Just wondering what the sales rep that you currently have has done to earn your business?Does he go above and beyond for your or just show up, take your order, collect the check and leave?Lately I am seeing a lot of my competitors going into accounts with a level of arrogance and laziness that astounds me. What also astounds me is the lack of respect from customers for the reps that are worth something. Most reps (except for the newbie’s) work on commission. You need to decide if your business is being earned or just taken for granted. Don’t get me wrong – some people do just want an order taker. But I am learning that may be because they didn’t know there were any other options. You need to remember that price should only be one part of the equation when you decide
who to do business with.Quick story – I visited a brand new restaurant 2 weeks ago. Upon entering I was informed that all three companies would be receiving a copy of the order guide. Whoever came back with the best pricing would win. So there were 3 reps involved, all experienced, all paid on commission. Each one of the reps took a very different approach to the new customer.Rep #1 took the price list home – priced it out and dropped it off. Upon leaving the price guide they informed the customer that they priced it high – just to be on the safe side. This theory confused the buyer as much as it did me!Rep #2 took the price list home – put it in the computer, printed it out and then returned it to the customer. Only problem – they didn’t include pricing. What good is a price guide without pricing the new customer asked me? I again was at a loss.
Now Rep #3 (that’s me!) took the order guide home, priced it out at current and fair market prices, broke the case prices down so that the customer could see what it was really costing them (i.e – per slice of bacon cost, etc.) picked 3 or 4 quality options where necessary and returned the price guide. Then #3 made arrangements to sample over 80 items. Sampled those 80 items and the customer was able to make an informed decision.
When the customer had made their decision rep #3 took everything home one more time and proceeded to break down the menu and cost it out for them. When order day arrived Rep #3 was there when the truck arrived and helped the customer with organizing a very large order.
The day after the order arrived Rep #1 called the customer. Not much left, but a small order was placed. Two days later Rep #2 popped back in and was visibly upset and angry that they would not be ordering from him.
Did I get paid to price out the order guide? No
Did I get paid to spend a day in the kitchen sampling? No
Did I even get paid to price out her food cost? Nope.
I got paid when the food hit the door.
Did I earn it? I think so.
Will I continue to earn it? Yep
I tell my customer that I am NOT here to save them money, I am here to MAKE them money!
Any old “order taker” can save you money – move you down on quality and poof – you just saved some money.
If your menu is priced correctly and you have the right mix on your menu then your biz should be making a profit.
If your sales rep is doing their job – then they deserve to be paid to do it. If you make it all about price so will your sales rep. I don’t have 3 hours to spend costing out a menu for somebody that I might make $20 commission on. My customers are my menu. If you had an item on your menu that didn’t make you money then it wouldn’t be worth having on your menu. Same thing goes for the sales rep/customer relationship. If I have a customer that nickels and dimes me to death and they don’t think I deserve to make a paycheck then I need to “take them off my menu” On the other hand if you have an “order taker” for a sales rep and they never do the little extra then maybe it is time to “take them off your menu”
One way to look at is this – Look at your sales rep as one of your employees. Interview for the position. Find the one who will EARN your business, not just expect it. Just like any other employee – if they stop doing their job then maybe it’s time to “hire” somebody else, or if they excede at their job you make sure you take care of them so they stick around. You do pay his paycheck, you just don’t sign the check.
A reliable & knowledgeable sales rep, when utilized to their full potential is one of the best assets any restaurant owner could have.
Just my “rather long” 2 cents worth!