ERA Global FT Master workbook v3

Foundation Training Sales Training Manual and Playbook Global v2.1

Foundation Training Client Engagement Process Contents Day One ...........................................................................................................................................5 Introduction to the training ..............................................................................................................6 About ERA ......................................................................................................................................7 ERA website – Example UK..........................................................................................................10 Understanding ERA and our proposition....................................................................................... 11 The four-step methodology ...........................................................................................................13 Cost Categories ............................................................................................................................15 Industry Sectors ............................................................................................................................18 Marketing Planning .......................................................................................................................21 Target marketing strategy .............................................................................................................23 Day Two .........................................................................................................................................24 Six sources of prospecting............................................................................................................26 ERA example impact statements ..................................................................................................30 How to write a great LinkedIn Profile ............................................................................................33 Sample LinkedIn Profiles – ERA Training .....................................................................................37 The science of approaching..........................................................................................................42 Organised persistence ..................................................................................................................43 Email .............................................................................................................................................44 Ten examples of email introductions or inmail ..............................................................................52 Examples and ideas for email writing ...........................................................................................68 Making appointments by telephone ..............................................................................................70 Telephone calling prompt sheet – part 1 opening the call.............................................................78 Suggested call outline...................................................................................................................79 Summary of some more key points ..............................................................................................81 © Expense Reduction Analysts 2020 – All Rights Reserved. Page 2

Foundation Training Client Engagement Process Day Three.......................................................................................................................................82 The Three Principles of Consultative Engagement.......................................................................83 The ERA Consultative Engagement Process ...............................................................................84 The customer’s buying steps ........................................................................................................86 First meeting is about discovery ...................................................................................................89 ERA in three slides........................................................................................................................90 How we work – The Four Step Methodology ................................................................................91 How to structure a discovery meeting (first)..................................................................................96 First meeting agenda ....................................................................................................................97 Structured questioning and listening techniques ........................................................................104 High-gain or high-impact questions ............................................................................................ 110 ERA First Meeting Question Examples....................................................................................... 112 Day Four ...................................................................................................................................... 117 The CEL...................................................................................................................................... 118 CEL Quiz..................................................................................................................................... 119 Client Convincing skills ...............................................................................................................120 Presenting the CEL.....................................................................................................................122 Presenting the project options ....................................................................................................123 Case study: Projected savings and linking to VIPs and benefits ................................................124 Questions and concerns .............................................................................................................127 Concerns worksheet ...................................................................................................................128 Handling concerns worksheet.....................................................................................................129 Ask for agreement: Staying firm on the CEL...............................................................................130 Gaining agreement - guidelines ..................................................................................................131 Day Eight .....................................................................................................................................134 © Expense Reduction Analysts 2020 – All Rights Reserved. Page 3

Foundation Training Client Engagement Process Day Ten ........................................................................................................................................137 Appendix...................................................................................................................................... 138 Profitability Ratios .......................................................................................................................139 CEL Quiz.....................................................................................................................................141 © Expense Reduction Analysts 2020 – All Rights Reserved. Page 4

Foundation Training Client Engagement Process Day One Agenda for Introduction to the training today – Understanding ERA Day One Cost categories IPG and market sectors Timings start break 15 mins session 2 Lunch session 3 break session 4 close for day 11:00 AM 12:30 PM 12:45 PM 14:15 PM 15:00 PM 16:30 PM 16:45 PM 18:30 PM © Expense Reduction Analysts 2020 – All Rights Reserved. Page 5

Foundation Training Client Engagement Process Introduction to the training © Expense Reduction Analysts 2020 – All Rights Reserved. Page 6

Foundation Training Client Engagement Process About ERA © Expense Reduction Analysts 2020 – All Rights Reserved. Page 7

Foundation Training Client Engagement Process © Expense Reduction Analysts 2020 – All Rights Reserved. Page 8

Foundation Training Client Engagement Process Benefits of Confident they are getting best pricing and value partnering for money from suppliers with ERA Regular monitoring of supplier invoices, performance and spending by managers Implementation and project management of new supplier changes Reduced costs, through spending policy and supplier selection All leading to increased profitability, improved cashflow and great financial control and discipline. ERA roles Key Key Account Manager Cost Cost Category Specialist Project Project Manager Work Work on client’s project together and on share fees. © Expense Reduction Analysts 2020 – All Rights Reserved. Page 9

Foundation Training Client Engagement Process ERA website – Example UK https://uk.expensereduction.com/ Industry solutions https://uk.expensereduction.com/industry-solutions/ Expertise https://uk.expensereduction.com/areas-of-expertise/ Insights https://uk.expensereduction.com/insights/ Case studies https://uk.expensereduction.com/case-studies/ News https://uk.expensereduction.com/news/ • https://vimeo.com/search?q=expense+reduction+analysts A few recent videos for posting online - please watch these four. httsp://vimeo.com/366694398 https://vimeo.com/154841654 https://vimeo.com/412698452 https://vimeo.com/154841651 © Expense Reduction Analysts 2020 – All Rights Reserved. Page 10

