By Josh Rosenberg, Capitol Coffee and ForwardThinkers
Image Source: Created by Vending Connection
Not all vending and micro market clients are created equal. Some will generate revenue but drain resources and staff time. Others have the potential to become cornerstone accounts that fuel a business for years. For small and growing operators, deciding where to focus isn’t just important, it’s the difference between sustainable growth and constant struggle.
The difference isn’t luck. It’s the approach you take before the first machine rolls in the door.
Knowing How to Look
Top-performing accounts are rarely found by chance. They are identified, cultivated, and earned over time.
When I assess a location, I don’t just look at square footage or foot traffic. I think about the people moving through the space, the problems they face during the day, and how a carefully placed, convenience services solution can improve their experience. Knowing which opportunities to pursue is just as important as knowing how to secure them.
Then comes preparation — professional pitch materials, equipment visuals, product lists, and proposals that make a strong impression.
Even experienced operators lose deals when they can’t reach the right decision-maker or struggle to build trust and value against rising competition. Growth stalls when operators spend time chasing sites that will never deliver strong returns or lose bids despite offering competitive pricing and reliable service. These are not just missed sales; they are missed chances to build long-term partnerships and expand into new markets.
Finding Good Opportunities
Top-tier locations don’t sit open for long. Employers are looking for reliable service and modern amenities, and larger operators are often first in line. For smaller or growing companies, winning these accounts takes more than showing up with a machine and a quote, it takes a clear strategy and plan.
To help operators navigate these and other challenges, NAMA created the Emerging Operator’s Guide to Steady Operations and Optimized Growth 8-part series, of which I’m happy to take part. My contribution to the series, “Scale Your Operation: Secure Top Locations,” focuses on actionable ways for operators to approach, assess, and win their next account. The webcast is available on demand on the NAMA website as an ongoing guide to refine operations.
Applying this kind of deliberate process to account selection can help operators use time more effectively, invest with confidence, and lay the groundwork for long-term success.
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