Remember that old saying, “If it walks like a duck and quacks like a duck, it must be a duck.” The phrase deals with the perceptions that people have about what they believe to be true. Sometimes, however, the perception becomes muddled and may lead to incorrect conclusions.
Caterers can significantly increase their business success by understanding how this phrase applies to shoppers seeking a caterer. If we simply reword the phrase above to read, “If it walks like a caterer and quacks like a caterer, it must be a caterer,” we can discover some interesting concepts that will help us.
Shoppers of catering are constantly exposed to the public perception of what a caterer and catering is. When a shopper calls five different caterers for information, they often get similar, if not exactly the same menus, formats and rules from each of them. In other words, most caterers in a particular area tend to copy what the other caterers do, so shoppers are hearing the same “quacks” from each caterer whether it’s menu pricing, staff charges, guest guarantee deadlines or deposit and cancellation policies.
These “me-too” concepts that many caterers follow lead the shoppers to a false perception that all caterers are just ducks, that one caterer is the same as all other caterers. Since they’ve not met any “me-different” caterers, the only thing that many shoppers are seeking is lower price. In truth, these me-too caterers set themselves up unwittingly as a commodity when the real goal is to create a win-win buyer/seller relationship.
This leads me to my suggestion to our subscribers who wish to pick up business. Concentrate on not being perceived as a me-too company. Create your own, different set of rules. You just need to sound unique and to offer the shopper the chance to realize that you are a company that transcends the perception that caterers are all the same. Your goal is to clearly make the shopper understand that with your company, they have finally met a caterer unlike other caterers.
You need to be viewed as the company that offers different and alternative solutions for corporate and social clients shopping for a team of professionals to assist with their food and event needs. To do this you need to present your information in a more “buyer-friendly” format, making sure that your rules and procedures do not mimic those of your competitors. Your company must become the clear choice in the shopper’s mind as the company that is totally unlike the other ones they have talked with.
Don’t quack at the shopper; envelop them with your differences!
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