Texas Food and Fuel Association Quarterly-October/November/December 2014

Q U A R T E R L Y October November December 2014

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Q U A R T E R L Y October November December 2014

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Q U A R T E R L Y

Texas Food & Fuel Association Quarterly is published for: Texas Food & Fuel Association 401 West 15th Street, Suite 510 Austin, TX 78701 Phone: 512-476-9547 Fax: 512-477-4239 www.txfoodandfuel.org www.sw-expo.com TEXAS FOOD & FUEL ASSOCIATION STAFF Chris Newton, President Jesus Azanza, Director of Communications & Marketing

October November December 2014

Departments

06

09 Chairman’s Message

Texas Food & Fuel Association Board of Directors

By Gary Johnson

11

Calendar of Events

11

New Members

26

Index of Advertisers

Visit u online!s

Rick Bolner, CPA, Vice President of Accounting Matt Burgin, Director of Government Relations Scott B. Fisher, Vice President of Policy & Public Affairs Dana Fuller, CEM, Expo Manager Annette Hicks, CMP, Director of Meetings & Expositions

Features 12 Great Ideas — What Sets You Apart?

C-stores go to amazing lengths to differentiate themselves, and have incorporated some great ideas to boost their bottom lines and appeal.

By Al Hebert

Kris Wallace, Assistant Director of Finance/Assistant Expo Manager Published by: 5950 NW 1st Place Gainesville, FL 32607 Phone: 800-369-6220 Fax: 352-331-3525 www.naylor.com

21 Seven Tips for Hiring “A Players”

The quality of your company depends on the quality of your team.

By Richard J. Bryan

24 Association Happenings

Recap of news and events from August – October 2014.

By Jesus Azanza

Publisher: Marcus Weston Editor: Shani Calvo Marketing: Kaydee Currie Project Manager: Mike Ross Sales Director: Eric Singer Advertising Sales: Shaun Greyling, Bill Lovett, Leron Owens, Alyse Smith, Tobias Valdez, Paul Walley, Joseph Watkins, Jamie Williams, Matthew Yates

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21

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Layout & Design: Print 2.0h! | Deb Churchill Basso ©2014 Naylor, LLC. All rights reserved.

The contents of this publication may not be reproduced by any means, in whole or in part, without the prior written consent of the publisher.

PUBLISHED NOVEMBER 2014/TPM-Q0414/4286

October November December 2014 5

Texas Food & Fuel Association

2014-15 Board of Directors OFFICERS

DISTRICT DIRECTORS

Gary Johnson, Odessa Chairman of the Board Rick Golman, Dallas Vice Chairman Madalyne Lange, Sherman Secretary Cary Rabb, Round Rock Treasurer Eddie Bates, Beaumont Immediate Past Chairman Chris Newton, Austin President

REGIONAL DIRECTORS Steve Fryar, Brownwood Region A Dick Rudisill, Nacogdoches Region B Imad Sarkis, Beaumont Region C Steve Boyd, Houston Region D

Clay Wallace, Hereford

District I Matthew Kendrick, Lubbock District II Joy Garcia, Mineral Wells District III Dean Howerton, Midland District IV Mike Hennings, San Angelo District V Aaron Nilsson, Daingerfield District VI Kyle Kirby, Ft. Worth District VII Mike Kittrell, Plano District VIII Justin Reeves, Longview District IX Matt Judson, Corsicana District X Don Broach, Bryan District XI Ed Morgan, Nacogdoches District XII

Clay Johnson, Austin District XIII John Hebert, Jr., Liberty District XIV Nelson Grona, San Antonio District XV Cleo Bustamante, Jr., Carrizo Springs District XVI Jon New, Victoria District XVII Jake Marsico, Dickinson District XVIII

DIRECTORS AT LARGE – SUPPLIERS

DIRECTORS AT LARGE – MARKETERS

Rodney Fischer** Jim Kolkhorst* Andy Olmstead* Terry Maxey** Randy Parrott** Carl Ray Polk, Jr.** Allen Smith**

Sherry Forbes, Haltom City Justin Parrott, Dallas Sultan Poonawala, Dallas John Prickette, Sulphur Springs Jeff Scarbrough, Clovis, NM Wes Scott, Houston

Therese M. Baer, Austin Buster Cage, Whitney Mark Cowie, Houston Charles Garza, Pflugerville *Marketer Member Beau Harris, Keller Michael Lawshe, Fort Worth Tom Lye, Austin

PAST CHAIRMEN SERVING ON THE BOARD

* serves on Executive Committee ** serves on Board Board Term: July 1, 2014 – June 30, 2015

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C h a i r m a n ’s

Message Know Your Attributes

By Gary Johnson

R

egardless of the type of business our members operate or the products they sell, a sustainable business model that attracts and retains customers is key to their success. What draws customers to our places of business? What attributes of our services are most important to customers?

