Page 39 - GS180701

Education
The Green Sheet Archives
Believe in what you offer, watch your sales soar
By Steve Norell
any of you know that in a past life, I was
in the food service industry working
in Northern California for several food
M service manufacturers.
The first was Carnation Co. (now a brand of Nestle
USA) when I was only 24 years old. The company
sold many different food service products of which
the most successful was the Chef Mate line of entrees.
The top seller in that line was chili with beans.
Once I was hired, the company sent me on six weeks
of training in big cities like Denver and Los Angeles,
as well as smaller communities such as Oakland and
Stockton in California. After awhile, I could not tell
one hotel from the other.
Once the training was over, I met with my district
manager, who sat me down and explained to me that
the Chef Mate line was the most expensive in the
market, and if I was going to sell on price and just be
lower than the competition, I might as well quit.
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Well, I was not going to argue with him since I
needed the job. He went on to say that the reason
they could get the price for their product was because
of a patented process known as Cooked Before
Canning, and no one else had it. He said that because
of this process, the product was a lot better than the
competition and, to tell you the truth, it was.
So once I hit my territory, which was Fresno, Calif.,
the only words that came out of my mouth were
"Cooked Before Canning." And guess what? Because
I believed the product was of the highest quality
and was certain I was providing a better value, the
merchants believed it, too.
I am here to tell you that I sold a lot of Chef Mate, not
to mention chili with beans in No. 10 cans. I also ate
a lot of that product since I was young, it was my first
real job and I was broke.
The 'Cooked Before Canning' factor
What does this have to do with our industry? It is
really very simple. Every day I hear and read that the
average merchant level salesperson attempts to sell
merchants on price - not quality or value, but price.
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