STEP Guide 2.0

CDR STEP GUIDE CDR SALES TRAINING EDUCATION PROGRAM 1

What is my role at UniFirst? Congratulations on your new role as a Customer Development Representative, or CDR, at UniFirst! Put simply; your role is to identify opportunities to increase the value of our existing customer’s managed programs. Increasing value will mean different things to different customers. Still, the goal will always be to enrich the customer experience by offering exceptional service and expertise, acting as a trusted advisor that positions UniFirst products and solutions in a way that truthfully benefits the customer To your location, increasing value means adding new uniforms and facility service products to existing invoices. Balancing the need to increase revenue and your customer’s desire to reduce spend is the challenge of the CDR position. Your success will be determined by your work ethic and leveraging the resources available to you to pursue the right opportunities with the right solutions. 2

What is my role at UniFirst? Sell into a database of existing UniFirst Customers oYou’ll meet with our existing customers to identify new opportunities where additional products can increase the value of their managed program. oYou’ll be responsible for weekly sales that increase revenue on existing invoices. Your commission, bonuses, and President’s Club are based on increasing recurring weekly revenue. Customer Relationship Management o You’ll manage ongoing relationships with customers, for months, and even years; adding new products, assisting with service issues, and assisting with renewing Service Agreements. o Increasing the revenue on an invoice is only good if it also benefits the customer. You’re an asset included as a benefit to the customer, ensuring that they have the right products and are maximizing the value in their existing agreement, creating new Customers For Life 3

What is my role at UniFirst? • Link Between Sales and Service o Your Service team interacts with our customer base every day. You’ll work closely with them to identify new opportunities and maintain customer relationships. o Increasing revenue benefits your location, your Route Service Representative (RSR}, and you. You earn commission, your Service team retains customers and the value of the route increases. 4

STEP Overview The STEP Program is ten weeks of on-the-job and virtual training sessions broken into 3 STEPs. CDR is a hands-on role; you are encouraged to spend as much time training in the field as possible. RSR route rides are required. You are strongly encouraged to continue route rides throughout the STEP curriculum and throughout your CDR career. Knowledge and tools gained from field training and virtual sessions will be applied in self-study exercises and tested in Certification. 5

o Weeks 1-4 1 o Orientation o Meet your Village o STEP and NHSE Virtual Training Sessions o Self-Study in UniFirst Learning Center o RSR Route Rides Meet & Understand o Weeks 4-8 o Complete STEP and NHSE Sessions 2 o Complete Self-Study in UniFirst Learning Center o Continue RSR Route Rides o Initiate and close new Opportunities o Develop a Location strategy plan o Weekly Quota begins Week 8 Plan & Strategize 3 o Certification to be completed within weeks 8-10 o Demonstrate knowledge and skills learned throughout STEPs 1 and 2 o Pave your Path to President’s Club Certification 6

What is my Path? • On-The-Job Training: o 4 Days of Route Rides with RSRs required for all new CDRs o Route Rides are required to complete STEP 1 and you are encouraged to conduct them throughout every STEP o Self-Study exercises to be completed through the UniFirst Learning Center • Virtual Training Sessions o CDR STEP sessions tailored specifically to the CDR role, opportunities, selling techniques, and applications o New Hire Sales Education (NHSE) sessions designed to introduce you to UniFirst product knowledge, value propositions, and competitive intelligence o Your curriculum will be laid out for you in the UniFirst Learning Center • Certification Event o An opportunity to demonstrate the selling skills and techniques learned during your first 8 weeks of training. 7

