John Goff of Gold Star Products, Oak Park, Mich.
By Lisa White, Contributing Editor -- Foodservice Equipment & Supplies, 1/1/2009 12:00:00 AM
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John Goff, Sales Reresentative |
Along with his 40 years of experience as a DSR, John Goff may be one of the most well-rounded salesmen in the industry.
Goff’s first exposure to the foodservice industry was with the Army National Guard in Fort Knox, Ky. He then managed a Howard Johnson’s restaurant, before seeking a job as a DSR at Gold Star Products in Oak Park, Mich. “I was hired by Burt Applebaum, the father of my current boss Jeff, 40 years ago,” he said.
After 16 years, Goff was lured away by a manufacturers’ rep network. For the next 12 years, he worked for a few rep organizations and then ran his own rep firm. In 1996, he returned to Gold Star as a sales rep for some of the area’s largest and most prestigious accounts.
He has been a key player in helping his hotel, country club and convention center customers prepare to host large golf events such as The Ryder Cup, The PGA Tournament and the U.S. Open, and other notable events, including the North American International Auto Show.
Colleagues call Goff a “true gentleman” who has an ability to put his customers at ease. He also is known as an enthusiastic salesman with expert-level product knowledge.
FE&S: How has the industry changed since you started?
JG: When I first started in this business, the foodservice industry was obviously a less-competitive environment. Even though there are plenty of end-users, many sales reps now call on the same accounts. Today, many items that full-service dealers sell are available online and from web sites. Because of this intense competition, margins have eroded.
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“With my current clientele, it is more about being an expert source for customers and following up to get things done.” |
FE&S: How have you adjusted to these changes?
JG: Because most of my accounts are high-profile, including upscale restaurants, hotels and country clubs, I’m dealing with a larger volume of equipment and supplies. It helps that I’ve been exposed to many manufacturers and their product lines over the years. I’ve also developed a very loyal customer base and great relationships with my clients. I pride myself on my service and expertise. I like to provide solutions to problems that come my way.
FE&S: How do the challenges of working with smaller clients differ from those of larger clients?
JG: Working with smaller clients was simpler,and they were more willing to let me service their needs. With my current clientele, it is more about being an expert source for customers and following up to get things done.
FE&S: How do you support a customer when they are planning for a big event, like the U.S. Open?
JG: In this situation, my customer owns me for the duration of time that they need me. I’m involved in a similar arrangement with a local convention center, which hosts a large auto show every year. I dedicate my time to them during the event, and they know I will be on-site whenever they need me. It is important to respond and go above and beyond, because customers can go elsewhere for their equipment and supplies. This philosophy garnered me commendation letters from a chef at a country club that hosts these events.
FE&S: What steps do you take to keep product knowledge current, particularly in the smallwares business?
JG: My first love is tabletop, and that’s where my expertise lies. I love the front of the house and the satisfaction of decking out tables in a new restaurant. Because I don’t surf the web much, I rely more on trade publications and catalogs to source new products.
FE&S: How has the internet helped your business?
JG: Personally, it hasn’t helped me much because I don’t rely on it. However, the internet has helped our company out a lot, and especially our newer salespeople who are looking for answers every day. I rely more on local manufacturers’ reps, even taking them along on end-user calls. Reps aren’t utilized enough by dealers today.
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