This discussion with DSR of the Month, Tammy Cale focuses on leveraging resources, building relationships, and staying motivated in foodservice distribution sales. Key takeaways are tailored for DSRs at all levels to help sell more effectively.
Listen to the entire DSR Live to hear first-hand tips to elevate your game!
- Utilizing Brokers and Manufacturers’ Reps
- Why Use Them? Brokers are experts on their products and lines – – use them to educate customers on usage, features, and innovations. They’re especially valuable when you’re unfamiliar with an item; bring them in for demos or ride-alongs to uncover new sales opportunities.
- Managing Relationships: With brokers handling 20-60 lines across large territories, prioritize clear communication. Ask for samples, POS materials, or direct shipments to customers or your warehouse. Expect quick responses via call, email, or text – – build closer ties with key brokers for better support.
- Pro Tip from Tammy: Don’t underutilize them; they’re a “great tool in your back pocket” for product knowledge (e.g., refreezability) and helping close deals.
- The Power of Samples
- Samples drive sales by letting customers test products hands-on. They work even if the exact item isn’t a fit – – customers may explore the broader line (e.g., trying a seeded bun leads to interest in seedless options).
- Best Practices: Bring enough for the entire team, from chefs to dishwashers, as they could become future decision-makers. Restaurant owners and staff love free samples and trials, sparking loyalty and upsell potential.
- Building Your Internal Team for Success
- Treat Insiders Like Customers: Dave shares a pivotal lesson – – complaining about out-of-stocks or credit holds hurts results. Instead, offer help (e.g., selling slow-moving inventory) to build alliances. This shift led to faster approvals for new items and boosted his sales.
- Collaboration Examples: Work closely with buyers for product expertise (e.g., Tammy’s 30-minute call on lamb specs). Engage credit, transportation, and warehouse staff with kindness with nice requests to get further.
- Mindset Shift: View everyone as a team; your paycheck comes from customers, but internal support amplifies your efforts. Pick up the phone for questions – – don’t rely solely on email.
- Advice for Greenhorns (Under 2-3 Years in the Role):
- Is This Career for You? It’s tough – – expect rejection and thick skin is required – – but the good days outweigh the bad. No other job lets you chat, help operators, and earn like this. If you’re passionate, keep pushing forward.
- Overcoming Challenges: Don’t treat every customer the same; adapt your approach. If stumped on a question, promise a quick answer and follow through. Focus on your strengths rather than gaps in knowledge – – research via multiple sources (operators, buyers) to build expertise.
- Unique Perks: Customers need your products daily to stay open, creating endless opportunities. You’re selling essentials they must buy from someone.
- Staying Motivated as a Veteran (5+ Years):
- Partnership Mindset: See your role as a long-term relationship with customers – – help them succeed, even without direct credit. Watching operators grow (e.g., from startups to chains) is rewarding, like nurturing a “kid.”
- Daily Drive: DSRs are the “heartbeat of the city,” knowing local buzz (events, trends) and influencing it through sales. Innovate with themes (e.g., Tammy’s “Mississippi River” menu ideas) to keep things fresh.
- Why Continue? The industry evolves, but the satisfaction of behind-the-scenes impact – – enabling customer success – – keeps you going.
Final Industry Shoutouts from Tammy and Dave
- To Newbies: Ask for help without fear of looking “dumb”—it’s key to growth.
- To All DSRs: Embrace being “behind-the-scenes” helpers; you enable accolades for others while driving the street-level action.
- To Manufacturers, Brokers, and Support Teams: Invite DSRs to events and focus groups—they’re the direct link to operator needs.
- Closing Wisdom: Mix in off-topic chats to build real connections—avoid getting stuck on just concentrating and selling “burgers and fries.”
Be a Resource and SELL SOMETHING!
