February/March 2023 - 37

" Attending events held by SEVA, Florida
School Nutrition Association, Atlantic Coast
Exposition, and even the Texas Merchandise
Vending Association through a
personal invitation have been
invaluable networking opportunities. "
- Kim Miros, DAC Total Refreshments
" It was tough writing out that first
check for investment in marketing,
but we knew it had to be a piece of
the puzzle to help with the growth
of the business, " Miros recalled.
So, together they gave the original
name an updated twist: DAC Total
Refreshments.
SECRET TO SUCCESS
Miros emphasized that to continue
to secure accounts, it is extra
important to be actively involved in
the community, including her local
Chamber Economics Program (CEP).
" We luckily have a strong CEP in
Ocala that is always working hard on
bringing industries and jobs into our
area, " she commented. " Kevin Sheilley
and Bart Rowland from the CEP want
DAC to be in all the breakrooms in
Ocala, and we like supporting the local
business community in every way we
can. We sell local restaurants' food in
our markets. "
Miros is also a member of the
Mid-Florida Regional Manufacturers
Association.
" These associations are basically all
the people whose breakrooms I want
to be in, " she noted.
Within the industry, attending
events held by the South Eastern
Vending Association (SEVA), Florida
School Nutrition Association (FSNA),
Atlantic Coast Exposition (ACE)
and even the Texas Merchandise
Vending Association (TMVA) through
a personal invitation have been
invaluable networking opportunities.
GOLF WITH THE GATEKEEPERS
Miros makes it a point to never miss
an opportunity to hit the greens
with potential customers when her
local CEP or Mid-Florida Regional
Manufacturers Association hold a
tournament.
" It is like a stage for me, " Miros
laughed. " Some of these locations
have strong 'gatekeepers' who are hard
to crack. It's always fun to meet the
decision-makers on the golf course at
a tournament and tell them, 'I've been
calling on your business for years; can
we meet and discuss how I can help
with your breakroom needs?' Invariably,
I'll get a call and we schedule a meeting.
Golf provides a face time you wouldn't
normally get in a business setting and
helps bond relationships, so I use the
sport to my advantage. "
When it comes to making cold
calls, there is a process. First, Miros
analyzes the location's needs, number
of employees and current status of
its breakroom. She then drops off a
business card and brochure detailing
that it's a locally owned business, along
with a coffee mug filled with snacks,
and always follows up with an email.
" I have come across some difficult
gatekeepers, so my next step is to take
a well-packaged basket filled with
our nicest snacks and drinks for the
gatekeeper, " Miros continued. " I can
make friends with gift baskets. Even the
toughest gatekeepers will soften when
you take the time to make a nice gift for
them. My advice to new operators who
are wanting to grow is to get involved
Miros makes a splash on the cover of NAMA's
InTouch magazine.
Miros attends NAMA Fly-In on Capitol Hill with
G&J Marketing's Kathy Bennett.
DAC opened its first micro market pictured
here in 2018 at Zefon International.
February/March 2023 * VendingMarketWatch.com 39
http://www.VendingMarketWatch.com
February/March 2023

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