A Caterer’s Guide to Managing Client Expectations

Every caterer has had the difficult conversation that strikes down a client’s dream due to budget, timing, or other restrictions. Although many of the influencing factors are beyond our control, there’s one thing we can all regulate: our clients’ expectations.

Disappointment stems from miscommunication about perceived expectations, so it’s up to catering professionals to clearly outline service parameters. 

It doesn’t matter what a client thinks they’re entitled to — you are the professional and you define how your business operates. You can choose to make concessions in certain situations, but you can also decide that “no” is a complete answer. 

Here are a few clever tactics to eliminate confusion and ensure all of your clients know exactly what they get from working with you.

Listen to understand, not respond

When a client is expressing an opinion that is clearly not feasible, it’s common to start thinking about ways to let them down gently instead of simply listening to their feedback. When you listen to understand rather than to respond, you may pick up on underlying motivations that ultimately have nothing to do with their idea.

For example, if a client asserts that they must have a certain dish served because it’s their late mother’s favorite, you might find that infusing the event with their parent’s presence is more important than any single dish. Learning such an insight can help you offer meaningful alternatives and even include surprise-and-delight elements (like a signature cocktail named for mom’s favorite song!) to enhance the client experience.

Active listening is an exercise, so work your muscles to build your listening skills. A great way to shift your attention is by asking questions that mirror what a client is saying. Not only will it help you tune into their deepest desires, but it also ensures they feel heard!

Educate and inform your clients

Caterers are industry experts. We know how long it takes to prepare a batch of stock, what temperature to store canapés, and which flavors pair best together. That’s why your clients come to you — because they need someone they can trust with their event.

Setting expectations is a simple matter of educating your clients about company policies, safety procedures, industry standards, and market fluctuations. After all, they can’t abide by what they don’t know! Tell them what they can expect while working together and how you’ll help them to overcome obstacles along the way. Let them ask questions and speak to their objections before they become larger concerns.

For instance, if they’re worried about supply chain shortages or inflated pricing, explain how the market dictates what’s possible and discuss alternative solutions in advance. By demonstrating your industry knowledge and showing that you have backup plans in place, you’ll earn your client’s unending trust — even if they can’t rely on market stability.

Stay true to your boundaries

Some people will try to push the limit by crossing your boundaries and holding unrealistic expectations. These are not your ideal clients! You should work with people who trust your expertise and creativity without questioning every little detail along the way.

Maintaining expectations starts during the sales process, long before anyone signs a contract. If you notice a prospective client pushing back on your boundaries, consider it a red flag and move on. Saying “no” to business that seems like a headache keeps you open to clients who respect and trust you. 

Sticking to your boundaries can feel harder with booked clients, though. Remove the emotional component by referring to the terms they agreed to in your contract. (On that note, make sure your contract is updated and reviewed by a legal professional!)

Remember: Setting clear expectations isn’t just a good move for you. It also saves your clients from the emotional rollercoaster of getting their hopes up and feeling let down when things don’t go as planned!

Clint Elkins is the V.P. of Sales for SB Value, a Group Purchasing Organization that helps culinary professionals save an average of 16% on every food order. Membership is 100% free. No hidden fees. No extra work. Just extra profits. See how much you can save on your next food order when you become an SB Value member. Request a quote today.

Tips for Attending the Catersource Tradeshow

Credit: Catersource + The Special Event

We’re officially counting down to the Catersource tradeshow, and we can’t wait to see all of our industry friends there! So whether you’re most excited about education, networking, or conference-adjacent events, we encourage you to dedicate some time to walk the tradeshow floor. 

In addition to making new connections, you can learn about up-and-coming industry trends, business software solutions, and more. (Plus, you’ll likely walk away with some fun freebies!) For our fellow exhibitors, the tradeshow is an opportunity to increase brand awareness, build your email list, and attract new customers.

Whether you’re there to promote or learn, here are some tips to make the most of your time at the Catersource tradeshow.

Set tradeshow goals

Creating meaningful goals allows you to arrive at the Catersource tradeshow with purpose and intention. Whether you’re there to promote your business or discover new ideas, get clear on what you hope to gain from your conference experience. 

