Prospecting Chefs: How to get your beef in their restaurant
Feb 25, 2008 5:12 PM
By Sarah Aubrey
If you are like many smaller cattle producers, you probably live near a suburban or metropolitan area. This source of customers can seem endless, even if there is competition from several neighbors. One such customer is the restaurant trade. But, calling on chefs can prove difficult and be surprisingly frustrating if you're not prepared, as chefs are notoriously busy, particular, and even border on finicky. To make chefs more approachable, I’ve developed a five step process for building a successful relationship with chefs.
1) Preparing
2) Prospecting
3) The appointment
4) Closing
5) Customer Retention
To prepare, you must really understand your own product and how you want to serve the restaurant trade. The biggest issue is how much and how often you have product, what you're long on (ground beef) and short on (tenderloin). Be sure before you go out and call on restaurants that you consider your own limitations, particularly product availability.
Then, if you have some prospects, great, if not, consider reading dining guides, searching for local restaurant associations on the Internet or reading regional magazines.
Narrow this group down to a nice manageable prospect list and then begin to create your message. Have something that in 30 seconds or less defines who you are, what you're selling and why your beef product is unique and will benefit them.
Chefs are always the "what's in it for me" kind of customer. They have to be because they know their diners and must please them. Likewise, you have to please the chef if you want to serve this niche.
When you begin to prospect, start with referrals. I also believe that a cold-calling chef is okay – I did and ended up with 22 restaurant customers in my first month in business! Most chefs are interested in the 'local beef thing'; capitalize on it and make your way to their door. I recommend calling at the times when chefs are least busy such as between 9 and 10:30 am (if they are in) and between 2 and 4 pm. Never cold call chefs after 5 pm-it may not be pretty.
Also, give your spiel, customizing it to each restaurant if you can, and ask for an appointment to bring in samples. At the end of the call, ask for the receptionist or hostess if you need directions; chefs I've dealt with won't care to be bothered with advising you the best way to find them from your farm.
Offering Samples
You'll need to have samples prepared to call on chefs. Fresh is always better and vacuum sealed, individual cuts really is preferred. Make an effort to sample what you want to sell. In other words, don't take your filet mignon to everybody-you'll never have enough.
Once you have an appointment, arrive early. Realize, though, that chefs have a lot, quite literally, on their plates, so don't be surprised if you have to wait or have to present your case while they are chopping onions or making a demi glaze. Tell your farm's story in interesting and colorful detail, placing special emphasis on why your beef product is special. Once you've captivated them, provide the samples and even ask if they'd like to prepare them while you're there. Marketing material about your farm is also essential.
When it is time to close the deal, make sure you cover the essentials such as talking with the buying decision maker. Many chefs are also owners, but sometimes you'll need to talk price and quantity with a general manager. Also work out when the first delivery should arrive, who will sign for it and how you'll be paid. Don't forget to ask if they will display your materials on the tables.
Provided the beef speaks for itself, you can retain chefs as loyal customers by following a few quick pointers. First, don't let the first delivery and order get screwed up, simple as that. Chefs must have their product when they need their product. If you get it to them reliably that's at least half the battle.
Second, call them back after they've done the first service and ask what the customer reaction was to your beef. Also, you could volunteer to walk through the restaurant and introduce yourself – some chefs will love this idea.
Finally, get to know your chef clients and build a customer profile on them that you keep updated with their preferences and 'regular' orders. Soon you'll be on your way to asking for their referrals to other great chefs.
About the Author: Sarah Aubrey is the owner of Aubrey's Natural Meats, Indiana's premier source for gourmet natural beef and pork. She and her husband live in rural Indiana, where they raise beef cattle for her company.
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