"Low Hanging Fruit"
Our friend Don Heins, of broadliner Nicholas and Company, recently sent us an article from Bud Ludington's Monthly Restaurant Roundup. In the article, Ludington indicates that the industry outlook is improving, particularly where businesses "differentiated" themselves.
Don points out that, "The restaurants that are thriving in this challenging marketplace are the ones that people can recognize as being different and then better. There is a definitive linear psychological process here. Before we can decide what is better we must first DIFFERENTIATE between the options presented. Determining 'what is better' is a direct result of being able to determine "what is different." The same thinking can be applied to us in sales.
Don then continues, "If your customer feels/believes/perceives that there is no differentiation between you (who has the business) and your competition (who wants the business) you willalways be at risk of being picked off. You, my friend, have become what we refer to in the sales world as the "low hanging fruit."
If you are to DIFFERENTIATE yourself from the competition in the eyes of your customer, you will need to bring value to the table. Value beyond pricing, value the customer recognizes, value your competition cannot or is not offering.
Three Ways to DIFFERENTIATE Yourself Your competitors are sniffing around YOUR customers' door. They want to get the customer's attention and you could end up being picked off. Actively and consistently differentiating yourself from the competition will help you form the strong bonds of partnership, rising above the typical supplier/buyer relationship. Here are a few strategies to DIFFERENTIATE your self from the competition.
Become the 911 resource I want to be the first person my customer (or prospect) thinks of when a problem comes up. Big or small, a "problem" is a distraction for the customer. He or she needs someone to "fix" the problem so they can go back to normal duties. When a customer discovers three bad cases of fish on a Friday afternoon, I don't need to know the details of how it happened, I just need them to trust that I can solve the problem. I know there are times that sometimes make "hot shots" bad business, but I can't get or keep the business if they don't trust me in the first place. "Small problems" are important in building trust as well. A Bakemark sales rep in LA helped a petite young lady move 80-pound bags of sugar into the building when a competitive driver dropped them at the back door. Weeks later he earned the business at the four-location bakery chain.
Become the 411 resource Stuart Gonsuron, of CONCO in Lafayette Louisiana, uses email to keep his customers and prospects informed about market trends & insights, business ideas and product updates. "Most buyers in our independent restaurant market are too busy to keep up with industry news and information," says Stuart. Some will appreciate the information. Some won't. So what?
If you are seen as the 411 source of information, you are recognized as the "expert," you have standing credibility and if they see your emails on a regular basis, you are on their "Top of the Mind" list.
Being the 411 resource includes introducing products to the customers and prospects on a regular basis. Sited as one of the top reasons people change suppliers is the lack of new product samples and ideas. Too many DSRs become too busy "taking orders." Introduce products and ideas that are applicable but instead of just dropping it off or going into a lengthy features and benefits dump, ask questions.
"Mr. Customer, this is a new Thai chili sauce we are featuring. I'd like you to taste it and then tell me how you would use it if you had it in the kitchen."
When was the last time your customer was in your corporate kitchen to get updated on the products you now offer that will fit his/her menu? Do you have a regular schedule to work with your supplier's reps? And by the way, what do you know about the credit card systems your customers are using?
Be There! One of the first things we learn in food service sales is the value of consistently making the call at the same time each week. The customer needs to know when he or she should have the order prepared. And the prospect needs to recognize how reliable you are.
When you get THERE, be focused on that one prospect or customer and be prepared! Differentiate yourself by asking more business related questions than the competition. Then, probe more deeply to thoroughly understand the operation. (By the way, when you probe well, it reassures your customer/prospect know you understand.) Then, shut up and listen.
Every time you are THERE, you should have a plan to ask questions that help you learn more about the operation. Your job is to look for ways to develop profitable plans and ideas with the customer. Your job is to partner with them like no DSR ever has.
One more idea about being THERE. Be active in the local restaurant and or culinary associations. Join the membership committee. This puts you in a position to invite new potential members. You can then greet them at the functions and introduce them to other members. This gives you a valid reason to network and develop quality relationships. Be THERE.
DIFFERENTIATE yourself and you will never be "Low Hanging Fruit" for your competitor.
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