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Size Really Does Matter with Foodservice Equipment Dealers

Just as the famous story of David and Goliath demonstrates, enormous size and strength does not define a winner. By accepting that Goliath was a formidable opponent, David was able to leverage his own strengths and demonstrate his unwavering loyalty towards his people.

Today’s sophisticated purchasing managers are looking for what David was able to offer – dealers who are aligned with their company’s goals and will become an extension of their team. According to a study by Oxford Economics, 65% of procurement practitioners say that procurement is becoming more collaborative with their dealers. Which means that size is no longer the overriding factor in choosing a supplier.

Larger dealers may have the capital to be able to provide low prices. But purchasing managers will find that smaller dealers have the expertise and the ability to meet any changes in business demands, which maximizes the value of their investment.

Tracy Smith, President of Horizon Equipment, adds that, “As a small dealer we are normally looking for potential customers where we can really fill a need. Although we might have fewer customers, we are all like-minded. Because of this, we are able to allocate all of our resources and experience to our clients to enable them to succeed.”

Small dealers have the ability to develop deeper, stronger and more personal relationships with customers. Big dealers tend to go hunting for all the ducks in the pond, trying to aim for anything and everything. “For smaller dealers, the focus is on taking care of each individual customer, by providing value and doing it at a competitive price,” says Smith.

Smaller dealers find that their size puts them in a unique position to devote all their resources and experience into like-minded customers. “We have found that our customers value relationships as running a successful business,” says Smith. In fact, research company Access Development reported that 79% of customers would take their business to a competitor within a week of experiencing poor customer service. Smith believes that, “By establishing long-lasting trading and commercial relationships with key customers, we are becoming an integral part of their business.”

Larger online dealers are focused on encouraging repetitive purchases, while smaller dealers believe in meeting specific needs. “We are ready and have the resources to be able to go the extra mile, even if it means doing things like visiting owners on-site at a commercial kitchen, just to understand what exactly they are looking for, and then guiding them through the entire purchasing & installation process,” says Wayne Vinsant, Vice President of National Accounts at Horizon Equipment.

And the relationship does not end when the invoice is paid. Smaller dealers are able to provide personalized after-sales services that are crucial to keeping a kitchen running after the installation. “Being able to just pick up the phone and have a service technician come to your business or providing cost-effective solutions such as a repair instead of a replacement can be make or break for the bottom line,” says Vinsant.

“When you contact a small company, chances are you will only have to deal with a single person. This makes problem-solving much faster,” says Vinsant. With fewer layers, you are more likely to work with people who are invested in the success of the business. It is about being big enough to do the job but small enough to care.

According to Vinsant, “Smaller dealers have a finer appreciation for each of the products that they are selling which allows for a more passionate story.”

“At Horizon Equipment, we believe that running a business isn’t just about making money but about creating an asset. The overarching strategy is: We don’t want to be the biggest, we want to be the best at what we do,” concludes Smith.

Call us at 651.452.9118 to experience why savvy foodservice operators are making Horizon Equipment their dealer of choice.

January 30, 2019 | Article