What are they saying about us on social media? Why? An intense competitive environment has heightened the importance of answering these questions with the right business model. Our industry’s ability to adapt, meet diverse consumer needs while continuing to provide the products and services we are most known for is admired, feared and in a lot of cases copied by many.

Talk of business models, adaptation and product differentiation tie into my Chairman’s Theme for this year: “Things Change Yet Remain the Same.” No matter whether you are a fuel distributor, grocery distributor, convenience store owner/operator or grocery store owner/operator, changes in your customers’ habits, preferences and needs are impacting your business.

Although the pace of change is faster than it used to be and, thanks to social media, it can involve quite a few more people,

change always has been and always will be a constant in a consumer-driven industry like ours.

How do we cope? We develop a business model, we plan for the future and we surround ourselves with the right people. Your membership in the Texas Food & Fuel Association is a key element in this process. Education sessions, networking opportunities, discounted services, regulatory updates and compliance assistance are a few of the many ways membership helps evolve, adapt and position themselves for the future.

The Texas Food & Fuel Association’s Board of Directors recently completed a strategic planning exercise to ensure the association’s business model is in line with its customers’ interests – YOU , our member. We refined the association’s mission statement, core values and vision statement. We also identified strategic priorities for the next three years. I am proud of all of the hard work that went into this process. I’m confident that it will help our organization attract and retain members, adapt and remain at the forefront of our industry.

Thank you for your membership in the Texas Food & Fuel Association. I look forward to seeing you soon.

■

The Texas Food & Fuel Association’s Board of Directors recently completed a strategic planning exercise to ensure the association’s business model is in line with its customers’ interests – YOU , our member. .

October November December 2014 9 719396_Editorial.indd 1 11/1/14 1:48 AM

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Calendar o f E v e n t s 2014

jan

feb

Indicates an association event

mar apr

may

jun

jul

aug sept

oct

nov

Texas Food & Fuel Association District Meeting – Amarillo November 18, 2014

18

Texas Food & Fuel Association District Meeting – Midland/Odessa November 20, 2014

20

dec

Amarillo National Bank – Amarillo, TX

Abuelo’s Restaurant – Midland, TX

2015 2015 Winter Conference & Legislative Day February 16-18, 2015

16-18

AT&T Executive Education and Conference Center – Austin, TX

2015 Southwest Fuel & Convenience Expo May 6-8, 2015

6-8

Omni Fort Worth Hotel & Convention Center – Fort Worth, TX

Welcome

New Members SUPPLIER MEMBERS CNG 4 America, Inc.

Katy, TX 888-541-6030 Bob Baldwin bob.baldwin@cng4america.com www.cng4america.com

CNG 4 America builds public CNG (Compressed Natural Gas) fueling stations mostly by piggybacking on existing family friendly truck capable fueling locations. This brings additional revenue to each location by sharing the revenue and by increasing inside sales. CNG is a clean, abundant, American fuel that Texas can truly benefit from.

Caliber Professional Sales Services

Sherman, TX 903-209-7120 Melissa Henley melissa@caliber-reps.com www.caliber-reps.com Caliber Professional Sales Service are Manufacturers’ Representatives serving Texas, New Mexico, Oklahoma, Arkansas, and Louisiana markets in the industrial and petroleum industries.

D&S Car Wash Equip. Co.

High Ridge, MO 636-677-3442 Drew Dressler ddressler@dscarwash.com www.dscarwash.com D&S Car Wash Equipment Company is a leading manufacturer of in-bay automatics, self-service bay equipment and industrial vacuums. Established in 1972, D&S is known for its extremely durable, all-welded stainless steel products designed for performance and reliability

Dualite Sales & Service Inc. (reinstated)

Savory Fine Foods, LLS

Euler Hermes North America

Seneca Companies

We provide Credit Insurance for securing accounts receivables. Our fuel marketer policy holders utilize our policies to enhance their credit management practices and grow sales to customers who consistently bump up against their credit line, are new and unknown, or have a very large volume. We also help policy holders get more favorable terms with their banks and fuel suppliers.

