successfully selling barbecue grills

Successfully Selling Barbecue Grills

Jerry Isenhour CVC Success Group

Many companies that offer hearth products now have additional offerings of barbecue equipment that they offer to their customer base. A successful approach to selling barbecues requires a dedicated process involving marketing, sales approach, installation, service, and delivery. If barbecues are a part of your product offerings, or you are considering adding this, then plan to join industry veteran trainer Jerry Isenhour in this session that will give you the secret sauce for success.

2020 HPBExpo Education Sponsored by:

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www.cvcsuccessgroup.com

BBQ & GRILL SALES SUCCESS

PRESENTED BYJERRY ISENHOUR

CVC SUCCESS GROUP


WHATEVER THE CORRECT TERMGRILL / BBQ / BARBECUE / BARBQ

DEPENDS ON WHERE YOU LIVE

GRILLING / HOT & FAST

BBQING / LOW & SLOWFIRST RULE OF SUCCESS

WHAT IS THE TERM IN YOUR AREA?


THE BBQ GRILLHOW DOES THAT SOUND

FOR THE PURPOSE OF THIS SEMINARLET’S TALK HOW TO SELL

NO MATTER IF YOU WANT TO CALL IT GRILL / BBQ / BARBQ / BARBECUE

LET’S FIGURE OUT TO SELL GRILLSMY MISSION IS TO SHARE SALES

TECHNIQUES TO SELL IT, NO MATTER WHAT YOU MAY CALL IT!

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JERRY’S RULES OF SALES

THINK LIKE THE CUSTOMERPRESENT VALUE

BUILD THE RELATIONSHIPENGAGE THE CUSTOMER

UNDERSTAND THE CUSTOMER

YOU WIN!


RISKWHAT IS THE RISK

RISK REMOVALRISK MANAGEMENTREMOVE THE RISK

YOU WIN!


HISTORYThe roots of cooking via what we call

grilling / BBQing has as it’s rootsthrough the Caribbean Islands with the

name being BARBACOT

Early translations were in the following order:

Spanish / Portuguese / French / EnglishFirst used as an English verb in 1661First recorded use of the word as an

English noun was 1697

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HISTORYSpanish explorers brought the method to

shore in the Carolinas around 1540

Spanish introduced the pig to the Indians and pigs were allowed to roam in the wild

Primarily used as a way to cook pork, during the Civil Warera in the southeastern USA, the average person ate

5 pounds of pork per every 1 pound of beef

Various sauces used to balance the sweet taste of the pork


HISTORY“Texas” beef became a meat of choice in Texas due to the

large amount of cattle there around 1870

From there the style of cooking moved with the cattle to locations such as Kansas City and Memphis

Various locations around the USA developedregional styles of cooking, and flavors

Kansas City / MemphisLexington / Eastern NC / Western NC

Texas / The List Is Long

RESULT IT ALL TASTES GOOD!


KAMADO GRILLOrigin

China KoreaJapan

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LEAN EXPERT

MADE THE AUTOMOBLE AFFORDABLE

TO THE WORKING MAN

PHILOSPHER

MOTIVATOR

BBQ???


FORDEDISON

KINGSFORD


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Buyers Of Model A & Model T FordsReceived A Grill With The Car

Grills Came In A Model 10, Model 20 & Camp Grill


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THANKS FOR THE CHARCOAL E.G. Kingsford is the inventor of the modern charcoal briquette. Kingsford was a relative of Henry Ford who

charged him with establishing a Ford auto parts plant and sawmill in northern Michigan. The local community swelled and was named Kingsford in his honor. Kingsford noticed

that Ford's Model T production lines were generating a large amount of wood scraps that were just being

discarded. Kingsford suggested to Ford that a charcoal manufacturing facility be established next to the assembly

line to process and sell charcoal, with the Ford name, in Ford dealerships. Several years after Kingsford's death, the

chemical company was sold to local businessmen and renamed the Kingsford Chemical Company, briquettes

invented & patented by Ellsworth B. A. Zwoyer 1897.



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FAST FORWARD TO POST WORLD WAR II &

KOREAN WAR George Steven in 1952 started selling a grill he

had made from a buoy cut in half, added legs, added an air shutter and the Weber Kettle was born. His

neighbors called it the SPUTNIK!

He was working for the Weber Brothers Steel Co. making buoys, started the BBQ division in 1952 and

In 1959 bought the company.

And charcoal grills for homes were off to the races!


REPLICA

1952 WEBER KETTLE


GAS GRILL

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LAZY MAN GRILL 1950s


GAS GRILLPhillip Arnold a sales engineer for the natural-gas

public utility in Milwaukee made the first natural gas grill. He took a challenge from his boss to develop a product for the home that could burn natural gas. Thinking that natural gas could be used to light a

barbecue grill, Phillip experimented with an oil drum (cut down to 9 inches tall), some lava rock from his

garden and a log lighter from his fireplace. To perfect the technology, Phillip teamed up with Walter Kozoiol, who was manufacturing gas lighting under the name of

