PART 1 – Ali Lutke Starting Out With Little Experience -A/R in Detail and Prospecting
“If you want to hear exactly how a top-producing DSR actually does the job, this is a must-listen episode.”
Congratulations to Ali Lutke of Van Eerden Foodservice, based in Grand Rapids, Michigan, who has been awarded the highly acclaimed National AFDR DSR of the Month for April 2026, earning her a permanent place in the AFDR DSR Hall of Fame.
Ali Lutke sells in the West Michigan Lakeshore area (Holland, Saugatuck, Hamilton, Jenison, and parts of Grand Rapids) for Van Uren Foodservice, which is near the warehouse. Lutke lives approximately 10 miles from the warehouse. Ali’s mix of businesses focuses on family restaurants and diners.
How She Got Started Ali began right after college graduation. Her only foodservice experience was serving at Applebee’s. A friend’s mom (then VP of Sales) took a chance and hired her with zero sales experience. She credits her serving background with giving her thick skin — a skill that still helps her handle rejection and tough conversations today.
“Money is hard to talk about because it’s personal.”
Ali’s honest take on handling AR reminds every DSR that the toughest parts of the job are often the most important for protecting and growing customer relationships.
Early Training & Challenges
- Trained by riding with a top veteran rep in Lansing (driving an hour each way) and then covering his vacations.
- Started completely “green” — didn’t know what a #10 can was, bacon counts, or hot dog ratios. Learned by physically looking in coolers and freezers with the veteran rep.
- Was given a small number of seed accounts that she still services today — several became prime vendor accounts.
Major Early Hurdle: AR (Accounts Receivable)
Collecting money was one of Ali’s biggest struggles. She hated talking about money and once got short-paid $200 by a cash customer because she didn’t count it in front of them.
Key Lesson Learned: Always count cash in front of the customer and have them initial the invoice.
During the pandemic, she got much more comfortable discussing money issues. She now sees AR as a critical part of managing the customer relationship.
Important insight:
- Money conversations are personal — every operator has a different financial situation.
- DSRs should handle these talks themselves rather than letting credit handle them alone, because the relationship is yours to protect.
- Best practice: Set clear expectations on payment upfront with new accounts.
“Money conversations are personal. Everyone has a different situation with money… You’re that liaison. That’s just part of our job — to be the connecting piece between our company and our customers.”
Pro Tip from DSR Dave & Ali
Don’t take your best customers for granted. Regularly bring internal team members (credit manager, buyer, transportation manager, etc.) on ride-alongs or out to lunch. It makes the customer feel valued and creates deeper ties to your company — making it much harder for competitors to steal the business.
New Account Prospecting – Ali’s Playbook
Ali’s approach to gaining new business is calm, low-pressure, and highly effective:
Research First
- Use Google, TripAdvisor, restaurant website, Instagram, and Facebook to learn about the operation, menu, and ownership.
- Leverage your DSM for territory intel (especially early on).
- Use your CRM to track notes and previous contacts.
The Warm Entry – Eat There
- Sit at the bar or counter (more casual, easier conversation).
- Order lunch and observe (watch plates come out, note brands behind the bar, etc.).
- At the end of the meal, ask for the person who makes food-buying decisions.
- This non-aggressive approach shows you’re invested in their business.
First Conversation
- Keep it short and ask lots of questions.
- Don’t talk too much about yourself or your company.
- Focus on finding their pain points — what they like and dislike about their current distributor.
- Goal of the first visit: Set a follow-up appointment for a real conversation.
Selling Style
Ali learned quickly that operators don’t care about your company history or 30-second elevator pitch. They want to talk about their business. Her strategy: Ask great questions to uncover what they truly value (price, service, quality, menu help, etc.).
Core Message for DSRs
- Serving experience is excellent training for this job.
- Even after 11 years, you’re still learning products every day.
- Build thick skin early — it pays off.
- Own the entire relationship, including the tough money conversations.
- Prospect consistently with a low-pressure, customer-focused approach.
- Protect your best accounts by involving your whole team.
Final Thought: Ali proves that being genuine, asking questions, and making customers feel valued is still one of the most effective ways to grow your business.
