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Restaurant & hospitality

Restaurants and hotels: full course

200 hours in 20 modules, built on the marketing and sales reading list: mindset, psychology, discovery, objections, closing, negotiation, pricing, positioning, copywriting and leadership, applied to restaurants and hotels.

1

The seller's mindset

10 h0/7
  1. Selling is helping someone decide+10 XP
  2. Enthusiasm and keeping score+10 XP
  3. Self-concept: the ceiling on your results+10 XP
  4. Buoyancy: staying afloat after a no+10 XP
  5. Give more value than you take+10 XP
  6. Quiz: The seller's mindset+15 XP
  7. Practice calls: The seller's mindset+25 XP
2

The psychology of buying

10 h0/7
  1. Reciprocity and consistency+10 XP
  2. Social proof, liking, authority, scarcity, unity+10 XP
  3. Fast and slow thinking: anchors and loss aversion+10 XP
  4. Predictably irrational: decoys, free and norms+10 XP
  5. Too many choices and the paralysis they cause+10 XP
  6. Quiz: The psychology of buying+15 XP
  7. Practice calls: The psychology of buying+25 XP
3

Communication and rapport

10 h0/7
  1. Carnegie's rules for winning people+10 XP
  2. Real listening+10 XP
  3. Three kinds of conversation+10 XP
  4. Body language and voice+10 XP
  5. First impressions and small talk+10 XP
  6. Quiz: Communication and rapport+15 XP
  7. Practice calls: Communication and rapport+25 XP
4

Prospecting: filling the pipeline

10 h0/7
  1. Pipeline math and the 30-day rule+10 XP
  2. Pick the right targets+10 XP
  3. Cold calls that earn a conversation+10 XP
  4. Sequences across channels+10 XP
  5. Referrals, networks and the core four+10 XP
  6. Quiz: Prospecting: filling the pipeline+15 XP
  7. Practice calls: Prospecting: filling the pipeline+25 XP
5

Discovery: asking the right questions

10 h0/7
  1. SPIN: four kinds of questions+10 XP
  2. Gap selling: from current state to future state+10 XP
  3. The Mom Test: questions people can't lie to+10 XP
  4. Pain, budget and decision: qualifying with Sandler+10 XP
  5. Better questions, deeper answers+10 XP
  6. Quiz: Discovery: asking the right questions+15 XP
  7. Practice calls: Discovery: asking the right questions+25 XP
6

Presenting value

10 h0/7
  1. The customer is the hero+10 XP
  2. Make your message stick+10 XP
  3. An offer they feel stupid saying no to+10 XP
  4. Frames and status in a pitch+10 XP
  5. Pitch structure that sells+10 XP
  6. Quiz: Presenting value+15 XP
  7. Practice calls: Presenting value+25 XP
7

Handling objections

10 h0/7
  1. Objections are part of buying+10 XP
  2. Tactical empathy: labels, mirrors and the accusation audit+10 XP
  3. Getting past no with difficult people+10 XP
  4. Lead with the flaws+10 XP
  5. When the buyer can't decide+10 XP
  6. Quiz: Handling objections+15 XP
  7. Practice calls: Handling objections+25 XP
8

Closing the deal

10 h0/7
  1. Asking for the order+10 XP
  2. The straight line and the three tens+10 XP
  3. No-pressure closing+10 XP
  4. Busy buyers and the next step+10 XP
  5. 'I'll think about it' and following through+10 XP
  6. Quiz: Closing the deal+15 XP
  7. Practice calls: Closing the deal+25 XP
9

Negotiation

10 h0/7
  1. Interests, not positions+10 XP
  2. Power, time and information+10 XP
  3. Concession rules+10 XP
  4. Calibrated questions and the power of no+10 XP
  5. Anchors, the zone of agreement and creating value+10 XP
  6. Quiz: Negotiation+15 XP
  7. Practice calls: Negotiation+25 XP
10

Follow-up, referrals and loyal customers

10 h0/7
  1. A follow-up system that adds value+10 XP
  2. Turning customers into raving fans+10 XP
  3. Complaints are a gift+10 XP
  4. Give people something to talk about+10 XP
  5. Moments customers remember+10 XP
  6. Quiz: Follow-up, referrals and loyal customers+15 XP
  7. Practice calls: Follow-up, referrals and loyal customers+25 XP
11

