1642: DSRs, You ARE THE REASON Customers and Prospects Buy from You and Your Company. You Make the Difference!


People buy products from People they like and trust.

DSRs, You Are the Differentiator… Don’t be a commodity DSR

From an Operator’s standpoint, most companies and products are commodities and, therefore pretty much all the same.

In today’s global marketplace just about every company is essentially the same unless you’re a Tesla, Southwest Airlines, Chick-fil-A, City Barbeque, Amazon, Google, or a company that has spent years building a great brand that outperforms the rest of the herd.

With that said, many operators also believe that many DSRs are pretty much the same and commonly ask, “Why should I buy from you?”

If you really look at What and Why operators buy, you should realize they are shopping for or buying YOU. What they are buying is the belief that they can trust you. That you’re going to deliver on what you say you’re going to do, and that you’re going to be there for them when they need your help to solve problems. At the end of the day, they’re spending money to solve business problems and be more successful.

If you are a DSR who understands this, it makes you very powerful because all of a sudden, instead of worrying about a bunch of external stuff like your competitors and internal people in your company, you can begin thinking about how you can change the way you go to market – – and be a differentiator. This way of thinking will make you more money and will make you happier at the end of the day because you’re going to have a lot of friends, who happen to be the folks you call customers.

If you walk into your DSR career and say, “I am the differentiator,” all the sudden you go from being a commodity product or service or feature benefit, to being a problem solver. Being a problem solver is unique because only you can bring the solutions that you as an individual come up with for your customers. DSR problem solvers are the champions of the foodservice distribution world!

Humans are emotional creatures and want to connect with people. So, when you’re likable and you connect with people on some emotional level, most of them will begin telling you what their problems are because they trust you. They’re more likely to buy from you because you are no longer a commodity. You are something special to them because you can bring them solutions that connect with the problems they need solved; therefore, they buy them from you.

The statement “people buy products from people they like and trust” reflects a fundamental aspect of customer/prospect behavior and marketing psychology. Building a positive and trustworthy relationship with customers is crucial for businesses, and it often goes beyond the features or qualities of the product itself.

Here are some key reasons why this statement holds true:

Emotional Connection:

Operators often make purchasing decisions based on emotions. If they feel a connection with a DSR and the distributor behind them, they are more likely to choose that DSR and their company over alternatives.


Trust is a critical factor in any business transaction. If operators trust a DSR, they are more likely to believe in the quality and reliability of their products and services offered.

DSR Loyalty:

Building trust and likability fosters DSR loyalty. When operators have positive experiences and interactions with a DSR and their company, they are more likely to remain loyal customers, making repeat purchases over long periods of time.

Word of Mouth:

Operators tend to share their positive experiences with colleagues and friends. If operators like and trust a DSR, they are more likely to recommend them to others, contributing to positive word-of-mouth marketing.

Perceived Value:

Likability and trust can enhance the perceived value of products and services offered. Operators may be willing to pay a premium for a product or service from a DSR they trust, even if similar alternatives are available at a lower price.

The very best DSRs have always developed emotional connections with their customers by focusing on uncovering what’s important to those customers. The best Reps find problems the customers have even before they know they have the problems. And they solve those problems because that’s what good DSRs do..

A message to DSRs everywhere is to focus on your clients and how they feel about YOU. Your products and services will matter once they like and trust you.

Listen, work hard, be likable, and do what you say you’re going to do, and YOU WILL EARN THE BUSINESS.

You are the differentiator!

DSRs, Be a Resource…  and Sell Something!