Have you ever had this happen to you? What what would you do?
"You won't like me when I'm angry!"
I’m putting together two events for a couple of very important clients and was recommended three different caterers. So I find their website and start my research.
Caterer number one has their menu and price sheet on their website but it is confusing to me so I call them to get more info. It turns out they are too busy to help me right now, could they call me back? Okay I’m only slightly annoyed and I want to know when they can call me back. “Before 2:00?” I ask? “We’ll try,” he said. He called me back at 3:30 and left a message, “I’m sorry, I didn’t get all the info you needed because you were unclear with what you wanted, and by the way, I’m leaving at 4:00.”
Click. One caterer down.
Next caterer… Nice website, has menus on their website but no price list. I call them. I get an answering machine. I wonder, will they ever call me back? 4 hours later they do. Surprise!
The person on the other end of the phone is almost apologetic about their prices and their food. It’s like they are trying to talk me out of doing business with them. They tell me to tell them what I want and they will give me the prices. I tell them to give me the prices and I will tell them what I want. I ask them to email it to me. 24 hours later, I have not received the price sheet. I call them on their office phone and their cell phone, I get an answering machine. Maybe they just take Tuesday’s off!?
Click.
Caterer three. Mediocre website, no prices. I call them. No answer. I leave a message, 24 hours later, still no return call.
Click!
I guess they don’t want my business. I guess they don’t want anybody’s business!
Maybe it’s not the economy………
What would you do next?
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Most caterers are mom and pop businesses that aren’t or can’t going to put their efforts into their websites. Most business comes from referrals. Caterer #1 was definitely lame with the leaving at 4:00 line. But the others in their delays to get back to you? That’s normal in this type of small business. They can’t take calls when catering an event but neither can they afford to hire someone just to accept calls.
I would not post my prices on the website either as I wouldn’t have a client shop me just by price – value is more important, isn’t it? If every sales pitch started off with “My product cost X dollars, do you want it?” vs. “Let’s find out what you need, what I can deliver, and then let’s set a price” a lot less sales would be achieved.
Referrals in my opinion are the best way to find a good caterer. Start on twitter with individuals like @chefbeckett and see what they have to say.
Hi Alex,
I appreciate the comments. Went to the Chamber of Commerce website and all of the caterers that I used to know went out of business a long time ago. I like to post rates on my website because it gives prospects a frame of reference, answers their questions and increases sales. I don’t always shop by price alone. I also think the biggest thing for a small business owner is to answer the phone and return calls right away. But note, I won’t answer my phone if the call is blocked or restricted. Thanks again!
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