Topics Ken Blazevich, DSR of the Month, and DSR Dave discuss on this podcast episode:
- Operator responds on first call with: I’m happy with the current DSR and distributor I’m doing business with, I really don’t need another.
- Blazevich’s response: I get a gut feeling on how that call went. And as you leave, you ask if you can come back. Regardless of what they might say, you have started building a relationship. And if you really want the account, don’t ever stop going back even if it is as a customer to eat there. Just make sure you let them know you came in.
- Chicago versus Charlotte, NC: Discussion about DSRs bringing in new menu ideas for prospects and current customers and how it makes a difference in the quality and variety of food choices in a city. The more distributors there are in a city, the more the competition drives new menu ideas and the quality of products used by operators.
- Penetrating current customers: Ken gives tips (how he has done it for years) on how he approaches selling more stuff to your existing customers. He uses cracked black pepper as an example.
- 90% of Ken’s customers place their orders using the company’s online system. 10% of his customers still like him to take the order like he always has.
- Will-Call deliveries: Can help you sell new or different products to your existing customers because you were the one that took care of them when they were in need. But you must ask for the items using the leverage of your service. Blazevich gives a good example of a good customer that did not order mushrooms from him for 5 years, but they do now! Be glad that some companies don’t allow this valuable service by a DSR and be glad that some DSRs don’t like making will-call deliveries even if their company allows it. GETTING A CUSTOMER OUT OF A JAM CAN BUILD A RELATIONSHIP EVEN STRONGER.
- Credit Application: Ken asks for it up front. Ken has learned that he might not want that customer if they are not willing to do it because aggravation is usually around the corner.
- GEENHORN TIPS: Make the job FUN! Reach for the knowledge. If you like the job, don’t hesitate to ask veteran DSRs, buyers, everybody, and even chefs questions constantly to learn how they do it or ask questions about products you don’t know anything about. You can always do something nice for those who have helped you learn and grow. Make the investment in yourself by learning the business. Ken gives examples from when he was a greenhorn about items a customer was asking about to order that he didn’t know what they were by the name because he was misspelling it (Jicama) or the first time he was asked about “film” … why would a restaurant need photo film?? Oh, you mean the plastic wrap? 😊
- VET TIPS: Keep it simple and be fair with your customers on pricing. If an operator is complaining about their food costs, use your knowledge to break things down for them so they understand it is not about price per case or pound. Portion control is the key to success. Does money drive you? Continue to work on penetrating your accounts.
- Price Issues: Ken has a saying he wishes he had a patent on: “It’s not what you pay for something, it’s what you do with it once you have it.” Not a lot of chefs are aware of how much waste they have or if there’s pilferage, or excessive employee meals because all that comes into play.
Be a Resource and SELL SOMETHING!!
