Bret Smith from Ben E. Keith Foods, based in the Dallas-Fort Worth area, is named AFDR’s DSR of the Month for January 2025, earning him a permanent place in the AFDR Hall of Fame. Bret’s territory is in downtown Dallas, which is about 70 miles from the warehouse in Ft. Worth.
“Because of the positive influence my mentors had on me, I am a big advocate for helping train other new DSRs, even after 31 years.” ~ Bret Smith
Beginnings in foodservice:
Bret was working in a comedy club doing PR and marketing in Dallas when his resume was given to a DSR working for Kraft Foodservice (by his then wife, who worked in a restaurant) who gave it to his HR. He interviewed at 25 years old and was given the job opportunity without any foodservice experience other than some waiting of tables in his past.
Early Challenges and Learning Curve:
Bret’s challenges included his initial complete ignorance about the industry, learning on the job, and the importance of mentorship. Bret emphasizes the value of being exposed to various situations by shadowing experienced reps.
Mentorship and Training:
His training process included a hands-on, “fast start program,” which was a spiral bound training manual and riding with a DSR mentor for six months. He got to ride everyday with her, and she was awesome! Bret then was trained by another DSR, John, who became a resource for the next five years or so. Brett shared, “Because of the positive influence my mentors had on me, I am a big advocate for helping train other new DSRs, even after 31 years.”
Building Relationships and Cold Calling:
Discussion on the “theory of next door” for cold calling and the foundational work of meeting neighbors of current clients to expand business. Bret talks about the work of walking around downtown Dallas to introduce himself.
Leveraging Brokers for Success:
Bret explains how he utilized brokers not just for support but as an extension of his sales force. He stresses the importance of fostering relationships with brokers for rapid learning and broader coverage without losing account control.
Technology and Control in Sales:
A deep dive into how embracing technology like online ordering and ACH payments helped Bret scale his sales from millions to doubling his figures by relinquishing some control over manual processes.
Customer Growth and Partnership:
Bret recounts his experience growing with a client from a single store to multiple concepts, emphasizing the role of a DSR in being an integral part of a client’s business growth.
Takeaways:
- For New DSRs: The importance of mentorship, being open to learning, asking questions, and using every interaction as a learning opportunity.
- For Veteran DSRs: The benefits of technology in scaling sales, the value of broker relationships, and the philosophy of growth through partnership rather than control.
- DSR Dave wraps up by reinforcing the narrative of partnership in sales, where reps are seen not just as vendors but as team members contributing to the client’s success.
Call to Action:
You are encouraged to apply these lessons, reach out to mentors within your teams, and leverage technology and relationships to grow your sales.
Be a Resouce and SELL SOMETHING!!
