MAR K E T I N G
How to sell accounts with added value
By Emily Refermat, Managing Editor
Today's vending and coffee delivery accounts want more from their service providers, such as cashless payment systems, diverse products including healthy options, and fast, effi cient machines with competitive prices. Vending means to win these customers over.
operators are using varied S
elling vending and coffee service in a saturated market is tough. How can a company stand out and really offer a loca- tion something different? That's where added value comes in. For a location, it means getting some- thing they are unable to get on their own, whether it's reliable access to the right product mix, help with sustainability, or versatile pay- ment options. For operators, added value allows them to increase profi t margins, lower commissions or simply win an account. Often, the right added value can give opera- tors leverage in a contract that will benefi t them. But adding value isn't business as usual.
Intangibles add value The fact that operators can offer snacks and soda doesn't add value for locations because the products are available in many different places, explained Randy Munn, director of sales and marketing for C.L. Swanson Corp., in Madison, Wis. A machine that is clean, fi lled and working is the bare minimum level of service. Munn believes vend- ing operators need to fi nd a way to add more value to the product they're selling than the product at
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the convenience store. "If you can't add value to that can of (soda), the only thing that matters to the cus- tomer is price," Munn said. For Munn, adding value is all about intangibles. "One of the ways you can add value is devel-
Automatic Merchandiser VendingMarketWatch.com May 2012
oping a relationship with the general manager or the location contact," said Munn. This is specifi c com- munication outside the job of the route driver. It's also imperative to periodically sit down with the client C ONT INUED ▶