Look for Sales Consultants, Not Sales Order Takers

It is so important to find the equipment you NEED not the equipment you WANT. Jerry Kraushaar, former chef and current restaurant equipment sales consultant at Burkett, says as a sales person in the food service equipment industry, he has come across a great deal of people who want to start a restaurant with very little knowledge or experience. They should seek out a professional who can listen to what they want to accomplish and then guide them through the process.

If a sales person just tries to “sell” them what makes him or her the most money, then in my opinion that person does not have the customers best interest at heart. A consultant should develop a relationship with the customer to the point that he or she becomes a partner with the customer and can tell the customer that the item they are looking at may not be the best piece of equipment for the job.

Not always do you need a top of the line piece of equipment to do the job. On the other hand the cheapest piece of equipment just to save money may not be the most cost-effective way to go either. So remember do you want to deal with an order taker who has only his or hers interest at heart or someone who has the customers long-term interest at heart.

Jerry Kraushaar is a leading sales consultant at Burkett Restaurant Equipment.

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