In Part 2 with Sam Douglas of Kohl Wholesale, AFDR’s August DSR of the Month, Sam and DSR Dave dig into the everyday habits that help DSRs grow—and protect—their business – From AI and cold calling to time management, prospecting, working with your sales manager and staying motivated, Sam shares ideas both Greenhorns and veteran DSRs can put to work.
AI: Another Resource in the DSR Toolbox
Sam believes learning how to use AI—and especially how to ask it the right questions—could make DSRs more efficient.
Selling a customer biscuits? Ask AI for three unique ways that operator could use the product. Sam’s point isn’t that AI replaces the DSR. It’s another resource. Use AI. Use your chefs. Use your managers. Walk in with ideas.
Prospecting: Open the Door
Sam says one of the hardest parts of prospecting is simply opening the door and walking in.
If the prospect isn’t interested, ask if you can come back in a month. If that doesn’t work, try: “If I see something that makes me think of you, could I bring you a sample?”
And don’t keep calling at the same time every week if the decision-maker is never there.
Don’t just prospect – PROSPECT SMART
Your Best Customer Is Somebody Else’s Best Prospect
While you’re chasing new business, don’t forget your competitors are chasing yours.
DSR Dave’s question for DSRs:
“What am I going to do this week to help this customer with their business?”
Use Your Sales Manager as a Resource
Sam talks with his district manager every day and keeps him involved with his customers.
While Sam was on vacation, his manager discovered an account wasn’t buying its french fries from them. One conversation later, they picked up approximately 15 cases per week.
Because Sam’s manager knew his customers, Sam’s business was growing while he was on vacation.
Greenhorns: Ask Questions & Do the Dang Thing
Sam’s advice to newer DSRs is simple:
Ask questions—even the ones you think are dumb.
Customers often appreciate the opportunity to teach you something about their business.
And when it comes to prospecting, Sam says you’ve got to “do the dang thing.” You’re going to fall on your face sometimes. That’s part of learning.
Sales Is a “Game of Runs”
You can prospect for a month without opening an account—and then suddenly open three.
Sam’s approach:
Don’t let the highs get too high or the lows get too low. Just keep doing the work.
And no matter how big your book becomes, never stop prospecting. You don’t know when an account might close or circumstances might change.
Greenhorns Learn From Vets—and Vets Learn From Greenhorns
Experienced DSRs have years of street knowledge and relationship-building experience. Younger DSRs may be quicker to embrace AI, technology, and new tools.
Sam says both groups should be learning from each other.
Don’t Sell Against Your Own Company
One of Sam’s strongest points comes at the end.
If you complain about transportation every week, customers eventually lose confidence in transportation. Complain constantly about purchasing, and they’ll lose confidence there too.
Instead, understand what’s happening, educate your customer and represent your company positively.
Be the resource—not the COMPLAINER!
DSR Dave’s Takeaway
Keep learning. Keep prospecting. Ask questions. Use your manager. Use new technology. Learn from other DSRs. And never stop bringing ideas to your customers.
Be a Resource… And SELL SOMETHING!