tom feltenstein – erle dardick

Hey there:

Just came off a whirlwind road trip! Like a boxer training for his next fight, road work is important for a growing business venture.

I’d like to tell you it’s easy, but that would not be the truth. Its tough. Mentally and Physically. It’s tough on your family.

For those of you that travel for work and have families, I am sure you will agree. Especially if your business has a quick pace to it. Well, as it grows, it gets faster. At least, that’s how it’s going for MonkeyMedia Software.

Our team is fighting hard every single day for the efficiency and scale of our customers’ catering operations, and its going great! Thing is, we’ve got to keep it going. So, more road work is needed. More site visits, more on site training and workshops, more hands on the street kind of effort and of course, more software deployments.

I dream that one day, the off-premise market will represent 50% of restaurant revenues. That’s $315 Billion in annual sales, based on today’s revenues. In reality, it will be more as consumers change their buying habits. Ok. I’m lumping in all delivery for takeout, catering, mail-order and licensing revenues into this number. The countless ways that brands can extend their services outside the four walls of the restaurant. Anyways, regardless, it’s a big number.

Ok. I did say it was a dream!

So why do it? It’s got to be worth it, in the end so the whole effort and investment makes sense, but in the meantime, until “that day” comes, it has to be more meaningful in the moments. Otherwise, it just too hard. You have to believe you are doing the right thing to continue, or you need to change strategies, no?

Well, I’ve got the “believe” thing and the “strategy” thing pretty much in check. So, I just continue. That’s a good thing right?

So, I say, It’s got to be the journey. The day-to-day.

So, I was thinking to myself, “I know what it is that I don’t like about being on the road, so what are the parts that I do like about it?” seeing that it’s a big part of my job. And I do love my job! So, I had better focus on the great things because there are so many!

So here are my top “likes” , if I were to capture the moments in between over the last few weeks.

1. Validation – Feeling of Accomplishment fills my heart

client_team — Nothing makes me feel more accomplished than the happy faces of the catering teams of our customers!

2. Learning – Fast Casual Executive Summit fills my brain with great information

3. Friendship – Making new connections with like-minded leaders

Wally and Erle — Great to meet you Wally Doolin! Love your passion and admire your leadership.

4. Community and Fun – Laughter creates community, trust and sharing

Video_community — Here we are shooting our “annual tradition” video. Soon to be up on Youtube! Great people, great fun.

5. Teambuilding – Building Culture and a Team

MonkeyTeam — I am very lucky to be able to serve the 32 team members at MonkeyMedia Software. They make sure things are ok at home as we do our road work.

When it comes to our business, when we are on the road, we are moving forward.

Enjoy your day. Thanks for stopping by. Travel Safe.

Erle

I am really lucky! I mean, really lucky! I get to work with the best in the business. This summer, at MonkeyMedia Software we have set up our Industry Advisory Council to help guide us responsibly as our restaurant industry legitimizes the catering revenue channel, especially for multi-unit restaurant operators. We need a lot of advice as we navigate the complex landscape of growing a world-class company.

We will be making a more formal announcement later in the year. So watch the press for that news!

The following leaders in our community have accepted roles on our IAC and we will be adding more quality people as it makes sense for us to do so.

I am so excited to have this kind of mentorship and experience. Talk about adding depth to the bench! I am looking forward to serving these force-multipliers in my career.

Ed Rensi, Retired CEO of McDonald’s and owner of Tom and Eddie’s.
Jon Luther Sr., Chairman of Arby’s, Dunkin Brands and the International Franchise Association
Tom Feltenstein, CEO PowerMarketing Academy
Dave Anderson, Founder Famous Dave’s BBQ
David Jobe, Vice President Restaurant Leadership

So, these developments got me thinking. Again. Not about anything in particular really. Just thinking. How can I do my best to really tap into the experience of the people around me? These wonderful, experienced, smart and generous people? I mean, if I don’t ask the right questions, how am I going to learn from them? Sure, they have offered to help. But, to what end?

Then I realized, quite suddenly really, that I continue to hold the responsibility. The responsibility of continuing to “sell and market” my vision. Then I started reconsidering my methodology. After all, I have been “selling” for years. Trying to stand on a soap box bringing prospects to my side of the playground. Always trying to make noise about new features or point out the obvious benefits. Why is “my” product or service better than someone else’s? There are so many great companies with great products and truth is we all have to dig down deep to differentiate. Well, I am tired of that. As one of the key sales resources in my organization, I cannot sell unless I believe. That means that I have to be able to present the proper value proposition to all my stakeholders. I could not sleep at night if I had to sell vapour. No way. Not a chance.

As I struggled with this concept of “selling”, it dawned on me that in today’s world, we have to do it differently. Find better ways. So as I asked my Industry Advisory Council for advice, lucky for me, Tom Feltenstein had these powerful words to share. Very powerful indeed. He sent it to me in the context of my question to him of how do we get better at sales? Here is his response:

“….. instead, here is the much smarter, more sophisticated question: How can I set up a system of attraction that brings a steady, reliable stream of ideal potential customers to me, asking for my advice or assistance as a trusted authority or provider in their category of interest, or even better, who are predetermined to be my customers if accepted?”

Well. Tom got me thinking about this. I don’t have a clear response for him yet but I am working on one. I’ll continue to work on it. What I can say is that as a person who believes deeply that the catering revenue channel will change the landscape of the future for the US restaurant industry, I owe all of you a “system of attraction”. I think I have started down that path. If I hadn’t would I be where I am? Unlikely. Saying that, how do you put it in a bottle? One that you can carry with you all the time.

I will work on just doing a good job today and serve my stakeholders well. I hope you do too!

Enjoy your day!