Foundation Training Client Engagement Process Understanding ERA and our proposition Value Through Insight • Why do companies need us? How do we add value? T•rustWehdaat ddvoiswoer osfafeler?s pWrhoactepsrsoibnleamctsiodno mweeasonlsv…e? • How do we work and how do we do business? 1 Value 2 Through 3 Insight 1 Solutions to problems 2 Methodology and process 3 Knowledge and expertise Your role as an ERA Consultant Being an ERA gives access to a large network of experts, a proven methodology and the ability to build your own client base. This involves several key elements: 1. Creating a relationship base of ‘suspects’ 2. Building a prospect base 3. Converting prospects into clients 4. Managing or assisting in projects with others 5. Developing clients for further projects and referrals over the long term © Expense Reduction Analysts 2020 – All Rights Reserved. Page 11

Foundation Training Client Engagement Process We 1. Improve profitability 2. Ease cashflow specialise 3. More financial control in helping 4. Make sure they are getting best value pricing businesses 5. Monitor suppliers and organisational spending 6. Implement and negotiate with new suppliers to … 7. Free or release cash for other projects 8. Reduce borrowing 9. Help executives achieve their bonus by hitting key ratios 10. Reduce overheads – virtual outsourcing of supplier management Which would motivate YOU to work with ERA? CHOOSE THREE! Improve profitability Ease cashflow More financial Make sure they are control getting best value pricing Monitor suppliers Implement and Free or release cash Reduce borrowing and organisational negotiate with new for other projects spending suppliers Help executives Reduce overheads – achieve their bonus virtual outsourcing by hitting key ratios of supplier management © Expense Reduction Analysts 2020 – All Rights Reserved. Page 12

Foundation Training Client Engagement Process The four-step methodology ERA – Value Value = benefits of cost through reduction insight Through = our methodology Insight = expert knowledge © Expense Reduction Analysts 2020 – All Rights Reserved. Page 13

Foundation Training Client Engagement Process © Expense Reduction Analysts 2020 – All Rights Reserved. Page 14

Foundation Training Client Engagement Process Cost Categories © Expense Reduction Analysts 2020 – All Rights Reserved. Page 15

Foundation Training Client Engagement Process Typical list of expense catories Task Choose three you have some knowledge of • Chhose general items three that might be good to target across all types of business. • 1. Advertising and Promotion: Advertising, marketing, graphic design, and other promotional expenses 2. Auto and Truck Expenses: Fuel, oil, repairs, and other maintenance for business autos and trucks 3. Automobile Expense: Fuel, oil, repairs, and other automobile maintenance for business autos 4. Bank Service Charges: Bank account service fees, bad check charges and other bank fees 5. Business Licenses and Permits: Business licenses, permits, and other business-related fees 6. Car and Truck Expenses: Fuel, oil, repairs, and other car and truck maintenance 7. Chemicals Purchased: Costs of chemicals used in farming operations 8. Computer and Internet Expenses: Computer supplies, off-the-shelf software, online fees, and other computer or internet related expenses 9. Continuing Education: Seminars, educational expenses and employee development, not including travel 10. Depreciation Expense: Depreciation on equipment, buildings and improvements 11. Dues and Subscriptions: Subscriptions and membership dues for civic, service, professional, trade organizations 12. Equipment Rental: Rent paid for rented equipment used for business 13. Fertilizers and Lime: Fertilizers and lime purchased for farm operations. 14. Freight and Trucking: Amounts paid for freight or trucking of farm products. 15. Gasoline, Fuel and Oil: Gasoline, fuel or oil used for farm machinery 16. Insurance Expense: Insurance expenses 17. Insurance Expense: General Liability Insurance: General liability insurance premiums 18. Insurance Expense: Life and Disability Insurance: Employee life and disability insurance premiums 19. Insurance Expense: Professional Liability: Professional liability (errors and omissions) insurance © Expense Reduction Analysts 2020 – All Rights Reserved. Page 16

