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Becoming a Selling continued are what you do for your customers before, during and after the sale.These services support your offerings and enhance the perceived value. Examples might be inventory manage- ment, part usage reports, financing services, safety training seminars,etc. I suggest youworkshop these two lists as a team and publish the results internally.Make sure everyone knows and believes in'who you are'and'what you do'.Youmay even want to prioritize this list and document the top things that clearly set you apart from the rest of your competitors. StandardizeYour Selling Process So how do we take this corporate selling mindset to the street? This has to be more than a 'value' campaign or hype. Wemustmake sure that all contacts and experienceswe have with our customers result in a perceived value—one for which they are willing to pay a premium price.This will not happen by accident. Banners, literature and websites will only create visual consistency in your marketing and image. Each and every person, in every customer interaction,must sell that value and communicate it effectively. The best way to facilitate this is with a standardized sell- ing process, or a framework to help each person who inter- actswith the customer prepare and execute the effective sell- ing of your value.We recommend a standard tool thatwe call the SELL process, which stands for START, EVALUATE, LEVERAGE and LOCK. Outside sales professionals can use this outline to pre-call plan for each call (SELL offense). Sales support can use this same outline to react better in sponta- neous selling situations and the same SELL process can be used to build a framework to prepare for objections and respond to them properly (SELL defense). Whenwe train sales professionals and sales support,we use this simple, yet profound process, to prepare, practice and perfect selling skill.Each step is studied,understood and prac- ticed. For example, every person who deals with complaints or objections fromcustomers can benefit fromintense learn- ing on how to answer objections.The team can even docu- ment proven answers and practice delivery and methodolo- gy of responding. By standardizing the tool and terminology used for selling your value every day, you can fulfill the first challenge we discussed—teach everyone to sell. Becoming a selling organization is not really complicated but it is decisive.The pieces are all there: your people, your products, your operations. It is really a matter of reconnect- ing those pieces to transform into a selling machine.Teach everyone to sell. Sell the house. Standardize your selling process. Remember the line of children's toys called Transformers? A robot,with its existing parts,could become a race car or some othermachine with a few decisivemoves. Make the three decisive moves we just discussed and make the transformation from dealer to SELLING MACHINE! u Foster continued Once those factors are determined, develop a cost model to include initial costs aswell as the operational costs,andmake a decision based on what is best for the site's conditions. Air quality has been and will continue to be a major hot Discover our family of distinctive and innovative glassware, dinnerware and metalware products for hotels, restaurants and catering—all from Libbey Foodservice. Libbey Foodservice. button in the United States and around the world.Whether concerns are under or overestimated, foodservice pollution control takes on a specialmeaning because it's not only about volatile contaminants like grease and smoke, but the most offensive and distasteful of all—odor. Thanks to scientific laboratory technology, foodservice operators and equipment suppliers have several innovative alternatives to resolve many difficult ventilation quagmires. Whether you need to purify and redirect exhaust,or recycle air back into the production area, the problemexists inmore foodservice operations than ever before. Increased popula- tion density and a desire for cleaner airwill continue to drive regulatory agencies' restrictions. As a result, we are seeing more commercial kitchens implementing some type of pol- lution control as an adjunct to traditional exhaust systems. Whatever your reasons for considering pollution control 1-800-824-1667 www.libbey.com systems, remember the reliability and effectiveness of these systems vary heavily on matching the capacity of the system with your operations current and future volume, so don't underestimate!When properly used, they provide an opera- torwith an opportunity to add or expand into great locations that were previously considered impossible due to the lack of legally exhausted grease and cooking odors. u 40 FEDA News & Views