Marketing to Restaurant Owners / GMs?

I need some advice.

I sell a service (insurance) to the hospitality industry. As a previous veteran of the restaurant world, I know that managers and owners always have a dozen concerns on their plate from the moment they walk in the door each morning. The last thing they want to do is see or hear a sales pitch.

My question is: How can I (politely) cut through the clutter get noticed? What unusual marketing methods have you seen or heard? Does direct mail work? Trade shows? In-person visits?

Any suggestions or examples would be greatly appreciated!

Thanks,
Quinton Smith

Tags: marketing, owners, to

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Permalink Reply by Patti on April 8, 2009 at 12:04pm

Dear Quinton-
I was in food sales in Naples FL and I made cold calls in person every day - I opened 68 accounts in 6 months! Before I was in sales I managed 300 seat family restaurants for 25 years and did all of the buying and yes "clutter" is a well chosen word! I hated when uninvited sales people from companies I did not use waltz right in my back door with no appointment - man I'd be on the grill or catching up the dishwasher or you know it would be crazy - I would blow them right out of the building - I'm not kidding - or the poor kid who would say he'd wait till I had time to talk to him! Yikes the pressure - I'd tell them time was money and please go to their next stop!

Anyways from all of my dealings with sales people taught me all the things I would not do!
So when I would cold call on someone & they did not know me or my company I would make sure I had all kinds of product info & pictures & prices in a neat attractive folder-I would come in at anytime time and usually see the deer in headlights expression in my future customers face~ you know an "oh crap I haven't got time for you now look". Well I always used their front door and would just say who I was with real quick and also quickly say I just wanted to say Hi & drop off some info & my name was Patti! You could instantly see their relief and I would hand them the info and tell them I'd be back in a week or so or they could just call me if they wanted something before I came back AND THEN I WOULD LEAVE- (this was before computers & email ...I know I am a dinosaur) You wouldn't believe how well I would be treated on my second trip in - because I left didn't bother them and did what I said I would the first time! They'd offer coffee and say come on in sit down lets chat!! It worked this way more often then not - of course - don't go at any rush periods the second time & do not over stay your welcome - have another stop to get to!
Well I hope this helps with selling insurance -
Good Luck to you my friend!
Patti xoxo
Earthy Delights

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Permalink Reply by Joseph Szala on April 8, 2009 at 12:54pm

Definitely a kit of some kind will work if you drop it off. Phone calls don't work. You have to walk in there and speak to them. Make sure your website has tons of information.

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Permalink Reply by Howard Appell on April 8, 2009 at 2:35pm

I think all of the above are part of the approach. Each customer is different. Cold calling is by far the hardest but sometimes the most fun too. I wouldn't want to do it all week all day though. I find that telephone calls have lost their usefulness for selling. Nobody answers or calls back unless they know you first.

I use email to reach potential customers and then telephone them. The hardest thing is to get through the "gatekeeper", the person who answers the phone. I try to ask a question that rattles them a little bit like "Who would I speak to about the benefits of insurance?" Once they pass the call on at least you know who to call next time.

I remember in the old days, salesmen who cold called always tried to make themselves stand out by giving a piece of candy to the receptionist or little bottles of inexpensive perfume etc. Just so they open the door for you the next time.

The bottom line is that not all things work for every salesperson. You have to find your style through trial and error. It takes time and money but it usually results in sales and a great reputation for you.

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Permalink Reply by Kevin Mason on May 17, 2009 at 5:32pm

In my business I find that you have to know someone .You need to get a contact first > then use that contact to get a leg in the door .Let me know if I can help .

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Permalink Reply by Quinton Smith on May 21, 2009 at 6:36am

I agree Kevin - referrals are by far the best way. But, unfortunately, I'll have to start by walking in the door. I know, however, that here in Richmond, the hospitality industry is tightly knit so once I get to know a few of them, it might lead to some referrals.

Thanks.

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Permalink Reply by Jessica Lundberg on May 18, 2009 at 4:35pm

Quinton:
It depends on what type of prospect you are targeting. Marketing activities differ based on the demographic you are trying to reach. We've found when working with independent restauranteurs out on the street, the best way to cut through the clutter is to get out on the street and walk in some doors. You just need to make sure that you have a competitive differentiator or something to offer the restauranteurs that would get them interested in setting up a time with you to talk about their business.

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Permalink Reply by Quinton Smith on May 21, 2009 at 6:58am

Unfortunately, Jessica, insurance brokers like are a dime a dozen. Having been in the industry, I can "talk the talk" so that might help. I'm working on finding that element that will set us apart.

Once I'm in, hopefully, I'll get more referrals.

Thank you.

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Permalink Reply by Howard Appell on May 21, 2009 at 6:40am

James, take a look at our website. Maybe we can save you some shoe leather. www.trnusa.com.

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Permalink Reply by Quinton Smith on May 21, 2009 at 6:58am

Thanks for tips, James. Time to start walkin....

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Permalink Reply by Leo Pal on June 15, 2009 at 4:59pm

Quinton try to introduce yourself to the owners in person.
Tell them "you are a beatiful creature, you are the only one in the world, I am afraid that my sun drenched eyes will burn your hearth..."

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Permalink Reply by Quinton Smith on June 29, 2009 at 10:36am

Thanks, Leo...not quite my verbal style but I assume flattery is the key here?

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Permalink Reply by AlexKaravias on July 18, 2009 at 4:32pm

I believe honesty to work more than anything.
I'm a GM and recently switched insurance. The agent
who came in was very subtle and not aggressive.
He just asked for an opportunity to see if he can save me
money (this phrase always should catch the attention).
I could see honesty in his face, and quickly trusted him.

Another mistake I often see from sales pitchers is timing.
I open my bar for business at 1pm. Realistically, my most
calm and relaxing time to make decisions is 9am - 11am.
Anybody that comes in after 12 noon has very little chance of
achieving anything.

Also, treat managers and GMs as experienced people who
have the knowledge. Don't try to give me a seminar about
wine or insurance. I care about numbers just like you. If there's
something I don't understand, I'll ask you (if it even matters).

Hopefully this helps.