Successfully Selling Barbecue Grills - Jerry Isenhour
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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:
3/4/2020
BBQ & GRILL
SALES SUCCESS
PRESENTED BY
JERRY ISENHOUR
CVC SUCCESS GROUP
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WHATEVER THE CORRECT TERM
GRILL / BBQ / BARBECUE / BARBQ
DEPENDS ON WHERE YOU LIVE
GRILLING / HOT & FAST
BBQING / LOW & SLOW
FIRST RULE OF SUCCESS
WHAT IS THE TERM IN YOUR AREA?
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THE BBQ GRILL
HOW DOES THAT SOUND
FOR THE PURPOSE OF THIS SEMINAR
LET’S TALK HOW TO SELL
NO MATTER IF YOU WANT TO CALL IT
GRILL / BBQ / BARBQ / BARBECUE
LET’S FIGURE OUT TO SELL GRILLS
MY 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 CUSTOMER
PRESENT VALUE
BUILD THE RELATIONSHIP
ENGAGE THE CUSTOMER
UNDERSTAND THE CUSTOMER
YOU WIN!
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RISK
WHAT IS THE RISK
RISK REMOVAL
RISK MANAGEMENT
REMOVE THE RISK
YOU WIN!
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HISTORY
The roots of cooking via what we call
grilling / BBQing has as it’s roots
through the Caribbean Islands with the
name being BARBACOT
Early translations were in the following
order:
Spanish / Portuguese / French / English
First used as an English verb in 1661
First recorded use of the word as an
English noun was 1697
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HISTORY
Spanish 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 War
era 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
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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 developed
regional styles of cooking, and flavors
Kansas City / Memphis
Lexington / Eastern NC / Western NC
Texas / The List Is Long
RESULT IT ALL TASTES GOOD!
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KAMADO GRILL
Origin
China
Korea
Japan
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LEAN EXPERT
MADE THE AUTOMOBLE
AFFORDABLE
TO THE WORKING MAN
PHILOSPHER
MOTIVATOR
BBQ???
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FORD
EDISON
KINGSFORD
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Buyers Of Model A & Model T Fords
Received 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!
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REPLICA
1952
WEBER
KETTLE
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GAS GRILL
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LAZY MAN GRILL 1950s
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GAS GRILL
Phillip 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 HISTORY
OF BBQING AND GRILLING
FOLKS LOVE TO COOK OUTDOORS
THERE IS A VARIETY OF APPLIANCES
THERE IS A VARIETY OF FUELS
THERE ARE SUCCESS STORIES
THERE ARE FAILURES
A MARKET THAT WITH
A PLAN
CAN DELIVER TO YOU NEW BUSINESS
AND ENHANCED PROFITS
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WHO IS
GETTING
THE
SALES
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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
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SALES SPIKES
Thanksgiving (Canada) 4%
Columbus Day 7%
Christmas/Chanukah 7%
Victoria Day (Canada) 8%
Labor Day (Canada) 8%
Canada Day 9%
Cinco de Mayo 10%
New Year's Eve/Day 15%
Thanksgiving 15%
Easter 18%
Super Bowl Sunday 31%
Mother's Day 33%
Father's Day 45%
Labor Day 51%
Memorial Day 52%
4th of July 68%
0% 20% 40% 60% 80%
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DECISION
MAKER
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Joint Decision
37%
Other Family
Member
3%
Male Head
34%
Gift
8%
Other
1%
Female Head
18%
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FREQUENCY
OF USE
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Frequency of Grill Usage
Almost Every Day 8
1-2 Times/Week 44
1-2 Times/Mo. 32
1-2 Times/Season 12
Almost Never 5
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Grill Usage
50% of Canadian Grill
Owners Use Their Grilling
Grill Year Round Season*
40%
Year
Round
60% 66% of Hispanic
Grill Owners Use *Mid‐May Thru
Their Grill Year Mid‐September
Round
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Initial Reasons For Using A
Charcoal Grill Or Gas Grill
Not heat up kitchen 7%
6%
To Interact with Family 9%
7%
To Entertain Guests 6%
9%
Enjoy Good Weather 14%
13%
To Eat Good Meat 16%
14%
Desire for Good Food 34%
40%
0% 20% 40% 60% 80% 100%
Gas Charcoal
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FEATURES
REQUESTED
BY
CONSUMERS
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Easy ignition system 79
Size of the grilling surface 72
Durability of unit 67
Ease of cleaning 56
A surface area to hold utensils or food items 39
Grease catcher 38
Multiple burner system 37
Temperature gauge/heat indicator 37
Portability 28
Reliable brand name 27
Warming shelf 24
A side burner to cook food in pans 16
Appearance/ styling 15
Storage space 10
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Foods Cooked on Grills
Fish 28%
Beef/Pork Roast 34%
Potatoes 39%
Pork Chops 43%
Corn 44%
Saus/Bratwurst 44%
Ribs 50%
Chicken Parts 64%
Burgers 69%
Steak 71%
Hot Dogs 72%
0% 20% 40% 60% 80%
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CONCERNS
OF THE
CONSUMER
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FLARE UPS
DURABILITY / LIFE OF UNIT
EVEN COOKING SURFACE
MESS
PRICE
ASSEMBLY
INSTALLATION
SERVICE
GREASE
TASTE
EASE OF USE
SCARED OF GAS
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THE PLAN
ANY BUSINESS VENTURE
SHOULD ALWAYS BEGIN WITH
A PLAN, THIS TO INCLUDE THE
OBJECTIVE, THE PROCESS &
THE DESIRED RESULTS
IT SHOULD INCLUDE A TIMELINE
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PRODUCT SELECTION
FORUMLATE THE PRODUCTS THAT
WILL FIT IN YOUR MARKET
GAS CHARCOAL
PELLET ELECTRIC
HYBRID MULTI-FUEL
PORTABLE / STATIONARY
BUILT-IN
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BUILT-IN MARKET
PROFITS
“BELOW THE BELT”
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10% OF GRILLS ARE IN AN
OUTDOOR KITCHEN
A GROWING CATEGORY
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PRICE POINTS
GOOD
BETTER
BEST
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HOW WILL YOU
GO TO MARKET
WEBSITE
SOCIAL PRESENTATION
OUTREACH ADVERTISING
DISPLAYS
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YOU GOT TO GET SOCIAL
FACEBOOK
TWITTER
GOOGLE PLUS
INSTAGRAM
PINTINTEREST
YOUTUBE
PORCH
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YOU GOT TO TELL
YOUR STORY
COMMUNITY AUTHORITY
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INTERNET REVIEWS
IF YOU TELL OTHERS HOW
GREAT YOU ARE IT IS
BRAGGING
IF OTHERS SAY IT THEN
IT IS A FACT
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HOW WILL YOU DISPLAY
WHAT WILL YOU DISPLAY
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PEOPLE LIKE TO
SEE IT
FEEL IT
TOUCH IT
FOUNDLE IT
FANTACIZE ABOUT IT
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IDENTIFYING YOUR
CUSTOMER
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HOW WILL YOU TRAIN
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DELIVERY / ASSEMBLY
INSTALLATION / SERVICE
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Repair Of Grills
Needed By Consumers
No
76% Yes
24%
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COOKING
DEMONSTRATIONS
COOKING CLASSES
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TURN SERVICE INTO SALES
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BECOME A
DESIGNER
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DETERMINE YOUR UNIQUE
SELLING POSITION
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THE PRESENTATION
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