The psychology of price

Ultra10 h0/7
  1. Prices are judged, not known+10 XP
  2. Price on value, and talk about it early+10 XP
  3. Packages, tiers and bundles+10 XP
  4. Defending price instead of discounting+10 XP
  5. Free, trials and letting the product sell+10 XP
  6. Quiz: The psychology of price+15 XP
  7. Practice calls: The psychology of price+25 XP
12

Advanced persuasion

Ultra10 h0/7
  1. Pre-suasion: what happens before the message+10 XP
  2. The Catalyst: remove barriers instead of pushing+10 XP
  3. Magic words+10 XP
  4. Small proven tactics+10 XP
  5. Choice architecture and less friction+10 XP
  6. Quiz: Advanced persuasion+15 XP
  7. Practice calls: Advanced persuasion+25 XP
13

Emotional intelligence and hard conversations

Ultra10 h0/7
  1. Emotional intelligence for sellers+10 XP
  2. Crucial conversations+10 XP
  3. Three conversations inside every hard one+10 XP
  4. Nonviolent communication+10 XP
  5. Reading people you don't know+10 XP
  6. Quiz: Emotional intelligence and hard conversations+15 XP
  7. Practice calls: Emotional intelligence and hard conversations+25 XP
14

Complex and B2B sales

Ultra10 h0/7
  1. Everyone who influences the decision+10 XP
  2. The Challenger: teach, tailor, take control+10 XP
  3. Qualifying big deals with MEDDICC+10 XP
  4. Hope is not a strategy+10 XP
  5. Selling services and long relationships+10 XP
  6. Quiz: Complex and B2B sales+15 XP
  7. Practice calls: Complex and B2B sales+25 XP
15

Positioning and brand

Ultra10 h0/7
  1. Positioning: owning a place in the mind+10 XP
  2. Obviously awesome positioning+10 XP
  3. Brand is a gut feeling+10 XP
  4. Start with why+10 XP
  5. How brands really grow+10 XP
  6. Quiz: Positioning and brand+15 XP
  7. Practice calls: Positioning and brand+25 XP
16

Marketing and lead generation

Ultra10 h0/7
  1. The smallest viable market+10 XP
  2. A marketing plan on one page+10 XP
  3. They ask, you answer+10 XP
  4. Funnels and the value ladder+10 XP
  5. Content that builds trust over time+10 XP
  6. Quiz: Marketing and lead generation+15 XP
  7. Practice calls: Marketing and lead generation+25 XP
17

Copywriting and selling online

Ultra10 h0/7
  1. Headlines that get read+10 XP
  2. Levels of awareness+10 XP
  3. The slippery slide and psychological triggers+10 XP
  4. Desires and benefits+10 XP
  5. Pages that convert, and testing them+10 XP
  6. Quiz: Copywriting and selling online+15 XP
  7. Practice calls: Copywriting and selling online+25 XP
18

Storytelling and presenting

Ultra10 h0/7
  1. Business stories that sell+10 XP
  2. What is vs what could be+10 XP
  3. Answer first: the pyramid principle+10 XP
  4. Presenting with impact+10 XP
  5. Rhetoric and confident delivery+10 XP
  6. Quiz: Storytelling and presenting+15 XP
  7. Practice calls: Storytelling and presenting+25 XP
19

Systems, metrics and growth

Ultra10 h0/7
  1. Pigheaded discipline and the best buyers+10 XP
  2. Know your numbers+10 XP
  3. Experiment: build, measure, learn+10 XP
  4. Finding the channel that works+10 XP
  5. Habits and repeat customers+10 XP
  6. Quiz: Systems, metrics and growth+15 XP
  7. Practice calls: Systems, metrics and growth+25 XP
20

Leadership and mastery

Ultra10 h0/7
  1. What really motivates people+10 XP
  2. Leading a sales team+10 XP
  3. Feedback that helps: radical candor+10 XP
  4. Learning fast: deliberate practice+10 XP
  5. Your 90-day sales plan+10 XP
  6. Quiz: Leadership and mastery+15 XP
  7. Practice calls: Leadership and mastery+25 XP