Power of the Free Honeybun Use a food giveaway as an information gathering device to learn what’s happening in your accounts and the people you are working with that might impact your business:
- Pulse of the management
- Business expanding or contracting
- Builds personal relationships
- Makes you more valuable
Power of the Free Honeybun When you have a new product, introduce it with a giveaway to get feedback. It starts a conversation that can reveal important info to better understand their wants, needs and desires.
Very few people turn down free food.
Tom Shivers: Hi I’m Tom with the Vending Business Show, and I’m her with Larry Towner of Service Group International, and we’re talking about a concept called the power of the free honeybun. You may have heard Larry talk about this before, but tell us more about that Larry.
Larry Towner: When we talk about the power of the free honeybun, first off we’re talking about just the caloric intake of a honeybun. A good honeybun is at least 600 calories. Don’t tell anybody that. You don’t want to know what the fat level is either. With that being put aside. When I talk about the power of the honeybun, what we’re talking about is using a giveaway, as it were, a food giveaway, as a marketing tool or as an information gathering device for a way for you to get good information on what’s happening in your accounts in getting people to work with you. Tom is it important to have people work with you when you’re running a small business?
Tom Shivers: Yes, and incentives can really do the trick sometimes.
Larry Towner: Yeah, and that’s kind of what it is. In vending you’re working within another company generally, and you just want to know what the pulse of the management, the pulse of what’s happening in the business, what’s going on that might affect your business. Are the expanding? Are they contracting? Is the manager mad at you? Does the manager like honeybuns? If he liked honeybuns, drop one on his desk every once in a while when he least expects it.
Larry Towner: Essentially what I’m talking about is, is that I used to do, not a huge amount of giveaways, but I would od a number of giveaways. I always had a few people in an account that I would try to use as a good sounding board for a lot of different issues. One, and I was telling you this earlier, one thing is, when you have a new product, I always would take one of my new products, if I had a brand new introduction, say something that was just brand new to the market, and we really didn’t know if it was good or bad. Whether it was, a new flavor of Doritos or something like that. And I’d take one, and I’d say, “Hey, if you would give this a try and tell me what you think and tell me if you like it or don’t like it. I’m going to put a few in the machine, and if you can, just listen to what people say about them, and see what they say. Is it good or is it bad?”
Larry Towner: It’s that kind of thing. That allows you to start a conversation with somebody, and in that conversation you can find out all kinds of things about how your machines aren’t working right, the manager’s getting pissed off or, “Gosh you guys are doing a great job, did you know we’re opening another location in the next town over?” All of this information comes about from doing a free giveaway every once in a while, and just getting a personal relationship built with a couple of people that work within your accounts, because, gosh, it’s like any business, it’s understanding what their wants, needs and desires are, and then satisfying those wants, needs and desires, and doing a good job for them. It builds to business growth. It helps you grow your business. Is that how you built your business Tom, I bet it is?
Tom Shivers: Oh yeah. Yeah, there’s all kinds of ways to do incentives. I’m certainly involved in that one. I like it.
Larry Towner: So it works really good. We call it the power of the honeybun ’cause the honeybun of course is our most popular selling item as far as a pastry goes, and very few people turn them down unless they’re watching their weight. ‘Cause they’re a little caloric. It’s like eating a Big Mac if you really want to read the package, but that’s okay.
Tom Shivers: It can work with any kind of healthy item as well.
Larry Towner: Yeah, it works with anything. Whatever your particular contact likes. If they’re a granola bar person, give them a granola bar. Snickers bar, whatever. M&Ms are really good. They work really, really well because, the of course, they don’t melt and they stay for a while. Just depends on what the specific of the account are. We like to call that the power of the honeybun or the power of the free giveaway. It really, really can do wonders for your business. Like I say, it gets a little conversation going. Gets you in the loop. Gets you working with your people. Makes you more valuable, basically.
Tom Shivers: Awesome. Thanks Larry. Be sure to subscribe. You’ve been watching the power of the free honeybun by A&M Equipment Sales.
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