The Complete Solution” since 1972 to Fuel Systems customers from project design and planning to maintenance, service, parts distribution and compliance.

Cedar Hill, TX 972-293-7446 Rob Shephard rshephard@dualite.com www.dualite.com National Sign manufacturer American owned in business since 1947, offering most types of signage and LED products to commercial and industrial facilities. We offer full project management services with nationwide coverage.

Addison, TX 214-663-6036 Justin Seedorf justin.seedorf@eulerhermes.com www.eulerhermes.us

Federal Heath Sign Company (reinstated)

Euless, TX 817-685-9103 Lisa Peterson lpeterson@federalheath.com www.federalheath.com Federal Heath Sign Company is a recognized global industry leader in the manufacture and management of signage projects, commercial remodeling, retail engagement, display and store fixtures and maintenance services. We offer value and service to growing, multilocation, conversions and high-end customer businesses worldwide.

Navasota, TX 936-825-7703 Sabrina Mayfield sabrina@savoryfinefoods.com www.savoryfinefoods.com SAVORY FINE FOODS is the creator of The Original SAVORY Saltine Seasoning. This NO BAKE - NO MESS product turns an ordinary saltine into an AMAZING PARTY SNACK. It is the NEW TASTE SENSATION that is sweeping the NATION! Tulsa, OK 866-304-7136 Chris Haggard chaggard@senecaco.com www.senecaco.com

Tellermate

Flower Mound, TX 214-708-9518 Trae Lynn Atchison trae.atchison@tellermate-us.com www.tellermate.com

Tellermate is the global leader in weight based cash counting technology and has helped businesses such as Kwik Trip, 7-11, Dunkin Donuts, McDonald’s, T-Mobil and Walmart reduce up to 70% of their time counting cash.

MARKETER MEMBER Industrial Gold Rush, Ltd.

dba Fuel City Dallas, TX 214-426-0011 John Benda jbickham@fuelcity.com www.fuelcitywash.com

October November December 2014 11

Great Ideas

WHAT SETS YOU APART?

I

found a mummy at one, a dog wash at another, and beef tongues and Cornish game hens at a third. Yes, these were convenience stores! I travel the country and visit as many c-stores as possible – then write about their food options in a column called the Gas Station Gourmet. But, I come across more than just interesting food at these c-stores, which is where this article originated. C-stores have gone to amazing lengths to differentiate themselves and have incorporated some great ideas to boost their bottom lines and their appeal. And some of the best food and most creative owners can be found right here in Texas.

The common thread among these c-store success stories? “We have to be different from our competitor down the street.”

What sets you apart?

12

A NEW HAMBURGER I’m surprised that regardless of the specialty, the hamburger is often the biggest seller. Americans love hamburgers. The standard seems to be the frozen 80/20 beef patty. This makes a fine hamburger.

What if your competitor is serving the same thing? What can you do?

Try going fresh. Using fresh ground beef can be a hit with customers. It will take a little more time and will be a little more labor intensive, but your staff will adapt and customers will notice. One store owner explained, “Customers can see the patty being made, so they know it’s fresh.”

Also, making the patties from fresh ground beef allows you to add seasoning before the patty is made. This distributes the flavors evenly. The customer experiences a robust flavor that isn’t dependent on the fixings.

By Al Hebert, Gas Station Gourmet

Seasoning ground beef, especially a large volume, can be labor intensive.

Not every c-store has equipment to grind and season meat. So, some stores are partnering with local meat markets for custom hamburgers, stuffed pork chops and other specialty items.

Neal Richard of Richard’s Meat Market in Abbeville, Louisiana, explained, “Customization is the great advantage of partnering with your local meat market. You might want to mix beef with pork to change the fat content and make it leaner. The options are endless.

We grind chuck roast, not trimmings, so it’s going to have less fat than meat found in tubes.”

Is this more expensive than ordering from a vendor? In many cases it is not.

Deven Bennett, who owns a c-store in a Colorado ranching community, said, “Local beef is less expensive because

See the digital version at www.naylornetwork.com/TFFA

FEATURE it’s not going off to be packed and there’s not a lot of shipping fees. They say you pay more if you buy local. We pay less.”

