Congratulations to Tony Greve of Martin Bros. Distributing Co. Inc. for being named AFDR’s DSR of the Month for April 2025 and will earn him a permanent place in the AFDR DSR Hall of Fame. Martin Bros. Distributing is based in Cedar Falls, Iowa.
Tony’s territory is in Arcadia, IA (also is part of his territory) and also Mid-Western Iowa which is approximately 250 miles from the warehouse and a 3.5 hour drive.
Tony’s career began in 1989, following his departure from the army, when he joined a small company, F&H Foods, as a driver. For two years this role provided him with a unique perspective on the foodservice industry, allowing him to understand the back-of-house operations and customer interactions. According to Tony, this experience was invaluable when he transitioned into sales, as it equipped him with the knowledge needed to empathize with both customers and drivers, making him a more effective sales representative. He emphasizes the importance of new sales reps working alongside drivers to gain a comprehensive understanding of the challenges faced during product delivery.
Insights from a Veteran Foodservice Distributor Sales Representative Tony Greve AFDR’s DSR of the Month.
Introduction to Tony Greve
Tony Greve, a seasoned DSR from Martin Brothers operating in Western Iowa, has been recognized as the DSR of the Month. Tony’s journey from a driver to a sales representative provides a unique perspective on the foodservice industry, particularly in rural areas stretching to Omaha, Nebraska.
The Transition from Driving to Sales
Tony’s transition from a driver to a salesperson was facilitated by his in-depth understanding of the operational side of foodservice, gained during his initial years as a driver. This experience was invaluable in learning customer operations, handling logistics challenges, and understanding product delivery dynamics.
The Importance of Training with Drivers
Tony emphasizes the value of new sales reps training alongside drivers. Such exposure helps new reps understand the complexities of product delivery, customer interactions, and logistical challenges, providing them with a well-rounded perspective that aids in sales.
Overcoming Initial Challenges in Sales
Tony highlights some early challenges he faced, such as acquiring product knowledge and making cold calls. His strategy to overcome these hurdles included leveraging relationships with existing accounts and maintaining a friendly and conversational approach with new prospects.
Learning Product Knowledge
Tony learned about products by engaging with customers post-sale to gather feedback. This proactive approach helped him refine his understanding of products and their reception by customers, allowing him to offer better recommendations in the future.
Opening New Accounts
Tony describes his strategic approach to opening new accounts. His method involves discreetly gathering information about potential clients by interacting with seasoned wait staff, understanding the establishment’s dynamics, and then strategizing on how to approach the management effectively.
Handling Rejection and Persistence
Tony shares insights on not taking rejection personally and maintaining persistence. He advises new reps to keep the door open with potential clients and to view ‘no’ as a step in the sales process rather than a final outcome.
Facilitating Account Setup
Tony discusses the importance of assisting clients with account setup, especially with online credit applications. He often sits with clients to help them navigate the process, ensuring they don’t face technical hurdles alone, which has proven effective in securing accounts.
Technological Adaptation in Sales & Online Ordering
Tony notes the shift towards online interactions, with many clients placing orders and making payments through digital platforms. Despite this, he maintains a personal touch by taking a significant portion of orders himself, fostering strong customer relationships.
Encouraging Digital Payment Adoption
For clients hesitant about online payments, Tony uses practical incentives and reassurances. He frames digital payments as a convenience for both parties, ensuring clients that it won’t affect his personal visits or service quality.
Action Items:
Enhance Training Programs: Incorporate riding with drivers as part of sales training to provide new sales reps with a complete understanding of the delivery and sales process.
Improve Product Knowledge: Develop a structured feedback loop with customers for continuous learning about product performance and client needs.
Optimize Account Acquisition Strategy: Implement Tony’s approach of engaging with staff during visits to gain insights and build relationships with potential clients.
Maintain Customer Interaction: Continue the practice of personal order taking to foster strong client relationships and provide tailored service, adapting as necessary to each customer’s preferences.
Increase Online Engagement: Encourage more clients to transition to online payment systems by highlighting the benefits and addressing any concerns they may have.
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