“Never forget that you’re a salesperson, not a professional visitor.”
Explaining yield to an operator that does not really understand how to figure it:
Ryan: The most important thing is the pre-prep. I must establish a relationship with them first, so they are comfortable with me and my advice.
I ask new operators what kind of food cost they are trying to achieve so I can gather information, but more importantly, what type of person I’m doing business with, what their understanding of food cost and yield cost is.
I must find out if they understand how to achieve a food cost. I do this by asking questions and listening. This could take a few weeks or up to a year before pointing out/discussing their yields.
I earn one case at a time. You have to gain the trust through relationship to be able to ask for more.
A DSR’s job is to open new accounts, grow your business in a profitable manner, and establish trust.
How do you earn the next case?
Ryan: I ask the owner, chef, or kitchen manager if I can do an inventory of his/her back and front of the house. If they allow me in their kitchen and facility without someone following me around, that shows me they trust me a little bit.
I go after the center of the plate first. I begin asking questions about what they like about certain center of the plate items until I have that item on my truck for them. Then I begin working at the next item. If I am doing a good job with that item, maybe they will give me a shot at another COP item.
A sales manager who made a big impact on me used to say that when you go into an account to never forget that you’re a salesperson, not a professional visitor. Always have something to talk about. They know you are there to sell them something, so come prepared to sell them something.
If you have the COP, will the side dishes come?
Ryan: Any purchase is an emotional purchase for the operator, especially the food. So, if they trust you and your COP, then the side dishes and ancillary items will come.
Go for any angle you see an opportunity with when trying to gain ground in an account.
Do you have the same competitors or new ones within your accounts?
Ryan: It is the same people within my accounts, and we all know each other. You must know your competition, their strengths and weaknesses.
You need to know what they are focusing on so you can have that defense play ready.
Be a Resource and SELL SOMETHING!