Goals will direct you through each day toward a benchmark for success, so make sure to quantify your objectives. For instance, if you are an exhibitor, how many sign-ups do you hope to get each day? Or, if you’re looking for a software solution for your catering company, how will you know you’ve found the best option? Set your sights on the big picture to ensure you get the most out of your time onsite.

Create your game plan

The tradeshow floor can get busy, so it’s best to head in with a plan. Fortunately, Catersource + TSE has shared the floor plan so you can review the map in advance. If you’re going as an attendee, list your must-see booths and any talks that interest you on the Ignite Stage.

For exhibitors, be sure to promote the tradeshow and tell people how to find you! Share your booth number and some easy directions to navigate the floor. You may also want to look at the map to see what brands are around you, as you’ll have plenty of time to network with those at nearby booths.

Pack wisely

If you have a booth on the tradeshow floor, create a separate packing list to ensure you bring everything you need to set up: brochures, signage, prizes, and other goodies. Likewise, ensure your computer is prepared if you’re running a software demo or offering a digital freebie. Do a test run before heading off to Orlando!

But even if you’re not an exhibitor, you’ll still want to prepare for long conference days that will keep you on the move. Here are a few things you’ll want to pack for each day:

• Comfortable clothes and shoes, including a sweater for chilly rooms

• A refillable water bottle

• Snacks (granola bars, trail mix, dried fruits – great for sustained energy!)

• Business cards (or a virtual alternative, like a QR code)

• All the chargers (phone, laptop, watch, tablet, etc.)

• A bag or backpack you won’t mind carrying all day

Give your undivided attention

You’re eager to soak in all the tradeshow has to offer — new connections, business solutions, and fresh inspiration await. But all it takes is one email or text message to push you off-track. Before you know it, the exhibitors are packing up for the day while you’ve been camped out on the side. Or worse, you’re manning a booth and completely miss the interested glances from passersby.

You don’t welcome distractions in the office, so take this mindset with you to the conference. When you arrive on the tradeshow floor, respect others—and your time—by silencing your phone and keeping your computer closed. Save the emails for your next break so you can make the most of your investment!

Prepare a follow-up plan

Collecting business cards or email sign-ups is an effective way to expand your audience, but only if you take action after the tradeshow. So if those business cards end up collecting dust in a drawer, you’re better off saving yourself the trip altogether because you won’t see the full return on your investment.

Before you head to Orlando, look ahead to the week you return and set aside time to follow up with new connections from the conference. Depending on your goals, you might need to schedule two time blocks: one to create and send a mass marketing email to new sign-ups and one to personally reach out to VIP contacts. You may also follow and engage with new connections on social media (which you could squeeze in while waiting for the flight home!).

We can’t wait to see you at the Catersource tradeshow! 

You can find SB Value at Booth 2328, although you’ll likely see some of us floating around the floor and taking in some breakout sessions. Want to schedule a meet-up? Shoot us an email and let’s get something on the books!

Clint Elkins is the V.P. of Sales for SB Value, a Group Purchasing Organization that helps culinary professionals save an average of 16% on every food order. Membership is 100% free. No hidden fees. No extra work. Just extra profits. See how much you can save on your next food order when you become an SB Value member. Request a quote today.

How to Get Published as a Caterer

The catering industry runs far and wide — from large-scale corporations to smaller mom-and-pop brands, there’s no denying that competition is steep. Top-notch service and high-quality ingredients can set you apart from the crowd, but what can you do when a winning business model isn’t enough?

That’s where public relations can make all the difference.

But don’t be fooled: Publicity isn’t just for adding impressive logos to the “as seen on” section of your website. Strategic PR has the power to leverage your expertise and establish your authority as an industry thought leader.

If PR is on your mind for 2023, here are a few tips for upping your game and adding some new and noteworthy features to your press portfolio.

Identify your PR goals

As with any major endeavor, the best place to start is always with your intended results. What do you aim to achieve from earning a press hit on your dream publication? How will a set number of real wedding features influence your business’s bottom line? Keep your big-picture business goals in mind, as your PR goals should support you and your team in reaching them.

