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Dare To Be Different

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  • Posted on 23rd Sep, 2022 04:31 AM
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This story appears in the September 1999 issue of Entrepreneur. Subscribe »

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

The South Hackensack, , 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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