Utilizing Your Team, 3rd Party Delivery, Brokers, Penetrating Existing Accounts, Greenhorn Tips
Key takeaways (Listen to audio for details):
- Power of adaptability
- Strong relationships
- Embrace technology
- Learn from every interaction
- Sample products effectively
- Leverage your broker network
Hitting the Ground Running in a Chaotic Market
Evan, who began his career right after the COVID-19 storm, shares valuable insights gained during a time of unprecedented disruption. The constant supply chain challenges forced him to become a product maestro, adept at finding substitutes and expanding his knowledge base. This adaptability has become a core strength, allowing him to navigate the now-stabilizing landscape with greater ease.
Unearthing Gems: New Products and Lasting Partnerships
The chaos of COVID also presented unexpected opportunities. New product lines were explored, some of which became customer favorites, permanently enriching the inventory and fostering stronger partnerships.
Embracing Innovation: Lessons Learned from Necessity
The pandemic forced many to embrace new technologies and approaches. Evan highlights the power of third-party delivery services (Door Dash, Uber Eats, Grub Hub, etc.), which initially faced resistance but have proven their worth by increasing the restaurant’s brand visibility and driving customer acquisition. He encourages fellow DSRs to champion these services as a form of advertising that can boost restaurant foot traffic.
Selling More to Existing Customers: Identifying New Opportunities
When it comes to uncovering sales potential within existing customer relationships, Evan emphasizes the power of keen observation. Frequent visits allow him to identify products used by his clients that he doesn’t currently sell to them. Leveraging his product knowledge, he then researches menu applications and suggests alternatives. Bringing samples to showcase the benefits further strengthens his sales pitch.
The Power of Demonstration: Making Samples Work for You
Evan stresses the importance of staying with customers during sample presentations. This allows him to answer questions in real time and address any concerns based on his in-depth knowledge of the product’s applications and benefits.
Building a Winning Team: The Importance of Broker and Manufacturer Relationships
Strong relationships with brokers and manufacturer reps are another pillar of Evan’s success. Evan arranges for the rep to be with him at the customer’s place, utilizing their product expertise and ability to assist with customer presentations and application to enhance discussions. They are invaluable assets.
Understanding Your Customers: Embracing Tradition While Encouraging Progress
Evan acknowledges that some customers may prefer traditional ordering methods. He meets their needs by understanding their reasons, such as a desire for personalized interaction or the need to address specific questions with variable orders. While being accommodating, he also gently introduces the benefits of online systems, facilitating a gradual shift towards increased efficiency.
Beyond the Sale: Building Relationships for Mutual Success
Evan highlights the critical role of internal teams like drivers, accounts receivables, procurement, and warehouse staff. You cannot do it all on your own. Treating everyone with respect and understanding their importance fosters a positive and collaborative environment. He emphasizes addressing any friction head-on and working towards building strong relationships.
Mending Fences: Addressing Difficult Relationships Within the Team
Evan advises tackling challenging interpersonal dynamics directly. Open communication and gestures of goodwill, such as gift certificates, can go a long way in smoothing over strained relationships.
Adapting to a Changing Landscape: The Foodservice Industry and the “Amazon Effect”
The industry’s evolution, with influences like the Amazon effect, necessitates adaptation. Evan recognizes the need to embrace changing consumer expectations and explore new delivery models. This could involve utilizing smaller, more efficient vehicles and offering faster delivery options.
Technomic: A Resource Powerhouse
Evan leverages resources like Technomic to stay ahead of the curve. This platform provides valuable menu research and pricing strategies, allowing him to offer insightful recommendations to his customers and prospects to solidify his position as a trusted advisor.
Greenhorns: A Roadmap to Success
For those new to the foodservice distribution sales landscape, Evan offers a sage piece of advice: ask questions and seek out mentors. Building a network of knowledgeable mentors is essential. He suggests offering help in return to DSRs who assist you, such as making will-call deliveries for them. Additionally, offer the procurement team help in selling slow-moving inventory, which can be mutually beneficial when you need their help. Ultimately, success hinges on building strong relationships and being resourceful.
Be a Resource and SELL SOMETHING!
