Episode 2: How Michael Beck's Personal Loss Sparked a Mission to Transform Restaurant Tech Sales
Guest: Michael Beck, CEO of Inc Tank GTM
Episode: 86 Reason Ep. 2 | Beyond the Pitch: Michael Beck on Transforming Restaurant Tech Sales and Value Delivery
Episode Duration: 0:51:08
Topics: Go-to-Market Strategy, Sales Philosophy, Technology Implementation, Cost Management
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Episode Summary
Growing up literally above his family's restaurant, Michael Beck witnessed the devastating consequences of poor financial management firsthand. When his father lost everything due to unchecked food costs and spending, it ignited a 15-year mission that would transform how hospitality technology is sold and delivered. As CEO of Inc Tank GTM and a self-proclaimed "pattern interrupter" and "hospitality romantic," Michael has dedicated his career to ensuring restaurant operators don't repeat the same mistakes. His revolutionary approach rejects traditional sales pitches in favor of powerful questioning, emphasizing that success in hospitality tech isn't about the product—it's about the team behind it.
Key Takeaways
Questions reveal value better than pitches – The quality of questions asked demonstrates expertise and builds trust more effectively than any sales presentation
The team matters more than the technology – Success hinges on the people implementing and supporting the solution, not just the product features
Product-market fit requires real value – Solutions must deliver tangible, meaningful benefits that address specific pain points, often measured in time savings
Personal experience drives purposeful innovation – Michael's mission stems from witnessing his father's business failure due to poor cost control
Proactive action creates change – The philosophy of "nobody's coming to save us but us" applies to both business transformation and environmental conservation
Meet Our Guest: Michael Beck
Michael Beck
Michael Beck is the CEO of Inc Tank GTM, a "pattern interrupter" and "hospitality romantic" who specializes in go-to-market strategies for disruptive tech brands in the hospitality sector, particularly those innovating in AI and XR (Extended Reality). A professional chef by heart who grew up in the restaurant industry, Michael's work is driven by a deeply personal mission: preventing the kind of financial devastation that cost his father everything. Beyond his business pursuits, Michael founded Back to Blue, a 501(c) nonprofit dedicated to waterway conservation, embodying his belief that meaningful change requires personal action.
Connect with Michael:
LinkedIn: in/michaeltbeck/
Website: inctankgtm.com/
Back to Blue: backtoblue.foundation
The Story: When Loss Becomes Your Life's Mission
A Childhood Above the Restaurant
Michael Beck's relationship with the hospitality industry isn't something he chose—it's something he was born into. Growing up literally above his family's restaurant, the business wasn't just his parents' livelihood; it was the backdrop of his entire childhood. He witnessed the passion, the long hours, the dedication to creating memorable experiences for guests.
But he also witnessed something far more devastating.
The Collapse That Changed Everything
"My father lost everything because he didn't manage food costs and spending."
Those words carry the weight of a family tragedy that would shape Michael's entire career trajectory. It wasn't a lack of passion or poor food quality that brought down the family business, it was the silent killer of so many restaurants: unchecked costs and inadequate financial management.
This experience wasn't just a business lesson; it was a profoundly personal wound that transformed into purpose. While many people might have been driven away from the industry after such loss, Michael leaned in. He made a commitment that would define the next 15 years of his professional life: to equip restaurants with solutions that help them control major costs like food and labor, thereby increasing their chances of success.
From Chef to Change Agent
As a professional chef by heart, Michael understood the soul of hospitality, the creative passion that drives people to open restaurants despite the notorious failure rates. But he also recognized that passion alone isn't enough. The industry needed someone who could bridge the gap between the creative heart of hospitality and the financial realities that determine survival.
This unique perspective—combining intimate operational knowledge with the painful awareness of what happens when the numbers aren't managed—positioned Michael to become what he calls a "pattern interrupter" in the hospitality tech space.
The Revolutionary Sales Philosophy: Questions Over Pitches
The Death of Traditional Pitching
In a market flooded with restaurant technology solutions, each vendor claiming to be the answer to every problem, how do you actually connect with busy operators who've heard it all before?
Michael Beck's answer challenges everything traditional sales training teaches: stop pitching.
"Instead of selling what they think clients need, it's more effective to ask the right questions and let clients realize the value for themselves."
The Power of "Really Good Questions"
This isn't just a tactical sales technique, it's a fundamentally different philosophy about how value is recognized and delivered. Michael advocates for what he calls a "tease, not inform" approach that:
Demonstrates genuine expertise – The quality of questions reveals deeper understanding than any feature list
Builds authentic trust – Operators recognize when someone truly understands their challenges
Empowers active participation – Clients become co-discoverers of solutions rather than passive recipients of pitches
Moves beyond outdated thinking – Powerful questions help operators see past "horse and buggy thinking" about efficiency
From Selling to Discovery
This approach transforms the sales process from a transactional pitch into a consultative partnership. When you ask the right questions, operators don't feel sold to—they feel understood. They don't need to be convinced of value; they discover it themselves through guided inquiry.
This shift is particularly powerful in the restaurant industry, where operators are constantly bombarded with sales pitches and have developed a healthy skepticism toward vendors who claim to have all the answers.
Key Insights: The Hidden Factor in Tech Success
The Team Behind the Technology
Here's where Michael delivers one of the episode's most crucial insights, one that most technology buyers completely overlook:
"It's not about the technology, it's about the team behind it."
Think about that for a moment. In an industry obsessed with features, integrations, and price points, Michael redirects attention to the human element that actually determines success or failure.
