Spectrum Training Solutions -- Let's Do Lunch: Meal Protocol

Welcome to the June 2001 edition of Spectrum’s E-Newsletter.

“Let’s do lunch.” We all know what that means! Usually it’s nothing more than an expression of intent. However, actually following through on your noble statement of sincerity can produce an excellent return. To maximize your ROT (return on time-equity) consider the following meal protocols. The three meals of the day offer an excellent opportunity to extend your limited selling hours and increase your productivity.

To that end, I offer you the following guidelines on meal protocol and how to maximize your meal time with clients or potential clients:

Breakfast: A great way to begin the day with a potential or existing customer. Breakfast is quick, it’s cheap and it provides excellent one-on-one time with your customer. It offers a more relaxed venue than the office and may inspire the customer to share some valuable information. Meet at 6:30 or 7 am at a spot conveniently located to their office. The dialogue should be 90% business and 10% social. You are there to sell the customer and through open conversation, discover how to earn their business. Your agenda is, “I want your business, how do I go about earning it?” Don’t be afraid to express your intentions. Give it a try – it works well.

Lunch: The primary objective of lunch is to thank the customer for their business. Personally, I will not do lunch with a customer until we have had an opportunity to do business together. Lunch can sometimes be seen as an attempt to buy their business. During lunch the dialogue should be 40% business and 60% social. “Thank you for your business. I want to continue our relationship by exploring other opportunities.” The 60% social part is to humanize the relationship by learning about some of their hobbies and interests.

Dinner: A great way to truly get to know your customer and show your appreciation. The dialogue should be 10% business and 90% social. The 10% business is simply to acknowledge their importance as a customer and say thank you. At some point during dinner you need to make this statement, “The purpose of tonight is to say thank you for your patronage and I look forward to a continued relationship.” However you say it, be sure you are clearly expressing your gratitude and appreciation for their business. Leave it to that and enjoy the evening. If the customer wants to talk shop, go with it – it’s their evening. You might want to pre-plan some social topics to safeguard against extended periods of silence. Also, I suggest you make dinner a foursome – include spouses or significant others. Suggest to your spouse beforehand that dinner may end up focusing on business issues depending on the customer’s preferences. Remember, the “bag of money” rules!

In summary I offer you this - in terms of conversation remember:

• Breakfast is 90% business and 10% social
• Lunch is a thank you with a mix of 40% business and 60% social
• Dinner is also a thank you with a mix of 10% business and 90% social