REVOLVING ROLES You’re probably already using ingredients that can be used in multiple menu items.

One Oklahoma deli owner uses the catfish from the fried catfish platter and the coleslaw from the barbecue sides for fish tacos. Pulled pork for sandwiches can be used in wraps, on pizzas even in tacos.

A frozen cinnamon log can be sliced into cinnamon rolls. Twist it into a ring, bake and fill it with cream cheese and it becomes a Mardi Gras King Cake or a Three Kings Cake. If you have these on hand, you are only limited by your imagination.

Take minute, look at your inventory and talk to your vendors. You can do a lot with just a little.

IT’S A DOG’S WORLD Slovacek’s in West is a c-store that offers customers a great experience. It has a little something extra for man’s best friend, a dog park. Pets are part of a family but traveling with them is not always easy.

“People often walk dogs in the median when traveling. Why don’t we make it convenient to travel with the dog?” said Manager Ray Rabroker, Jr. The dog park is a large fenced in area with jump-throughs and a place where pets and people can unwind from the road. The fence allows pets to enjoy the outdoors while the people shop in the store. That’s good for business.

Rabroker said, “It’s been received well and we’ve gotten a lot of compliments. On Sunday, we had about 15 dogs out there at one time.”

It’s become part of the marketing package. Billboards let travelers know there’s a place for the pooch ahead, and it’s even featured on the website homepage. Plans are in the works for a pavilion that will allow customers to purchase deli items in the store and eat outside as their pets play.

A customer told Murel Cormie that while traveling they saw a dog wash.

If you’re watching customers fuel up and drive off, you simply have to go to the pumps and meet them.

Cormie’s is located in Lake Charles, Louisiana, on the way to some of the best duck hunting in the country.

Hunting dogs get dirty. The dog wash is attached to the car wash, so after washing the mud off the truck, boat and four-wheeler, it’s convenient to pop into the dog wash and get the dog squeaky clean.

It’s not just popular with outdoorsmen. Regular customers like it because it’s easy to bathe the family dog. And, it’s an extra service that gets customers to stop in.

THE SIGNATURE FOOD So many people ask, “How can I develop a signature food?” It doesn’t have to be rocket science. The Czech Stop in West Texas started out selling one or two kolaches, a Czechoslovakian pastry, back in 1982. Today, they have three shifts of bakers baking 24 hours a day and sell over 100,000 kolaches every seven days. Manager Barbara Schissler tells her employees, “We’re

selling the same food [as competitors] but people stop here because of your service and the food is better.”

One way to make your food better is through your vendor, e.g. Sysco.

Sysco sells, markets and distributes food products designed for people who prepare meals away from home, and currently operates 193 distribution facilities. In addition, Sysco has test kitchens throughout the country and their chefs will work with you to create unique menu items.

The Short Stop Food Mart in Bloomington, Indiana, used this test kitchen to develop its signature macaroni and cheese. They worked with a chef and came up with a blend of pasta and cheeses. “It’s a pain to make and it’s expensive at $8 a pint. But we sell out of it each Thursday,” said owner Chris Smith.

Prasek’s in Hillje started out as a meat market 40 years ago. When it transitioned to a c-store they knew what they were doing when it came to smoked meat. The smoked sausage is popular with retail customers. It’s also distributed to over 500 wholesale accounts across the country.

Double-Quick, a chain of stores in the Mississippi Delta, got the attention of the New York Times when they began to sell pickles marinated in Kool-Aid and sugar. They call it the Pickoola™. When the pickles marinate in Kool-Aid, they turn red. Kids loved them and so did the media.

One owner in Missouri wanted to start selling food, but wasn’t sure which type. He knew a lot about Indian food, but thought it might not be popular with his customers. So, he surveyed the customers and found out they thought

Sysco has test kitchens throughout the country and their chefs will work with you to create unique menu items.