Evaluate your website

Great PR serves many purposes, but one of the most valuable returns is an increase in qualified website traffic. When people see your brand featured and want to learn more, all they have to do is click on the link and explore your website. But if your website is broken, outdated, or simply lacking appeal, even the most brag-worthy press features won’t lead to paying clients.

Spend some time navigating your website as if you were a potential customer. Does your  messaging clearly explain what you do and how you help your clients? Are there professional photos that showcase the quality of your work? Make sure your website is up to snuff before investing time in publicity.

Cultivate your industry relationships

If more real wedding features are on the docket, you’ll need to start establishing connections with event professionals in your market. In particular, photographers, planners, and designers are typically in a position to submit weddings to the media — so get in touch and ask how you can help! You could send them the banquet menu, floorplan, or details related to special elements like interactive stations or DIY food bars.

Reaching out to offer support will keep you top-of-mind, so your business (and the SEO-boosting backlinks) never get left off the vendor list. Plus, building relationships with photographers can help you collect event images and build your in-house media library!

Tune into industry podcasts

You know that fun and informative podcast that accompanies you on your morning commute each day? Imagine if you were the featured guest! That’s right — you can (and should!) apply to speak on industry podcasts, especially those you listen to frequently.

Podcasts have become an excellent way to increase brand awareness. In addition to demonstrating thought leadership as an editorial feature does, podcasts offer the added bonus of capturing your voice and personality. And when it comes to the events industry, who you are matters just as much as how well you perform your job. Think about sending out applications to top industry podcasts as a way to promote your brand and build meaningful connections with listeners (and potential clients!). 

Begin your outreach

There are countless avenues to your next press feature. From HARO (HelpAReporter.com) to Twitter DMs, journalists and editors are looking for expert sources! But instead of waiting for the right topic to turn up, take a proactive approach to your media relationships.

Take some time to research the media contacts at your ideal publications, whether they’re local news stations or national wedding blogs. Then, it’s as simple as sending a brief email to introduce yourself as an expert source and offer your insights whenever they cover a subject related to catering and events. If you want to take it up a notch, include a few story ideas based on your knowledge of industry trends.

If you’re looking to reach new audiences this year, be sure to add PR to your to-do list. But don’t worry — it doesn’t need to become a daunting multi-level strategy that intimidates you from starting. Small efforts will move the needle, so start with a few emails and build from there! So long as you are focusing on building relationships, you’ll begin to see results in no time.

Clint Elkins is the V.P. of Sales for SB Value, a Group Purchasing Organization that helps culinary professionals save an average of 16% on every food order. Membership is 100% free. No hidden fees. No extra work. Just extra profits. See how much you can save on your next food order when you become an SB Value member. Request a quote today.

GPO Myths: Debunked

We hear a lot of wonderful feedback from our members about how a GPO membership transformed their businesses and gave back valuable time in their schedule. From increased flexibility to impressive profit margins, the benefits are undeniable.

But when talking to caterers, restaurant owners, and other food service providers, it is clear that there are some misunderstandings that hold industry professionals back from attaining the big results their competitors achieve.

In an effort to clear the air, let’s debunk a few GPO myths and set the record straight.

“I do not want to feel locked in by a GPO.”

If a GPO agreement includes obligations for what, when, and how much you purchase, stay clear and look for another one. Credible GPOs will never lock you into an agreement, ensuring business owners retain complete control over their companies’ purchasing decisions. With that said, members can participate in as many—or as few—supplier agreements as they want while continuing to work with existing partners.

“I am already getting great deals, so I do not need a GPO.”

While you may receive advantageous deals on your own, GPOs employ well-established networks to leverage greater discounts than any individual possibly could. When you consider the time saved from sourcing and negotiation, it’s a hard deal to beat. But don’t worry, GPO members are free to pick agreements and are never locked in — so you can retain existing discounts while taking advantage of others from the GPO.

“Switching suppliers is not worth my time.”

