The job’s not finished till the paperwork’s done.
That’s an old saying, sometimes illustrated in all sorts of humorous ways. If there’s one thing about the remark, it’s that it is true.
Such “paperwork” over the years has morphed more and more into simple follow-through. I can’t say how many trade events and how many produce shows I’ve been to over the decades where I’ve overheard suppliers, distributors or retailers say the same thing: “The show’s winding down, but it’s going to take me a week or longer to complete all the follow up work.”
Do I hear a collective groan?
If there’s an echo, it’s from yours truly, who can relate to the follow-up work: Send someone information about a product line; get caught up paying the bills; call so-and-so in the field and let them know that someone is looking for assistance, or just call back for other reasons; sort through all the business cards; decipher chicken-scratch notes scribbled on the back of the business cards collected; discern what’s vital or not; note who they work for examine closely; help remember details, scan or enter the new contacts into the computer; or just call or email them to say thanks.
It's business in the produce aisle, people. And even in a high-tech world, you’re only as good as your word.
Years ago, I landed a produce sales job brokering fresh produce from distant states to buyer-receivers in New Mexico and Colorado, after years of managing multiple retail stores, crews and tight deadlines. By comparison, sales was far more difficult. I describe it as “having to sing for your supper” every day.
Related: More produce industry insight from Armand Lobato
My old retail mentor, Mike Aiton, gave me some advice before I began this two-year stint on the sales desk: “Pay attention to the details. Be the go-to person that people can count on. And make sure that you follow through.” He emphasized, “If you do what you say you’re going to do, you’ll do fine.”
Simple enough. But like that stack of business cards collected after a trade show, it’s not always so easy to do. Details quickly become foggy. How committed was the truck firm to loading? Ready to roll? Was it later today or later in the week? What sizes and grades did each customer require? How’s my weight? Did the truck broker say they’d have one, or several, reefers ready come Wednesday?
Whichever way you find your organization groove, it’s important that it works.
I discovered (after some initial trial and error) that if I followed through on what I said I would do (load in Homestead, Fla., on Monday; have the driver loading in Lake Okeechobee by Tuesday morning), I’d have a fighting chance of having my mixer wrap up in Louisiana, loading a few boards of sweetpotatoes by Wednesday night to balance the trailer and have the mixer load arrive in Colorado by Friday morning to start unloading.
It was all about being prepared with pricing, product availability, securing reliable transportation, communication and more. In short, if I did what I said I would do on a consistent basis, subsequent weeks would be promising. More loading, more business.
Years later I covered the other end of the spectrum as a buyer. I spoke to a friend who offered this opinion about follow-through and good customer service: “Always try to underpromise, and overdeliver.”
It was good advice then and has worked ever since. Does someone need a product sample, a premium coffee mug or a produce knife? Make sure it gets done on time, and whenever possible, overdeliver —exceed expectations.
Follow through and then some. Nothing makes a better impression.
Armand Lobato works for the Idaho Potato Commission. His 40 years of experience in the produce business span a range of foodservice and retail positions.