Hospitality procurement·Ascot, United Kingdom·2024
Socium Procurement
Making a free service sound credible instead of suspicious
A UK procurement consultancy helps hotels, care homes and restaurants cut food and drink costs at no charge to the client. The hardest part was making that believable.
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4
step process made explicit
7
business types addressed
8
supplier categories mapped
The challenge
- The service is genuinely free to the customer, funded by suppliers. A free offer with no explanation reads as a catch.
- The audience spans care homes, hotels, schools, cafes, restaurants and pubs, each with different buying pressures.
- Procurement is an abstract service. Nothing is delivered, nothing is installed, so the value needs to be made concrete.
- Decision makers in hospitality are time-poor and will not read a wall of explanation.
What we did
- Led with the outcome and the objection at once: reduce your purchasing costs without outlaying a penny.
- Broke the offer into four concrete capabilities, each with an image and one clear sentence, so the abstract became specific.
- Laid out the process as four numbered steps from first meeting to ongoing account management, which removes the fear of hidden commitment.
- Wrote an FAQ that answers the free question directly and states plainly that the model is one hundred percent supplier funded.
- Listed the eight supplier categories so a prospect immediately sees whether their spend is covered.
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