Deepening relationships to boost sales in your current book of business.
In this episode of DSR Live, we uncover Ryan’s evolved strategies for prospecting in today’s market and deepening relationships with existing customers. He shares actionable insights on everything from reading the room during a cold call to leveraging industry insights and becoming an indispensable resource for your operators.
Key Discussion Points:
- Evolving Prospecting Techniques:
- Beyond Zigzagging: Why random cold calls are a “waste of time and money.”
- Strategic Pre-Call Research: How Ryan “stalks” potential accounts online (menus, owner/chef names, social media like Instagram, state corporate commission sites) to gather intelligence before stepping foot in the door.
- “Reading the Room”: The importance of observing surroundings, checking competitor boxes by the back door/dumpster, and understanding peak times (avoiding lunch rush!).
- The Casual Approach: Walking in to introduce yourself, learn, and request an appointment, rather than pushing a sale immediately. “I’m here to learn and request an appointment.”
- First Impressions & Retreat: Knowing when to back off if the timing is wrong or the prospect is agitated. Ryan shares a memorable story about an owner yelling. “Don’t push.”
- Handling “Happy” Customers & Competitors:
- Respectful Persistence: What to say when a prospect says they’re “happy with their current rep.” Ryan’s approach involves respecting their loyalty while subtly positioning himself as a backup.
- The Power of Listening: “If you’re listening to listen… they will tell you what your next move should be.” Identifying subtle cues about competitor weaknesses (sometimes they mess up).
- Don’t Take it Personally: Understanding that rejection during cold calls isn’t usually about you, but often about past experiences with other reps or external factors.
- Co-existing with Competitors: Navigating shared accounts and even collaborating with competitor reps for the customer’s benefit. Recognizing when it’s “game on” if a competitor is unprofessional.
- Becoming Indispensable to Existing Accounts:
- Maximizing Current Business: “The best place to double your sales or to increase your sales is with your existing customers.”
- Observational Selling: Keeping your eyes open in the kitchen for items you’re not selling, checking menus for dishes that imply missing product lines.
- Asking the “Why”: Understanding why customers buy certain items elsewhere (price, farm, brand, spec) and offering alternatives or samples.
- Beyond Product Sales – Adding Value:
- Operational Efficiency: Asking about invoice processing, suggesting consolidation from “ankle biters” to broadliners.
- Cost Analysis: Offering to do a “market basket” analysis by comparing invoices to show potential savings. “I’ll do it for you.”
- Bringing Fresh Ideas: Introducing new products, explaining food costs, and helping operators find new menu items. They’re counting on you to drag in new ideas.
- Plate Studies: Offering to help analyze waste by observing what comes back on plates.
- Being a Consultative Seller: Helping operators understand their food costs and labor needs, and finding ways to improve their bottom line. “You’re not working on the business.”
- Leveraging Broker Relationships:
- Mutual Benefit: Brokers need DSRs to move product, and DSRs need brokers for new product knowledge and samples.
- Proactive Engagement: Don’t wait for brokers to find you; seek them out through buyers or company resources.
- Timely Samples: Strong relationships make it easier to get samples quickly.
- Managing Online Orders vs. Personal Touch:
- The Balancing Act: Ryan shares his preference for a lower percentage of online orders (around 70%) to maintain a hands-on approach and track customer buying habits.
- Customer-Centric Approach: Don’t force customers to order online if they prefer phone or in-person orders, especially those who aren’t tech-savvy or might make errors. “I’m not going to force you to do it, because all that does to me is create a point of friction.”
Actionable Takeaways for DSRs:
- Invest time in pre-call research to understand your prospects.
- Master the art of the subtle approach and know when to step back.
- Listen intently to your customers; they’ll tell you what they need next.
- Become a trusted consultant by adding value beyond just products (e.g., cost analysis, new ideas).
- Cultivate strong relationships with brokers—they’re a vital resource.
- Balance online ordering convenience with personalized service based on each customer’s needs.
What’s one new strategy you’re eager to try?
Be a Resource and SELL SOMETHING!!