Meet Your Village Introduce yourself and the CDR role to your location staff. Your location staff is your village. Your Customer Service Representative (CSR) is the first person who greets your Customers when they call in, your Office Administrator (OA) will key your product additions, your Route Service Managers (RSMs) manage your location’s routes and service issues, and your Location Manager or General Manager (GM) oversees product inventory and ordering and plant or branch operations, Every person in the building will play a hand in your success, so make a good impression for yourself and the role you'll be playing in your location's success. You are required to complete RSR Route Rides in this step. The relationship between the Route Service Representative (RSR) and CDR is critical. The first sale you make as a CDR will be selling the position's value to the RSR as it relates to growing the revenue on their route. There's no better way to learn about an RSR than to spend the day riding a route, so be prepared to get up early and get on that truck! Use these route rides as an opportunity to meet many of your customers efficiently and begin building an early relationship between yourself and your key influencers. Observe our UniFirst products and solutions in practice and obtain referrals. 8

Understand Your Industry Understanding the UniFirst business model, industrial laundry, and the buying motivations of your customers will make you an industry expert. Becoming that industry expert inspires confidence within yourself that the words you're saying are right, the solutions you're offering add value, that you have the customer's best interests at heart, and that the business is mutually beneficial for UniFirst and your customer. That inner confidence encourages implicit trust amongst your UniFirst peers and your customers, and that trust will drive your success in this role. As much as we work to improve them, unfortunately, sometimes unfavorable service conditions exist that can make the selling environment very abrasive. On the other hand, occasionally, economic or environmental conditions that have nothing to do with UniFirst exist that can make the selling environment just as tricky. Understand that navigating these conditions while still delivering your expected weekly quota is part of the job. Understand, too, that managing and improving these turbulent relationships successfully is an essential tool you'll need to develop to achieve the highest levels of success. Finally, understand that, as a CDR, you are an indispensable piece of developing Customers for Life, and Customers for Life is how UniFirst grows. 9

Learn The Basics Whether you were a Team Partner hired from Service or new to UniFirst entirely, there's a lot to learn regarding the unique challenges of selling additional products into our existing customer base. The curriculum of virtual training sessions you’ll attend is a blend of core classes specific to the challenges of the CDR role, the Sales Training Education Program (STEP), and sessions shared with New Hire Sales Education (NHSE). The NHSE sessions will focus on applications you'll use daily, UniFirst product knowledge, and competitive intelligence. The STEP classes will delve into managing your territory, managing strategic relationships, the CDR sales cycle, closing, and what to do after you close an opportunity. Virtual training sessions are not a replacement for your On-the-Job training; they supplement it. 10

Add Value To Your Customers You will only consistently close opportunities as a CDR if you can add value to the customer's program. Most customers in your database want to reduce their program spend, not increase it. Almost universally, people detest being sold a product, especially for the sake of selling, and salespeople are generally disliked, ignored, or outright run off the premises for this reason. However, humans are more easily convinced by a solution than they are sold by a product. If you want to deliver consistent weekly sales, you need to become an expert in identifying pain points the customer has not identified for themselves, positioning the UniFirst product as the solution to that pain point, and then convince the customer that your solution adds value to their program by eliminating that pain point for them; and you need to be able to do this on the fly. The sessions you attend in STEP 1 will equip you with the primary product knowledge, value propositions, and techniques to do this. However, your ability to convince others of your solution is limited by your own conviction that your solution is the best available. Without that conviction, there's no trust. With no trust, you're just another salesperson selling a product, not a trusted advisor convincing a business partner that they have the best, mutually beneficial solution to a problem. Your level of conviction will scale with how well you know your solutions. 11

1 STEP 1 Checklist Applications  VPN Access  MS Dynamics Opportunity View  Seismic CDR Profile  UniFirst Learning Center RSRs  4 Days of RSR Route Rides required  Riding all location routes is encouraged  “Know Your Routes” (Seismic)  “How Service Gets Paid (Seismic) Self-Study  Savi Seller: UniFirst Difference  Savi Seller: Facility Services  Savi Seller: Uniforms  UniFirst Learning Center Virtual Training Sessions  STEP CDR Orientation  STEP CDR Sales Applications  STEP CX – The Customer Experience  STEP Managing Strategic Relationships  STEP CDR Prospecting & Appointment Setting  STEP Sample Selling  STEP Closing & Post Close Strategies  NHSE UniFirst 101  NHSE UniFirst 201  NHSE UniFirst Catalog App for Sales  NHSE PVs & National Accounts 12