Why the Team Matters More Than Features
Michael emphasizes that clients will interact with the implementation and support team during the most difficult phases of adoption. The technology might be brilliant, but if the team supporting it is unavailable, unhelpful, or unable to guide you through challenges, even the best product becomes worthless.
This perspective shifts the evaluation criteria entirely:
Don't just demo the software—meet the team who will support your implementation
Ask about their restaurant experience and whether they understand operational realities
Evaluate their responsiveness and commitment to partnership
Consider their capacity to support you during critical moments
The Over Easy Office Connection
This philosophy aligns perfectly with Over Easy Office's commitment to partnership and support. Whether it's AP automation or outsourced bookkeeping, the value isn't just in the systems, it's in having a dedicated team that understands multi-unit restaurant operations and provides ongoing support when you need it most.
Achieving Real Product-Market Fit
Beyond the Shiny Object Syndrome
The restaurant technology landscape is littered with solutions that seemed innovative but failed to gain traction. Why? According to Michael, many lack true product-market fit.
For technology to thrive in the restaurant space, it must deliver "real and meaningful value" that addresses specific utility—often measured in tangible time savings for operators.
What Real Value Looks Like
This isn't about:
The most features
The most cutting-edge AI
The flashiest interface
The lowest price point
It's about:
Solving genuine pain points that operators experience daily
Delivering measurable time savings that free up capacity for higher-value work
Addressing specific utility rather than trying to be everything to everyone
Enabling greater efficiency in ways that translate to real operational improvement
The Operator's Perspective
This focus on tangible benefits resonates with what multi-unit restaurant owners and finance professionals actually need. They're not looking for technology for technology's sake, they're looking for solutions that optimize operations, reduce unnecessary costs, and free up their teams to focus on what matters most: delivering exceptional guest experiences.
Beyond Business: A Legacy of Action
The Birth of Back to Blue
Michael Beck's philosophy of taking action extends far beyond the restaurant industry. Driven by the belief that "nobody's coming to save us but us," he founded Back to Blue, a 501(c) nonprofit dedicated to waterway conservation.
This initiative embodies the same proactive mindset that defines his approach to business: don't wait for someone else to solve the problem, be the solution.
The Philosophy That Drives Everything
This ethos of self-reliance and impactful change permeates everything Michael does:
In business: Creating solutions rather than complaining about industry problems
In sales: Empowering clients to discover value rather than passively receiving it
In environmental action: Taking personal responsibility for conservation
In legacy building: Leaving the industry and the planet better than he found them
It's a reminder that the same mindset that builds successful businesses can drive positive change in the world.
Actionable Insights for Restaurant Operators
What You Can Apply Today
1. Evaluate Tech Vendors Differently
Stop focusing solely on features and price
Meet and assess the implementation and support team
Ask about their restaurant industry experience
Evaluate their availability during critical moments
2. Transform Your Cost Management
Track food costs with the same rigor as sales
Implement systems that provide real-time visibility into spending
Don't wait for a crisis to address cost control issues
Learn from others' mistakes—like Michael's father's experience
3. Embrace Question-Based Discovery
When evaluating solutions, be wary of vendors who only pitch
Value consultative partners who ask insightful questions about your operation
Participate actively in discovering whether a solution fits your needs
Look for vendors who demonstrate expertise through inquiry, not just presentations
4. Focus on Utility and Time Savings
Measure technology ROI in time saved, not just features gained
Prioritize solutions that address your specific pain points
Don't fall for "shiny object syndrome"—focus on meaningful value
Consider what work could be eliminated or optimized with the right tools
5. Build Partnerships, Not Vendor Relationships
Look for long-term partners, not transactional vendors
Prioritize teams that understand multi-unit restaurant operations
Value responsiveness and ongoing support over initial sales charm
Remember: you're buying the team behind the technology
The Bigger Picture: Transforming an Industry
Moving Beyond Outdated Models
Michael Beck's work represents more than just better sales techniques or smarter technology evaluation, it's about fundamentally transforming how the restaurant industry approaches innovation and efficiency.
The traditional model of technology sales in hospitality is broken. Flashy pitches, feature wars, and aggressive closing tactics have created vendor fatigue and skepticism among operators. Meanwhile, restaurants continue to struggle with the same fundamental challenges: cost control, operational efficiency, and the constant pressure to do more with less.
The New Model
Michael's approach offers a better way:
Sales becomes consultation – Building trust through expertise, not pressure
Technology becomes partnership – Success depends on the team, not just the product
Implementation becomes collaborative – Operators discover value rather than having it sold to them
Value becomes measurable – Real utility and time savings replace vague promises
This transformation is exactly what the restaurant industry needs as it faces increasing complexity, tighter margins, and evolving customer expectations.
Share Your Thoughts
Have you experienced the difference between a vendor and a true technology partner? What questions do you wish someone had asked before you implemented your current systems? Connect with us and share your experiences.
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Ready to Transform Your Restaurant Operations?
Interested in working with a team that embodies Michael Beck's philosophy—one that asks the right questions, provides genuine partnership, and delivers measurable value? Learn how Over Easy Office's AP automation and financial services can help optimize your operational efficiency with the support and expertise your multi-unit restaurant group deserves.
Contact us today to discover solutions backed by a team that understands the restaurant industry inside and out.
86 Reason Podcast is produced by Over Easy Office, dedicated to helping hospitality firms and multi-unit restaurant groups optimize their back-office operations and financial management. Because behind every successful restaurant group is a foundation of operational excellence.