1650: Why Service Speaks Louder Than Price – Jason Brown DSR of the Month – Part 2 – Brokers & Manufacturer Reps – Order Guides – Vets & Greenhorn Tips + More


“If you want to be good at anything, especially this job, it takes doing what needs to be done whenever it needs to be done. Saturday, if my customers call me, I answer the phone. On a Sunday, I answer the phone. Any day of the week, I answer the phone. But I will also take time when I need it. And if it happens to be in the middle of the day, I’m not going to be shy. I’m going to take it.” ~Jason Brown

>>This is a Must-Hear Podcast that You Cannot Afford to Skip<<

Why This Episode Demands Your Full Attention is that the DSR of the Month, Jason Brown and DSR Dave discuss in great detail a number of topics that provide proven and actionable tips & tactics that are a blueprint to help you grow your sales.

This episode is a little longer than regular, but well worth your time.

This is an overview of topics discussed in this episode:

  • Pricing – Price is not the number one thing. Service is number one. This is a people business. Jason believes his customers are buying from him because of him and their relationship, and he can count on his company to properly service his customers. Jason says, “If my customers are buying from me solely on price, then I’m not doing my job.”
  • Brokers and Manufacturer Reps – Trust and relationships – use differently with different customers. Jason recommends that Greenhorn DSRs should work with these professionals as much as possible.
  • Samples work if you manage the process.
  • Online ordering needs to be managed well to keep things flowing at a normal level.
  • Order guides are the key to success. Brown refers to them as “shelf-to-sheets.” He builds shelf-to-sheets for every customer. He builds a shelf-to-sheet for their dry storage, their nonfoods, their cooler, their freezer, their bag and box system, whatever. He will walk with the customer and do shelf-to-sheet order guides for every customer.
  • A/R – He manages his accounts receivable on Wednesday mornings about 4 or 5:00 a.m. in the morning. He goes through all his A/R making sure everything’s current. If it’s not current, he gets it current.
  • Vent to your boss, not your other teammates. 
  • Greenhorn DSRs – In Jason’s opinion, it takes four years to get anywhere good at it to where you feel comfortable. STICK TO IT! Jason’s favorite thing about this business is the relationships he has with his customers; they make it worth it to him.
  • Veteran DSRs – What motivates Jason is his customers counting on him every day. He says he’s probably happier and way better at his job when he’s really busy. It is like a dinner rush at a customer’s operation. Jason says, “What’s fun to me, is all the out-of-the-box things that kind of keep your juices flowing and your brain moving.”
  • Time management for Jason is getting started early, usually between 4-4:30 am and on his laptop until 6:30 am. Then, he usually works out and is pretty much working all day after that. He has a desk in the front seat of his car, sitting right next to him with his laptop plugged into it with a printer. He’s in his car basically all day long. Home between 5 and 7 pm every night to have dinner with the kids.

Really good discussion about prices:

“Price is not the number one thing. To me, service is the number one thing. And I think at the end of the day, no matter what, this is a people business. And I think my customers buy from me because it’s me. No, I love my company and they take care of me. They have my back. They, for the most part, do what I need them to do to service my customers. But if my customers are buying from me solely on price, then I’m not doing my job.”

If price is the number one issue, you’re not doing three four or five other things very well.

Right, if they’re buying solely on price, then they don’t need Jason to be their rep. And truthfully, if they’re buying solely on price, I don’t want to be their rep.

Why do you think that that is? As long as you’ve been around working with operators, why do you think that some customers are all about price?

I think that when a customer is all about price, it’s kind of like when a salesperson is all about price because I think sometimes salespeople drive those conversations by accident with customers. After all, they lead with price every time. I think that if a customer is all about price, then the customer is not confident in what he does in his line of work. He’s not confident in his menu pricing. He’s not confident with the service that he gives to his customers. So I think there’s a learning curve for restaurant owners and some salespeople. But I think that customers that buy just on price, first off, they just don’t know any better and they haven’t been taught why it’s important to build a relationship with a good DSR and get all the ancillary things that they can get from a salesperson rather than just price. Because like I said, if it’s just price, the customer is usually not worth it long term because they’re going to leave you for price anyway. If you get it for price, they’re going to leave you for price.

Be a Resource and SELL SOMETHING!