Saving money on regular food purchases is certainly worthwhile, but we have found many members are most pleased with the unexpected time returning to their schedules. A GPO’s streamlined procedures and member resources allow it to handle much of the heavy lifting, allowing companies to focus on their customers instead of their suppliers. So while the upfront transition may call for some creative solutions, most business owners agree that the time it takes to join a GPO is a long-term investment in efficiency.

“GPOs are just scams that want me to purchase more.”

This myth is so far from the truth, it’s almost laughable. GPOs do not exist to fill food distributors’ bank accounts with your hard-earned cash. Quite the opposite! While we partner with suppliers across the country, our job is to facilitate negotiations that prioritize your business’s needs and reduce overages. We know you do not always need to purchase in bulk, so the GPO model is designed to secure wholesale pricing for the end user without resulting in excess. Our philosophy: Less is, indeed, more!

While not often discussed, GPOs exist in many industries, from food service and manufacturing to healthcare and nonprofits. In fact, it’s likely that leading brands in your market leverage the purchasing power of a GPO to save time and money.

The model works for countless businesses with regular purchasing needs, and since it is free to join, there is no harm in trying it out to see if it is a fit for your company. Ready to start? Request a quote or get in touch with our team to begin enrollment.

Clint Elkins is the V.P. of Sales for SB Value, a Group Purchasing Organization that helps culinary professionals save an average of 16% on every food order. Membership is 100% free. No hidden fees. No extra work. Just extra profits. See how much you can save on your next food order when you become an SB Value member. Request a quote today.

Top Ways a GPO Will Make 2023 Your Best Year Yet

As we ease into the new year, you’re likely wondering, “How can we make 2023 even better than 2022?”

You’ve learned countless lessons each year in business, but if you’re truly looking to maximize growth in the coming year, it’s time to start thinking differently. One of the best ways to grow? By saving money and putting more time into your schedule — which is exactly what joining a group purchasing organization (GPO) will allow you to do. 

GPOs leverage collective purchasing power, so group members receive better pricing through bulk savings (without compromising on quality). This means you’ll save big on food orders and eliminate the stress of price shopping. Companies that join a GPO can take advantage of bulk rates and discounts to position themselves for success in the new year.

If you’re new to GPOs and hoping to skyrocket your growth in 2023, here are four ways a GPO can help you achieve that.

Cut costs

Though there are a handful of ways to save money in the food industry, it’s hard to find strategies that don’t compromise the quality of your menus. Fortunately, a GPO allows you to get the high-quality items you need without breaking your budget. In addition, with an efficient shipping and delivery process that’s more sustainable for the supplier, you’ll get a lower cost per item without purchasing more than you need.

Put more time into your schedule

How many hours have you spent scouring the marketplace for unique brands and the latest deals? What if you could spend that time on revenue-generating activities instead? With a GPO, you can let someone else handle the heavy lifting. Experienced GPO managers have extensive knowledge in the catering and culinary industry, are familiar with negotiation best practices, and have a network of ingredient suppliers at their fingertips. As a result, you’ll get everything you need while having more time to focus on doing what you love. 

Access more options

If you’ve purchased from the same handful of distributors, you’ve likely had to deal with limited options. Most food providers partner with specific brands, so you can only access their available inventory. The result? Limited menus and fewer opportunities to turn a profit. Fortunately, GPOs have access to some of the top food suppliers, so you can get better options at better prices when sourcing ingredients. 

Rely on professional support

The best GPOs provide members with worthwhile resources, education, and support that allows them to grow their businesses. You’ll become part of a group that understands the ins and outs of your industry, so you can get the advice you need to move the needle in your business. Whether it’s menu development or maintenance solutions, your GPO can help guide you as you grow.

If you’re looking to scale your business in 2023, now’s the time to consider joining a GPO. Memberships have no fees, so you can rest easy knowing you won’t be locked into any purchasing requirements. Grow your business, cut costs, and start 2023 on a high note!

Clint Elkins is the V.P. of Sales for SB Value, a Group Purchasing Organization that helps culinary professionals save an average of 16% on every food order. Membership is 100% free. No hidden fees. No extra work. Just extra profits. See how much you can save on your next food order when you become an SB Value member. Request a quote today.