Jim McJenkins, DSR of the Month, Wood Fruitticher Food Service, 42 Years of DSR Insights and Sales Tips: The beginning & learning
“You got to know when no means no and when to close up and go.” ~Jim McJenkins
Jim McJenkins of Wood Fruitticher Food Service with headquarters in Birmingham, Alabama is AFDR’s DSR of the Month for June 2024, earning him a permanent place in the AFDR DSR Hall of Fame. Jim’s territory is in West Central Alabama, and he lives in Northport, Alabama, part of Tuscaloosa, which is Roll Tide country, just about 60 miles from the warehouse.
Jim’s journey in the food business began at the young age of 12 in retail grocery, a path he continued through college. Now, with over 42 years of experience under his belt, let’s learn more about his incredible journey in the food service industry.
DSR Dave: How did you get into the foodservice distribution business?
Jim: Well, it all began 42 years ago. A friend of mine worked for Alabama Institutional Foods, a local distributor. He mentioned they needed a rep and suggested I talk to them. I had no clue what the job entailed, but I met with Eugene, the owner, and he hired me.
DSR Dave: What were your first couple of years like, and what challenges did you face?
Jim: Initially, I had no food service experience—just a background in food retail from working in a grocery store during my teens. My first territory was calling on fraternities and sororities at the University of Alabama. My sales manager showed me the ropes, and I learned on the job. Training was minimal at first, but I had great mentors. The housemothers at the fraternities and sororities were incredibly supportive. I also attended training courses in Virginia and learned from chefs at the Baltimore Culinary Institute, which was very helpful.
DSR Dave: It sounds like you learned a lot on the job. What was the hardest part of those early years, and how did you overcome it?
Jim: The hardest part was dealing with rejection and learning the products. I had to understand that I was getting paid for the “no’s” and that building relationships took time. I remember struggling to find a “gooseneck” in our product catalog—it turned out to be a cut of beef! It was all about persistence and learning from every interaction.
DSR Dave: Your persistence really paid off. It seems like you’ve always been proactive about learning. How do you stay knowledgeable about your products today?
Jim: It’s about staying hungry for knowledge. I always look for new information, whether it’s from training sessions, riding with brokers, or food shows. If I learn something new about a product, I make sure to use that knowledge immediately. Technology has also played a big role in staying updated.
DSR Dave: You’ve seen a lot of changes in technology over the years. How has it impacted your work?
Jim: Technology has both helped and challenged us. Online ordering systems are convenient but can sometimes hinder relationship building. When customers place their own orders, I lose that face-to-face interaction where I can upsell or catch missed items. However, technology also allows me to access product information quickly and efficiently.
DSR Dave: It’s a balancing act, for sure. Let’s talk about building relationships. How do you ensure you maintain strong connections with your customers?
Jim: Being present and attentive is key. When I’m with a customer, I pay attention to everything happening around us. There are always opportunities to help, whether it’s noticing they need more of a product or suggesting solutions to their problems. It’s all about providing added value service.
DSR Dave: That’s great advice. As we wrap up Part 1 of this podcast, what’s one piece of wisdom you’d like to share with our listeners?
Jim: Never stop learning and always be adaptable. Don’t let age or changes in the industry hold you back. Stay proactive, keep seeking knowledge, and always strive to add value for your customers. And remember, as I like to say, “Don’t let age be your cage.”
Listeners, we hope you enjoyed this episode of “DSR Live,” and stay tuned for Part 2 from this 42-year veteran and professional next episode!
Be a Resource and SELL SOMETHING!!