Foundation Training Client Engagement Process 20. Insurance Expense: Workers Compensation: Worker’s compensation insurance premiums 21. Interest Expense: Interest payments on business loans, credit card balances, or other business debt 22. Janitorial Expense: Janitorial expenses and cleaning supplies 23. Landscaping and Groundskeeping: Landscape maintenance, gardening, and pool maintenance costs 24. Marketing Expense: Advertising, marketing, graphic design, and other promotional expenses for our company 25. Meals and Entertainment: Business meals and entertainment expenses, including travel- related meals (may have limited deductibility) 26. Office Supplies: Office supplies expense 27. Payroll Expenses: Payroll expenses 28. Postage and Delivery: Postage, courier, and pickup and delivery services 29. Printing and Reproduction: Printing, copies, and other reproduction expenses 30. Professional Fees: Payments to attorneys and other professionals for services rendered 31. Rent Expense: Rent paid for company offices or other structures used in the business 32. Repairs and Maintenance: Incidental repairs and maintenance of business assets that do not add to the value or appreciably prolong its life 33. Research Services: Research costs including legal library and subscriptions for research services 34. Salon Supplies, Linens, Laundry: Costs of supplies used in the course of business (includes linens and laundry services) 35. Seeds and Plants Purchased: Seeds and plants purchased for producing farm income. 36. Shop Expense: Miscellaneous shop supplies and related shop expenses (rags, hand cleaning supplies, etc.) 37. Small Tools and Equipment: Purchases of small tools or equipment not classified as fixed assets 38. Storage and Warehousing: Amounts paid to store farm commodities. 39. Taxes – Property: Taxes paid on property owned by the business, franchise taxes, excise taxes, etc. 40. Telephone Expense: Telephone and long-distance charges, faxing, and other fees Not equipment purchases 41. Travel Expense: Business-related travel expenses including airline tickets, taxi fares, hotel and other travel expenses 42. Uniforms: Uniforms for employees and contractors 43. Utilities: Water, electricity, garbage, and other basic utilities expenses © Expense Reduction Analysts 2020 – All Rights Reserved. Page 17

Foundation Training Client Engagement Process Industry Sectors • Agrifood Solutions • Built Environment Solutions Vertical • Digital Solutions Market • Blockchain sectors • Education Solutions • Financial Services Solutions • Healthcare Solutions • Hospitality and Leisure Solutions • Manufacturing Solutions • Robotics in Manufacturing • Professional Services Solutions • Retail Solutions Business sectors © Expense Reduction Analysts 2020 – All Rights Reserved. Page 18

Foundation Training Client Engagement Process IPG Chairmen Nick Clement UK [email protected] Chris Wardle UK [email protected] Christian Sondergaard DK [email protected] Peter Gjedde DK [email protected] IPG Chairmen Keith McGregor UK [email protected] Richard Placito UK [email protected] Jason Adderley UK [email protected] Pascal Herroelen BE [email protected] Henk Postmus NL [email protected] Stephen Tennant UK [email protected] • https://erauk.sharepoint.com/:f:/r/sites/erasharepoint/united%20kingdom/Shared%20 Documents/1.%20Marketing/IPG%20Materials?csf=1&web=1&e=YNFQOz © Expense Reduction Analysts 2020 – All Rights Reserved. Page 19

Foundation Training Client Engagement Process • https://erauk.sharepoint.com/:f:/r/sites/erasharepoint/united%20kingdom/Shared%20 Documents/1.%20Marketing/IPG%20Flyers?csf=1&web=1&e=HEeIXY © Expense Reduction Analysts 2020 – All Rights Reserved. Page 20

Foundation Training Client Engagement Process Marketing Planning Target • Demographics prospects • Size • Business type • Location • Psychographics • Culture and value • Attitude to cost/profit • Value consultants Demographics • Number of employees • Location • Sector • Turnover • Ownership / status • Margins • Percentage of costs in supply chain © Expense Reduction Analysts 2020 – All Rights Reserved. Page 21

Foundation Training Client Engagement Process Psychographics Growth or hold Attitude of Business style Market niche mode owners/managers Competitive style Old school / new Innovator / Leader or tech laggard follower What are your ideas for marketing your new ERA business? 1. Gaining appointments and meetings with qualified prospects. Two a week? 2. How to persuade prospects to want to become ERA customers. One per quarter. © Expense Reduction Analysts 2020 – All Rights Reserved. Page 22

Foundation Training Client Engagement Process Target marketing strategy How to approach contacts and clients professionally Approaching your market with intelligence and a clear focus is essential. Vertical sectors / Target campaigns Cost categories I have expertise in Target locations Existing contacts / 3rd parties for referrals © Expense Reduction Analysts 2020 – All Rights Reserved. Page 23

Foundation Training Client Engagement Process Day Two The Science of prospecting LinkedIn Agenda– Cold email Day Two Warm calling A few of today’s topics ACTIVITY KPI’S GOALS ORGANIZED LINKEDIN-BASED CONTENT WARM CALLING FOR PERSISTENCE PROSPECTING MARKETING APPOINTMENTS REFERRALS CRM © Expense Reduction Analysts 2020 – All Rights Reserved. Page 24

Foundation Training Client Engagement Process What is sales prospecting? Prospecting is the first step in the sales process, which consists of identifying potential customers, aka prospects. The goal of prospecting is to develop a database of likely customers and then systematically communicate with them in the hopes of converting them from potential customer to current customer. Your goal: Two first meetings a week Key points 1. Your goal is to win 1-3 new clients in the first six months following the training. 2. These will mean between 5-10 proposals and CEL final presentations. 3. Around twenty or more first or second ‘discovery’ or initial meetings. 4. An ideal client will have between 6-12 categories. 5. You may involve or work with a cost specialist for one or more categories for each client. 6. An average day or week will comprise many hours of marketing and sales activities. 7. It is important to measure and track the key result metrics (see over). Your goals 1. Four clients in the next 12 months 2. Four proposal / CEL meetings per month 3. Eight ‘discovery’ meetings per month 4. 150+ of active suspects in your database 5. Daily or weekly prospecting activity © Expense Reduction Analysts 2020 – All Rights Reserved. Page 25

