The March Strategic Targeting Call, hosted by Allie Matthews and Byron Duncan, was packed with invaluable insights for catering sales professionals. This session focused on strategic targeting, leveraging VBR (Valid Business Reason) sales, and planning for upcoming appreciation events to maximize catering opportunities.
Key Takeaways from the March Session
1. Strategic Targeting: Identifying the Right Customers
Not all businesses cater, and not every customer is an ideal fit. Strategic targeting is about filtering out leads and focusing on those with the highest potential. Factors such as business size, industry type, and proximity to your location play a crucial role in defining the best prospects.
2. The Power of VBR Selling
VBR (Valid Business Reason) selling is a method that assumes customers already cater and approaches them with an event-based strategy. Rather than asking, “Do you cater?”, a VBR approach focuses on specific events like Employee Appreciation Day, Administrative Professionals Week, or Nurses Week, making it easier to engage potential clients in meaningful conversations.
3. Planning for Administrative Professionals Week
April marks the start of appreciation season, making it a golden opportunity for catering sales. Admin Professionals Week, in particular, is a relationship-building event rather than a direct selling event. Strategies discussed included:
- Dropping off appreciation gifts (e.g., small food samples, cookies, or coffee) to introduce your catering services.
- Scheduling meetings in advance to maximize outreach.
- Personalizing visits to build long-term client relationships that lead to future sales.
4. Efficient Scheduling and Outreach
Balancing sales calls and in-person visits is key to an effective catering sales strategy.
- For white-collar businesses, calling ahead before visiting is recommended.
- For blue-collar industries, unannounced visits can make a stronger impact.
- Prioritizing leads ensures you allocate time effectively, hitting high-value prospects first.
5. Leveraging AI and Digital Tools for Prospecting
AI-powered tools, such as Grok and ChatGPT, were highlighted as game-changers for sales prospecting. These tools can generate lists of target businesses, identify key decision-makers, and provide contact details within seconds. Attendees were encouraged to explore AI-driven prospecting to improve efficiency and maximize lead generation.
Looking Ahead: April and Beyond
April kicks off the busiest catering sales period, with key appreciation events driving demand. The call emphasized preparing in advance, structuring outreach, and focusing on relationship-building efforts to ensure long-term success.
Want to stay ahead in catering sales? These strategic targeting calls happen every month!
📌 Watch the full session recording here: https://youtu.be/E076jFTGSL4 and access past sessions at catermind.io