PART 1 – Transitioning from Restaurant Management to Foodservice, Prospecting, Building Relationships, and A/R
Evan Madaffer of Hillcrest Foods based in Cleveland, Ohio is AFDR’s DSR of the Month for July 2024, earning him a permanent place in the AFDR DSR Hall of Fame. Evan’s territory is in Cleveland, Akron-Canton and Medina (Northeast) Ohio which is approximately 35 minutes from the warehouse.
How did you get into the food service industry and eventually became a DSR?
Evan: My journey began at 16, working in a pizza shop. I worked various roles from assistant kitchen manager to general manager for a national chain. I spent nearly five years there, learning the ins and outs of the restaurant industry. When COVID hit, I decided to switch to the food sales rep side of the business for more stability as I was getting ready to start a family.
Transitioning during COVID must have been quite a challenge. How did you adapt?
Evan: It was interesting timing for sure. I started in March 2021, right when things were settling down and regulations were lifting. The transition was motivated by a desire for a more balanced lifestyle and more time with my family, which I found in this role.
How did you find out about the DSR role at Hillcrest Foods?
Evan: Through a friend who worked at Hillcrest. I went through several interviews and rode along with reps to understand the job better. Eventually, I got hired, and here we are.
What were some of the biggest hurdles you faced in this new role?
Evan: Learning the software was a big challenge at first. There’s always a learning curve with new technology. The accounts receivable (AR) side was also tricky. But with time and experience, I got comfortable with it.
What strategies did you use to overcome these challenges?
Evan: For the software, I spent a lot of time exploring its features and learning from colleagues. As for AR, I set aside a specific day each week to review my customers’ statuses and address any issues promptly. It’s all about staying proactive.
Let’s talk about prospecting. How do you approach potential new clients?
Evan: First, I research their business online to understand their menu and what they might be purchasing. Then, I visit their establishment to get a feel for the place and try their food. It’s important to learn about the key decision-makers, whether it’s the owner or the chef, and build a rapport with them. It’s not just about business from the start; it’s about understanding them as people.
How do you handle situations where potential clients are satisfied with their current suppliers?
Evan: It’s common to hear that they’re happy with their current supplier. I try to understand their pain points and see if I can offer a solution. It’s crucial to assess if I can genuinely meet their needs better than their current supplier.
What advice do you have for dealing with A/R, especially for new reps who might find it uncomfortable?
Evan: Consistency is key. I address AR issues on a set day each week to prevent them from piling up. When discussing payments with customers, I stay considerate and try to understand their situation. Building a rapport helps, as does being clear and direct about what needs to be done.
That’s great advice. Finally, how do you continue to learn about new products and trends in the industry?
Evan: I talk to brokers and do a lot of my own research online. Staying updated with industry news and trends is crucial. It’s all about being proactive and curious.
Key Takeaways:
- Effective DSRs are lifelong learners who adapt to new technologies and challenges.
- Building strong relationships is crucial for success in food service distribution.
- Understanding customer pain points allows you to offer valuable solutions.
Bonus Tip: DSR Dave and Evan shared a creative strategy for collecting payments by leveraging a network of restaurant service providers, such as accountants.
Be a Resource and SELL SOMETHING!!
