Foodservice TabletopJournal BULLETIN Newsletter Sign-Up
Sign up to receive F/S TabletopJournal BULLETIN bringing you the latest in what's happening in the world of hospitality tabletop.
|
Welcome to TabletopJournal, where we celebrate the world of hospitality tabletop. Cool products....some incredibly creative people......interesting ideas....and lots of good thoughts......all about tabletop. Because tabletop matters. And, it's all within the world of hospitality. Thanks for taking the time to check us out. |
5.24.2013
|
TabletopJournal feels that a restaurant's tabletop and the products used on it should fit into the overall branding concept for that particular operation, not just be another commodity item necessary to run the restaurant's daily operations. At all price-quality levels, guests notice if the tabletop items used are consistent with the restaurant's larger brand message. So...we spend a bit of time on the whole issue of branding and how it relates to hospitality tabletop.
And....since it's really all about the dining experience - at all levels - tabletop plays a major role in impacting the guest dining experience. Choosing a restaurant's tabletop could ultimately be one of the more critical decisions an operator makes. So...it's important to make thoughtful - and informed decisions when it comes to tabletop. Tabletop is a strong component to a restaurant's overall brand. So, the brand experience is something that is relevant to all of us involved in hospitality tabletop. That's why we try to write often about the brand experience and celebrate those deliver clear and concise brand messages. A differentiated brand message helps both sales and profits for restaurant operators and those within the hospitality tabletop supply chain. Most in our industry know Michael Hawkins as a top recruiter of tabletop sales and marketing talent. But prior to that Mike was a top international sales manager traveling the globe for Diversey, Inc. putting together worldwide purchasing agreements with hotel chains such as Intercontinental Hotels, Sheraton, Hilton and CIGA. Mike's love for tabletop developed during his decade-long tenure as Vice President of Sales for Edward Don & Company, where he managed over 300 high-performing tabletop sales people. The combined expereinces as a top sales manager and top recruiter give Mike Hawkins a great perspective on how to be successful in selling hospitlaity tabletop. So, simply put ....Mike Hawkins knows more than a thing or two about selling. Mike's latest article for TabletopJournal touches on how to strike the proper sales balance to be effective and efficient in selling hospitality tabletop. SELLING TABLETOP THE ASSERTIVE WAY
In an effort not to be labeled as pushy, aggressive, or obnoxious many tabletop sales people adopt the opposite end of the spectrum and try to be, or known, as professional.
Unfortunately, a professional tabletop sales call is OK, but rather boring and typically has no outcome and often means lots of fruitless follow up. Obviously the customer has to perceive that you are a professional but it’s more of a look on your part (as per one of my previous articles) and a perception on the part of the customer. In summary, professionalism alone will not garner tabletop orders. Between the “used car” sales person and the professional there is a middle ground where tabletop sales are being made and it’s called being assertive. Assertiveness is an art that needs mastering just like any other so that being assertive is acceptable to the customer. This art form can only be mastered if one believes deeply in one’s heart..not one’s head. This belief is the first step in being assertive. It dictates that you can differentiate yourself from your competitor and that the customer is better off purchasing from you. It is the belief in what you do, your belief in the tabletop portfolio that you sell, your belief in the company that you represent, and indeed your belief in yourself. This belief now begins the assertive process.
|
|
Lastly, being assertive has to contain undeniable value in favor of the prospective customer that the customer can relate to and believe in. Then the purchase order will be created as a result of combining your belief, preparation, and your value with assertiveness which ultimately results in a very predictable outcome – more tabletop sales. You can reach Mike Hawkins at mikehawkins@mjhawkinsinc.com
Our tabletop articles featuring industry tabletop experts (clockwise, from far left) celebrity chef Domenica Catelli, Italian Master mixologist Massimiliano Matte, Oneida's James Schulze, Bar Boulud - London Sommelier David Vareille, NYC chef Ed Brown, Bargreen-Ellingson's Tim Irey, Industry consultant Greg Kirrish, top tabletop recruiter Mike Hawkins, U.K. flatware designer William Welch, New York Chef John DiLeo, and tabletop expert John Schroeder. Their articles remain available and can be read on our People page.
