“The definition of salesmanship is the gentle art of letting the customer have it your way.”-Ray Kroc
The world is a workplace and seeing the potential of selling things from childhood paved the foundation stones of this young man living a normal life like everyone else. Raymond Albert Kroc was born on October 5th,1902 on the streets of Illinois. Nothing sparks suddenly and with Raymond was the same, he started by working in a grocery store and then selling soda to customers. He visualized that there are loads of opportunities to sell things and as a teenager worked as a salesperson for Lily-Tulip Cup Company. He was young but ambitious and willing to work hard. It was a cakewalk for such a hardworking person to receive accolades and rewards. In a short interval, he became the top salesperson for the cup company. At the age of 37, he left the Lily-Tulip Company and gained the marketing rights to the machine called Multimixer, a five spindle milk shaking machine. His next 10 to 15 years were spent in crisscrossing the machine and selling it to various vendors.
Kroc was at a stage where his business became stagnant and even started to drop by dozens. But something else was waiting for him which will change the destiny of this young passionate person. He was given an order of 8 Multimixers at the time of liquidation of his business. This was surprising for him so he decided to pay a visit to the customers.
He found a hamburger stand that ordered those 8 machines run by 2 brothers, Dick and Mac McDonald. Yes, that’s the name you were waiting to listen to so long. This union of them has allowed us the privilege of having “I’m Loving It” fast food on your table. Ray Kroc’s far sight and skills helped him to foresee the potential of this hamburger stand’s chain.
The brothers agreed to handover the exclusive rights to sell McDonald’s method.
The first McDonald’s was opened in April 1955 by Ray in the Chicago suburb of Des Plaines. But the path is not that easy and he faced several obstacles and difficulties. For every franchise he sold, the ray would collect 1.9 percent of the gross sales.
Everything was a non-profitable deal for him so he finally made an offer to Donald’s brothers and they accepted the deal. The deal was settled in 1961 in exchange for 2.7 million dollars all cash. The problems didn’t get settled here, it was the arrival of Harry Sonnenborne which turned everything around. You all might wonder was it the recipe or change in burgers, surprisingly it was the property on which McDonald’s were built. Kroc set up a company that would purchase or lease the land on which all McDonald’s restaurants would be located. Franchisees started to pay him with either monthly rental or a percentage of their sales, both were in favor of Ray Kroc. With this, he achieved his goal of opening 1000 McDonald’s from coast to coast. In 1961 he also gave rise to something unusual and it was the Hamburger University that imparted degrees in ‘Hamburgerology’. Almost every one in 8 Americans has worked in McDonald’s. By the 1970s, McDonald’s was the largest food supplier in the country. They arrived when the sun settled for Ray’s life but he did something incredible before dying and that was giving birth to the largest food chain in the world. Ray Kroc died on January 14, 1984, at that particular time a new McDonald’s was opening every 17 hours.
“I was an overnight success alright, but 30 years is a long, long night” — Ray Kroc
What we can learn from him :
- Having a Big Vision
- Create Opportunities
- Love what you Do
- Be a Risk Taker
- Know your Business
- Be Relentless
- Shoot for Perfection
- Teamwork is the Key to Success
- Always Stay Grounded