Discussion Points From Roman

Please discuss the "thinking" points below with yourself or others!


1. Sometimes a shopper takes a lot of your ideas and never pays for the education you gave them. In other words, they take your ideas, which you gave for free, and then do the party on their own or with another caterer using your ideas. Can you prevent this?


2. Caterers don't just sell food ... they sell solutions!


3. You should never book an event if there is neither profit or goodwill associated with it - you need to PROFIT or enhance your image from each event you cater!


4. A salesperson should accept the fact that buyers always are looking for lower prices. So, perhaps it would be wise to help them perceive you have lower prices to offer.


5. Questions maintain control in any sales situation.  The best salespeople learn to ask a variety of important, and not-so important, questions that disclose information about the event and an understanding of the “buying attitude” of the clients.


6. Remember: Most people buy the familiar brand. So, it is important to keep your name in front of clients on a continual basis.                   

The Roman Report 2012 - 9 of 9

Note: This education comes from the visuals I used during my session “The Roman Report 2012” at Catersource in February, 2012. There will be a total of NINE (9) separate posts to cover the information I gave at the conference.

What’s Important in 2012?

1. Building a team with common goals.

4. Proper profits achieved by proper pricing.

3. Saving money without lowering quality.

5. Image polishing or makeover through marketing.

6. Personal growth and skill enhancement.

2. Staying close to your customers.

Discuss: Sameness Vs. Innovation

The Roman Report 2012 - 8 of 9

Note: This education comes from the visuals I used during my session “The Roman Report 2012” at Catersource in February, 2012. There will be a total of NINE (9) separate posts to cover the information I gave at the conference.

Roman’s Website Tips

1. You have 3 to 8 seconds to hook them.

4. Food images don’t stop buyers.

3. Eliminate your address on home page.

5. It’s all about the shopper’s “eye” movement.

6. Give hint of price or price ranges.

2. Eliminate your fax number on home page.

Color Schemes & Typography

“Romanize Your Website” - Wed @ 11:30 - Business Stage

Roman’s Marketing Tips

1. Eat, sleep, & drink social media involvement.

4. Begin a customer loyalty program.

3. Have “live” testimonials on your website.

5. Add an “iron chef” experience.

6. Launch a customer advisory board.

2. Market differently to different groups.

The Roman Report 2012 - 7 of 9

Note: This education comes from the visuals I used during my session “The Roman Report 2012” at Catersource in February, 2012. There will be a total of NINE (9) separate posts to cover the information I gave at the conference.

What Others Are Doing

1. Creating “tasting” salons that are to die for!

2. Renting unrented floors in buildings for events.

3. Auctioning off catering events.

4. Giving free “first thanksgiving” to brides.

5. Offering “meatless” options.

6. Using the word “bargain” in their advertising.

What Others Are Doing

7. Gluten-free & dairy free available!

10. Organize a “Catering Fair” “Buffet of Buffets”.

9. “Lunch At Your Desk” becoming popular.

11. Organizing marathons.

12. Taking in “apprentice” culinary staff.

8. Opening a “Floral Catering Service”

Interesting Photo?

I stopped by one of my favorite fast food locations in Chicago Mr. Beef to get an Italian Beef sandwich. The place is kind of famous since Jay Leno always talks about it on his late night program. It's a down-home kind of place. As you will notice in the photo below, the owners have no desire to give cups of water out for free. They do mean what they say. Of course, Lake Michigan is only about a mile away from their place!

We had to cancel our cruise on the EPIC...

Bernice got the Chicago flu on Thursday.

She is feeling much better today, but the

wisest decision was to postpone the trip.

By the way, I'm very happy to say that

I purchased travel cancellation 

insurance!!

The Roman Report 2012 - 6 of 9

Note: This education comes from the visuals I used during my session “The Roman Report 2012” at Catersource in February, 2012. There will be a total of NINE (9) separate posts to cover the information I gave at the conference.

Roman’s Crazy Ideas For 2012

1. Figure out how to give guests safe “care” packages to take home. Up-sell the additional food.

2. Market “all-you-can-eat” buffets.

3. Team up with “nice” competitors to bid mega events.

4. Market “extra-serving” stations with plate service.

5 Place a “kitchen” cam and “event’ cam on your website.

6. Start a “catering broker” division.

Actions For 2012

1. Rethink and rethink again what you want to be and how you wish to grow.

2. Create and then live by your budgets.

3. Endear yourself with your customers continually.

4.  Open satellite offices.

5.. Remain or become a sales driven company.

6.  Understand and rate your team. Go with the winners.

Actions For 2012

7. Spend at least 2% of your annual volume on new marketing upgrades and projects.

8. Mystery shop your own company.

9. Bring in consulting chefs and experts to teach.

10. Try to obtain at least one contract feeding account.

11. Plan on coming to Catersource in 2013!

12. Start a local catering organization.