Hatco has a distinguished breadth of products in its portfolio. The sheer volume of quality Hatco options is a competitive differentiator in the market. This virtue can also be its Achilles heel. As the product catalog grows, it’s easy for certain products to be lost in the shuffle or overlooked.
That’s where strategic cross-selling comes into play.
Not to be confused with add-on selling (bells and whistles) or up-selling (higher priced models), cross-selling can be a synergetic growth for your sales figures. Effective cross-selling can be achieved by finding a complementary product, such as Hatco Flav-R-Shield® Sneeze Guards, and folding it into sales pitches, estimates or proposals.
Sneeze guards are an essential line of defense against respiratory droplets and unsavory physical contaminants. Left unguarded, untold amounts of viruses, bacteria and other germs can contaminate food. Sneezes can travel up to 100 miles per hour (mph) and create upwards of 100,000 droplets, while coughs can travel as fast as 50 mph and expel almost 3,000 droplets. The act of speaking can eject aerosols that reach a 6-foot distance in about 30 seconds. And those are just the potential contaminants you can’t see!
Let’s look a little closer at the what, why, how and when of cross-selling as it applies to sneeze guards.
What?
Hatco equipment that requires sneeze guards
The first step in cross-selling sneeze guards is identifying what foodservice equipment requires them. Whether a customer is upgrading existing equipment or building out a new operating space, they may need sneeze guards. Sneeze guards provide protection and integrity to public- facing foodservice operations.
Whenever the threshold between professional food handlers and customers can be crossed, there are opportunities to work sneeze guards into the conversation. The most obvious setting for sneeze guards is a buffet. Food warmers and soup wells, along with cold wells, are designed to showcase food while holding it at appropriately safe hot or cold temperatures. More ambitious buffets or catering events might feature action stations. The spectacle of a chef positioned behind carving stations and commercial induction cooktops is made possible by the crystal clear barrier of sneeze guards.
C-stores and to-go food pickup areas are less obvious than buffets but are nonetheless important settings for sneeze guards. Keep this in mind any time people are coming and going near food. Cold shelves and portable food warmers will keep food at proper temperatures while maintaining product quality, but won’t be able to protect the food from contaminants without sneeze guards.
Why?
Healthcode compliance and messaging
Sneeze guards keep food safe and signal best health practices to the public; both value-add propositions for foodservice operations of any size or style.
State and local health departments require sneeze guards whenever food is in direct customer contact, like at a buffet or cafeteria line. That’s where Hatco’s use of the National Sanitation Foundation (NSF) certification process comes into play. The NSF interprets FDA Food Code (3-306.11 Food Display) and converts it into design compliance criteria, which Hatco follows for manufacturing. As a result, the customer is automatically healthcode compliant and avoids any future red tape or headaches.
Sneeze guards are also an important way for operators to signal to customers that they care about food safety. A recent Ecolab survey found that 80% of customers think it is important for foodservice operations to prevent the spread of germs. Sneeze guards are instrumental in reassuring the public that their health is important. Customers can (quite literally) see for themselves that their food is being protected from contaminants, and this adds value to a customer’s experience.
How?
Configuration is a snap
Hatco makes it easy for you to help customers configure sneeze guards. Customers want the right sneeze guard for the right function and they want it to fit correctly. That’s why Hatco manufactures four primary categories of Flav-R-Shield Sneeze Guards: self-service, full-service (or pass-over), barrier and portable.
From dimensions to styles, finishes, mount options and more — there’s a lot of details to specify with a Hatco Flav-R-Shield Sneeze Guard build. The configurator contains 360-degree views of each model family, unique adjustability features, product dimensions, a quotation generator, additional images, tutorial videos and specification sheets. The configurator allows you to work hand in hand with the buyer, visualizing the process every step of the way.
When?
ABC (Always Be Cross-selling)
Recognizing and implementing cross-sell prospects does not have to mean additional effort and time. The ideal customer is the one right in front of you.
In order for cross-selling to be successful, it should be a natural extension of the existing sales channel. Cross-selling sneeze guards should be rolled into meetings and appointments. The messaging should be consistent: Cross-selling is business as usual.
If leveraged correctly and harmoniously with the way you sell, you will be able to expand your reach and provide unanticipated value to customers. Ultimately, this translates to more revenue and hitting those sales goals.
Seal the deal.
From a sales perspective, it’s much easier to sell to an existing customer than to find a new one. That’s the beauty of cross-selling. By complementing a customer’s initial purchase, the revenue potential doesn't end at the point of sale. Not only are you offering additional products, you’re offering more value and building more trust.
There's a wealth of opportunity for more business with Hatco Flav-R-Shield Sneeze Guards. They are a critical piece of equipment to be discussed wherever guests and food displays intersect. Let’s reverse the unfortunate tendency sneeze guards have to get lost in the sales shuffle.
By having a firm grasp of what, why, how and when operators should use sneeze guards, you can generate additional sales without spending time prospecting, qualifying and generating new leads. And now, isn’t that a win in and of itself?
