Top of his class

Jeffrey Claasen - Food Service Assistant and his trolley filled with “goodies” for his customers and on his way to being a highlight in his customers’ day.

And that is why 30-year-old Jeffrey Claassen is such an important asset to Compass Group SA. He is a food service assistant who has been with the company for several years, and started working at Media 24 in October 2006, when the company won the contract.

When the catering group took over the contract from the previous company, a “trolley sales” system was already in place, bringing in R500 per day. Jeffrey immediately approached his manager to ask if he could be responsible for this service.

After discussions with his manager, the first target of R500 per day was set. “A short while later, he came back to us, saying that target was too easy,” says Heidi Kuyper, General Manager: Operations. “He set a new target of R750 per day and it wasn't too long before he exceeded this target. Jeffrey was phoning me every month to tell me he had beaten his target – he is now so busy, with a target of R3000 per day, that we have employed an assistant, Morgan Minnie, to help Jeffrey meet the demand.”

How does he do it?

Kuyper says it is a combination of personality, persistence and determination – but Claasen says his secret is to always be humble, honest and disciplined.

However, there is more to it than that: work extends beyond normal working hours… When he has spare time, he visits different stores to see what kind of products are selling well, and to look for new product ideas for his trolley. If he sees a potential good seller, he suggests it to his manager and has already added a range of new products to his range, which he packs in a particular order. He also puts great store by the appearance of his trolley.

This pro-active attitude doesn't stop there. “I take the staff restaurant's menu with me, and I let my clients know what the meal of the day is,” he says. “They can then order the meal through me and I personally deliver it to their desks.”

To be successful in sales, you have to be a “people person” – and the media group's employees gravitate towards Jeffrey. “I receive many complimentary letters from the client, telling me what a good job Jeffrey is doing,” says Kuyper. “They say they can't wait to see Jeffrey every day, his visits are one of the highlights of their day.”

Jeffrey also takes this in his stride – although he admits that those letters keep him motivated and encourages him to constantly try his very best. “When people are happy, I'm happy. When I get compliments, it makes me feel good,” he says. “It's all about knowing your customer. For most of them, I know what they want, so I try my best to make sure my trolley is well stocked. For example, in winter, people like soup, so I make sure I have lots of it available.”

Sometimes there are delivery delays and stock shortages – things that Jeffrey has no control over. “When I get situations like these, and the client has complained, I always explain to them exactly what has happened – but more importantly, I always look for a solution,” he says.

One of Jeffrey's most important talents, however, is his natural leadership and his willingness to share his knowledge. He trained his assistant, Morgan, and there are talks of Jeffrey also visiting other Cape Town units to teach them the tricks of his trade.