Sales Funnel — Phone Outreach
The Cold Call
Playbook.
A step-by-step framework for calling restaurant owners and general managers — from the first ring to booking a demo of Restaurant HQ.
1
Open
2
Build Rapport
3
Discover
4
Book the Demo
Steps 1 & 2 — Open & Build Rapport
Get past the gatekeeper. Earn 60 seconds.
Your only goal on the open is to reach the owner or GM and earn permission to keep talking. Don't pitch — just be human, be brief, and show you did your homework.
If You Get a Gatekeeper
"Hi, I'm [name] — is [owner/GM name] around? I had a quick question about their marketing."
Use the owner's first name if you can find it. It signals you're not a random cold caller.
When You Reach the Owner / GM
"Hey [name], I'm [your name] with Restaurant HQ. I'll keep this quick — I work with independent restaurants in the area to help bring customers back more often. I checked out [their restaurant] and loved what I saw. Got 60 seconds?"
Mention something specific — their menu, a Google review, a dish you noticed. It builds instant credibility.
Do's & Don'ts
Use their first name
Mention something specific about their restaurant
Ask permission to continue
Keep energy warm, not salesy
Don't pitch features yet
Don't mention price on the open
Don't read from a script — use it as a guide
Step 3 — Discover
Ask questions that reveal the gap.
These questions expose pain points and set up your demo pitch naturally. Listen more than you talk — their answers are your ammunition.
1
"Do you have any kind of loyalty or rewards program right now?"
If no — this is your opening
2
"How do you stay in touch with guests after they leave?"
Silence or "we don't" = strong lead
3
"Who handles your marketing day to day?"
"Me" or "nobody" = they're overwhelmed
4
"What's working for you right now to bring people back?"
Vague answers = no real system in place
Step 4 — Book the Demo
Handle objections. Lock in the meeting.
When you hear interest (or even hesitation), pivot to the demo. Give them two time options — don't leave it open-ended.
They say"I'm too busy for this right now."
You say"That's exactly why this works — it runs on autopilot once it's set up. The demo is 15 minutes. What about Thursday at 2?"
They say"We already do social media."
You say"That's great for reaching new people. This is about the ones who already love you — bringing them back more often. Totally different lane."
They say"What does it cost?"
You say"Starts at $297/mo, no contracts. But the demo will show you exactly why restaurants say it pays for itself. Can we do 15 minutes this week?"
They say"Send me some info."
You say"Happy to — but honestly, a quick screen share will show you more in 15 minutes than an email ever could. How's Wednesday look?"
The Closing Line
"I'd love to show you what we're doing for restaurants like yours — it's a quick 15-minute demo and I think you'll see some things that could really move the needle. What works better, [day] or [day]?"
Always offer two specific time options. "When works for you?" gets pushed off. "Tuesday or Thursday?" gets booked.
Sales Funnel — Walk-In Outreach
The Walk-In
Playbook.
Walk in like a customer. Leave with a demo booked. This approach builds instant trust because they see you face to face — and you can read the room in real time.
1
Prep & Time It
2
Observe
3
Approach
4
Book the Demo
Step 1 — Timing & Preparation
Show up at the right time. Do your homework first.
Timing is everything on a walk-in. Hit the sweet spot between rushes when the owner or GM is on-site but not underwater.
Best Times to Walk In
2:00 – 4:00 PM — after lunch, before dinner prep
Tuesday – Thursday — calmer mid-week days
9:00 – 10:30 AM — before lunch spots open
Times to Avoid
11:30 AM – 1:30 PM — lunch rush
5:30 – 8:30 PM — dinner rush
Monday mornings — weekend recovery, ordering
Before you walk in: Check their Google listing, website, and social pages. Note what's missing — no website, old menu, no review responses, no loyalty program. You'll reference these in conversation.
Steps 2 & 3 — Observe & Approach
Walk in as a customer. Then start talking.
Sit down, look around, and take mental notes. When you ask to speak to the owner, you'll already have context to make the conversation personal and specific.
Ask for the Decision-Maker
"Is the owner or manager around today? I'd love to chat for just a minute."
When You Meet Them
"Hey, I'm [name] — I actually stopped in to check the place out. I work with independent restaurants in the area and I love what you've got going on. Do you have a quick minute?"
You walked in as a customer first — that's your advantage. You're not a cold caller, you're someone who chose to be there.
Use What You Observed
"I noticed you've got some serious regulars at the bar — are you doing anything right now to reward those people or stay in touch with them?"
Reference something real you saw. It shows you pay attention and transitions naturally into discovery.
What to Look For
Paper punch cards or old loyalty cards on the counter
No table tents, no digital signage
Regulars the staff knows by name
Handwritten specials boards
No visible website or social media signage
Owner working the floor or behind the bar
Step 4 — Book the Demo & Follow Up
Close the visit with a time on the calendar.
In-person conversations build trust fast — but they're busy. Book the demo before you leave, then follow up to lock it in.
Your In-Person Close
"I think you'd really like what we're building — it's a done-for-you website, loyalty program, and marketing system built specifically for restaurants like this. Can I set up a quick 15-minute demo to show you? What's better — [day] or [day]?"
Leave a business card. Ask for their cell to text a confirmation. "I'll shoot you a text tomorrow to confirm."
Same Day
Text to say thanks — mention
something specific from the visit
Next Day
Confirm the demo time
and send the calendar invite
Day Of
Quick reminder text 1 hour
before the scheduled demo
Every visit is a conversation.
Every conversation is an opportunity.
Pair this with the Target Customer Profile and Commission Schedule. Know who to approach, how to close, and what you'll earn.
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