Topics covered in this episode:
Tony’s Daily Routine
Customer Visits: Tony averages 12–15 customer calls per day, showcasing an “old-school” work ethic. Drives approximately 150 miles daily, with some days exceeding that.
High activity levels and face-to-face interactions drive sales’ success.
Selling More to Existing Customers
Identifying Opportunities:
Observe accounts to spot items customers buy elsewhere (e.g., meat, chemicals, or burger patties). Conduct informal inventories during visits or conversations with staff, like waitresses.
Approach to New Items:
Ask customers about their current products: preferences, issues (e.g., shrinkage), and pricing. Propose solutions tailored to their feedback, ensuring buy-in before presenting samples.
Using Samples Effectively:
Use samples to address objections or highlight product benefits. Follow up with brokers or manufacturers to report sample outcomes (e.g., customer adoption).
Accept samples in any form (full case or small portions) based on product and customer needs. Samples are a powerful tool when used strategically with diligent follow-up.
Leveraging Brokers and Manufacturer Reps:
Tony actively works with brokers to source samples and learn about products.
Tony reaches out to new brokers proactively to build relationships. Modern day ride-alongs focus on specific accounts rather than full-day commitments. Brokers can uncover unexpected sales opportunities, even for unrelated products. Brokers are valuable partners—bring them into accounts to maximize sales potential.
Time and Account Management:
Order Guides are the roadmap to success or failure. Update order guides in real-time during customer interactions to reflect accurate product needs. Provide printed guides for new or multi-unit accounts to streamline ordering.
A/R Management:
Write credits and head off credit trouble ASAP don’t wait for things to pile up. Weekly review of statements to address overdue invoices promptly. Consistent and proactive A/R management is essential for long-term success.
Time Management:
Stay organized with calendars and notes to track customer issues (e.g., damaged goods). Handle customer texts and all communications efficiently, addressing them at day’s end. Proactive organization reduces errors and strengthens customer relationships.
Using Dot Foods:
Access to niche and non-mainline products to meet diverse customer demands. Tony uses Dot Foods 2–3 times daily to solve customer problems. Dot Foods expands product options, giving DSRs a competitive edge.
Advice Greenhorns:
Challenge for Greenhorns is the steep learning curve in the first 1.5–2 years. Ask questions (especially Veteran DSRs and your customers) persistently but respectfully to gain knowledge. Offer help to those who help you (e.g., deliveries, selling excess inventory) to build goodwill with colleagues and to say thank you.
Remember, it gets easier with experience and relationship-building. Networking with staff (e.g., waitresses, dishwashers, bartenders, etc.) can lead to new accounts because most folks move around to other operations, and they will request you if you include them in your relationship at the operation they are currently at.
Perseverance and learning from others pave the way for long-term success.
Staying Motivated as a Veteran:
Tony stays motivated by solving customer problems and building relationships.
The Power of Teamwork – Team Dynamics:
Your internal network is just as crucial as your external customer relationships. Treat internal teams (buyers, A/R, transportation, specialists, inside sales) with respect to foster collaboration. Friendly interactions make it easier to request favors when needed.
A positive attitude and team approach sustain motivation and drive growth.
Be a Resource and SELL SOMETHING!!
