A Food Entrepreneur's Father's Day Lesson

They're predicting a hot, humid weekend in northern Vermont.  Yay!  I love hot and humid - the sweatier, the better.  I don't wilt like spinach, I blossom like the fluffy peonies outside my window in the heat.  I attribute this to my tiny bit of Italian blood - I'm an olive-y pigmented person who scoffs at sunscreen and springs to life when heat is applied (both literally and figuratively). 

I'm wrapping up my Father's Day gift deliveries and mailings today.  I didn't market the Father's Day gift scene as I did for Mother's Day.  I guess I thought Vermont Shortbread was more of a Mother's Day girlie thing...feminine, cute, and quaint.  MY beliefs and my ego got in the way of what could have been a productive sales effort. 

At my Wednesday BNI meeting, I announced that there were only a few more shopping days left until Father's Day.  I said, "If you haven't sent Dad a gift or card yet, let me do it for you."  I received 5 gift box orders on the spot.  ($17 x 5 = $85).  While eighty-five dollars is hardly a huge sum of money, think about this.  It took me about 1/2 hour to earn it and it was so easy.  Okay, now re-calculate - $85 per half hour = $170 per hour.  Deduct a little for my overhead (time, materials, office and equipment expenses) and it still comes out to over $100 per hour.  That's not too shabby for simply opening my mouth and taking a small leap of faith. 

Alright, alright, I don't make over $100 per hour for EVERY hour I work at my business, but my point is this:

I PUT MY EGO AND MY BELIEFS ASIDE AND LAID MY SERVICE ON THE TABLE WITHOUT JUDGMENT.  IT WAS EFFORTLESS.  IT WAS FUN. 

I'm in my business all the time.  I'm "in" my head all the time.  I assume Vermont Shortbread is in everyone else's head all the time.  Wrong!   Guess what, my products and services are not the center of the universe!  I need to remind people constantly that my product is available and might help them solve a gift problem.  Put it out on the table and see if they nibble.  Let my customers decide if shortbread is an appropriate Father's Day gift rather than me deciding for them. 

Your business services are a huge buffet.  Set a  beautiful "table".  Let people "taste" your services (I'm not just talking food here) by giving them little samples and reminders without hard selling.  How do you do this?  Do it through your web site, newsletter, article marketing, and in your everyday conversations (Not sure how?  Take a small leap of faith and simply ask us...you never know what it might yield.). Do it constantly and consistently with quiet, slow, purposeful passion.  Find creative ways to effortlessly include your passion in all that you do.  Then let your customers decide when they're ready to eat. 

Summer's here.  And with it, the feeling of vulnerability and exposure...and also, an opportunity for a growth spurt.  Just like those peonies of mine who are grateful for the sunshine.   

Ann Zuccardy, Vermont Shortbread Company , Perfect Gifts for EVERY Occasion

 

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