1708: Bryan Cohen, DSR of the Month – Part 2: Penetrating Existing Accounts, Samples, Brokers, Teamwork, Greenhorn/Veteran Tips


Topics discussed on this Podcast Episode:

  • Selling more to existing accounts by focusing on more profitable items and big volume items.
  • Use your goodwill and relationships to ask for the products they are buying from your competitors.
  • Check the prices they are paying for items being purchased from your competitors.
  • Use your number of more deliveries each week versus who they are buying from.
  • Make sure you add the new products to the customer’s order guide ASAP.
  • If you don’t have the brand they are buying check the ingredient statement and match it up to a brand you stock.
  • Using samples and effective ways to make sure they work.
  • Brokers and Manufacturer Reps can be some of your best sales tools to help in this process.
  • When you sample a product, be there when the customer is trying it and make sure everybody in the operation tries it. Your chances of selling the sampled product go way down if you do not participate in the cutting.
  • Make sure you have a system on how to manage your broker/manufacturer rep network. They can be your personal sales force.
  • Add brokers and sales reps phone numbers to your phone with notes about them.
  • Follow up with brokers the way you want them to follow up with you.
  • Managing your customer’s online order process should be the same way you manage the orders you take personally. Do not force your customers to use the online system if they want to place an order with you. One size does not fit all.
  • A/R needs managed in real time or a good chance it will turn into a nightmare.
  • Teamwork is the only way for you to reach your sales goals. Treat the people you work with the way you would like to be treated. Kindness and understanding are a great sales strategy. Everybody you work with has influence with your business, sales growth, and the overall way that your business goes.
  • Time management is essential to be successful as a DSR. Come up with a system that works for you and your customers, and all parties will feel more comfortable with the day-to-day issues.
  • Greenhorns utilize your support staff, especially your sales manager and Veteran DSRs because they did the same thing when they started out.
  • Be dependable and show up consistently when dealing with your customers and prospects.
  • Ask questions like crazy about products and solutions to issues that come up daily and then LISTEN!
  • Veterans, try something new. Use the relationships with your customers that you have developed over the years, and together, try new things. Things like new menu items. Go out to eat at other successful operations to get motivated to try them at your customers’ operations.
  • Be the product expert for your customers and your company. Reach out for the product knowledge on products you stock and products you don’t stock. Learn them all.
  • Routinely review your customers’ menu prices and portion sizes to ensure they are making money and using the right product for the purpose. 

Be a Resource and SELL SOMETHING!