People have been asking me why I am so excited about the 2025 CTW — the Coffee Tea and Water event in Miami on November 4 and 5. For one thing, NAMA hired me to be the emcee, and if you know me well, you know how much I love having a microphone and a captive audience!
Beyond that, I believe that 2025 is a defining moment for the OCS industry. The CTW event gives us an opportunity to collaborate on the challenges today — and to explore together how we can capitalize on the incredible opportunity that is available to OCS operators.
While speaking at another event recently, I asked a room full of operators, “What are the biggest challenges associated with selling OCS?” After hearing the audience reaction, I realized that we have some definite challenges. Many are unique to our industry, many are not, and many have been around since I was in the OCS business as an operator 10 years ago.
The audience offered 25 challenges, but here are five that got my attention. These challenges are perfect topics of discussion at CTW.
Generating warm leads
This is an old issue — not unique to OCS — but multiple strategies can be employed to keep the sales pipeline filled. Collaborating with successful business development professionals and vendors specializing in lead generation and sales support can deliver solutions to elevate sales performance. The answers you are looking for are available at CTW.
Accommodating a multi-generational workplace
Everyone in sales and customer service is dealing with this issue today. In the same office — Baby Boomers (a few), Gen X, Millennials and Gen Z — under one roof. Learn the defining characteristics of each group. Find out what works for other operators as you collaborate with others during a round table session at the CTW.
Figuring out hybrid schedules
This challenge could be somewhat unique to the convenience services industry. What does a 100-employee count really mean today? Operators are grappling with this question around the country as the return-to-office movement continues to move forward, but slowly. Learn the formula, the strategies used to evaluate locations and how to communicate with the client about exactly what you need from a dollar standpoint to make it work.
Selling against big box stores and the internet
Not a new problem for OCS operators, but this is sure to be a topic of conversation in roundtable gatherings. The CTW event allows operators to learn how to cultivate a true partnership with clients from the beginning, to create a clear understanding of mutual expectations. Which products are part of the deal and need to be purchased exclusively from the operator? In a true partnership, why would a client resist a solid contract that protects the interests of both parties?
Navigating social media
Everyone knows how important social media has become today. The big question: How does an operator turn posting into actual business opportunities? Consider this study by Corporate Visions: “74% of buyers chose the company or sales rep that was first to provide value and insight.” This tells us how important it is for operators to educate prospects about how your company can address pain points. Learn about the strategies that operators are employing to maximize their social media efforts.
Capitalize on CTW opportunities
