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. 

Can you hear me now?

This phrase made famous by the Verizon pitchman, now Sprint spokesman, was a genius way for Verizon to make consumers aware of their frustration with poor cell service.

Today, technology may make being heard better, but we have yet to figure out how to be better listeners.