Episode Spotlight

Developing a business plan is at the top of the to-do list for any entrepreneur. Designing a presentation tailored to your customer’s needs is the next step in securing a contract. Aron North, creator of Elixir G ginger-flavored cocktail mixer, has gained placement in a national restaurant chain by taking samples to trade shows and making contacts with key people in the industry. Meetings with these key people followed. Next, he researched his audience thoroughly and designed his presentation around ways “he could make them look good.”

It helps, of course, that Elixir G is all natural and uses the highest quality of ingredients. It has the elements of a product that would fit in the repertoire of any upscale restaurant.
That being said, Aron felt confident that if bartenders and restaurateurs could taste the product, they would be convinced that no bar is complete without it. Beverage industry and restaurant trade shows provided him with the venue in which he could provide samples to these key people, while making a lot of contacts in a short time.

Aron’s tips for getting a contract:

• Design a solid biz plan
• Cold call and set appointments
• Research the customer thoroughly prior to the presentation
• Create a presentation that highlights a mutually beneficial relationship
• Distribute samples!

Staying in the mix is easy if you believe in your product and persist. Hear Aron’s ideas about leveraging trade shows and making the most of every opportunity.