In this episode of DSR Live, DSR Dave talks with Ali Lutke about what it really takes to open accounts, grow existing customers, and build long-term success as a DSR.
“This is not a quick-win business—it’s a relationship business built over time.”
- Respect Loyalty—Don’t Fight It
When a prospect says, “I’m happy with my current rep”, Ali:
- Acknowledges their loyalty
- Doesn’t push or bash competitors
- Asks to stay in touch over time
“Would it be okay if I kept stopping in?”
Lesson: Stay professional and position yourself as the next option when things change
- Create Opportunity Without Selling
Ali uses subtle questions to uncover gaps:
- “Your rep helps with menu costing, right?”
- “They help with specials and food cost?”
This reveals what the current rep isn’t doing—without attacking them.
- Play the Long Game (Years, Not Weeks)
- Some accounts take years—even decades
- She continues to:
- Eat there
- Bring ideas
- Drop off samples
- Stay visible
“Something always happens if you stay around long enough.”
- Use Your Network to Win Accounts
- Ask current customers for referrals
- Let them help open doors
- Timing matters—and others often know first
“The time is now—you wouldn’t have known without your network.”
- Know Your Niche
Ali focuses on what she knows best:
- Diners
- Breakfast/lunch/dinner concepts
She sells better because she:
- Knows the products
- Understands menus
- Brings relevant ideas
Lesson: You don’t have to be everything to everyone.
- It’s Okay to Pass an Account
Not every account fits:
- Personality mismatch
- Wrong concept
- Doesn’t fit your schedule
Let another rep win it if they’re a better fit.
- Account Penetration is EVERYTHING
Ali’s philosophy:
“I’m already there… the truck is already there… why not sell more?”
How she does it:
- Focus on one category at a time
- Ask:
- “Can I take a look at what you’re buying?”
- “Can I work this up for you?”
Result: multiple new items from one conversation.
- Ask for the Business
Simple but powerful:
“Sometimes when you just ask… that’s when you get it.”
Most reps:
- Assume
- Wait
- Don’t ask
Ali:
- Asks directly
- Offers to do the work
- Build Trust Through Follow-Through
Trust is built by:
- Doing what you say you’ll do
- Communicating clearly
- Admitting mistakes
That’s what earns access (even walkin coolers).
- Relationships Are the Business
Ali’s mindset:
- Know the whole staff—not just the owner
- Be positive energy when you walk in
- Be someone they enjoy seeing
“You might be the only person they stop and talk to all day”
- Work the Way the Customer Wants
- Some want online ordering
- Some want you to take the order
- Some want checks, not EFT
Adapt to them—not the other way around.
- Use Brokers as Partners
- Set up blitz days
- Bring them into accounts
- Build trust with strong reps
Fast response matters: same-day acknowledgment.
- Internal Relationships Drive Sales
Ali treats internal teams like partners:
- Purchasing
- Transportation
- Credit
“They’re part of my selling team”
- Communicates proactively
- Shares positive feedback
- Builds goodwill
- Success Takes Time (For Greenhorns)
- Takes a couple years to feel confident
- Growth comes from:
- Extra stops
- Extra effort
- Consistency
“The accounts you don’t want to stop at… those are the ones that open.”
- Stay Hungry (For Veterans)
- Keep learning
- Stay open to training
- Don’t get complacent
Growth stops when learning stops.
DSR Action Items
- Call on 1 “loyal” account and ask to stay in touch
- Ask 1 customer:
“Can I take a look at what you’re buying in this category?” - Focus on 1 category this week
- Ask directly for 1 new item
- Follow up on every commitment
- Ask a customer for 1 referral
Bottom Line
Ali’s success comes down to this:
Stay consistent… ask questions… do the work… and don’t go away.
The account you open tomorrow…
might be the one you’ve been calling on for the last 5 years.
Be a Resource and SELL SOMETHING!!