“It is much easier to grow from within than it is to go out and prospect and find new stuff. This also makes you more important to that customer.” ~ Brent Priestley
On DSR Live, we swap stories, share strategies, and learn how to crush it in the field. On today’s episode, we’re diving into something every DSR should master, leveraging brokers and manufacturer reps to grow your sales.
Brent Priestley, DSR of the Month and one of the standout DSRs in the country, shared his extremely helpful sales insights with us. Let’s break it down.
Growing Sales from Within
Brent reminded us of a simple but powerful truth: it’s easier to grow your sales by digging deeper into your existing accounts than running yourself ragged trying to land new ones. When you help your current customers discover new products and solve their problems, you become more valuable to them — and that loyalty turns into more cases coming off your truck.
Making Broker Rides Worth It
If you’re using brokers and manufacturer reps, be strategic. Brent works 200 miles from his warehouse, so when he brings a broker into his market, it’s not just for a one-off stop — he lines up a full schedule of calls with his customers and with other sales consultants for their accounts. Why? Because brokers need to see value in making that trip too. If they know you’ll maximize their time, they’ll be more willing to ride with you again.
And here’s a key tip: match the broker with the right accounts. Don’t take a Hormel rep to a day full of Hispanic accounts if their product lineup doesn’t fit. Respect their time, and they’ll keep showing up for you.
The Power of Samples and Using Them Wisely
Samples work great — but only if you work them right. Brent’s approach?
- Broker Samples: Get brokers involved when you need multiple items, like a full lineup of Campbell’s soups, so you’re not pulling multiple cases from your warehouse.
- Direct Requests: Call brokers directly to get samples on the truck for your customer’s next delivery — just make sure you’re there when it arrives so it doesn’t get “lost” in the freezer.
- The Guaranteed Sale Technique: When Brent really believes in a product, he’ll offer a guaranteed sale: “I’ll put this dough ball on the truck — if you don’t like it, I’ll write you a credit if it does not perform.” Nine times out of ten, the credit never happens because the product sells itself.
Building & Leveraging Broker Relationships
If you don’t know a broker, don’t wing it. Check your system — their contact info is usually listed. And if it’s not, ask your team. Someone likely has their number.
When you meet a broker at a sales meeting or round table, swap contact information or business cards, ask for ride-alongs, and give them targeted customer leads. Why? Because brokers have sales goals too. If you help them, they’ll help you.
Owning Your Accounts
Here’s a mindset shift from Brent that every DSR needs: If a customer is buying something from someone else, it should bother you. You want every case coming in through you. The easiest way to grow sales? Sell more to the accounts you already have.
The key is face-to-face time. Don’t rely solely on online ordering platforms — COVID may have pushed us there, but this is still a relationship business. Week in, week out, be in front of your customers. When you’ve earned their trust, you have the right to ask, “Why aren’t you buying this from me?”
Being Worth 5%
Brent’s manager once asked him a powerful question: “Are you worth 5% to your customers for their business?”
Think about it — if you offered your customer a choice between a 5% discount or keeping you as their rep, would they pick you? If not, you’re not doing your job. Be their best, most reliable, and hardest working “employee,” and they’ll choose you every time.
Teamwork Wins
Finally, Brent dropped some wisdom about teamwork. Whether it’s A/R, transportation, or customer service, treat everyone with respect. Kindness goes further than you think — especially with the drivers and credit department — because you never know when you’ll need their help.
DSR Call to Action:
- DSRs focus on growing existing accounts and building strong customer relationships.
- Actively seek out and leverage broker/manufacturer partnerships.
- Remember what Brent says about the importance of maintaining PMA, “Positive Mental Attitude”, and always be seeking mentorship.
Greenhorns: Start by pulling a list of your distributor’s top 25-50 most sold items by cases — not dollars, not profit, but cases. Get with your brokers and manufacturer reps that sell those items and learn everything you can about those products, and build relationships with those reps.
Veterans: Dig into your current accounts. Ask yourself, “Why aren’t they buying this from me?” If you’re putting in the face time, you’ve earned the right to ask for their business.
That’s it for today’s DSR Live Podcast. Don’t just listen to it, go out and Take Action. Try something new this week. Get a broker ride-along scheduled, ask for that extra case at each customer, and build those relationships. Let’s keep growing, case by case.
Be a Resource and SELL SOMETHING!!
