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Dare To Be Different

Engage customers with a taste of the unconventional.

This story appears in the September 1999 issue of Entrepreneur. Subscribe »

Buyers for major retailing chains show up for a meeting with Boaz Shonfeld expecting to be sold discount gourmet food items, such as gift baskets loaded with coffee, teas, fruits and spices. Instead, they're sold an experience.

The South Hackensack, New Jersey, founder of 30-person Shonfeld's USA Inc. doesn't start by showing prospects the products he has for sale. Instead, he presents a slide show detailing how he will work with the retailer to decide which product will sell the best, for the highest margin, to that particular store's shoppers.

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