September 12-15, 2010
Scottsdale, AZ
Course Descriptions

Networking for Profit: Build Strategic Alliances that will help you Sell More, in Less Time and make More Money!
The top 10% know that to serve the best clients, you must build the right relationships strategically with the right people.   Opportunities to grow your business through relationships do not only exist with your clients. By forming strategic alliances with select professionals, you'll gain access to new clients at times when they need your assistance the most. The right strategic network can position you to become the business of choice for referrals to clients who are buying products regularly.  This session will cover how to build a network using traditional means such as attending networking events, referrals, creating and joining networking groups, and how to leverage your social groups for business leads.  This session will include practical exercises on how to talk to people at events, what to do with the information you receive at an event, and how to convert those relationships into profits.

Best Practices for Using Social Media for Client Attraction and Retention
Part 2 of our Networking for Profit session covers social networking.   A recent study from Demand Gen found that over 20% of buyers in the B2B market are now connecting directly with suppliers though social media and using on line tools and 97% of transactions are made after a direct contact from the client to the seller (vs. 3% of sales that are made based on a cold call from the seller to the client).  We will cover the best practices for using Social Media for client attraction and retention and how sales people can use the tools effectively.

An In-Depth Look at Healthcare Foodservice
Learn more about one of the fastest growing segments of the Foodservice Industry.  We’ll cover different types of healthcare feeding including patient and dining room.  You’ll learn about products that are specific to this market and also hear from a Healthcare Foodservice Operator.

What SEFA Means To Your Business
Attendees will learn what differentiates SEFA from other industry Buying Groups, and learn why SEFA is the only Marketing, Training and Buying Group in the Foodservice industry.  Learn about the tools SEFA offers its Dealers and DSRs to help drive profits to their organization, reach their customer base and create customer satisfaction.   Learn how the power of Buying Within the Group helps your organization maximize SEFA benefits.  You’ll realize how SEFA training can impact your organization and you’ll learn about recent updates to the SEFAPro curriculum.  Attending this session will clearly demonstrate why SEFA is the most stable, value driven Group.

Dock to Dining
A SEFA Exclusive! The Dock to Dining program helps the Dealer salesperson recognize food safety concerns within a foodservice operation. This three-session course includes:  Kitchen Walkthrough, Operator Concerns, and Safe Food Service.  The comprehensive review encompasses each area of the operation including: Receiving Dock, Dry Storage, Refrigerated Storage, Walk-in Freezer, Prep Area, Production/Cook ’s Line, Serving Stations, Dining Area, and Dish Area. Both product and process information will be included.

LEEDS
Developed by the U.S. Green Building Council (USGBC), LEED provides building owners and operators a concise framework for identifying and implementing practical and measurable green building design, construction, operations and maintenance solutions.  We’ll cover specifically recommended prescriptive measures and baselines for energy modeling of commercial foodservice facilities.

Hands-On SEFA Marketing
There are a variety of SEFA Marketing tools available to help you reach your customers.  You’ll have the opportunity to learn how to use a few of the tools available.  Specifically you’ll learn how to create a custom flyer and custom postcard and produce your own during this session.  We’ll also cover creating electronic newsletters with Subscriber Mail.  Laptop is required for this session.

Equipment Start-up & Demo Class
A critical piece of the after-sale follow-up is the “Start-Up & Demo”.  You’ll learn how to effectively demo five pieces of equipment including:  Fryer, Range, Convection Oven, Mixer and Slicer.  This class will include sales support and how to package it to the operator.

Advanced Refrigeration, Start-up & Preventive Maintenance
An in-depth look at refrigeration.  During this hands-on course, you will build a refrigeration unit with the end result being a true understanding of how refrigeration works.  You’ll also walk away with the ability to troubleshoot for your customer.

Understanding the Foodservice Operator
Knowing your customers is the first step in providing the solutions and service they need.  Hear from an operator on how food costs, labor costs and P&L statements influence their equipment and supply purchases.  Also, learn how to make a business case for a variety of equipment and supplies.  This interactive session will include working as a team to address real-life situations.