“As I grew, I think the challenge really came in understanding how to grow effectively, how to manage time, how to stay organized, and just how to build systems internally for myself that helped me take care of customers best.” ~ Andy Smith
Congratulations to Andy Smith of Gordon Food Service based in Imperial, Pennsylvania for being named AFDR’s DSR of the Month for October 2024, earning him a permanent place in the AFDR DSR Hall of Fame. Andy’s territory is Pittsburgh and the neighborhoods south of the city which are about 25 miles from the warehouse.
Andy got an early start in the food industry at age 15, working in a grocery store’s produce department, and later, the meat counter. His passion for food grew as he learned from butchers how to trim tenderloin and cut ribeye. Throughout high school and college, Andy continued working in food service, from dish rooms to eventually a stint in beer distribution with Anheuser-Busch before landing at Gordon Food Service where he’s been for 18 years.
Andy shares that while his first year was filled with excitement and success by picking the low-hanging fruit, it was years two, three and four where the real challenges emerged. Learning to manage time, build relationships, and understand what his company was best at was pivotal.
For new sales reps, Andy’s journey underscores the steep learning curve. He admits that it took him five years to truly feel confident in his role. By then, he had mastered how to approach different customers and tailored his services to their unique needs.
Key Hurdles the First Few Years:
Andy found that product knowledge was one of the hardest challenges. Selling thousands of items, from meat to specialty products, it was impossible to know everything. Accounts receivable also became a stumbling block, with some accounts turning into stressful situations. He learned to balance the need to hit sales targets while ensuring credit terms were appropriate. Over the years, he shifted his approach to collecting payments, moving towards online and automatic payment systems to save time and avoid unnecessary headaches.
Building Relationships and the Importance of Face-to-Face Interaction:
While 75% of Andy’s customers place orders online, he emphasizes the value of face-to-face interactions. Despite the rise of digital tools post-COVID, Andy believes the best way to build relationships and offer tailored solutions is through regular in-person visits. He has noticed that even customers who place orders online still appreciate the face-to-face meeting to discuss new products or challenges they face.
Approaching Prospective Clients:
When pursuing new business, Andy takes a respectful approach by entering through the front door and gathering information. He prefers starting at the top, speaking directly to the owner or decision-makers rather than spending time on those without buying authority. This method ensures his time and resources are used effectively. Over time, Andy has learned to assess whether a potential account is worth pursuing. He gauges the atmosphere and condition of a business to determine if it aligns with the level of service he wants to provide.
Dealing with rejection when faced with a prospect who is satisfied with who they’re already dealing with, Andy uses a soft approach, expressing understanding and positioning himself as a future option, not an immediate change.
Conclusion:
Andy’s story underscores the importance of persistence, continuous learning, and adapting strategies in the ever-evolving food service industry. His insights offer valuable lessons for both Greenhorn and seasoned DSRs on how to navigate the complexities of food service distributor sales.
Having success as a DSR isn’t just about selling; it’s about understanding, connecting, and being there when your customers need you most.
Be a Resource and SELL SOMETHING!!