Foundation Training Client Engagement Process Six sources of prospecting Six sources LinkedIn Email Telephone Personal referrals 3rd party introductions Networking LinkedIn – check daily LinkedIn – check daily Search and follow Search by Share • Search and follow-up • Search by job title, • Share content, write companies; connect with connect, extract email, posts; share ERA content multiple contacts inmail (and save search) © Expense Reduction Analysts 2020 – All Rights Reserved. Page 26

Foundation Training Client Engagement Process Email Email SEND SERIES OF THREE EMAIL MARKETING DATABASE, PERSONALISED REQUEST FOR MONTHLY NEWSLETTER FIRST MEETING Telephone Five connected calls a day Telephone 30/60/90 re-contact keep-in-touch calls Use a CRM to track activity and notes © Expense Reduction Analysts 2020 – All Rights Reserved. Page 27

Foundation Training Client Engagement Process Personal referrals Past work colleagues Friends and family Personal Keep in contact referrals 3rd party introductions Accountants Insolvency companies 3rd party Private equity introductions HR consultancy Finance broker/VC Bank managers © Expense Reduction Analysts 2020 – All Rights Reserved. Page 28

Foundation Training Client Engagement Process Organized Persistence Five a day 1. Send five personalized emails 2. Speak to five new contacts 3. Speak to five old contacts 4. Follow five companies and connect with five new people on LinkedIn 5. Send five LinkedIn messages or posts © Expense Reduction Analysts 2020 – All Rights Reserved. Page 29

Foundation Training Client Engagement Process ERA example impact statements For phone, email and face to face Hi, I'm -------- at expense reduction analysts or ERA, a global leader in cost optimization consulting The world around us is evolving. Markets are changing faster than ever. And as a result, organizations must adapt to change and grasp opportunities in order to gain a competitive advantage through in-depth industry knowledge and insights ERA adds value by delivering tailored cost optimization and business efficiency solutions. We serve clients in the private and public sectors, both for profit and non-profit organizations. We primarily focus on secondary or in-direct expenses. Our solutions specialist are focused on specific cost categories and have significant expertise and insights in areas that most organizations would like to optimize. However, our experience shows most organizations simply don't have the time or the resources to address these opportunities. That's where expense reduction analysts and our team of experts can help you optimize your costs. So where can ERA add value through our insights and your organization? Let's schedule some time together and explore how ERA can be your partner in delivering cost optimization results. © Expense Reduction Analysts 2020 – All Rights Reserved. Page 30

Foundation Training Client Engagement Process Hi, I'm …… with expense reduction analyst or ERA, a global leader in cost optimization, consulting Value through Insights is not just a catchy company tagline, it's our culture and it's in our company DNA. But what does it really mean for you? Our solution delivery specialists are focused on specific secondary cost categories. These are costs that most of our clients but loved to optimize. However, they don't have the time and resources to address these opportunities. Tapping into our years of experience and cost category insights drives value to our client’s bottom lines. If you're curious about how your costs can be optimized and how leveraging our insights will create value, we should talk. --------- Hi, I'm ….. with Expense Reduction Analysts, or ERA, a global leader in cost optimization consulting. If you're like most of our clients, there's likely a project or an initiative you'd like to pursue. But the budget just isn't there at ERISA. Our unique insights can often uncover hidden cash flow, which in turn can enable you to expand into a new market, add or retain staff, strengthen your balance sheet and much more. We deliver value that is meaningful to your organization. So, let's find out where you might be leaving money on the table and discuss how to get it back. ------ Hi I'm ------ - a consulting Partner with Expense Reduction Analysts. We have over 20 years’ experience in helping companies improve cashflow and increase profits. I'd love to catchup and find what you are doing with your cost management and reduction programs. If you fancy a chat on expense reduction, reply to this email or schedule a call, clicking my calendly link here. To download any of the three factsheets, click on the links below © Expense Reduction Analysts 2020 – All Rights Reserved. Page 31

Foundation Training Client Engagement Process Getting started with LinkedIn Checklist Check Element Photograph Banner Headline Full career history About - ERA impact statement Upload PDF case studies, links etc Skills and endorsements Upload / sync contacts for outlook Join groups Other? Notes Number of contacts today Social selling index Companies you are following Number of posts/shares last 7 days https://business.linkedin.com/sales-solutions/social-selling/the-social-selling-index-ssi © Expense Reduction Analysts 2020 – All Rights Reserved. Page 32

