The catering industry is competitive, and this market is filled with many “wanna bes,” how will your clients pick a great caterer, or how do you set your company apart from the others? I’ll share some insight into our experiences.
We have been in the catering industry for over 8 years, but professionally for over 4 years. Every year we see a growing number of repeat customers, and every year, despite a challenging economy, we have witness double digit growth in our catering sales and services. Why? What are we doing right? Here is a four step process.
1. Prioritize. Every catering job, no matter its size, scope or menu is our top priority. We want that customer to be satisfied yes, but truly, we want more than that. We align our staff, services and menu in such a way for our client to give them what they seek. Sometimes, it is helping them recognize just exactly what that is. Our clients come to us for our expertise, and we seek never to fail them. So we look at every catering job as an opportunity to showcase our talents, to market our company.
2. Plan. We work within a budget. Whether or not our customers admit it, they have a budget. Whether or not they fully realize what that is, they eventually pinpoint it. The bottom line on budget is our client will at some point evaluate what they spent and what they received in exchange. Our “product” MUST be viewed as valuable. Did our customer get his money’s worth?
Here’s the rub. It is our job to identify their budget. Sometimes a customer will come straight out with their budget in dollars. A lot of times they won’t. Regardless, we must have a realm to work within, or all is lost. Either the extra expense comes off our profit, or the client overspends, and they are never happy if that is their lot. Asking questions is the quickest and most efficient manner to determine a budget. I like to clarify what is most important to our clients. Do they desire ease and convenience? Is the quality and deliciousness of the food most important? Those two areas of service are the most important aspects of identifying their budget. Keep in mind, just because a client “wants” something, it does not mean that they “get” it. Be honest with them about the expenses associated with the services, and let them be the boss when it comes to expanding their bottom line.
3. Perform. Be on time. Be prepared. Look sharp. Give them EVERYTHING you promised and even a few sparkles more. Because I guaranty that if they have worked with caterers before, this will be a new, and delightful difference. Not only will they notice it in stark contrast, they will tell their inner circle.
4. Wash. Rinse. Repeat.
One final note. Not everyone who wants your services gets to have you as their caterer. Sometimes a client’s budget is not realistic. Sometimes their demands are unreasonable. Remember that sometimes the very best thing you can say to a potential client is, “No, sorry.” We have all had the client that we wish we’d had the guts to be honest with, and said those very words.
