How to Motivate Your Customers to Buy and to Return
Successful selling involves more than just putting up a sign and waiting for customers to beat a path to your cart. There is a technique in making customers and keeping them as loyal patrons and each setting is different from all the others. You need to be observant to be able to find the “hook” for your clientele.
While the Company presents different marketing challenges than, for example, operating a grocery store, the basic philosophy of selling holds true for all businesses. Customers must first be attracted to your sales site and then encouraged to buy your products. At the point of sale you must anticipate and satisfy your customer’s needs and expectations.
It is this selling cycle – attracting customers, encouraging sales and satisfying customer needs – that is essential in assuring the continued growth and success of your business.
Remember the rule: it is easier to keep an old customer than to attract a new one!
The Sale:
Once your customer has been attracted to your vending site, there are four factors that go into completing a successful sale:
- The customer must have a clear idea of what is being sold and at what price.
- All signs should be professionally made. (no homemade “marker on cardboard” signs)
- You must be able to service the customer even if you get many customers all at once.
- You must ask for the sale.
Up-Sell:
Always make sure you and your employees do up-sell. It’s very simple. Just ask a positive question. Or give positive suggestions.
Do not ask “Would you like a drink with that?”
Ask “What kind of drink would you like with that?”
If a customer is indecisive or unsure, help them, say something like: “Why don’t you try one of our Smokin’ Willy’s? Most of the guys seem to like it.”
Help your customer to make selections by asking leading questions like: “Would you like cheese on that?” “Would you like to try the Red Onion sauce?”
Customers will not see this as “up-selling” but rather as you showing a personal interest in them. The key here is in listening to the client and making mental notes on them. If they return, it is a plus factor if you are able to identify their order as “the usual” and thus keep them important as persons not merely as customers.
Pricing:
There are no hard and fast rules on pricing.
A good start is to first poll your competitors or other similar businesses in your local area.
Do not be afraid to charge more for your product. Charging 25% more than your competitors is not unreasonable.
The reason for this is simple. If you do a superior job, offer a superior product, and do it in a unique way, your customers will be very happy to pay more. There are many very successful food service franchises that follow this philosophy.
The convenience of your location is another reason why customers will be willing to pay more.
Customer relations:
How you speak to your customers is as important as what you say.
Always be friendly, positive and upbeat.
Don’t shout to attract customers – “Hey! Want a Hot Dog?”
Simply smile and say “Hello” or “Good Morning”. They will remember you when they return if you have what they want. Listening is key to proper communication and if you do not listen, you may end up with a dissatisfied customer.
Make sure everything is continually kept neat and clean.
Keep your umbrella up – it is your “Open” sign.
Employee / Customer Relations:
Make sure all employees understand and apply these principles.
Promoting Your Hot Dog Vendor Business
A few well-chosen methods advertising and publicity can do much to boost sales.
Many people believe that advertising and publicity is one and the same thing. In reality, there are major differences between the two.
Advertising directly tells people about your business and why they need your product.
Publicity is less direct. It may simply get people familiar with seeing your product.
Advertising will usually cost you money. Publicity can often come for free or even while you are making money! This comes in the form of goodwill or interpersonal relations with your customers.
For example: You can pay to advertise in the local newspaper or you can be included in a newspaper feature article on new businesses. The advertising costs. The news article publicity is free.
Here are a few ideas:
Advertising:
Introduce Yourself to a New Area.
When you set up your cart in a new area advertise yourself. This will get your new location off to a running start.
Print up some quality flyers and take them around to the businesses in the area so they will be familiar you. Include a nice color picture of you and your quality Willy Dog cart. Post them in high density areas where there is a lot of people traffic.
Drop them off in business mailboxes. Post them on information boards. Hand them directly to business owners, managers, receptionists, and other employees. Dress neat and professionally while doing this as you are making that all important first impression of your quality food service vending cart!
The flyer should include your hours of business, location, menu, and cell number for phone orders. It should show that your cart is licensed and meets all the Health Code requirements.
Keep it to one page in length and one sided so it can easily be posted in a lunch room.
Include introductory discount coupons at the bottom of your flyer to encourage first time customers. See our sample Introductory Flyer in this Marketing section.
Signage and Graphics:
Have a vinyl graphics company make up some large quality graphic signs for your cart. This will help identify you and your products and draw customers.
Put up sandwich board signs 200 yards down the road to pull in traffic.
Install vinyl lettering on your vehicle to advertise your Hot Dog Cart. Include your regular cart location.
Tie a colorful helium balloon to your hot dog cart to get noticed from a distance.
Publicity:
The hot dog business is capable of generating a great deal of publicity.
The media is often interested in successful small businesses that epitomize the entrepreneurial “dream”. If you have an “angle”, a story that is somewhat unique or has a special interest aspect, the media may cover it. This can include newspapers, magazines, radio and television.
Include your hot dog cart in any local events where the news media will be present. These include charity events, parades, cultural festivals, grand openings, etc. Check your local city and media web sites for listings on such upcoming events. Offer free “taste testing” to media personnel to draw them to your hot dog cart .
Always wear your business apparel (hat, golf shirt) for these opportunities.
Here are some other Publicity Stunts that have been done successfully:
Keep a camera in your cart. If a celebrity comes by, get a photo of them with you beside your cart.
Have the mayor do a ribbon cutting ceremony for your new Willy Dog cart.
Put your hot dog cart in tandem in a parade.
3) Sample Promo Flyer
Bob’s Dogs
New “Willy Dog” Hot Dog Vendor Opening Next Week
On Front Street in Northern Business Park
Serving Lunch from 11:00AM to 2:00PM Daily Monday to Friday
Quality All Beef Sausage Dogs on Fresh Baked Buns
Your Choice of Tasty Condiments Including Mustard, Relish, Ketchup, Grated Cheese, Chopped Onions, Red Onion Sauce, Chili, Hot Peppers and Sauer Kraut
Regular – $3.00 or Jumbo Size – $4.00
Also Cole Slaw, Potato Chips, and Soft Drinks
Call In Your Order for Faster Service (123) 456-7890
Save With This Special Introductory Coupon:
$1.00 Off Any Willy Dog Order in June
