A new slant on Foodservice — Food Companion International Magazine

Service will be the big focus in 2024 writes Zoran Mustac.

THE relationship between any producer, purveyor, restaurant sales rep and a chef is always going to be critical to the success of any product or a service. To understand their needs, motivations, and goals.

This can be achieved by establishing clear communication channels and fostering collaboration and mutual trust. This has always been the case and will in many ways continue to be critical going forward.

One way to improve the relationship between all stakeholders is by refining the role of the restaurant sales rep.

Traditionally, these individuals have been focused on growth by driving transactions on existing products and introducing new ones and closing deals such encouraging customers to shift the majority of their category to the producer or the purveyor that they represent.

However, in today's market, where customers have access to vast amounts of information, the role of the restaurant sales rep is evolving. Rather than simply trying to sell products, they act as advocates for the products they represent.

A Product Ambassador’s role is to educate potential customers about the features and benefits of the product and to help them make informed purchasing decisions.

In this role, restaurant sales reps must become experts in the products they represent. They must have a deep understanding of the product's unique features, the benefits it provides and how it compares to competitor products on the market.

This information must be explained to potential customers in a way that is clear, concise, and tailored to their specific needs.

Customers and chefs appreciate the guidance and expertise of a knowledgeable person who can help them navigate the often-overwhelming world of product choices.

This will always lead to higher level of customer satisfaction, increased loyalty, and ultimately, more sales with the chefs.

Sonia Bray, Trish Keliher with Bidfood Australia Sales Team, at Sheraton Grand Sydney Hyde Park, Executive Chefs Club meeting.

If you happen to be a Product Ambassador, it goes beyond just making a sale. It involves building a relationship with the customer and providing them with ongoing support throughout the purchasing process and beyond. This includes answering questions, providing training or demos, and offering post-purchase support as needed.

Another point to note is that while implementing a product ambassador program can bring significant benefits to all stakeholders, it also comes with additional costs.

Sales Manager’s and restaurant salespeople also take on a consultative role and often require additional training and resources to become experts in the products they represent.

Additionally, providing ongoing support to customers throughout the purchasing process and beyond can be a significant investment for the producer or manufacturer.

By shifting the focus from sales to education, restaurant salespeople become more valuable to all the stakeholders. Producers can benefit from having knowledgeable product ambassadors, the restaurant sales people who will communicate the value of their products effectively.

Purveyors/distributors can benefit from having salespeople who can help them build strong relationships with customers, resulting in repeat business. Chefs/End-users can benefit from having restaurant salespeople who can guide them through the purchasing process and ensure they make informed decisions that meet their needs.

If you are a Producer/Manufacturer or a Purveyor/Distributor and would like to talk about a Marketing Plan for your business in 2024, I would love to hear from you.

Please contact Zoran Mustac at zmustac@dalmatamarketing.com.au https://dalmatamarketing.com.au/ Mobile 0401 340 153