AFDR Announces the 2024 DSR of the Year: Sarah Rau Goessler
Every year, AFDR recognizes a Distributor Sales Representative (DSR) who exemplifies excellence in the industry—someone who doesn’t just take orders but builds relationships, solves problems, and drives success for their customers.
This year, we are proud to announce that Sarah Rau Goessler of Ben E. Keith – Gulf Coast Division, Missouri City, Texas, is the 2024 AFDR DSR of the Year!
Why Sarah Stands Out
Sarah’s journey as a DSR hasn’t been without its challenges. Like many in the industry, she has faced moments of doubt. After her first year, she found herself asking, “What have I gotten myself into?” But instead of backing down, she leaned in. She mastered the art of building relationships, took the time to understand her customers’ needs, and developed a prospecting strategy that sets her apart in the industry.
One of Sarah’s greatest strengths is her ability to listen, observe, and adapt. She knows that every detail in a restaurant tells a story—right down to the sugar and sweetener packets on the table. She pays attention to what brands an operator is using because it reveals their buying habits. If they’re working with multiple distributors, she knows they’re focused on price—but that’s also an opportunity to change the conversation.
A Strategic Approach to Selling
As a commission-based DSR, Sarah understands that time is money. When she meets an operator who spreads purchases across multiple distributors, she doesn’t just accept it—she turns it into a coaching moment. She educates operators about the hidden costs of that approach, explaining that delivery is one of a distributor’s biggest expenses. By consolidating their orders with a single, trusted partner, operators can often get better pricing, better service, and a stronger relationship.
Sarah’s prospecting strategy is both strategic and personal. Before stepping into a new account, she does her research. She takes notes, studies the business online, and even chooses where to sit during her first visit. She’s found that sitting at the bar instead of a table leads to better insights because bartenders engage with customers more than waitstaff. It’s these small but impactful details that give her an edge.
Connecting with Chefs and Operators
Sarah deeply respects chefs and independent operators, and she understands the importance of earning their trust. As she puts it, “If a chef is cooking something and wants you to taste it, you taste it—even if you don’t like that food.” She knows that a chef’s food is personal, and declining a taste can be seen as the ultimate insult.
Her ability to connect on a deeper level with chefs and operators has been a cornerstone of her success. She’s also learned that mistakes can be valuable lessons. She recalls a time when she sampled a pre-made salad dressing at a fine-dining restaurant, only for the chef to ask, “Are my dressings not good enough?” A rookie move—but one she never repeated.
She’s also learned that terminology matters. What one operator calls “film,” another calls “Saran Wrap.” Understanding these nuances helps her communicate more effectively and avoid costly misunderstandings.
Mastering Product Knowledge
Sarah is a firm believer that learning products the right way starts with focusing on the Top 200 most-sold items—by cases, not dollars. With thousands of SKUs available, DSRs often ask, “Where do I start?” Her answer: Start with the products that move. This foundation has helped her efficiently navigate a vast catalog while ensuring she’s always recommending the right items for her customers.
A Smarter Approach to New Accounts
Sarah also understands that first impressions matter. She’s found that the term “Credit App” can intimidate independent operators, so she frames it as a “New Account Application” instead. This small but meaningful change makes the process feel less daunting and increases the likelihood of a new account moving forward.
She also knows that selling doesn’t always happen on the first visit. When introducing herself to a prospect, she takes a low-pressure approach. Instead of immediately trying to land a big order, she asks about the products they struggle to source or have issues with. Sometimes, she starts as a backup supplier, giving the operator time to get comfortable before transitioning into their primary distributor.
A Well-Deserved Recognition
Sarah Rau Goessler’s dedication, strategic mindset, and passion for serving her customers have made a lasting impact on the foodservice industry. She has turned challenges into opportunities, mistakes into learning moments, and transactions into genuine partnerships.
She embodies the very best of what it means to be a DSR of the Year.
Please join us in celebrating Sarah Rau Goessler, the 2024 AFDR DSR of the Year!
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