perks your buyers can select from if they
purchase from you, perks that represent a
wide variety of advantages and/or savings
to buyers. Reducing the wedding cake
cutting fee from $3 per guest to $1 per
guest creates instant value, because they
spend less of their budget.
Shoppers come to you with a similar list
of predetermined perks and advantages
in mind that represents value to them. Try
to discover what is on their “if we get this,
we will buy” list. The most important tip I
can pass on is that value is not something
you give to a shopper. It’s just the opposite.
Value is something that shoppers take from
you, or, at least, think they take from you.
TWO TIPS TO UNCOVER A BUYER’S
VALUE TARGETS
Some caterers simply ask the shopper
directly what they need to do to get the
shopper as a client. There is no beating
around the bush, just a direct question.
It is amazing to listen as shoppers tell
the salesperson what their hot buttons
are or what their “if we get” list is, in
response to, “Bob and Mary, what do
I need to do to have you select my
company for your event?”
THE SIMPLE TRUTH ABOUT VALUE
To many catering shoppers, “chicken is
just chicken.” Any of the caterers they
select will have quality chicken, or, at
least, chicken that will be just fine. The
caterer they finally select will be the one
who offers them the most items on their
“if we get” list. Value can’t be forced on
shoppers; it needs to reflect what the
shopper feels is important. Elements of
value include:
• Saving money or using less from their
budget, leaving more for other purchases
• Gaining some advantage over whatever
they are worried about
• Creating harmony, happiness and
peace of mind in the family or company
that is buying
• Worrying less about the performance
of the catering, and less concern about
embarrassment
• Getting early access to an event space
to decorate
• Smaller deposit requirements
• A salesperson who permits changes
without anger
• Exciting menus that have mid-level pricing
FINAL THOUGHTS
Customers buy from caterers who keep
them safe from embarrassment, offer value
and provide good food and service. Caterers
must continue to develop new menus,
services and presentations that offer real
and/or perceived value and advantages for
buyers. If buyers only purchased from the
lowest-priced caterer, why do the leading
caterers have higher prices?
Try to discover the last things the shoppers
said to themselves or to each other just
before the sales presentation began. For
example, did a husband and wife agree
that they would purchase only from the
caterer who gave them a special rate
for children coming to the event? Once
discovered, the shoppers’ wishes make
sales much easier to accomplish.
Value from a shopper’s point of view
• Discounting delivery or banquet room fees
• Not charging for the bride and groom at
the wedding
• Having the owner or executive chef at
the event—not just the salesperson
• More relaxed final guest-guarantee
deadlines
Michael Roman is president /founder of
Catersource Magazine, Conference &
Tradeshow. He will be expanding on this
topic and others at the 2011 Catersource
Conference & Tradeshow in Las Vegas,
Feb. 27-March 2, 2011. Attend the
conference to learn how to increase your
catering profits. ACF members receive $50
off registration by using the promotional
code ACF11. Visit www.catersource.com
to register and for more information, or call
(800) 932-3632.
www.acfchefs.org