October November December 2014 13

A&A Pump Company San Antonio, TX 210-226-1191

Petroleum Solutions, Inc. Grand Prairie, TX 972-314-2400

D&H /United Pump Supply Amarillo, TX 806-373-4251

A-1 Pump Inc. Bryan, TX 979-778-2418

Petroleum Solutions, Inc. Houston, TX 281-449-4027

D&H /United Pump Supply El Paso, TX 915-859-8150

B&J Equipment Ltd. Longview, TX 903-757-4765

Petroleum Solutions, Inc. McAllen, TX 956-686-9582

D&H /United Pump Supply Lubbock, TX 806-762-2428

B&J Equipment Ltd. Dallas, TX (Parts & Servicing) 214-631-4664

Petroleum Solutions, Inc. San Antonio, TX 210-661-2489

D&H /United Pump Supply Midland/Odessa, TX 432-689-2606

Petroleum Solutions, Inc. Victoria, TX 361-573-7449

D&H /United Pump Supply Arlington, TX 70011 817-530-1917

Petroleum Solutions, Inc. Temple, TX 254-770-0440

D&H /United Pump Supply Schertz, TX 78154 210-651-3882

Petroleum Solutions, Inc. Abilene, TX 325-676-2371 Petroleum Solutions, Inc. Austin, TX 512-278-1000 Petroleum Solutions, Inc. Corpus Christi, TX 361-882-3077

Petroleum Solutions Beaumont, TX 409-842-0007

FEATURE

A frozen cinnamon log, like this one from Sysco, can be turned into something quite different. It can be twisted, shaped into a ring then baked and filled. Once iced, it becomes a King Cake or a Three Kings Cake.

Greek food was the way to go. He found someone who knew how to prepare the cuisine, tweaked it with a few Indian spices, and it’s a hit. He’s had to add a dining area and a patio to accommodate the customers.

You may have an idea of what your customers want, but it never hurts to ask if you’re going to try something new. Other times, you have to dip your toe in the water and see what happens.

One Louisiana c-store owner decided to add grilled chicken sandwiches to his menu. He tried for two weeks, but customers didn’t want it – and not because it wasn’t good! Later, he offered chicken salad. It’s a hit and flying out of the deli.

BUILD IT & THEY WILL COME – PERHAPS At the Derailed Diner, located 20 minutes from the nearest town at a travel center along the AlabamaFlorida line, a marketing strategy not usually associated with c-store delis is being employed — marketing calls.

Each Thursday, diner manager Dale Elks goes out into the nearby communities to make marketing calls. He makes appointments with church pastors, local business owners and anyone who may be potential customers. Elks said the churches are important because, “Some people only eat out once a week and that’s after church.”

Marketing calls have paid off for this restaurant. I stopped in on a Sunday to do a story. It was packed.

This diner also features a railroad theme during the holidays to entice locals. For three nights every Christmas season, they show a train-themed holiday

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FEATURE movie in the diner. Local actors dress as characters. Kids eat free and get a photo with Santa. While the children enjoy the fun, parents eat. It’s a great way to get new customers in and bring back those that may not have been in lately.

IF THEY WON’T COME TO YOU - GO TO THEM It’s easy to find yourself in a bubble and think, “I’ve got this great food. My volume should be much better. What’s not working?”

Believe it or not, most people are shocked that you can find great food in a c-store. “I would never think of eating in a convenience store,” is what I often hear. Most customers pay at the pump and don’t walk inside to discover great food or great deals.

If you’re watching customers fuel up and drive off, you simply have to go to the pumps and meet them. Prepare food samples. Bring them out on platters. If you have a new menu item or one that should be a better seller, take If you want customers to experience your food you may have to go to them. Bringing samples out to the pump is a simple strategy to get customers inside.It’s a good way to introduce new menu items as well.

along coupons. Offer them a sample and a discount. You may be surprised at how many are completely unaware of what you have inside.

Don’t let your food program continue to underperform. If you have great food, let people know. Get people talking. Consider making a platter and bringing it to chamber of commerce or tourist commission. They will be grateful and the word will spread.

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You may have an idea of what your customers want, but it never hurts to ask if you’re going to try something new.

Other times, you have to dip your toe in the water and see what happens.

See the digital version at www.naylornetwork.com/TFFA

09/02/13 5:46 AM

FEATURE some may come from competitors.

Many negative reviews go unanswered.

One restaurant had a string of bad reviews and brutal comments. This section starts with a headline from one. A customer said hamburger buns had mold on them. Another said, “I would not eat here for free.” One could see there was something terribly wrong in this restaurant. I decided to eat there to see if these customers were exaggerating. They were right. I was shocked at the poor service and

what appeared to be totally disengaged management.

