“If You Want More Sales, Listen to This Episode.”
Why a conversation about toilet paper led to 11 new items = $500 per week
Overview
Jason and DSR Dave dig into the real work of building and growing accounts — how trust is earned, what to do when prospects say they’re happy with their current distributor, and why the fastest growth often comes from selling more to customers you already have. Jason shares practical tactics like studying menus, watching what customers are not buying from you, and using small wins to open bigger opportunities.
They also talk about balancing online ordering with real relationship management, using brokers and manufacturer reps as part of your support network, and staying sharp by watching trends and learning continuously. The conversation closes with honest advice for both new reps and veterans — emphasizing work ethic, consistency, teamwork, and treating internal partners with respect as keys to long-term success.
Trust Takes Time — Sometimes Years
Jason explains that while some customers trust you quickly if you deliver exactly what you promise, others require patience. One account took more than five years to move from shared business to full loyalty — proof that persistence pays off.
Don’t get discouraged when you’re not the only vendor. Stay consistent, keep showing up with value, and the relationship will grow.
Handling the “We’re Happy with Our Distributor” Objection
Respect their loyalty first, then position yourself as an additional resource. Offer to return with ideas, promotions, or samples — and keep showing up with value. Plant a seed of doubt by mentioning things like responsiveness and credit issue resolution and always ask for a next appointment. His line — “You will learn to like us” — turned a resistant prospect into one of his largest accounts within a few years.
Create Reasons to Re-Engage
If you know what the customer sells, bring something relevant — a promotion, product idea, or solution tied directly to their menu.
Grow Faster by Penetrating Existing Accounts
The fastest way to grow your business isn’t always new accounts — it’s selling more to the ones you already have. Jason’s tips include studying the menu (take a picture and review it against what they’re buying from you), observing the back of the house during visits, adding items directly to their order guide, and simply asking “What else can I sell you?” A simple conversation about toilet paper opened the door to 11 new items and roughly $520 in additional weekly sales at one account.
Online Ordering Still Requires Attention
Even when customers order online, you must monitor orders, watch for gaps, and continue conversations. Technology supports the relationship — it doesn’t replace it. About 30% of Jason’s customers order online. While online ordering frees up time, Jason cautions against using it as a reason to disengage. You still need to monitor substitutions, out-of-stocks, and what they aren’t buying. The conversations that happen when you take an order — or even call it in — are where opportunities and relationship depth are built.
Using Brokers and Manufacturer Reps Effectively
Jason uses brokers and manufacturer reps regularly — for samples, ride-alongs, product expertise, and especially deviations. He shares an example of quietly securing a price deviation on potato products for a customer and delivering it as a surprise win. Brokers want to help you close business — use them.
Staying Sharp with Ideas and Learning
Jason subscribes to manufacturer newsletters from companies like General Mills, Simplot, Hormel, and Nestlé, and follows foodservice trends on social media. He watches what major franchise brands are doing and brings those ideas to independent operators who don’t have the time or resources to do that research themselves. A taco burger concept he spotted at a national franchise is now being executed by a couple of his local accounts.
Advice for New Reps GREENHORNS (under 2 years)
Stay patient, work hard, and focus on helping customers succeed. Momentum builds over time, typically it starts building around year five. Be confident and stay customer-focused and the wins will come. It’s also a flexible career that rewards those who are self-motivated and willing to exceed their goals.
Advice for Veterans
If something has been sitting on your to-do list, that’s probably what’s weighing on you — get after it. Keep the work fresh by staying engaged with contests, new products, new ideas, and tackling challenges head-on. Remember why you got into it: you like people, you like helping them succeed, and when they win, you win.
Treat Your Internal Team Like Customers
How you treat buyers, drivers, AR, transportation managers, and support staff directly affects your sales success. Jason puts it simply — everyone is working toward the same goal. Be respectful, be kind, and you’ll find people are far more willing to go to bat for you when it matters. When everyone rows together, results improve.
Summary for DSRs
Trust is built through consistency and follow-through. Respect loyalty, stay persistent, and keep bringing value. The biggest growth opportunities are often already in your accounts — if you pay attention. Technology is helpful, but relationships drive results. Use your resources, keep learning, and treat everyone you work with as part of your success.
Be a Resource and SELL SOMETHING!!