Article  The Three Elements Of Selling

How do you sell something—anything? There are three elements:   

First, you have to tell what it is you’re selling. Second, you have to let them know where they can get it. Third, you have to make it fast, easy, and pleasant to purchase.

So how does that apply to you? We sometimes hear about Refreshment Centers that aren’t selling very much product. “But I know they should be doing better,” our distributors say. Very often it turns out that one of the three elements we just mentioned is missing.

First of all, do the location employees, staff, and customers know what your refreshment service offers? We’ve heard of cases where managers have okayed installation of Refreshment Centers—and then neglected to tell their employees about the new Refreshment Center! When you start with a new location, one way you can let everybody know about your service is with small signs announcing your new business relationship (get management approval first). Keep them upbeat and optimistic; remember, you’re the hero coming to save them from hunger and thirst!

Another way you can announce your presence is with your menu planner. You might wish to design one of your own, with your company name, logo, and a brief welcoming message. Then get to the checklist of items your customers would like to buy. This way, you establish a relationship with them right away, while finding out what products should do well.

Here are two other tips: When you start with a new location, why not give away bite-sized snacks to the employees? It’s a nice way of announcing yourself, and you can also do it periodically as a nice “thank you”. Another tip is to pop a bag of popcorn (if they have a microwave). The aroma will draw the employees—their noses will help them find your Refreshment Center!

The second element, knowing “where they can get it”, might seem obvious. However, we’ve heard of situations where the Refreshment Center was located so far away from the office (way down the hall, two floors down, or in another building, etc.) that sales suffered. Either nobody knew exactly where the machine was, or else it was just too darned far away to visit.

While the majority of Refreshment Centers are located in breakrooms or near the employees, we know there are occasions that demand a more distant spot. This might be due to electrical outlets, limited space, or any number of reasons. The physical location of the Refreshment Center should certainly be a factor when considering a new location, and should be discussed with the management. Sometimes compromises can be reached, but if the machine is too far away from customers, there won’t be any customers!

This is closely tied to the third element. Do everything you can to make it fast, easy, and pleasant for customers to use your service. Can they get to the machine quickly, without taking up valuable break time? Remember, their break time is your profit time if they are eating and drinking from your Refreshment Center. Can they use the machine easily? For instance, can they fully open the door? Break areas are often cramped; can they fully access your machine?

And, is it pleasant? Is the area clean, well-lighted, and odor-free? Sometimes Refreshment Centers are located in manufacturing businesses that have strong odors that can cut down appetites. Other times the break areas are messy, with trash on the floor and spills. People are more likely to visit your Refreshment Center if they’re comfortable, so anything you can do to make them comfortable can help your sales.

For instance, carry a small bottle of lemon-scented cleaner to shine up the machine and give a food smell to the room (some distributors even use food-scented room deodorants—vanilla works well). Many distributors also “perk up the place” with small signs, newsletters, thank you cards—anything to establish a friendly environment.

It’s in your best interest to make these three elements work together for you, so your customers will establish the habit of being your daily customers