Restaurant Technology's Vicious Sales Cycle

Sales professionals are often caught in a relentless cycle that can feel nearly impossible to escape. We’ve seen firsthand how this “Vicious Cycle” plays out—and why it’s time to address the harsh realities facing enterprise sales teams.

Let’s break it down:

1–3 Months: The Optimistic Start

Newly hired enterprise reps begin their journey with enthusiasm, onboarding, and training. The understanding is clear: selling into the restaurant industry is a long game. Deals take 9–12 months to close, and success is built on relationships and trust.

But the honeymoon phase doesn’t last long.

4–6 Months: The Search for Low-Hanging Fruit

Once initial onboarding is complete, reps reach out to their close network of operators. They’re searching for quick wins—those “low-hanging fruit” opportunities to show early progress.

However, even strong relationships can’t guarantee success. Operators might not have the immediate need, budget, or willingness to overhaul their tech stack. And so, frustration begins to mount.

7–9 Months: Pressure from Above

As the months tick by, the pressure intensifies. Sales numbers aren’t where management hoped they would be. Focus shifts from quality to quantity: cold calls, emails, LinkedIn messages. The emphasis on metrics often forces reps to lose sight of the strategic approach needed for long-term wins.

It’s a recipe for burnout—and alienation.

10–12 Months: Bridges Burned

By the time reps reach the one-year mark, they’ve exhausted their initial network of contacts. The relentless outreach has turned off potential clients and, in some cases, damaged relationships.

Many talented professionals either leave the role or start the cycle over again, hoping for better results the next time. The cycle is as damaging for sales reps as it is for the companies that hire them.

How Do We Fix It?

At OGC, we believe it’s time to break this vicious cycle. Here’s how:

1. Focus on Relationship Building Over Metrics: Success in restaurant technology sales isn’t about the number of calls made or emails sent. It’s about understanding the challenges operators face and offering real solutions.
   
   
2. Invest in Enablement: Equip your team with the tools and resources they need to identify and nurture long-term opportunities.
   
   
3. Redefine Success: Shift the focus away from short-term wins. Celebrate progress in building trust, securing pilot programs, and laying the groundwork for transformative partnerships.
   
   
4. Collaborate with Experts: At OGC, we specialize in helping restaurant technology vendors optimize their sales strategies and build sustainable, scalable systems that drive real results.

Final Thoughts

The restaurant technology industry is rife with opportunity—but only for those willing to break free from the traditional sales mindset. By addressing the underlying issues in the cycle, we can create a more sustainable future for both sales professionals and the industry as a whole.

If this cycle sounds all too familiar, let’s start a conversation about how to change it. At OGC, we’re here to help.