responses we have received with this phrase have been incredibly positive and truly amazing. When presented correctly over 90% of those who try the sample are genuinely surprised and impressed. We want their first experience to carry the message that what we have is different and represents exceptional quality.

When people sample olive oil they're not expecting such a dynamic experience. The whole idea that olive oil and the balsamic glaze could taste like lemon meringue pie catches everyone by surprise. Now we have their curiosity engaged. At this point they want to know more. This is what makes our presentation so different from all the others. We’re not just pushing information, we’re satisfying their curiosity with our presentation.

Caution! The worst thing you can do at this point is to ask what the customer thinks or if they think it tastes like lemon meringue pie. Experience tells us that customers are likely to ramble on about their impression of the sample. When that happens we miss our objective completely. When the sample is done correctly we can now slide in to a phrase that is absolutely critical in setting the tone for the presentation.

Now that we have made a good first impression and established that what we have is in fact different we are ready for what I call the challenge.

 

The Challenge Statement:

 

The tendency of most salespeople in kiosks or at events is to simply spew information on customers hoping that something will stick. The objective in our presentation is to completely change the dynamics from pushing information to providing information that the customer has shown an interest in receiving. The challenge statement is the perfect method of bringing the customer forward to want to hear what you have to say. I actually start out by telling the customer that “I would like to make a very bold statement.” Then I proceed to make the following statement

"What we do with our olive oil is completely unique in the industry." The next comment I offer is “you probably want me to back that statement up don't you.” I have now effectively captured the customer’s attention and they want to listen to me to see if I can back up my statement. Now instead of pushing information I am providing information with the permission of the customer. The customer is no longer looking for a way to escape. The customer is listening closely to see what it is that makes us so different. The truth is that we are different and we have dramatically improved our chances of sending the customer away with our product in their hands.

 

Confirmation:

 

In the next step our objective is to confirm that we have achieved the same quality and depth of flavor in all of our products. By this time the customer is receiving valuable evidence proving that what we do is truly different.

 

(Hold up bottle of lemon olive oil).

 

Instead of soaking lemons in oil and calling it infused, we actually press the lemons with the olives during the time of harvest on our family farm in Tuscany. (Point to the map) All of our flavors are done in the same fashion. That's what accounts for such a bold concentrated flavor.

 

(Hold up bottle of garlic olive oil).

 

“This is 10,000 garlic cloves roasted and pressed with the olives.” (Offer the customer the opportunity to smell the garlic olive oil)

“We have over 3000 executive chefs representing four and five-star restaurants and they are very picky. These flavors are so rich and authentic that they will out last four or five bottles of conventionally infused oils.”

 

(Hold up bottle of basil olive oil).

 

“Do you like basil? This is our fresh basil pressed in the same manner. We are just now introducing these products after three generations of serving commercial businesses exclusively.” (Offer the customer the opportunity to smell the basil olive oil)

When holding up each flavor during this part of the presentation it is important that we keep our comments laser like and efficient. All too often I hear salespeople rambling on and losing the impact of the point we are making. We are making the very specific point that these flavors are dynamic, they are different and the value is much greater than what they will find in the grocery store.

 

Tasting the difference:

 

This part of the process can be a tricky transition. The tendency here is to ask the customer if they would like to taste some of our flavor profiles. The reality is that they have not yet gathered enough information to hang in there for the rest of the demonstration. The easiest and most effective way to transition is to simply maintain the flow and automatically proceed to show how these flavor profiles can be used in everyday flavor rich recipes.

Again we keep this very simple.

“I'll show you how these work with our recipes.” (This is where you point out the recipe for the Angel hair pasta with shrimp). This is the garlic and white truffle which is great with pasta dishes, stir-fry, and a great starter for most any meal.

(Get the piece of bread in the garlic and truffle olive oil mixture and hand the sample to the customer to taste).

During this part of the presentation we use the disposable gloves, we prepare the sample and handed to the customer with a napkin. We can confirm while they taste this sample that this flavor profile would really be awesome on pasta or as a starter for their stir-fry.

Point out the recipe card for the Caprese while dipping a piece of bread in the garden package mixture of basil, a little bit of garlic, and a touch of lemon. Scoop a small amount of balsamic glaze on the same piece of bread and hand to the customer. The process of preparing the samples for the customer is vital in this part of this process. We have to control the ratio of the oil and the balsamic glaze. If we allow the customer to do this on their own they are not likely to get the correct proportions and experience the flavor profile at its best.

 “We use this mixture and flavor combination for our Caprese, bruschetta, salads, and white fish.”

(Point out the recipe card for the glazed salmon while dipping a piece of bread in the Spicy Italian Marinade package mixture of equal parts garlic, basil, fennel and a touch of pepper. Scoop a small amount of balsamic glaze on the same piece of bread and hand to the customer). “We use this mixture for the glazed salmon, as well as a variety of meats and vegetable dishes.”

 

Price versus Value:

 

Caution: The way you answer the price question can make or break the whole process. It's risky to answer the price question by offering specific prices prior to establishing real value. My answer, when customers ask me for the price. Is honest and still leaves the door open to establish value. I simply tell them that the prices will vary according to what they are looking at and the good news is that we have grocery store prices.

“Our prices are literally comparable to grocery store prices. If we were selling through the normal chain of distribution they would have to be sold for $45 to $50 a bottle to cover all the costs. Because we are family direct we can offer a far better value. We are currently making these flavors available for $21 for the first bottle and $18 for each bottle thereafter. Our packages offer the overall best values. Our spicy Italian package is the most popular. Based on our regular retail of $36 a bottle it would normally cost you as much as $80 for two bottles. We are now making this package available for $89 for all five bottles including the $36 bottle of balsamic glaze. We are making all six of these Meals in Minutes recipes available with the purchase of any of our packages.”

This presentation is proven to work very effectively. Those who learn this presentation and present it with passion and conviction are the very people that are our highest producers. It is my intention to decrease the learning curve and increase individual incomes. All salespeople are required to follow the system. The system is not designed to overlook the individual skills that you may bring to the process. In fact, this presentation will enhance the integrity, passion and skill that each individual brings to the task.

 

I recommend that you spend time rereading the process and listening to the audio CD that is available. The more you learn the more you earn. The products and the opportunity are real and we are looking for those who can join us in the vision that we have for an amazing future. There will be ample opportunity for those who want to grow with the company and be well rewarded in the process

 

Anyone having specific questions is welcome to contact me. We are looking forward to a banner year and it is our goal to help each individual grow with the company.

Thank you for your time and effort.

 

Eat Well Live Well

Chef Skip McNutt

National Events Coordinator