As the founder and CEO of Revzi, an analytics and point-of-sale business, Paul Hadfield understands how to run an effective business. So he appreciates the autonomy he experiences as a reseller of Upserve POS, managing teams of sales representatives who handle the entire process from the research of prospective customers to closing the accounts.
“We found that the best way for us to accurately convey the value of what Upserve is doing it on a face-to-face, in-person, local level, where we truly own that customer relationship,” Hadfield says.
“I think we found a nice happy medium where we tend to own that relationship and sales process, and create a nice hand-off for Upserve to really own the technology and onboarding relationship.”
It’s a relationship that has helped drive results for his teams in Chicago, Denver and Newport Beach.
“That’s why we’ve expanded to different markets. Our model is really strictly ‘feet on the street.’ I would say that almost 97 or 98 percent of all of our new customers, at one point, we have met in person,” he explains. “We just had a higher closing ratio. It’s been less likely where things are lost in translation during the sales process, and it’s much easier to get more of somebody’s time when we meet with them in person. It’s just that we’re going the extra mile and we allow them to really dive into what’s most important to them and how they can use Upserve’s platform to grow their business.”
The Importance of Word-of-Mouth Referrals
Hadfield’s teams are quick to drop the name of a neighboring customer when meeting prospects because of the weight it carries in moving a deal over the finish line. Chicago and Denver already have well-established networks, and the newer Newport Beach team has been building a portfolio of well-known, stable clients.
“With every new client, you’ve got to build the relationship, build that trust. It doesn’t matter what we’re selling,” he says. “You can have the best product in the world, but if they don’t trust you and they don’t like you, and they don’t know who you are, and you haven’t proven your value with somebody else, it’s going to be really hard to make that sale.”
Restaurant Technology Equals Job Security
“The restaurant business is something that I’ve always loved and I’ve always been interested in,” Hadfield says, adding that his mother is a chef who always worked in restaurants. “I am passionate about the hospitality business from a rather young age because of that.”
On a business level, Hadfield has found that restaurants have been more receptive to software and analytics than other small businesses. Plus, with every community centered around its local restaurant, it’s a scalable market. However, that doesn’t mean selling restaurant technology isn’t without its challenges.
“Restaurants are one area where you can kind of still get away with operating in the Stone Age, with older systems and older platforms,” he says, noting that restaurants are among few retailers still having customers signing paper receipts. “The idea of cloud access and cloud reporting for restaurants is still a relatively new thing that people are starting to try to grasp.”
“The idea of somebody going somewhere and buying food and having an experience and then leaving? It’s such an old business, and so many processes and procedures and technology are still stuck in an old method, an old way of doing things.”
That being said, even as technology continues to advance and offer restaurants insights into ways to save money and time, the restaurant community and industry aren’t in danger of being outsourced, he notes. While online ordering may be increasing the number of people who dine at their homes, many use restaurants as a brief respite from the technology that rules their day.
Over the past five years that Hadfield has been selling Upserve products, he has noticed the market become more crowded with competitors. But even with other options, he has chosen to stick with Upserve.
“I don’t think there’s anything on the market that’s as valuable for restaurants, considering the price point and the potential impact of those products, and I think that holds true for every area of the restaurant,” he says.
“I haven’t seen any other product or platform that can successfully improve so many different areas of a restaurant by utilizing systems that they already have in place.”
Restaurants already have—and need—point-of-sale and payments platforms, he notes. Upserve’s ability to build upon that “and provide new ideas and new ways of doing things to grow their business and save time and increase sales by replacing these legacy and traditional platforms is really phenomenal.”
“The restaurant industry continues to grow and continues to get more and more competitive and it’s almost become this escape for most people from technology,” Hadfield notes. “We’re all stuck on our phones and computers all day, so the idea of going to a bar or going to a restaurant is a nice excuse to put the phones down, actually communicate with human beings, and have an experience that’s not related to the internet.”
Finding Personal Success by Helping Others
Even though Revzi is a B2B company, Hadfield still considers them B2C “because at the end of the day, it’s just usually a person, a singular person, who is saying ‘yes’ to us.”
“Our ultimate job is to find out who that person is and can we either, A, solve their pain points; or B, if they don’t have any, can we provide enough value to them to earn their business?” Hadfield explains. “The more people whose pain points we can solve, or create new value that they didn’t know existed, the more money that we’ll make. The more money that we make, the more we can grow.”
At the end of the day, money is a motivator, but it’s not the only one. “To be candid, I’ve always been a money-motivated person,” he says. “But I’ve realized over time the only way that I get there is by helping people.”