NAMA takeaway: Preparing to secure great locations
Industry veteran and former NAMA chairperson Josh Rosenberg told operators that it is time to step up and embrace digital marketing solutions to compete in today’s market.
Josh Rosenberg, president of the consulting firm Forward Thinkers, spoke at NAMA 2025 to a session filled with a mix of newcomers and veteran operators. He offered advice on how to compete in today's market.
Josh Rosenberg, president of the consulting firm Forward Thinkers, spoke in a session to a room that was a mix of newcomers and veteran operators. This session was designed for those entering the vending business who are ready to pursue high-value locations. He explored what it takes to make a polished, professional approach, from assembling proposals and pricing sheets to showcasing equipment and planning for quick installations. The discussion focused on key preparation steps and considerations to help new operators approach potential accounts with confidence.
The 2025 NAMA Show may have ended, but the coverage has it. Our NAMA Takeaways series shares insights gleaned from the show floor.
Act differently
“We must change, we have to act differently, work differently, and digitalization is going to help us do that. Identify and assess high opportunity break room locations, assemble a professional pitch, and build lasting relationships. That’s what it’s about. It’s not one phone call. Although, the number one thing is, whoever gets to them first often wins 94% of the time. If your phone rings, you better be able to answer,” he said.
Be present
“But for it to ring, you have to be out there. The journey starts before you sell. 84% of buyers say customer experience is as important as product and service. That’s in every bit of retail. But if you look around our industry, we don’t always act that way,” said Rosenberg.
“Buyers consume three to five pieces of content before speaking to a salesperson. They’re finding you before you find them. What is your digital footprint? If you want a client to find you before they find the big guy, you'd better be present. That’s your first and most important thing. What is your brand? Can they trust and find your brand? I’ve had operators tell me over the last week, ‘I can’t afford to invest in digital.’"
Digital marketing is critical
Rosenberg went on to assert that in order to compete with the “big guys,” operators need to spend money on digital marketing. “It’s about ROI. You look at a piece of capital that you put in a micro market, or you put out in the street, it’s an ROI, return on investment. Why aren’t you looking at your digital expenditure, your brand, your company, yourself, the same way?”
Boomers are gone
“Your website, your LinkedIn presence, your Meta space. Our buyers are no longer Boomers. Our buyers grew up in the digital age of Facebook and Instagram and LinkedIn. That’s how they connect. And post-COVID, you can’t necessarily knock on their doors as easily as you can get to them socially. Engage with your buyers, you must be online. That’s where they’re looking — and that’s why my clients are thriving,” he added.
Bob Tullio is a content specialist, speaker, sales trainer, consultant and contributing editor of Automatic Merchandiser and VendingMarketWatch.com. He advises entrepreneurs on how to build a successful business from the ground up. He specializes in helping suppliers connect with operators in the convenience services industry — coffee service, vending, micro markets and pantry service specifically. He can be reached at 818-261-1758 and [email protected]. Tullio welcomes your feedback.
