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Bill Main, a nationally recognized foodservice management consultant, and DSR Dave discuss how moving a customer from buying only 20% to 80% or more should be every DSR’s goal each week. Main says that DSRs are in the RELATIONSHIP business, and by working collectively with their customers, together they can squeeze the inefficiencies out of the system so that everybody is profitable.
Collaboration becomes the vehicle. You might have only 20% of a customer’s business, but while waiting in the wings, you must have a strategy to build a better relationship with that customer. Don’t just sit back and take that 20% order thinking that the customer will just give you more of their business; you need to be working every week building a purchasing guide so that when they do decide to give you more business, you’ll be ready to rock n’ roll.
DSRs who deliver value beyond price by being their customer’s best employee know the customer’s business as well as they do. Have a strategy each week on how you’re going to sell more to each of the accounts you’re currently selling, and then execute on it.
Be a Resource…and Sell Something!