Today, we pick up where we left off in Episode 30. On that episode, we covered the benefits of using a lunch & learn to create new leads and how to prepare for one. On today’s episode, we talk about the best way to execute your lunch & learn, from crafting an ideal agenda to the best tips for leaving a good impression.
The agenda for each lunch & learn needs to be tailored to the potential customer. That means researching them ahead of time, figuring out their potential needs, what pain points they might have, and what might motivate them to make a change in security providers. Spend the first five minutes or so focused on creating credibility by sharing your experience with their industry and discussing the problems you know they face.
“Explain, ‘hey, we’ve done this before. We know exactly where you’re at, we’ve been successful with our past customers’,” says Johnny.
By establishing that you understand their needs from the beginning, you have much more credibility when you shift into discussing your own company and capabilities.
A quick overview video can be a great way to make this transition. A good video can lay out the quick highlights of your solution for their specific vertical, addressing any potential questions right from the start. By scripting and shooting quality videos, you make sure each customer hears your best pitch every time.
From there, get a little more customer specific, hitting the finer points of how you’ll deliver their desired outcome. Ideally, have specific numbers that quantify the results you’ll deliver. Bringing in written reports with those numbers to pass around can be a great way to leave them with a reminder of what you can deliver.
Finally, end with some stories of what their day-to-day will look like with your service. Compare and contrast your solution to your competitors, and share success stories with similar customers.