Charmglow at the time. In 1966, Phillip moved from Wisconsin to southern California to open AEI Corp. to

distribute the grills

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NOW YOU HAVE SOME HISTORYOF BBQING AND GRILLING

FOLKS LOVE TO COOK OUTDOORSTHERE IS A VARIETY OF APPLIANCES

THERE IS A VARIETY OF FUELSTHERE ARE SUCCESS STORIES

THERE ARE FAILURES

A MARKET THAT WITH

A PLANCAN DELIVER TO YOU NEW BUSINESS

AND ENHANCED PROFITS


WHO IS GETTING

THESALES

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Average Age of Grills• Charcoal – 2.9 Years• Gas – 3.4 Years• Electric – 2.7 Years• ALL Grills – 3.1 Years

Hispanic Average for All Grills – 2.8

Years

Canadian Average for All Grills – 3.1

Years


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SALES SPIKES

1/2

SALES SPIKES

68%52%

51%45%

33%31%

18%15%15%

10%9%8%8%7%7%

4%

0% 20% 40% 60% 80%

4th of July

Memorial Day

Labor Day

Father's Day

Mother's Day

Super Bowl Sunday

Easter

Thanksgiving

New Year's Eve/Day

Cinco de Mayo

Canada Day

Labor Day (Canada)

Victoria Day (Canada)

Christmas/Chanukah

Columbus Day

Thanksgiving (Canada)



DECISION MAKER

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Female Head18%

Male Head 34%

Joint Decision37%

Other Family Member

3%

Gift8%

Other1%



FREQUENCYOF USE

8

44

32

12

5

Almost Every Day

1-2 Times/Week

1-2 Times/Mo.

1-2 Times/Season

Almost Never

Frequency of Grill Usage


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Grill Usage

Grilling Season*

40%

Year Round

60%*Mid‐May Thru Mid‐September

66% of Hispanic Grill Owners Use Their Grill Year

Round

50% of Canadian Grill Owners Use Their Grill Year Round


Initial Reasons For Using A Charcoal Grill Or Gas Grill

40%

14%

13%

9%

7%

6%

34%

16%

14%

6%

9%

7%

0% 20% 40% 60% 80% 100%

Desire for Good Food

To Eat Good Meat

Enjoy Good Weather

To Entertain Guests

To Interact with Family

Not heat up kitchen

Gas Charcoal



FEATURES REQUESTED

BY CONSUMERS

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79

72

67

56

39

38

37

37

28

27

24

16

15

10

Easy ignition system

Size of the grilling surface

Durability of unit

Ease of cleaning

A surface area to hold utensils or food items

Grease catcher

Multiple burner system

Temperature gauge/heat indicator

Portability

Reliable brand name

Warming shelf

A side burner to cook food in pans

Appearance/ styling

Storage space


Foods Cooked on Grills

72%

71%

69%

64%

50%

44%

44%

43%

39%

34%

28%

0% 20% 40% 60% 80%

Hot Dogs

Steak

Burgers

Chicken Parts

Ribs

Saus/Bratwurst

Corn

Pork Chops

Potatoes

Beef/Pork Roast

Fish



CONCERNSOF THE

CONSUMER

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FLARE UPSDURABILITY / LIFE OF UNITEVEN COOKING SURFACEMESSPRICEASSEMBLYINSTALLATIONSERVICEGREASETASTEEASE OF USESCARED OF GAS


THE PLANANY BUSINESS VENTURE

SHOULD ALWAYS BEGIN WITHA PLAN, THIS TO INCLUDE THE

OBJECTIVE, THE PROCESS &THE DESIRED RESULTS

IT SHOULD INCLUDE A TIMELINE


PRODUCT SELECTIONFORUMLATE THE PRODUCTS THAT

WILL FIT IN YOUR MARKET

GAS CHARCOALPELLET ELECTRIC

HYBRID MULTI-FUEL

PORTABLE / STATIONARY BUILT-IN

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BUILT-IN MARKET

PROFITS “BELOW THE BELT”


10% OF GRILLS ARE IN AN OUTDOOR KITCHEN

A GROWING CATEGORY


PRICE POINTS

GOODBETTER

BEST

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HOW WILL YOU GO TO MARKET

WEBSITESOCIAL PRESENTATION

OUTREACH ADVERTISINGDISPLAYS


YOU GOT TO GET SOCIAL

FACEBOOKTWITTER

GOOGLE PLUSINSTAGRAM

PINTINTERESTYOUTUBE

PORCH


YOU GOT TO TELL YOUR STORY

COMMUNITY AUTHORITY

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INTERNET REVIEWS

IF YOU TELL OTHERS HOWGREAT YOU ARE IT IS

BRAGGING

IF OTHERS SAY IT THENIT IS A FACT


HOW WILL YOU DISPLAY

WHAT WILL YOU DISPLAY


PEOPLE LIKE TO

SEE ITFEEL IT

TOUCH ITFOUNDLE IT

FANTACIZE ABOUT IT

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IDENTIFYING YOURCUSTOMER


HOW WILL YOU TRAIN

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DELIVERY / ASSEMBLYINSTALLATION / SERVICE

Repair Of GrillsNeeded By Consumers

Yes24%

No76%



COOKING DEMONSTRATIONSCOOKING CLASSES

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TURN SERVICE INTO SALES


BECOME A DESIGNER


DETERMINE YOUR UNIQUESELLING POSITION

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THE PRESENTATION

successfully selling barbecue grills

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