Six Axioms For Selling Success

Selling catering isn’t complicated. Here are some simple axioms that will assure success! Use them and your sales will soar! I suggest you discuss them at your next sales meeting.

1. Be enthusiastic at all times. Selling catering is a twenty-four hour a day job. You never know when, or where, a sale will be coming. You need to be “UP” twenty-four hours a day. Enthusiasm is contagious. If you offer it to your buyers, you will receive enthusiasm back from them. A salesperson who is enthusiastic also demonstrates confidence, professionalism and pride.

2. Never make excuses. During a sales slump don’t use these for excuses: “Our prices are too high.” “It’s the slow season.” “The chef isn’t creative enough”. “This is the third time this person has come to us for a bid without buying and I already know she won’t take us.” Excuses drain sales talent and create losers. To be a winner, you need to keep your mind clear of any negative thoughts.

3. Put the buyer first. Demonstrate to your buyer that the information you give will help them do a better event no matter who caterers it. Let them realize that they have finally met a salesperson who cares more for them and their event then they do for themselves. Remember, you are also selling “yourself” to the buyer as well as your catering. In fact, from the buyer’s point of view, since the caterer they select is going to become involved in their personal, or corporate goals it is great if they sense that the salesperson’s motives are based solely on their own goals and happiness.

4. Standout in the crowd. Be different in everything you do! Believe that you have no competition because no other caterer does as much for clients as you do. Do the unexpected. Demonstrate to your clients that you are looking forward to years of catering with them. Be unique in the way you dress, speak, write and care! Being unpredictable and different is often a valid strategy for selling more catering.

5. Take some risks. Yes, it’s “risky” to take risks. Playing safe, on the other hand, usually loses the important sales. Cut through the client’s concerns. Get right to the point. Ask questions that bring the issues out onto the table for discussion. Never make false promises, but never waiver from your “pledge” to your buyer of your total dedication to their success.

6. Keep learning and rehearsing. This is important. Surround yourself with quality books on selling techniques that are to be found at any bookstore. In order to attain greatness as a salesperson, you need to read about what other salespeople have done to get better. Then you need to actually rehearse your own sales scripts before you get in front of a real shopper. Learning and rehearsing are the cornerstones to catering sales success.