Work With Them, Not At Them, Go Beyond the Basics, Stand Out by Being Different, & Manage Order Guides Like a Pro with Part 2 of DSR of the Month, Bret Smith
Welcome to DSR Live, a member benefit of the Association for Foodservice Distributor Representatives (AFDR). This is the place for real-world sales tips, insights, and interviews with top reps to help you sell more stuff. Today’s episode features a conversation with Bret Smith one of the industry’s top performers, sharing actionable advice to elevate your sales game.
Key Highlights from the Interview
“Success as a DSR comes down to two key things: building trust and solving problems.”
~ Bret Smith
- “Work With Them, Not At Them”
Here’s a simple mantra to live by: Don’t work at your customers—work with them. When you approach the relationship with that mindset and back it up with action, you earn trust over time. This isn’t about overwhelming customers with company features or pitching a contract upfront; it’s about earning their business little by little and proving your value.
Takeaway: Start small and build trust. Focus on securing one item or solving one problem at a time. Let your actions gradually tip the scales in your favor.
- Stand Out by Being Different
Appearance and approach matter. When you walk into a restaurant dressed professionally or communicate authentically, you immediately stand out from the crowd. Avoid delivering rehearsed sales pitches; instead, engage with honesty and authenticity.
Takeaway: First impressions count. Look sharp, speak differently, and make an effort to be memorable.
- Tackle Tough Questions with Confidence
When a prospect asks, What are you going to do for me? Don’t rely on empty promises or generic answers. Instead, keep it real. A direct response like, I’m going to try not to fail you, can surprise them and open the door for meaningful action.
Takeaway: Actions speak louder than words. Show customers you’re reliable by delivering results, not just promises.
- Go Beyond the Basics
Delivering orders and maintaining high fill rates are the bare minimum. To stand out, go beyond the job description. Whether it’s helping a customer find emergency equipment or offering them something unexpected, doing a couple of unique things each year can leave a lasting impression.
Takeaway: Go above and beyond. Small, thoughtful gestures can earn long-term loyalty.
- Balance High-Tech and Low-Tech Approaches
While technology is essential, don’t overlook the power of simple tools. A printed supply catalog, for example, can be invaluable when paired with modern systems. Combining both approaches ensures you’re meeting the diverse needs of your customers.
Takeaway: Be adaptable. Use technology to streamline processes, but don’t underestimate the value of hands-on, tangible solutions.
- Set Clear Expectations for Payment
When discussing payment terms, make it clear that on-time payments are a non-negotiable part of the partnership. For customers hesitant about ACH, explain how it works and why it simplifies their lives. Offering a small incentive, like a gift card, can help ease the transition.
Takeaway: Frame payment as part of a partnership. Show how it benefits their business while keeping things simple and straightforward.
- Be a Resource, Not Just a Vendor
Knowledge is power. Spend time learning about food trends, unique products, and specialty ingredients. This allows you to step in as a problem-solver when customers need something hard to find.
Takeaway: Invest in your knowledge. Being the go-to person for solutions builds trust and strengthens relationships.
- Manage Order Guides Like a Pro
Order guides are more than just tools—they’re a critical part of ensuring smooth operations and consistent sales. Keep them updated and make sure you’re fluent in both your system and your customers’ online ordering platform.
Takeaway: Know your tools inside and out. Being proficient in your systems allows you to assist customers effectively and avoid disruptions.
Success as a DSR comes down to two key things: building trust and solving problems. Whether it’s through personal touches, mastering technology, or simply delivering what you promise, customers will notice the difference when you prioritize their success over your own convenience.
Be a Resource and SELL SOMETHING!!
