August 2022 - 11

read it, read it today. It is the secret
sauce for landing big accounts. There
is a wrong way and a right way to ask
for referrals.
5
THE CLIENTS YOU WANT
ARE THE ONES WHO WANT
TO BE DAZZLED. INVEST IN THE
INDUSTRY'S BEST EQUIPMENT
AND TECHNOLOGY.
The late great operator,
B.H. Williams from
Dallas, once told me,
" If a location isn't good
enough to get the best equipment
from you, they are not a client you
should be doing business with. " His
wisdom holds true, especially today in
every facet of convenience services.
Make it clear from the beginning
that a business relationship is
a partnership. Your company will
invest in the right solutions and will
put your best foot forward from day
one. Continue to earn the business
throughout the relationship. In turn,
you need appropriate pricing and the
opportunity to continually provide
as many products as possible for the
entire relationship.
As an operator, if you are committed
to solution-based selling, is there really
another way to do business?
6
BE PREPARED TO LEAVE
YOUR COMFORT ZONE TO
CAPTURE MORE OPPORTUNITY
THAN EVER.
Industry consultant
Steve Closser of
Translucent believes
that, in certain locations,
operators should set up
a barista for four hours each day to
provide the ultimate convenience -
specialty coffee drinks that eliminate a
stop by employees to their favorite coffee
house down the street. The numbers
can work, if there is a true partnership.
High-end water systems, like
FRIIA from Marco Beverage, take
August 2022 * VendingMarketWatch.com 11
drinking water to a new level, largely
because of their sleek design. Similarly,
some of the new ice machines on the
market will command tremendous
rental fees. Coffee's on-demand micro
roaster, soon to be widely available,
will bring fresh-roasted coffee to the
point of consumption. When innovative
solutions like these are successfully
implemented, the result is a snowball
of referrals.
Judson Kleinman of Corporate
Essentials is a classic example of an
operator who is willing to leave his
comfort zone to capitalize on
opportunity. The commitment to his
Martin & Fitch catering and corporate
dining is no easy task, but Kleinman
reports that the service is coming
along nicely and that clients - anxious
to entice employees back to the office -
are embracing it.
While these solutions are not
for every office, when operators can
capture those lost dollars that are
alluding them in workplaces, they
need to move forward and leave their
comfort zone. That is especially true
today, as we head toward 70% being
the new 100% in terms of employee
headcount. ■
About the author
Industry consultant and
VendingMarketWatch.com
contributing editor Bob
Tullio is a content specialist
who advises operators in
the convenience services
industry on how to build a successful
business from the ground up and advises
suppliers on how to successfully connect
with operators. Tullio's YouTube channel,
b2b Perspective, is designed to " elevate
your business in two minutes. " Visit www.
tulliob2b.com or email bob@tulliob2b.com.
http://www.VendingMarketWatch.com http://www.tulliob2b.com http://www.laigroup.com http://www.VendingMarketWatch.com
August 2022

Table of Contents for the Digital Edition of August 2022