Have you been traveling and passed a restaurant that has one or two stars?

Will customers pass you by if you have a string of bad reviews? Many will.

What do you do if you get bad reviews on Yelp, Trip Advisor or Urbanspoon?

Here are a few ideas: 1. Take bad reviews seriously, especially if they are adding up. Look around.

Are you missing something in your food service program?

Neal Richard of Richard’s Meat Market can customize anything for the deli. A local meat market can help create signature menu items like stuffed chicken breasts, pork chops, etc. that are prepared and ready to cook.

Nathan Winkleman owns Nathan’s Barbecue and The Buccaneer Food Store in Brenham. He knew he had great barbecue. He knew that if people would try it, they would like it. He also knew schools needed to raise money.

So, he made the Blinn Independent School District an offer they could not refuse. He made a list of items for which tickets could be sold. Nathan’s Barbecue did the cooking. Students boxed and distributed the meals. He traded profit for marketing. The school raised money. “People tried the barbecue and liked it.”

Since those early days, he’s expanded the size of his dining area to accommodate the crowds.

SOCIAL MEDIA, THE INTERNET & BAD REVIEWS “IF YOU WANT THE WORST FOOD OF YOUR LIFE, THIS IS THE PLACE TO BE!!”

Yelp - Restaurant review This idea doesn’t come from the road, but from the Internet. It’s always best to deal with complaints before they walk out the door. Some complaints are posted online before customers leave the table. One owner said he thinks

October November December 2014 17 687245_NorthWest.indd 1 28/04/14 12:34 PM

Dear Texas Food & Fuel Association Member: The Texas Food & Fuel Association Board of Directors has recommended Federated Insurance for a number of insurance and financial protection products: Property & Liability – Federated’s excellent coverage and commitment to risk management support are a powerful combination. In addition, you have the potential for a dividend if loss experience in our recommended program is warranted.

Group Health – Rising medical costs are challenging, but Federated plans offer cost containment features that can help hold down premiums while maintaining quality care.

Financial Protection Services – Whether you want protection for you and your dependents against unanticipated personal emergencies, or assistance in planning the eventual transfer of your business to family or employees, Federated can help.

It pays to plan ahead!

The most significant factor for recommending each of these programs is excellent service and quality coverage backed up by competitive pricing.

Time spent with your local Federated Marketing Representative learning about each of these programs will be time well spent.

Sincerely,

Chris Newton President

TEXAS FOOD & FUEL ASSOCIATION 18

401 West 15th Street, Suite 510 t Austin, Texas 78701 t (512) 476-9547 t fax (512) 477-4239

See the digital version at www.naylornetwork.com/TFFA

FEATURE travel to other areas and stop at every convenience store you see. Draw a 100mile circle around your store and head out in every direction. See what’s working and what is not. And, of course, network with other c-store owners, either through Texas Food & Fuel Association membership, going to expos, at online sites or during your road trips. The more you see, the more informed you’ll be and the greater the chance you’ll find a great idea that is just right for you.

■

Al Hebert, the Gas Station Gourmet, writes about the convenience store industry. He’s a regular contributor to NACS Magazine and a national speaker, and the Gas Station Gourmet has been a feature on Thrive TV, blogs and the Internet. He’s always looking for great food and stories – email him at al@gasstationgourmet.com.

Who would’ve thought that a dill pickle marinated in Kool-Aid would get the attention of The New York Times? The “Pickoola” is a Mississippi Delta tradition that’s a favorite with customers.

2. Contact the unsatisfied customer and post an apology on the site where the complaint is posted. Thank them for pointing out a situation that needs to be corrected. This shows readers you care. Include your email address and ask them to send you an email with a contact number or ask them to call you. Don’t get defensive. Don’t engage in a war of words. You can’t come out of that looking good. Repeat the apology and add, “I’m deeply sorry.

I understand how you feel. I will try to make sure this doesn’t happen again.

Thank you for pointing this out to me.”

3. Offer a free meal and a “give us one more chance.” If they were traveling, reimburse the meal and send them a special coupon for free meal for two.

625360_Werts.indd If they come back with kids, comp everyone’s meal.

4. Engage them as a coach. “As a manager, this slipped by me. From your perspective as a customer, how could I keep this from happening again?”