Foundation Training Client Engagement Process How to write a great LinkedIn Profile First, do you know what your SSI is? https://business.linkedin.com/sales-solutions/social-selling/the-social-selling-index-ssi Your LinkedIn profile Having a LinkedIn profile that is working for you behind the scenes, will enhance your chance of finding good contacts and prospects, increasing your credibility, build your position in your network, and the business marketplace. It’s an important aspect of your digital career toolkit to manage. Here are the key practical steps to building and growing your LinkedIn profile for sales success. 1. Do the basics right – first impressions matter! When people look at your profile, they decide whether you’re worth connecting within the first few seconds, so it needs to be credible. First, your profile photo is important, make sure it’s recent, professional and welcoming. Next, create a professional Headline that stands out. This is attached to your photo and travels everywhere with it across the LinkedIn platform and in Google search results. Make a © Expense Reduction Analysts 2020 – All Rights Reserved. Page 33

Foundation Training Client Engagement Process compelling narrative in less than 120 characters, not just your job title - but your USP, highlight what separates you from the crowd, or your offer. Be bold and it will pay off. Completing your full profile will mean the more chance you have of being found by employers as you will appear in more search results. Once found, they need to want to click on your profile and read more. 2. Build out an awesome profile As mentioned, you need to sell yourself as best you can. There are a few ways to achieve this. Your summary: This is key real estate, don’t waste it. Make it around 3–5 short paragraphs long ideally with bullet points in the middle section. You need to describe WHO you are, WHAT you have done, and WHERE you would like to work next; include some highlights of your professional experience, interests, skills and your unique set of qualifications. Make sure you highlight your achievements and use numbers where possible. You have a maximum of 2000 characters to use. LinkedIn is a social network, designed for interaction, and you are trying to build a relationship with the reader. Be personal: LinkedIn is a social network, designed for interaction, and you are trying to build a relationship with the reader. Be warm, inviting and write in the first person. Let the reader get to know you in your summary, and the person behind the skills by sharing your values and passions. 3. Fill your profile with industry relevant keywords These are really important to help clearly communicate your expertise as well as to make your profile easy to discover by relevant employers. Include these in your summary and experiences sections where appropriate. It’s a really valuable way to get noticed and be found for the attributes that are important to employers. Search for the popular keywords used in your sector or functional areas (Wordly and LinkedIn itself, are all good options), to discover the words that are connected to the type of contacts and prospects you are focused on. By doing this search on LinkedIn you will also discover other people with similar career paths that you may be able to reach out to and chat with, helping to grow your local network. 5. Share your previous work experiences Make sure you have a logo for each company you've worked at. If there's no logo, viewers will assume the company doesn't or didn't exist. Use the STAR method to tell the story of your time in that job: • Situation – What were the job goals? © Expense Reduction Analysts 2020 – All Rights Reserved. Page 34

Foundation Training Client Engagement Process • Tasks – What were you expected to do? • Action – What did you actually do? • Results – What happened? Where possible, you should upload previous examples of your work to demonstrate your capabilities. This will add another dimension to your profile and make it more visually engaging and credible. 5. Get some love! Logos are nice, but recommendations are better. You should have at least one for each job. If you don’t have these already, then ask your co-workers and peers for a minute of their time to write something for you. Don’t be shy. It’s worth asking. A good approach is offering to writing a recommendation for them first before asking for one from them. The fact is, how we are perceived by our peers, is interesting to future employers, a lot more than our own words. 6. Build your network up Continually keep connecting with individuals or companies to broaden your network and increase your sphere of influence. Be careful not to just ‘add’ people that you do not know or cannot explain your connection to – the quality of your network should always be better than the quantity. Make sure that you join relevant groups within LinkedIn, as they are another good way to build connections and increase your visibility. 7. Publish content and engage Daily likes and comments on others posts, sharing your own shorter posts, as well as writing monthly long-form articles, will really help you to stand out as a thought-leader in your sector. If you are ready for sharing your own video posts – these are hot right now, so dive in with some short ‘Live’ videos of you talking about a topic that you have an opinion on. 8. Manage your settings Make sure people can find you, and that your updates are being shared to the public and not just your network. This will help the wider LinkedIn community to see your content 9. Customise your profile page Change the profile page URL and add it on to your CV and as a footer in your emails. You can find a great guide to this here: https://www.linkedin.com/help/linkedin/answer/87/customizing-your-public-profile- url?lang=en © Expense Reduction Analysts 2020 – All Rights Reserved. Page 35

Foundation Training Client Engagement Process 10. Manage Your Digital Footprint! If you are looking for contacts and prospects make sure all your social media accounts resemble the professionalism of your LinkedIn profile or change the privacy settings to make sure they are not open to the public. Following these steps will help you build a better profile and become noticed. Ensuring your profile sounds and looks professional, whilst conveying your personal passion and commitment for your chosen profession are key first steps. Videos Check out this video: https://share.vidyard.com/watch/6FArRtWeuq8P3DhmqL9BMk? Check out this video: https://share.vidyard.com/watch/yT7gmRUr6HzbkbQe295zd1? © Expense Reduction Analysts 2020 – All Rights Reserved. Page 36

