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Old school sales & marketing for the 21st century

Here are some ideas on how to boost revenue through old school approaches.

Give away free stuff

• Do not be shy about scheduling as many complimentary tastings as possible with qualified prospects.

• If you have a restaurant and/or retail shop, offer samples to hungry customers. A slice of turkey breast, fresh out of the oven, or a couple of bites of a new dessert can go a long way.

• Surprise a catering client by including a new salad with their delivery. Include a note, “Hi Mary, our chef made this new summer salad, and we would appreciate feedback from your group. Enjoy!”


Reward your big fish

• Although it seems counter-intuitive, it is not uncommon to take regular or bigger customers for granted—especially after you have been catering to them for a while. DON’T DO IT. If they have not noticed yet—they will soon.  Remember the things you did that got you the account in the first place—and never let up.  If your service to them has slipped, and they have not replaced you with a new caterer yet, count your blessings—and re-commit to them THIS MINUTE. Think about all the work that goes in to acquiring new business. And then figure out how many smaller accounts you would need to reel in to replace the volume if you lost them.

• Acknowledge your appreciation for their business. Once or twice a year, schedule a complimentary delivery of something a little different that you want them to try, and get their feedback.

• A gift certificate to a favorite restaurant or a couple of tickets to a game or show for your key contact person can go a long way. If it feels expensive, compare it to the volume of business they give you in a calendar year.


Michael Rosman has been in the catering and restaurant industry for over 30 years in the Boston area, where he built a $1.8 million per year corporate drop-off catering operation. He’s the founder of The Corporate Caterer, a resource membership website, lead generation and private coaching company. Whether you are just starting out, are a leader in your marketplace, or somewhere in between, has an incredible wealth of insight and resources to help you begin or grow this division of your business. To learn more, visit the or call Michael directly at 781-641-3303.

Michael Rosman

Michael Rosman

Owner/Founder, The Corporate Caterer, Boston, MA

Michael Rosman is the founder of, a consulting, coaching and lead generation company for businesses that aspire to take their corporate catering business to the next level or start a new division. He is also a Senior Consultant with He can be reached at [email protected].