5. At the end of the make-up process, if all has been resolved and there is a cyber hug, then ask them to please post if they are happy with the resolution. If you have items like jellies, barbecue sauce, pies that you can ship, send them a nice basket.

Negative reviews do not go away on their own. The one you read at the top of this section? It is still up a year after this restaurant closed.

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26/01/13 6:22 PM

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See the digital version at www.naylornetwork.com/TFFA 12/02/14 7:06 PM

“A

Seven Tips for Hiring

Players”

By Richard J. Bryan

Y

our business doesn’t run itself.

The quality of your organization depends on the quality of your team — a motivated, energized staff is the key to companywide success. You want A Players, those colleagues who contribute disproportionately to the advancement and profitability of the organization.

In the same way that the Pareto Principle states that 80 percent of results come from 20 percent of your employees (based on research by the Italian economist Vilfredo Pareto in the early 1900s), your A Players have a measurable impact on your bottom line.

The Pareto Principle is often used in a sales environment, but it applies equally to a variety of different industries. If you can build a team of A Players around you, then your job as a business leader or owner becomes much easier, as you do not have to deal with endless crises and can work more intentionally on developing the future strategy for your organization.

So how do you find A Players for your team?

The funny thing about A Players is that you can find them in the strangest of places. A few years ago, James was running a car dealership that was lacking in quality salespeople. He received

a call from his wife while she was out shopping for strollers, and asked him to meet her at the store.

“I want you to meet Louise. She has a great attitude and I think you’ll like her.”

Ten minutes later he was walking into the shop to meet Louise. She was a class act and spent the next half an hour asking them lots of qualifying questions about their lifestyle. Once she had all the information she needed from them, she launched into a brilliant sales demonstration of various products. She was impressive.

They ended up spending over $1,000 in the shop that day and were absolutely thrilled with their interactions

October November December 2014 21

FEATURE with Louise. James was particularly impressed by her enthusiasm, her energy and her ability to listen intently to their needs, and then repeating this information back when closing the sale. Too many sales people believe that selling is about talking, but in reality it is actually about the ability to listen to your customers so that you can truly understand their needs.

A few days later James went back to her store and offered her a job. He was not sure that selling cars had been on her career plan, but to her credit she took a risk and joined the team the following month.

Initially, Louise struggled a bit because she had no product knowledge, no customer base and was the only female on a sales team of 30 people. However, after continual support from James and the upper-level staff and a combination of hard work and positive attitude she began to flourish.

By the end of the year she was the top sales person at the dealership.

When you are seeking A Players for your organization, don’t just look for

When you are seeking A Players for your organization, don’t just look for skills and experience but start by looking for someone with a great attitude. skills and experience but start by looking for someone with a great attitude.

Here are seven tips to help you find your own A Players:

1

ne page plan — Have a O simple one page plan that you can share with future employees. This plan highlights what you have achieved as an organization during the past year and also what your vision is for the next 3 to 5 years. “A Players” are motivated as much by being part of an organization that has clear goals and aspirations as they are by

salary and benefits. They want to be part of an organization that has a purpose.

2 3 4

Think outside the box — Don’t just look in the same old places for new employees.

Think about looking outside of your industry for people with the right attitude and a track record of success. You can always train skills and product knowledge.

Telephone screening interview — Consider having a 15 to 20 minute telephone interview with potential candidates. This can save both parties a lot of time and expense before a more formal interview is arranged.

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Personality profiles — Use DISC (www.discpersonalitytesting.com) or another similar personality profiling tool to make sure that you have a good fit for the role you are seeking to fill. Different fields require their own unique brand of skills, such as high-influencing personalities or levels of compliance.

Watch the body language — Always have another person interview with you and if possible get them to ask the questions, so that you can concentrate on listening to the answers given and also observe the body language to make sure that it is congruent with what is being said.

References — Always insist on speaking to a former boss for a reference. Sometimes it is not what is said about the candidate but the way in which it is said over the phone that can alert you to potential problems but also provide clues to the positive aspects of the candidate. Written references are usually very brief and not very helpful.

See the digital version at www.naylornetwork.com/TFFA

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FEATURE

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Staff referral program — Have a program in place that rewards existing members of staff if they recommend someone for a position you are trying to fill.