Foundation Training Client Engagement Process Sample LinkedIn Profiles – ERA Training These notes and examples and included as a guide. Please do not copy whole paragraphs. It is better to rewrite in your own style and voice. Please also include information that is unique to you: Your background, experience, location and so on. About As an executive business leader with more than 30 years of experience, I learned a long time ago that CASH IS KING. Whether our business was growing very fast, or we were experiencing margin pressures due to soft sales or competitive activity, increasing CASH FLOW was very important. That is what our focus is at Expense Reduction Analysts (ERA). We are a global firm with over 25 years of experience, that focuses on finding additional cash flow for companies from their supplier base, above and beyond what internal procurement organizations can do. By focusing on operating expenses other than direct labour, our consultants help our clients reduce expenses in over 40 areas, many that are not core to their business. We work with executives who are too busy to take on any more initiatives, and who are already doing a good job of managing expenses. • We generally work on a self-funding basis • We bring all of our own resources to minimize any disruption to your organization • With over 130 industry-specific experts in the US, we bring insider expertise that most companies do not have in-house We generally identify and deliver cash (usually between ½% to 1% of sales) back to you to reinvest back into the business, and with no compromise to your current level of quality & service from your suppliers © Expense Reduction Analysts 2020 – All Rights Reserved. Page 37

Foundation Training Client Engagement Process After thoroughly analysing and understanding the particular categories under review, our industry specialists go to market and negotiate best-in-class pricing. We present the options that meet the clients’ parameters to reduce expenses while maintaining or improving service levels. Our clients review and choose the option that best fits their business needs. If finding additional cash flow is on your list of things to do, call me today at 214-430-6847. About Professional con 21 años de experiencia, especialmente, en el sector financiero, enfocado en servir a las personas para ayudarlas a cumplir sus objetivos personales y profesionales. Actualmente ayudo a los CEOs y CFOs a encontrar utilidades ocultas dentro de la empresa y generar cash flow adicional para que puedan financiar nuevos proyectos de crecimiento. Me gusta dar vida a los proyectos, ayudarle a las personas a crecer y ser mejores seres humanos. El sentido de soñar y lograr es posible con recursos adicionales que pueden encontrarse en el interior de las empresas. Como Managing Partner de Expense Reduction Analysts en El Salvador apoyo a las empresas de la región a encontrar ahorros en gastos no operativos, implementando las mejores prácticas internacionales (BDPs) en la gestión y manejo de relaciones con proveedores. A través de Expense Reduction Analysts El Salvador formo parte de una red de más de 700 consultores especialistas en diversas categorías de gastos dispuestos a servirles y trabajar para ustedes en un esquema libre de riesgos para la empresa, si no encontramos beneficios no © Expense Reduction Analysts 2020 – All Rights Reserved. Page 38

Foundation Training Client Engagement Process cobramos honorarios. About Expense Reduction Analysts: Established in 1992, Expense Reduction Analysts is a specialized cost and supplier management consultancy focused on delivering improved business performance to clients of all sizes in both the private and public sectors. Operating in over 30 countries with more than 700 consultants, Expense Reduction Analysts provides deep industry expertise in a wide variety of expense categories, such as Logistics, Facility Management, Operational and Medical Supplies, Corporate and Personnel Services, Banking and Financial Services, as well as Telecommunications and Information Technology. Expense Reduction Analysts’ clients include thousands of mid-sized companies and many well- known names. To find out more, visit www.expensereduction.com About Senior executive, with more than 16 years of experience leading work teams and projects of high complexity and impact. Recently i joined the team of Cost Reduction Analyst, a leading company in the world in cost reduction and helps companies and businesses improve their costs and increase efficiency, unlocking the full potential of their resources. © Expense Reduction Analysts 2020 – All Rights Reserved. Page 39

Foundation Training Client Engagement Process I'm a qualified accountant (FCCA) and prior to joining ERA in 2015, spent many years working as a Finance Director. I'm now part of the Expense Reduction Analysts (ERA) global network. We work with senior executives and key stakeholders to help organisations reduce their costs on a sustainable basis and generate additional budget through ongoing cost and purchase management. Unlocking this cash can help enable businesses to achieve their strategic goals. ERA have direct expertise in over 120 different expense categories including fleet, insurance, utilities, communications, print, merchant card fees, logistics, office supplies and other consumable items. We achieve this for clients through ERA's team of around 800 subject matter experts, professionals many with lifetime career experience in their specific fields, who have \"insider knowledge\" in over 120 different categories, a unique skilled resource which most organisations could rarely afford or access internally themselves. ERA have over 5,000 clients across a wide range of commercial sectors. ERA are a global organisation represented in over 35 countries © Expense Reduction Analysts 2020 – All Rights Reserved. Page 40

