A second-generation sales master, Tom Rosser, grew up here in Virginia and went on to pursue a degree in building construction from Virginia Tech. Post-graduation, he pursued an eight-year career as a project executive, building multi-family apartment buildings in Northern Virginia. In 2022, he made the decision to focus his building skills on something a little different: building and growing his family’s ice cream business. 

Gelati Celesti originally opened in 1984 on West Broad. After finding local success, the business was purchased by Rosser’s parents, Steve and Kim. They later handed the reins to Tom and his sister, Suzy, in 2010, who now serve as co-presidents of the store’s 11 locations.

Under Rossers’ leadership, Gelati Celesti has continued to grow and thrive, becoming a cornerstone of neighborhoods around Richmond and Hampton Roads. The key to the business’s success can be attributed to many things, but one of the largest factors is that Rosser really knows sales. This was evident when he spoke on our Sales 101 panel, where he shared his extensive sales expertise and advice for building a successful customer sales journey.

Target Audience? Ice Cream Lovers

Rosser prides himself on really knowing his target audience – ice cream lovers. Because ice cream appeals to such a wide range of demographics, he casts a wide net when trying to reach a target audience.  Although Gelati Celesti is striving to attract a range of people, Rosser understands the importance of fully understanding and connecting with his entire customer base. Currently, Gelati Celesti is heavily relying on social media to grow and communicate with its customer base. By leveraging influencers and Instagram-worthy moments, Rosser aims to engage his current customers and attract new ones.

 “We want to keep listening to folks and understanding what it is that they’re looking for.”

Customer feedback can be one of the most valuable tools a salesperson possesses.  Rosser has found that listening to his customers’ opinions and suggestions not only helps his business to improve, but it also builds customer loyalty. “We want to keep listening to folks and understanding what it is that they’re looking for when they choose to spend their hard-earned cash on ice cream,” explained Rosser. Listening to his customers helps Rosser understand what they’re looking for, from seasonal ice cream flavors to preferred methods of communication to ways to improve service. “We have really been focused on building loyalty with our guests,” he added. When customers feel heard and their opinions valued, they are more likely to return and make repeat purchases. This fosters loyalty that helps build continuous sales pipelines. 

Omotenashi (or wholeheartedly looking after guests)

While listening to customer feedback helps you understand how to improve your sales process, great salespeople can anticipate their customers’ needs before they arise. The Japanese refer to the practice of paying attention to guests to anticipate their needs and create a memorable experience as Omotenashi. Rosser strives to integrate this concept into every aspect of his sales process.  “We’re really focused on anticipation… (and) developing a store in which someone feels truly appreciated,” Rosser said. At Gelati Celesti, practicing Omotenashi means bringing napkins to a table before a customer needs them, greeting every guest with a smile to make them feel welcome, and training staff to make every moment feel special.

This anticipation demonstrates a high level of care for your customers, which elevates their sales experience. A customer who feels appreciated and has experienced excellent service will not only return but will also become an advocate for your business. This advocacy leads to referrals, promotions, and long-term loyalty, which ultimately becomes one of your best sales tools.

Key Takeaways

• Making the effort to understand and connect with your audience broadens your reach.  Truly knowing your customer and meeting them where they already engage, like social media, creates stronger, more authentic connections.
• Listening builds loyalty. Customer feedback does more than help you to improve. It’s a tool that makes customers feel valued, increasing visits, sales, and loyalty.
• Anticipation elevates the sales experience. Proactively meeting customer needs creates memorable experiences that turn satisfied customers into advocates who fuel growth.