Don't Get Mad-or How NOT to Do Business

Ok.  Now that I have offended ALL caterers (tongue in cheek) let me explain myself.

In over 20 years of hiring caterers for all types of events (Rotary meetings, special events, parties, etc) I have noticed a disturbing trend.

After you have used an individual caterer for several monthly meetings or parties in a row, and then decide to try somebody new (often at the suggestion of one of your members or clients), YOUR OLD CATERER TENDS TO GET DEEPLY OFFENDED AND MAD AT YOU FOR HAVING THE AUDACITY TO CHANGE!

This has happend three times to me in the last year and I absolutely can't understand it.  I'm a nice guy!  I don't want anyone mad at me!!

By not using them anymore, they (in my experience) take the attitude that you have broken some type of sacred trust with them.

How foolish.

The only thing that type of nasty attitude accomplishes is to INSURE THAT I WILL NEVER EVER USE THEM AGAIN!

Shame on them!

Instead, they OUGHT to take the attitude that they understand that my clients or myself may want a change of pace (or food).  They OUGHT to express appreciation for my past business and impress upon me how they would like my future business.

In other words, they shouldn't douse the bridge with gasoline and then indignantly flip a match onto it!

It only makes good business sense, whether you are in catering or any other business, to NOT piss off your customers.  Why would you burn that bridge if you don't have too?

Everybody knows that it is easier to get business from exisiting customers, or people that have been customers in the past, than to find completely new business.

This lesson has been hammered home to me over the years with my own web design and marketing business.  I am constantly amazed how old business frequently comes back to me...all because I try not to ever burn a bridge.  Sometimes you have to, but it should be the very LAST resort.

What do I mean?

I mean this:  Even if I don't get a particular job (I try to NEVER  sell on price so others are frequently cheaper than me), I sincerely thank the potential client for the opportunity to quote his or her job.  I then try to show grace and professionalism and I make it a point to say that if things don't work out with who they choose, or if they look to make a change in the future, I would love the opportunity to talk to them again.

I then follow up in 2-3 months with a simple email wishing them the best and letting them know that I am still out here if they need me or my company for anything.

In other words, I don't take their initial rejection of me PERSONAL.  I continue to act professional and friendly even in the face of rejection.

People remember THAT!

As a result, they frequently call me months or even years down the road and DO give me their business, even after I have forgotten them.

So the moral of the story is to be NICE.  APPRECIATE your customers and their past business.  Understand that they will not be with you forever.  But also understand that if their last impression of you was good, you very well could get them BACK!

All you caterers out there...ARE YOU LISTENING???

:)