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Choosing Your Client

Choosing Your Client. Chapter 4. Creating a Customer Base. Continuous building process for the caterer: Creating a solid customer base Attracting new customers Caterers must understand their own capabilities. The production capacity of the kitchen The current skill level of the employees

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Choosing Your Client

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  1. Choosing Your Client Chapter 4

  2. Creating a Customer Base • Continuous building process for the caterer: • Creating a solid customer base • Attracting new customers • Caterers must understand their own capabilities. • The production capacity of the kitchen • The current skill level of the employees • The financial goals of the organization • They must accommodate menu requirements. • Low-scale or upscale menu • Social or corporate events • On-premise or off-premise functions

  3. Needs, Wants and Demands • Needs • Human feeling of deprivation for something • Prestige, recognition and self-expression • Wants • Always evolving • Defined by level of sophistication of the client • Demands • Wants that are backed by financial resources and buying power

  4. Prospecting Strategies • Needs, Wants and Demands • Customer Contact • Customer Solicitation • Reputation • Current Customers • Service Organizations • Making New Customers • Food-Tasting Events • Publicity • Advertising • Business Cards • Portfolio • Professional Sales Staff

  5. Event Planners • Event planners act as creative visionaries for clients. • Communicate client’s needs to caterer • Maintain order and organization • Negotiate prices, budget and timelines • Role in catering • Central point of communication for the catering team • Acts as intermediary between caterer and client • Trends and the future • Environmentally-friendly alternatives • Non-traditional family structures and roles • Integration of social media

  6. Upgrading the Event • Professional suggestions enhance a client’s perception of value. • Enhance food and service by tweaking the client’s original plan. • Professionalize the event with specific shops, photographers, etc.

  7. How the Caterer Provides Protection • Caterers have the option to decline work. • Ask for references or do a background check. • Know income level of the client. • Protect the profit margin. • Look for the next niche up. • Research the market.

  8. Proposals • Communication tools used to inform and educate prospective clients • State what the caterer can do for them during the event to exceed their needs • A basic proposal: • Spells out every detail to be done by the caterer • Fixed costs, food costs and labor costs • Creativity and imagination will help deliver a competitive edge when presenting a proposal.

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