For example, you could offer a cash bonus to your employees if their recommended candidate is taken on, and another bonus if the candidate is still with you and performing well 6 months later. This has the added benefit of ensuring that the new member of staff has a mentor looking out for them during their initial 6 months!

Try some of these tips and see what works best for you.

If you can surround yourself with a team of A Players who have great attitudes, are motivated by achievement and are strong in areas where you are weak, then your role as a leader or business owner becomes far easier. You can concentrate on setting the future strategy for your organization while your team achieves amazing results.

■ Richard J. Bryan is an international speaker, executive coach and author of the forthcoming book, Being Frank: Real Life Lessons to Grow Your Business and Yourself.

Through his experiences as thefourth generation CEO in a family-owned business, Richard gained a wealth of knowledge and developed into a true leader. By applying his creative strategies, Richard helps businesses hire the right people, forge dynamic teams and increase their profits. For more information, please visit www.richardjbryan.com.

P.O. Box 491 • Boyd, TX 76023 940-433-8441 • 800-354-5886 Fax: 940-433-2092 • E-mail: russ@youngstank.com

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Index of

Advertisers ACCOUNTING SOFTWARE ADD Systems.........................................20 www.addsys.com ALCOHOL – BEER & WINE BuzzBallz, LLC.........................................7 ww.tropicchillerz.com BEVERAGE DISPENSERS Bevco, Inc..............................................20 www.bevcoinc.com BIOFUELS Renewable Energy Group........................3 www.regi.com COMPUTER HARDWARE/SOFTWARE ADD Systems.........................................20 www.addsys.com NorthWest Micro Systems, Inc.............17 www.nwmicrosystems.com

CONVENIENCE STORE BACKROOM ACCOUNTING SYSTEMS Northwest Micro Systems, Inc..............17 www.nwmicrosystems.com

FIELD SERVICE MANAGEMENT SOFTWARE FieldAware.............................................15 www.fieldaware.com

CONVENIENCE STORE EQUIPMENT D&H/ United Pump......14, Outside Back Cover www.dh-united.com

FRANCHISE OPPORTUNITIES Save-A-Lot................... Inside Front Cover www.save-a-lot.com/own

CREDIT CARD SERVICES ADD Systems.........................................20 www.addsys.com DESSERTS OMG Desserts Inc..................................22 www.omgdessertsinc.com ENVIRONMENTAL SERVICES D&H/ United Pump......14, Outside Back Cover www.dh-united.com

COMPUTER SYSTEMS & SOFTWARE ADD Systems.........................................20 www.addsys.com

FUEL STORAGE Oldcastle Precast, Inc............................26 www.oldcastleprecast.com GAS VAULTS Oldcastle Precast, Inc............................26 www.oldcastleprecast.com GROCERY WHOLESALE DISTRIBUTOR/CONVENIENCE STORES Save-A-Lot................... Inside Front Cover www.save-a-lot.com/own INSURANCE Federated Insurance...............................4 www.federatedinsurance.com Tank Owner Members Insurance Co........................................10 www.tankowners.com LOTTERY Linq3........................................................6 www.linq3.com PETROLEUM DISPENSING EQUIPMENT IRPCO Inc...............................................23 www.irpco.net

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PETROLEUM EQUIPMENT – SALES & SERVICE A & A Pump Company...........................14 www.gilbarco.com A-1 Pump, Inc........................................14 www.a1pumpinc.com B & J Equipment, Ltd. ...........................14 www.bjequip.com D&H/ United Pump......14, Outside Back Cover www.dh-united.com Petroleum Solutions, Inc...................8, 14 www.petsolinc.com PETROLEUM HOSE PRODUCTS IRPCO Inc...............................................23 www.irpco.net PETROLEUM REFINERS & MARKETERS Citgo Petroleum ...........Inside Back Cover www.citgo.com Phillips 66...............................................16 www.phillips66.com POINT OF PURCHASE/ POINT OF SALE Linq3........................................................6 www.linq3.com SOFTWARE/AUTOMATION ADD Systems.........................................20 www.addsys.com TANKS Youngs Tank, Inc....................................23 www.youngstank.com TANKS & TRAILERS Werts Welding........................................19 www.wertswelding.com TOBACCO PRODUCTS Smokey Mountain Snuff........................19 www.smokeysnuff.com

9/4/14 5:56 AM

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See the digital version at www.naylornetwork.com/TFFA 23/08/14 11:41 AM

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