A
If I offer a discount customers will abuse it / go hunting for discounts
O more orders is a good thing / value of campaigns beyond the acquisition / if cxs truly are looking for discounts, they’re going to competitors
O New or relapse cxs (can only use once)
X We can’t control customer behavior
Bidding on SL is going to get expensive and cut into my bottom line.
O Find out out what marketing budget is and tailor metrics to follow - max bid ensures not overspending
O Only paying for orders not impressions and clicks > impressions and clicks provide a benefit and these are free.
O Have they ran ads before? Show why we’re different.
X Immediately go to credits (this is our closer - “plus we’ll let you try risk free”). Then we can just run promo
I'm too busy to talk, call me next month
O Create urgency around your call and what you need to talk about / won’t take long
O Can I send you an email and you can review on your down time?
X Okay, call you then (what day?)
Why would I push people to order from DD instead of coming directly to us?
O Why did you partner with DD in the first place?
O Profit margins on DD orders are higher than inhouse orders even with commission / no cannibalization, cx buyer habits
O Use DD as customer acquisition / marketing tool. Get your name out there and turn them into returning buyers.
I don’t want to run SL and promo together so I can pinpoint what’s working specifically.
O These complement one another, accomplish 2 different things (ToF, BoF).
O Levers that promo qualifies them for and how SL keeps them competitive in the carousel
O Last ditch effort to target different cx bases to accomplish more than 1 goal.
X Run one now and run one in 30-days.
We don't discount our food, it cheapens our brand
O How do you attract business normally?
O Focus on frequency and driving AOV.
O Delivery fee discounted
O Other premium brands that run marketing
X Then we can just do SL (we need overcome objection of promo first)
I tried sponsored listings last month and it didn't work
O Dive into campaign specifics to find out what/why didn’t work to offer something better
O Identify other areas of opportunity that could help complement SL (menu)
X Speak against our campaigns/DD or focus on negative aspects of their situation (i.e. difficult submarket)
I’ll go in the portal sometime this month and adopt marketing, but I’m going on vacation in a few days so I'm not sure when I can get to it.
O Time to get in portal now? Come back from your vacation to a boost in sales!
O Urgency, time missed = sales missed / Levers that have a deadline
X Okay call you in a few weeks
We want to hold off on marketing until next quarter
O Question Goals? How can we assist, little or none
O Create urgency with sales levers, or reference big events/traffic drivers coming up.
X Great, I will call next qt.
I’m only running marketing at our new store to help build up the sales there.
O Can other stores handle more orders? What’s your budget?
O Build up new cxs at new store and work on other goals at remaining stores (retention/raising AOV, winning back customers, daypart)
X Okay we can just do that and revisit other stores later.
More sales on UE, why would I give DD more of my money?
O What are they running on UE? What do they like/don’t like? Sales goals?
O Invest in market leader
O % of customers that haven’t ordered in their radius, solution = marketing!
O Improvement opptys on account / not taking advantage of right now, pair with account improvements.
X Focus on negative performance, losing submarket (NYC), or UE benefits (they have a ton of money behind them)
I'm fine with where my sales are at right now
O Why did you partner with DD in the first place? Can your staff handle more orders?
O Less volume but increase AOV, customer acquisition, win back cxs
O Turn DD cxs to in-store cxs
X Doesn’t every business want more money?
I don’t think we need marketing, we’re a local hero with a loyal customer base.
O What made you partner with DD in the first place? Can you handle more orders?
O % of customers on DD that haven’t ordered > will only help promote brand off platform
O Handle more orders? Business goals? >>> marketing value props
X These are our customers not yours
I need to fix my account issues before I give you anymore money
O Ask if they have been intro’d to SM/MXP for Team support (Group call)
O Find out what the issue is and see if you can help quickly to move along.
X Navigate to the help button in your portal, they should be able to help
Pitching GK: "The owner doesn't take calls from 3PD and I can't make the call to run marketing."
O What made them want to work with DD in the first place? Only need a few min of time. Create urgency + peak interest.
O Would you be open to passing some information along if I send an email? >> pinpoint areas of concern, or enticing opptys,
O Relate to them >>> I’m sure you’d love to see [business] succeed. What is the best way to ensure we do that?
X Immediately leave phone number and hope it works
Speaking with corporate: Franchisees make their own decisions, I cannot tell them what to run
O How do we share the news? Would they be open to leading that convo to get buy-in? How involved is corporate?
O What is the benefit to marketing parity across brands?
O Ask for a good contact list to ensure you have everything you need.
X Just these 1-loc locations. See what corporate is willing to do!
I feel like I always need to be running marketing to do well on DD.
O What are their goals? With a marketplace as big as ours marketing is key
O Benefits of marketing beyond campaigns (reorder, placement algorithm, ease for cx to repeat orders)
It ensures you stay competitive so you always should be running marketing
I don't really pay attention to DoorDash so have no interest in whatever you're selling
O Ask about other 3rd parties they use,Review DD performance, find out why.
O Why did you partner with DD in the first place? Can your staff handle more orders?
X Proceed to talk more about products and the benefits. Need to dig in and re-establish relationship.
I'm already giving you 30%, I can't afford to run marketing
O Why do they believe this? >> Profit margins.
O How are you marketing in-house/other platforms?
O Focus on ROAS and other value props of our campaigns related to sales volume and margins (higher AOV, retention, etc.)
O what benefits does 30% have on marketing?
X Let’s lower your commission / deactivate campaigns or immediately go to credits
I will only run marketing if you give us more marketing credits
O Use success stories, provide data. Credits are only starter coins
O Do you run marketing for inhouse orders? Get them to see value in marketing and relate back to our programs.
O How our campaigns provide success beyond active campaigns
X Let me ask my manager
We only want to adopt one - if we run both promo + SL together that'd be a $10 marketing fee!
O We have the best advertisement for your business, consider the conversion rate you're getting that you wouldn't have
O Our data shows us that running the two together increases overall sales lift and customer acquisition vs. running alone.
O They help with 2 different things >> SL ToF, Promo BoF
X Then let’s just run one and switch it up later
I can’t handle more orders
O Why did you join DD in the first place? / What are you looking to get out of your DD partnership? When are your slow times where you could use more orders
O Target slow times, smaller customer base, pickup only to bring cxs in store or win back customers that fell off. Less volume but big impact.
X Push convo when less busy
Your Mx portal is always down, not going to run marketing when it’s so unreliable.
O Provide customizable option (FS) and timeline on fix - outages are due to updates to Mx portal that are benefiting them
O You have GE/SM/MXP here to step in when our technology gets in the way
X Empathize to the point of speaking against DD and our platform
Your support is horrible, I get contacted by different people every quarter, and the dashers steal our food!
O Empathy but ensure you’re the savior - see what quick fixes we can do now and be clear on next steps to solve these matters
O Reintroduce DD team (GE, SM, MXP) and show confidence in handling issues, loop in SM right on call if possible.
O Do you have time to review your business right now since I have you? Will allow us to start getting growth measures in place while we solve your other issues.
X Empathize to the point of speaking against Dashers/DD
I'm not making money on orders as it is
O Dig in >> Profit margins on DD orders/in-house? Sales goals? Other 3PD?
O Profit margins on DD orders are higher than inhouse orders even with commission
O Focus on ROAS and positive sales metrics
O Benefits of marketing beyond paid programs (placement, retargeting, brand awareness, loyalty)
X Immediately offers credits/discounts. Re-educate + build value first!