The February 2025 Catermind Targeting Call, led by Byron Duncan and guest speaker Allie Matthews, provided a deep dive into strategic targeting for catering businesses. This session built upon January’s discussions and introduced refined strategies to help industry professionals effectively target the right customers and optimize their sales efforts.
Understanding Strategic Targeting in Catering
Strategic targeting is the foundation of effective catering sales. As Byron and Allie emphasized, not every business is an ideal catering client. The key is to identify businesses that not only require catering but also have the budget and structure to be recurring clients.
Key takeaways include:
Identifying the Right Targets: Prioritize businesses with at least 10 employees within a 3-5 mile radius of your restaurant. Adjust based on your market density.
Custom Targeting: Incorporate a mix of year-round clients (car dealerships, schools, law firms) and seasonal opportunities (Black Friday, tax season).
Leveraging AI for Sales: AI tools, such as ChatGPT, can assist in prospecting, generating outreach lists, and creating email templates, making the sales process more efficient.
Valid Business Reason (VBR) Selling: A Smarter Approach
One of the biggest shifts in sales strategy discussed was the use of VBR selling. Instead of making generic sales calls, VBR selling encourages professionals to make assumptions based on industry-specific needs and engage customers with a clear purpose.
For example, instead of asking, “Do you cater?”—which can lead to a simple yes or no response—VBR selling focuses on upcoming events and needs. A more effective approach is, “I know you likely provide lunch for your team on Saturdays. Do you have an open slot where we can introduce our catering?”
Byron and Allie highlighted:
- Using industry events as touchpoints for outreach.
- Avoiding yes/no questions and instead assuming a need for catering.
- Speaking to specific challenges faced by different industries.
Key Catering Opportunities for February and March
Looking ahead, Byron and Allie outlined key sales opportunities that caterers should focus on in February and March:
February Highlights:
- National Engineering Week (Feb 16-22): A great opportunity to engage with engineering firms.
- Valentine’s Day (Feb 14): Target florists, delivery companies, and wholesale flower businesses.
- Black History Month: Look into city government and social organizations for potential events.
- Alzheimer’s and Dementia Care Week: Check national organization websites for catering opportunities.
March Highlights:
- National Employee Appreciation Day (March 7): A perfect icebreaker for businesses of all types.
- Physician’s Week (March 21-31): Engaging with hospitals, HR teams, and medical offices opens doors for upcoming medical appreciation events.
- National Dental Week (March 6-12): Private dental offices, orthodontists, and dental suppliers are potential clients.
- Funeral Director Day (March 11): A way to build relationships with funeral homes for catering services.
- Professional Teacher Learning Days: These events create openings for discussions about end-of-year celebrations and graduation catering.
Enhancing Customer Trust and Building Long-Term Relationships
Byron and Allie also stressed the importance of credibility and relationship-building in sales. Some best practices include:
- Matching communication styles with potential clients to build rapport.
- Following through on commitments—always deliver on what you promise.
- Using industry references to establish credibility (e.g., "We work with JP Morgan, and they love how simple our catering process is").
- Automating communication to stay top-of-mind with clients.
The Power of Follow-Ups and Customer Success
Maintaining relationships with catering clients is just as important as acquiring them. Byron shared that an effective follow-up strategy includes:
- Following up within 24 hours after an initial contact.
- Checking in four to six weeks after a customer goes silent.
- Maintaining a list of top clients and ensuring they receive consistent outreach.
- Sending handwritten thank-you notes to strengthen relationships.
Final Thoughts
The February Targeting Call offered invaluable insights into refining catering sales strategies. By focusing on strategic targeting, leveraging VBR selling, and identifying timely catering opportunities, businesses can build stronger client relationships and drive more sales. Looking ahead to March, the opportunities for medical, corporate, and educational catering continue to grow, making it a crucial time to implement these tactics.
Stay tuned for next month’s Catermind Targeting Call, where we’ll explore strategies for administrative professionals week, new sales techniques, and deeper industry insights to keep your catering business thriving!
Watch this session here: https://us06web.zoom.us/clips/share/LuWtkdyKRHWrvNXUAiFbFA