performance checks, Monico said, they’ll just handle it themselves. But independent operators and smaller chains appreciate the coordination, and it shows up in repeat orders. Monico’s advice to other FEDA
listing (right at the front) identifying all manufacturer-recommended service providers for warranty work in a specific geographical area. The process starts with individual salespeople at C&T, who operate like independent businesses within the company. They initiate the binder and sales coordinators handle the assembly work of tracking down manuals, compiling service contacts, and organizing everything into a usable reference tool. C&T’s approach to startups and demonstrations comes down to execution and follow-through. Even when contracts don’t require it, the distributor does it anyway on most jobs. Salespeople decide whether a job needs the full treatment (e.g., one or two-item sales generally don’t qualify), then sales coordinators take over. They’ll compile binders, schedule service
20 FEDA News & Views
companies for performance checks, and line up manufacturer representatives for equipment demos. From there, the distributor briefs manufacturer reps on what equipment the customer bought, how they’ll use it, and what they need to know, then tags along to answer questions the rep can’t handle. Monico sees this coordination as a market differentiator. “There are a lot of people who sell equipment,” he explained. “Shaking the customer’s hand post-sale and ensuring they’re content and satisfied with their purchase helps retain further business. We feel that’s a big part of the sale.” Of course, not every customer
wants or needs the white glove touch. Restaurant chains may skip equipment demos altogether since their own opening teams train staff and prep kitchens. Once the equipment passes
members who are polishing their own post-sales programs comes back to basics: Listen to your customers, assume nothing, and never skip the fundamentals. “Putting together an OEM binder post-sale is a fundamental ‘blocking and tackling’ strategy that goes along with running a good business and doing things right by your customer.” Whether it’s managing warranty
claims, sourcing parts during an equipment emergency, or simply making sure a kitchen manager knows who to call when something breaks, the teams at C&T, Culinary Depot, and Great Lakes Ventures share the common belief that the real work begins after the equipment is delivered. For customers whose businesses depend on keeping kitchens running, that kind of partnership keeps them coming back.
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