“Respect and understanding open doors. Our drivers, man, they’re heroes.
Rain, shine, or traffic, they’re out there. It’s all about being a team player.” ~Andy Smith
In PART 2 of Andy Smith’s interview for the DSR Live podcast, we dive into where to draw the line between your professional and personal discussions while doing business, as well as the impact of other relationships within your distributor and with manufacturer reps and brokers. Important topics such as whether Samples still work and how to generate other ideas for your customers are also covered, and more.
DSR Dave: Where do you draw the line with customers between the personal and professional side of business, if there even is a line?
Andy: I follow their lead on how personal things get. It’s all about building relationships. I’ve been to customer weddings and shared personal stuff, but I keep it professional by default. I’m like a vault for venting, but I try to stay positive. If the relationship deepens over time, great! But I let them lead the dance. I’m just a good listener, asking questions, letting them steer the conversation.
DSR Dave: Speaking of relationships, does how you treat your teammates impact your sales?
Andy: 1000%, Dave! Respect and understanding open doors. Our drivers, man, they’re heroes. Rain, shine, or traffic, they’re out there. I jump on trucks with them sometimes and help unload. It builds trust. When I need a favor, they’re there. It’s all about being a team player.
DSR Dave: Next time you chat with a buyer, ask them what slow-moving items they need to unload. A buyer once told me that, and it changed my game.
DSR Dave: Manufacturer Reps and Brokers, how do you manage that network?
Andy: They’re part of the team too, even if they don’t wear our logo. I respect them and learn from them. They’re crucial for new products and samples. It’s like having extra eyes and ears in the industry.
DSR Dave: Do samples still work?
Andy: I think I have rediscovered the importance of sampling. Yes, they work and they’re important to customers. I value broker and manufacturer reps because they teach me about new products. Customers are so trapped in their world that they want somebody to teach them about what’s new as well. After going through COVID, when we weren’t in front of people and not having face-to-face conversations, I’ve really rediscovered the need for and the importance of sampling. Customers crave newness, and we’re their guide. They’re so busy, they rely on us to show them fresh new ideas.
DSR Dave: For the greenhorns, any advice? Is it a career that’s worthwhile?
Andy: Well, from my experience I can say it absolutely is. It’s an incredibly rewarding profession. Restaurant culture is just so unique and so cool. It’s so fast-paced. It’s always changing and keeps things interesting. So, to do something for 18 years and still find joy and excitement in it, I think just speaks to how unique the restaurant world is. So that would be my little soapbox to greenhorns on why you would want to stick around. And also, there’s so much flexibility in this profession as well. From a personal standpoint, it’s nice not to be in a nine-to-five at the office. Stick with it!
DSR Dave: It’s like being part of the city’s heartbeat. Just about any event that goes on in your territory usually includes products that we sell. And the pace of this business is incredible. Yesterday feels like weeks ago, and tomorrow’s like a minute away.
DSR Dave: How do veterans like you stay motivated?
Andy: Get back to basics, enjoy what brought you here. If you’re happy, customers feel it. It’s all about energy. If we’re happy where we’re at, if we’re doing the things we enjoy, customers are going to feel that energy. And that just makes for a positive situation for you and your customers.
DSR Dave: I’ve noticed successful independent restaurants often have a great sales rep. because that combination together really makes all parties more profitable. It’s not just about price, it’s about partnership. Do you see that out there?
Andy: I think a good sales rep can make a restaurant owner realize what’s important in running the business. Leverage the relationship with a company and DSR as a partner. Utilize their resources to help you grow as a restaurant and spend time on the important things like menus, costing, staffing, and taking care of the people walking into your restaurant. I believe that we as sales reps can be extremely influential in helping restaurants see that. We can open their eyes and guide them down that path to success. So, I agree 100%. We can guide them to focus on what matters, not to just chase the cheapest deal.
DSR Dave: Ever take customers on field trips maybe to another restaurant or to another operation for ideas?
Andy: We call them “Trends Tours.” It’s like a field trip for adults. We visit places to spark ideas, see what works. It’s fun and eye-opening.
Andy: Dave, I did want to reiterate the story I told you on the phone when we talked initially about what I learned from you that really, really helped me as a young sales rep. Somebody that didn’t come from working the line or being a chef, and somebody that just didn’t have that big personality that could kind of walk into a room and control things… that was part of the struggle that I kind of had in those first few years. And I would look around at the other sales reps and think, well, that guy is a chef. That’s why he’s doing a good job. Or that guy can just go in and talk to anybody. That’s why he’s doing a good job.
But then you put out that article and podcast about the most successful DSRs, and you said, the person who can learn what their company is best at, and understand how to best utilize the company’s assets to help the customer is going to be the one that’s most successful.
You taught me that understanding your company’s strengths is key. It gave me confidence, and I pass that onto my customers.
DSR Dave: Thanks, Andy. For the newbies, learn your top sellers first. Know everything about them. Be the expert and go-to person for those products.
Be a Resource and SELL SOMETHING!!