Foundation Training Client Engagement Process About I'm a qualified accountant (FCCA) and prior to joining ERA in 2015, spent many years working as a Finance Director. I'm now part of the Expense Reduction Analysts (ERA) global network. We work with senior executives and key stakeholders to help organisations reduce their costs on a sustainable basis and generate additional budget through ongoing cost and purchase management. Unlocking this cash can help enable businesses to achieve their strategic goals. ERA have direct expertise in over 120 different expense categories including fleet, insurance, utilities, communications, print, merchant card fees, logistics, office supplies and other consumable items. We achieve this for clients through ERA's team of around 800 subject matter experts, professionals many with lifetime career experience in their specific fields, who have \"insider knowledge\" in over 120 different categories, a unique skilled resource which most organisations could rarely afford or access internally themselves. ERA have over 5,000 clients across a wide range of commercial sectors. ERA are a global organisation represented in over 35 countries. © Expense Reduction Analysts 2020 – All Rights Reserved. Page 41

Foundation Training Client Engagement Process The science of approaching Here a few main methods: 1. Email 2. Telephone 3. Networking 4. Referrals from known contacts 5. Introductions from third parties We will not be covering all of these, just the first few. Notes © Expense Reduction Analysts 2020 – All Rights Reserved. Page 42

Foundation Training Client Engagement Process Organised persistence Persistence… Nothing in this world can take the place of persistence. Talent will not: nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not: the world is full of educated derelicts. Persistence and determination alone are omnipotent. Calvin Coolidge Use a CRM system to maintain a 90 day “keep in contact system” The keys to developing your own prospecting success system: 1. Define a suspect and prospect base of around 50-150 contacts. 2. Call each and every one on a 30 (A), 60 (B) or 90 (C) day cycle. These can be multiple contacts in the same organisation. 3. Over a 12-week period, this calculates out as around a typical number connected calls, quality calls or meetings/webinars/conference calls per working day (on average). However, be ready to do Whatever It Takes – WIT! 4. Warm-up cold calls with emails and social media messages. 5. If you take someone off the list, add a new name on. 6. Keep good notes and record key information to use next time, this is very important. 7. Set a ‘next action’ and call back date after every call. Remember, the greatest success will most likely come after the third contact. 8. Every evening list your calls for the next day so you can start with calling straight away. 9. Create one to three ‘golden hours’ in your average day. The first one should be first thing in the morning or thereabouts. Do not do anything else, especially emails, during a Golden Hour. Some example tools that you will find useful https://getprospect.io/ https://calendly.com/ https://www.google.co.uk/alerts © Expense Reduction Analysts 2020 – All Rights Reserved. Page 43

Foundation Training Client Engagement Process Email Using the AIDA Model to turn calls into warm calls Write an email to make your case for gaining an appointment. This will be the basis of your telephone conversation. Attention A strong opening containing a powerful benefit and big on the “WIIFM” factor. That’s to say, “what’s in it for me”? If you don’t provide a reason for the client to talk to you, it’s unlikely they will give you their time. Also #FOMO! Interest On the basis that the most important person in the client’s world is them and their favourite topic is themselves and what they are up to, let’s create interest by asking some structured and probing questions about them. Desire Matching your ERA benefits to the customers’ needs is the way to create desire. The closer the match, the higher the level of desire. Action Overcome any objections, negotiate variables if needs be and close for the appointment or follow-up action. That means asking for a commitment. You may not get a meeting on the first call, but, for example, agree a time for a follow up phone call. © Expense Reduction Analysts 2020 – All Rights Reserved. Page 44

Foundation Training Client Engagement Process What’s the AIDA Model? American advertiser Elias St. Elmo Lewis created the original AIDA funnel to demonstrate how salespeople should guide customers through a purchase decision. Since then, marketers have adopted the model to describe the logical four-step process of consumer involvement with a marketing message. What the heck does that mean? Let’s break it down. The AIDA acronym stands for attention, interest, desire, and action. In theory, marketers first need to attract attention to a particular message and make it enticing enough to hold consumers’ interest. Then, based on the benefits of what’s been presented to them, consumers develop a desire for the product or service being offered. Finally, consumers take action, whether that’s buying a product, subscribing to a service, or any other end goal. The AIDA model may be 120 years old, but it’s definitely not outdated. When it comes to creating an effective email copy, the AIDA formula works well as a writing template. Each of the four steps matches a different email element, as we’ll explore below. © Expense Reduction Analysts 2020 – All Rights Reserved. Page 45

Foundation Training Client Engagement Process Attention What’s the first thing people notice when they see an email? The subject line, of course! This little bit of text plays probably the biggest role in gauging your email campaign’s success, especially since 47% of email recipients open email based on the subject line alone. That’s why nailing the subject line is so important, because really, what’s the point in sending emails if people don’t even open them? To grab attention and spark engagement, consider using one of these psychological pulls within your subject lines: • Urgency. FOMO is real. People hate missing out on anything, whether that’s a sale, event, or product. Words like “urgent,” “breaking,” “important,” and “alert” are great choices if you’re looking to boost open rates. • Relevance. Make sure your subject line actually promotes something relevant to the recipient. Cater your copy to your audience’s interests, whether that’s their industry, geographic location, current events, or shopping habits. • Personalization. Research from Statista found that the open rate for emails with a personalized message was 17.6%, compared to 11.4% without personalization. If possible, drop a personalization token into you subject line and see how it performs. • Curiosity. Tease your email recipients with a quirky question or allude to an intriguing story within your subject line. People will naturally want to read more. • Offers. Contrary to popular belief, subject lines that have flashy keywords like “free” or “promo” won’t automatically trigger spam filters. Don’t be afraid to highlight your offers right off the bat. No matter which psychological strategy you use, be sure to keep your subject lines concise. Most email carriers give you only 50 characters to work with, so make them count. Interest Once you’ve captured attention with your subject line, you need to hook readers on your body content by drafting an engaging opening paragraph. If you’re trying to give people a real reason to care about your message, one of these methods may do the trick: © Expense Reduction Analysts 2020 – All Rights Reserved. Page 46