Plan Your Attack A plan combines a goal, milestone, or destination you need to reach, the map you'll use to get there, and the tools you'll need along the way. At this point in STEP, you've been equipped with the tools you'll need to be successful. The goal for any UniFirst salesperson should be President's Club, an achievement that recognizes sales performance above and beyond simply hitting quota. So now you have a goal and the tools you'll need along the way, but how do you get to your destination from square one?. You will draw your road map, but your village will pave the road. As such, your success is dependent on the success of your village. Who are the biggest customers serviced by your location, and how is the relationship? Are there any routes with stalling revenue that could use a fresh set of eyes and ears? What is the feedback your RSRs are getting when they approach customers about renewing their agreement? What can you do, as a CDR, to help increase the revenue of every route so that the entire location benefits? These are some of the questions you should ask yourself as you plan to attack your territory. They can only be answered with a collaborative effort between you, your service team, and your location management. 13

Strategize With Your Location A good plan is a requirement for success, but a strategy to execute it is even more vital. Your plan is your framework for success, but your strategy is the specific practices you implement to achieve that success. You may have identified opportunities within your territory as a whole; or even particular opportunities at the account level, but how will you turn those opportunities into increased revenue for your location and Honor Roll credit in your name? What specific tools will you use to position our products and solutions? Where do you reach your economic decision maker, and when is the most effective time to get through to them? When you get in front of that decision maker, why will our products and solutions mean anything to them? These are all questions that need answering, both at the territory and the account level, to develop a successful execution strategy. Your plan and strategy should be designed in concert and live in harmony, which will dictate your activity model. You're encouraged to seek input from your location management, service team, and CDR peers to identify new areas of opportunity and improvement to your location strategy. 14

2 STEP 2 Checklist RSRs  4 Days of RSR Route Rides required  Riding all location routes is encouraged Self-Study  Savi Seller: Healthcare  Savi Seller: HACCP/GFSI  Savi Seller: Flame Resistant / High Visibility  UniFirst Learning Center Virtual Training Sessions  NHSE Selling UniFirst Cleaning Solutions  NHSE FNA 1  NHSE FNA 2 Sales  Quota begins Week 8  Ensure sold Opportunities are closed in MS Dynamics before product is billed  Begin P&R Sessions  Attend Installs for Sold Opportunities 15

Build Momentum You’ve reached the end of the CDR STEP curriculum. Your Certification will be completed within weeks 8-10. Congratulations! This final STEP in the program is designed to be a live deployment of the skills you've learned throughout this process. You've been given the skills and tools to be successful in the role, asked to create a plan and strategy to grow your location's revenue, and now you're being asked to execute your strategy. These initial weeks in the field are designed to help you build momentum, but by the end, the expectation is that you'll hit the ground running. If you have been following the process, cultivating relationships with your location team partners and customer base, and leveraging the enablement tools available to you, you will have closed opportunities ready to be installed or active deals ready to close. Remember that this is a weekly sales role, and always continue to build your pipeline. To exceed your quota and achieve President's Club, you need to add ten new Opportunities for every 1 Opportunity that you close. Happy selling, and welcome to the UniFirst CDR team! 16

3 STEP 3 Checklist Self-Study  UniFirst Learning Center Certification  Occurs Within Weeks 8-10  RSM Approval  Sales Manager Approval  GM Approval Sales  Quota begins Week 8  Ensure sold Opportunities are closed in MS Dynamics before product is billed  Begin P&R Sessions  Attend Installs for Sold Opportunities RSRs  Continue RSR Route Rides  Riding all location routes is encouraged 17

Continuing Education Virtual Training Sessions  Weeks 11-52+  UniFirst Learning Center  SCORE-Large Account Prospecting and Planning  Trusted Advisor 2.0 (VIP)  Getting 5 Year Agreements  MS Office I and II  Getting Up-Front Monies  Flame Resistant Garments (FR)  High Visibility (High Viz)  Selling Healthcare 18

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