Guest Article - The Jeopardy Conquest - By Jon Wool, Finesse Special Events

Answer: For $800 – This young caterer served up something pretty incredible
 on television’s most successful game of all time.

JON WOOL

Question: Who is Melanie Spratford on Jeopardy!?

Last week, my friend and colleague, Melanie Spratford, won on Jeopardy! She exchanged quips with legendary host, Alex Trebek, and rattled off correct responses in categories such as: Bestsellers, Historical Facts and Figures, and Musical Terms. As her winnings increased, Melanie’s strategy became evident. She later explained it is important to be very well prepared, to understand the show’s format and rhythm, and to learn the basics about the subjects the producers consider most important. While it isn’t necessary to know the capital of the Solomon Islands*, it is important to know all of the US state capitals.

I get dizzy merely recalling the subjects she says are most important, let alone their related facts and figures. However, as Jeopardy! progressed, I began to correlate Melanie’s strategy as a contestant to that of an effective catering salesperson. If, as catering sales experts, we follow Melanie’s cue, we’ll always be prepared when opportunity presents, be well versed in all major areas of our industry, and be able to guide clients through a series of subjects with pointed questions and answers. This approach, coupled with a bit of humor and high energy, will position us to become stars in our own right. While we don’t need to use phrases such as “chèvre fermier de vosges,” we should be ready to talk about goat cheese and even recommend a suitable wine pairing. The key is to apply our event expertise toward anticipating our clients’ main concerns which will help us win their confidence and business.

*The Solomon Islands are in the Pacific and their capital is Honiara. Of course, Melanie knew that all the way. If we follow her lead, stay prepared, and anticipate client’s questions, we too can be returning champions!

Melanie Spratford and co-star Alex Trebek 

Donation Request Response Form

Caterers continually receive requests from charitable organizations for donations of food and services to be offered in auctions or used in one of their social activities. Even when these requested donations require little food cost, they tend to add up on an annual basis. While a caterer may be as gracious as they wish in giving free food to others, it sometimes is better to give back to those groups that also support you during the year with revenue making events. I’ve created a form that brings some logic into the process, which you can send to the person or organization requesting the donation.

(Date)

To: (place the name of the person requesting the donation)

From: (your name)

Subject: Possible Donation

Thank you for your request of a donation from ABC Catering. We would like nothing more than to fulfill all the requests we get for donations of our wonderful food. The problem is that each year we receive hundreds of requests.

The simple truth is that we are unable to provide donations to everyone who calls us. It is our company policy to provide donations to those people, charities or organizations that have supported our company by purchasing catering from us over the last twelve months, either for their organization or from their members.

If you have ordered catering from our company over the last twelve months, or have members, staff or volunteers who have done so, please list their names and we will respond quickly to your request.

PERSONS ORDERING CATERING FROM ABC CATERING DURING THE LAST TWELVE MONTHS:

(Please list their names and phone numbers)

1.___________________________________________________________

2.___________________________________________________________

3.___________________________________________________________

PLEASE FAX BACK TO 555-5555 or email to (your email)

Thanks for calling ABC Catering.

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.