August 2023 - 10

OCS UPDATE
Take the advice of an
EXPERT WITNESS
when you are selling
convenience services
Bill Ackerman is a successful expert witness who understands
the importance of having a sales strategy.
By Bob Tullio, Contributing Editor
WHEN I INTERVIEWED HIM FOR
Automatic Merchandiser's Vending
& OCS Nation podcast, " Lessons
in selling from a prominent expert
witness - A conversation with Bill
Ackerman, " it became clear to both of
us that there were striking similarities
in what it takes to succeed, both as an
expert witness and as a sale rep, selling
convenience services.
I asked Ackerman an obvious
question, why would his interview
be relevant for vending, coffee
service, micro market and pantry
service operators? Ackerman said he
saw a definite connection. " It's
absolutely a connection, because
what I do for a living is sell my
opinion. I have to go into a courtroom,
and I have to sell or convince 12
strangers or a judge as to why they
should buy what I'm selling. Yes, I'm
very much a salesman, even though
I'm an accountant. "
PREPARATION
The skills that Ackerman has and the
challenges he faces will sound very
familiar to convenience services reps.
I asked Ackerman to tell me what
he thought were the defining
characteristics of a great expert
witness. His answer was quick.
" Preparation, " he said. " You have to
10 Automatic Merchandiser * August 2023
know your product. I have to know how
I got to the opinion that I'm rendering.
I have to know all the nuances. I have
to speak intelligently about it. Can't
hem and haw on the stand. Know your
product and be prepared to be able to
sell whatever it is you're going to sell. "
presentation, your background and
experience. Are you composed?
Are you articulate? You're trying to
communicate to a group of people
that generally, in my situation, have
a seventh-grade education when it
comes to financial concepts. "
From a convenience services sales
standpoint, credibility comes from
connections you share with the
prospect. Who do you currently serve
that the prospect will respect? Do you
have mutual LinkedIn connections? Do
you have a long history in the business?
If not, can you make your industry
knowledge so obvious that credibility
is instantly earned? While your clients
may not have a seventh-grade education
regarding office refreshment concepts,
they certainly know less than you do,
even though everyone thinks they
are an expert, especially about coffee
service. Can you educate them, moving
them in the right direction?
Bill Ackerman is
one of the nation's
most prominent
expert witnesses.
He specializes
in testifying
about damages
in civil trials.
The connection to convenience
services sales is obvious: Product
knowledge is critical. It is all part of
the preparation process. What do we
know about the prospect through
LinkedIn? What is our company
history with the prospect internally?
CREDIBILITY
" Another huge aspect is credibility, "
said Ackerman. " That comes through
KNOW THE AUDIENCE
Ackerman stressed the importance
of knowing your audience. " I usually
come in somewhere midstream at the
end of a plaintiff case, or I come in
at the very end of a defense case, so I
could be the last witness in any trial.
By then, you know your jury. We know
who has a financial background and
who doesn't, " said Ackerman. " Catering
your presentation, I'm looking at 12
August 2023

Table of Contents for the Digital Edition of August 2023
