45 Years of Sales Wisdom in One Episode
Inside the Day-to-Day: What does it really take to thrive as a foodservice DSR?
In this new episode of DSR Live, we sit down with veteran rep Kenny Hansel of Maplevale Farms—AFDR’s DSR of the Month—to talk about growing sales with existing customers, leveraging broker relationships, adapting to change, and building respect-driven partnerships across the board.
Whether you’re new to the game or decades in, Kenny’s practical tips and personal stories will recharge your mindset and sharpen your daily game.
Key Topics & Takeaways:
Grow Sales with Current Customers
- Smart Growth: Your best growth comes from your current accounts.
- Menu-Driven Strategy: Study menus for gaps and upsell opportunities.
- Sample Wisely: Kenny explains how splitting one sample across accounts can stretch impact and reveal better solutions.
Navigating Brokers & Product Trials
- DSR-Led Strategy: Don’t wait on brokers—guide them with specific targets.
- Internal Support Tools: When brokers are busy, lean on in-house chefs or ops teams for demos.
- Test the Competition: Know your competitors’ products to position yours more effectively.
Respect Is a Sales Tool
- Relationship-Driven Results: Treat every person—from the warehouse to the customer—with respect. It pays off in loyalty and cooperation.
- Internal Allies Matter: Building goodwill inside your company can mean better inventory, more flexible terms, and crucial support during crunch time.
Adapting to Change & Tech
- Stay Current: Kenny uses tools like YouTube and online research to follow food trends and better serve his customers.
- Know Your Customer: Many operators still prefer old-school communication—adapt to them instead of forcing tech.
Advice for New and Veteran DSRs
- Start Strong: For newer reps, don’t let rejection define you. Keep knocking.
- The Long Game: Even loyal customers of competitors can become opportunities down the road.
- Veteran Edge: Kenny shares how he stays sharp through goal-setting, self-accountability, and friendly competition with himself.
- Look Beyond the Obvious: Independent restaurants, nursing homes, and GPO facilities often lack coverage—go after them.
Kenny Hansel proves that success as a DSR comes from a powerful mix of curiosity, grit, adaptability, and respect. This episode is packed with real-world strategies and motivational insights for anyone looking to up their sales game in today’s foodservice distribution industry.
Be a Resource and SELL SOMETHING!!
