April 7, 2017 — One of the interesting aspects of many businesses, including in the Land of Time, is how those with the decision-making powers sometimes seem to be opposed to ideas, suggestions or proposals that, based on sound principles and historically proven marketing and selling techniques would increase sales, profits — sometimes at reduced operational costs. Of course there are reasons why some ‘deciders’ refuse to consider alternative approaches to their business model that range from the old “don’t upset the apple cart” theory to just not being interested in doing anything differently.
So Here’s The Scoop: Take, for example, the world famous McDonald’s “Big Mac”: According to a TV documentary that I saw recently, back in the early days of the company the leaders of the corporation were opposed (and still are) to any McD’s franchisee from adding a new item to the menu – without McD’s explicit authorization.
Enter one such McD’s franchisee in the 1960’s by the name of Jim Delligatti who had an idea to cook and sell a hamburger with a little more ‘umph’ to it for the burly labor force types in his area such as construction workers (and others) with a larger than average appetite.
The idea was pretty simple. Add an extra beef patty, slide in half of another burger bun in the middle, top it off with some lettuce and sauce – and BAM! Originally named the “Aristocrat”, then the “Blue Ribbon Burger” – Delligatti’s creation ultimately became loved around the world (and devoured by the billions) as “The Big Mac”.
According to the TV program I watched Jim initially approached McD’s with his idea and was flat out turned down by ‘corporate’ as utter nonsense, etc. So, Jim being a bit of a rebel rouser (in my opinion) thought to hell with corporate, it’s my restaurant – and good old Jim started preparing, cooking and selling his new burger without permission from the top dogs.
As the story was told ‘corporate’ got wind of what Jim was doing and went crazy; adorned in their suits they immediately paid a visit to Jim at one of his restaurants and told him in no uncertain terms that he was breaching protocol, company policy and was violating his franchise agreement. It was sort of a cease and desist business visit; do it our way, Pal – or we’ll pull your “Golden Arches” franchise.
Not to be argumentative, Jim remained calm, showed the ‘suits’ his sales records and the profit margins on his hamburger and while they were reading the data Jim had a line cook prepare the Execs one of the sandwiches to try for themselves – AND, as we all know, the rest is history.
Now if Jim had taken the strongly worded suggestions of ‘corporate’ when he first approached them with his ridiculous idea who knows if such a thing as a “Big Mac” would have ever made it to McD’s menu and gone to become one of McD’s most popular food-products sold around the world every single day?
So, with that said, to all you ‘deciders’ in our industry reading this allow me to toss out an idea and be the voice for all your peeps busting their butts on your sales lines and doing their very best to make not only themselves a decent living but to add dollars to the company coffers.
Stop wasting your marketing dollars on young 25 to 30-year-old sales guests who are newly married or in a recently formed ‘living-together’ relationship. Those invitees are not only a text-book marketing example of throwing good money down the drain but the fact of the matter is – and everyone knows it – with the rare exception and/or an ‘exit’ (or trial) deal now and then, they don’t buy and even when they do, they cancel at a very high ratio.
Think of it this way, a lesson that took most of you decades to figure out. For the most part single males are not good ‘shots’ either and after decades of wasting your marketing dollars on those sales guests most of you finally concluded you would no longer invite them to that “90 minute informative…’
The obscure idea I present today is not new and your sales folks have been making this suggestion for decades but if you are still adamant that 26-year-old Jill and 25-year-old Jack on their honeymoon and/or who just started living together are worthy of your marketing dollars then allow me to suggest that you take those ‘tours’.
Of course, if you ‘blank’ after taking 10, 15 or 20 of these awesome sales guests in a row well, I’m gonna have to pull you off the line because we all know that “An Up Is An Up” – that, “Either you sell them or they sell you” – and since you couldn’t sell and close ‘em in the first place I’m guessing you must be a little weak at the knees, so to speak.
Good Luck Out There
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