SPOILER ALERT: You’ll want to read this entire article to see the two new enhancements we have in our catering software to greatly reduce catering sales friction.

Are you up for a little marketing experiment?

I want you to go to your bank and take out a large stack of fifty-dollar bills. Now go find a large ashtray or bowl and a lighter.

I wish I could take credit for that phrase, but “The fortune is in the follow-up” was first introduced to me by a prospect for our catering software.

That line has multiple applications, from closing a sale to customer service follow-up before and after the sale.

How many of your buying decisions have been made because of a friend’s referral? Electronics, cars, movies, restaurants, and vacation spots are just a small sample of purchases you may have made because of a friend or trusted colleague.

Personally, I bought every single one of the aforementioned because of a referral.

Yesterday I had a consult call with a pizzeria franchisor interested in helping her franchisees increase catering sales.

She asked me the silver bullet question: “Where can I get a list of all of the catering buyers in our markets?”

In all of the catering consultations I do for prospective clients, I get one question asked more than any other, “How do I get a list of everyone in my city that orders catering?” 

Lately I’ve been on a documentary kick. Usually I spend my time watching shows about chefs or the best food to eat in different cities.

But a few weeks ago I watched Madman: The Steve Madden Story. Unless you’ve been living under a rock, you know who he is. He is the shoe designer and founder of a chain of shoe stores with sales over a billion dollars a year.

Weddings represent a source of untapped income for the restaurateur. Besides the potential of catering the actual wedding ceremony, opportunities exist with bridal showers and rehearsal dinners.

If I had to just pick one strategy to sell more catering, it would be sampling.

Whether it is a full blown mini-buffet for a committee working on a company picnic for two thousand, or a small tasting for four admins who order lunch for a law office, nothing beats sampling.

Food is the original sales secret weapon. Think back to Eve tempting Adam with a bite of that sweet, delicious apple.