Foundation Training Client Engagement Process • Tell Stories. Storytelling works because it plays heavily on people’s emotions. If people find relatable moments within a good story, they’re more likely to pay attention to the whole message. • Address Pain Points. People are always looking for answers to their problems, so it’s never a bad idea to tap into that emotional bind. Touch on your recipients’ common woes, tell them that you understand how they feel, and suggest you have a solution. • Use Humor. Many studies show that people are more likely to remember messages when comedy’s involved. In addition, content that makes people smile quickly breaks the ice and builds brand trust in one fell swoop. • Include Facts. Leading with an impressive statistic or thought-provoking quote is a tried- and-true way to introduce an email and establish your authority. Of course, it isn’t enough to simply get people interested in what you have to offer. You need to funnel their emotions through the next piece of the AIDA model: desire. Desire Here’s where things get persuasive. The desire stage is all about empowering your email recipients to act on your offer, not by preaching about what you’ve got. You want to tell your readers what’s in it for them. In other words, sell the benefits, not the features. A quick scenario: you need to promote an upcoming webinar on content marketing best practices. Instead of saying something generic like, “This webinar will show you how to write blog posts,” get a little more specific. A more convincing copy may say, “Are you worried about filling your content calendar? Learn how to save time by recycling your blog content in our upcoming webinar.” See how the phrasing focuses less on the webinar itself and more on solving the reader’s pain points? That’s how you’ll create a desire for your offers. Action Not surprisingly, the action stage of AIDA lines up with the most obvious email element: the call-to-action button. These little guys give your email readers clear instructions on where to click next. © Expense Reduction Analysts 2020 – All Rights Reserved. Page 47

Foundation Training Client Engagement Process When creating your CTA button, it’s best to keep things simple, so it’ll render correctly in every email client. Good buttons are visually appealing and almost always use a contrasting color scheme to make it pop from the email body. Your CTA copy should be brief, no more than five words. Switch out the boring “click here” text for something more action-oriented, like “start your trial,” “learn about our services,” or “join our webinar.” Having more precise language tells people exactly what to expect when they click through your button. Like any other marketing element, you should test out different variations of your CTA to see which versions perform the best. Experimenting with colors, copy, and placement can yield some interesting results. Warming up a telephone call: Writing an AIDA email While it is unlikely that you will ever achieve enough new sales opportunities from sending out emails, it can be a useful way of warming up a call. Task: Write a short email introducing your company and your role • Work in pairs or a small group and write a draft email. • Base this on your best or most likely ‘target’ or ideal prospect organisation and the best contact to approach. • Then review, edit and write a more polished email or letter introducing yourself, asking for an appointment. © Expense Reduction Analysts 2020 – All Rights Reserved. Page 48

Foundation Training Client Engagement Process Hi, My name is ------ at expense reduction analysts or ERA. We are a global leader in cost optimization consulting. This means we specialise in helping organisations like yours to increase profitability, cashflow and management control over costs. I would like to arrange a short initial meeting to share some new ideas with you and discuss your challenges this area. ERA adds value by 1. Delivering tailored cost optimization and business efficiency solutions. 2. Our approach needs little input or time from you or your staff. 3. We primarily focus on secondary or in-direct expenses. So where can ERA add value through our insights and your organization? Let's schedule some time together and explore how ERA can be your partner in delivering cost optimization results. Please either reply to this email and I will be in touch our you can ask my diary here. Regards Email 2 – referral Hi, I trust you are well and keeping busy. I have recently started a new role as a partner with expense reduction analysts or ERA. We are a global leader in cost optimization consulting. This means we specialise in helping organisations to increase profitability, cashflow and management control over costs. I would like to arrange a short initial meeting to share some new ideas with you and discuss any contacts or suggestions you might. ERA adds value by 1. Delivering tailored cost optimization and business efficiency solutions. 2. Our approach needs little input or time from you or your staff. 3. We primarily focus on secondary or in-direct expenses. © Expense Reduction Analysts 2020 – All Rights Reserved. Page 49

Foundation Training Client Engagement Process So where can ERA add value to your contact and clients? Let's schedule some time together and explore how ERA can be help in delivering cost optimization results. Please either reply to this email and I will be in touch our you can ask my diary here. Regards © Expense Reduction Analysts 2020 – All Rights Reserved. Page 50