Overcoming Challenges and Building a Career in Foodservice Distribution
Congratulations to David Hoffman of Tankersley Foods based in Van Buren, Arkansas for being named AFDR’s DSR of the Month for September 2025, earning him a permanent place in the AFDR DSR Hall of Fame. David lives about 8 miles from his warehouse, and his territory is West Central Arkansas and East Central Oklahoma.
David Hoffman’s journey into the foodservice industry began with a foundation in the hotel and restaurant business, inspired by his mother’s work for the Sheraton Corporation and his uncle’s involvement with the Sonic Corporation. As a child, he loved going to Sonic with his uncle during the summer and eating hot dogs and hamburgers and thought, “What a great profession.”
He managed hotels for three of the nine years he was in the hotel business. While managing the hotel and restaurant, he met people from Tankersley Foods. They eventually offered him a job in the retail sector of their dairy business, and a few years later, he transitioned to the food-service side. He has been a foodservice DSR for 27 years. He notes that despite his previous experience, he was very surprised by the day-to-day operations and unique challenges of foodservice distribution and being a DSR.
Key Takeaways from the Interview
- From Operator to Sales Rep: David’s unique career path started in hotel and restaurant management, a background that gave him firsthand knowledge of the customer’s perspective. He emphasizes that even with this experience, he was surprised by the many nuances of the food service distribution business.
- The Power of Asking Questions: A crucial tip for any DSR is to never pretend you know the answer if you don’t. By asking questions and genuinely listening, you not only learn from your customers (who often love to share their knowledge), but also build trust and a stronger relationship. David illustrates this with his personal story of him seeking to learn about heating and air conditioning by taking night classes at a tech school in order to better understand his hotel’s maintenance team.
- Building Your Professional Service Network: Your value to a customer extends beyond the products you sell. Creating a trusted network of service professionals—like accountants, refrigeration technicians, or even specialized cleaning teams—can be a huge asset. Recommending a reliable service provider solves a problem for your client and solidifies your role as a trusted partner. Always follow up on your recommendations to ensure they are successful.
- Product Knowledge and Sample Strategies:
- Manufacturer Websites: David highlights that a manufacturer’s website is their best salesperson. A great website with nutritional information and recipes makes it significantly easier for DSRs to sell their products.
- Stay Sharp: By attending sales meetings, consulting brokers, reviewing point-of-sale materials, and exploring manufacturer websites (e.g., for nutritional’s and recipes—shoutout to well-maintained sites like Simplot’s). Taste-test everything yourself. If I like the product, it’s easier to sell. Work on ideas at night when the day’s hustle slows down.
- Hands-On Sampling: Don’t just drop off samples. Take the time to test/cook the product with your customer. This ensures they actually try it, you get their honest feedback, and you gain more product knowledge to use with future clients.
- Share with Everyone: When sampling, share the product with the entire staff—from the dishwasher to the wait staff. This can create powerful internal advocates for the product and build lasting relationships, as staff members often move on to other roles in the industry.
- Modern Prospecting: In a high-turnover industry with more competition, do research first: Check online for owners, specialties, reviews, and stars. Dine anonymously (lunch or dinner with family) to assess their operation. Avoid back-door surprises due to modern security—opt for the front door or scheduled appointments. Build a “resume” on the prospect, then pitch value. Challenge: Owners are busier than ever, so persistence and preparation are key to standing out.
David Hoffman’s insights remind DSRs that success comes from genuine relationships, continuous learning, and adding value beyond products, including making sure that today’s order is in—AND CORRECT.
Be a Resource and SELL SOMETHING!!
