In this episode, McJenkins shares his wisdom on prospecting and today he’s discussing how to get paid for all the “no’s” you hear during prospecting. Jim believes in “delayed gratification.” It often takes several visits before breaking the ice with a new account. Each “no” is a step closer to a “yes.” He considers every visit as part of getting paid for the effort, even if it doesn’t result in immediate sales.
Jim’s approach to sales and prospecting is a blend of respect, persistence, and education. He turns initial resistance into long-term business partnerships by focusing on building relationships and providing value. He sometimes positions himself as a backup supplier versus trying to get all the business when first starting with an operator.
- Initial Approach: When approaching a new account, Jim emphasizes minimal intrusion. He avoids carrying a lot of gear, preferring to walk in with just a business card. This non-threatening approach helps when the owner is busy and not in the mood to see a salesperson.
- Research Beforehand: Jim uses the internet to gather as much information as possible about a potential account. Understanding their menu and online feedback can provide valuable insights.
- Building Rapport: On his first visit, Jim introduces himself, respects the owner’s time, and seeks permission to return at a more convenient time. If met with resistance, he offers to drop by occasionally and respects their time constraints.
- Understanding their Business: Checking the boxes they discard also helps tailor his offerings to their specific needs.
- Backdoor Visits: If possible, Jim prefers entering through the backdoor to get a better feel for the kitchen operations and products in use. This approach helps him gather useful information, but try not to be intrusive.
- Offering Lists and Prices: After understanding the business needs, Jim sometimes leaves a list of products with prices, allowing the owner to compare with their current supplier without feeling pressured.
- Becoming a Backup Supplier: Jim sometimes positions himself as a backup supplier. This way, when the primary supplier fails, he’s already a trusted alternative. This method has proven successful in building long-term relationships.
- Handling Price Concerns: Jim addresses price issues by focusing on portion costs rather than case prices. He educates customers on how to calculate the cost per portion, helping them understand their actual expenses better.
- Educating Customers on Restaurant Math: Jim often educates his customers on menu pricing and cost analysis. By helping them understand their food costs and pricing strategy, he adds value to his service beyond just selling products.
- Utilizing Manufacturer & Broker Reps: Jim collaborates with these reps for their product knowledge. He trusts and uses them as an extended sales force, gaining insights and support for his sales efforts.
- Samples: When Jim cannot get a sample from a manufacturer, he sends them a case on the truck and bills it on a separate invoice so it is very easy to track and write a credit, therefore guaranteeing every sample.
Be a Resource and SELL SOMETHING!!
