Part 1 – DSR Live Podcast:
Join us in celebrating an outstanding achievement! We’re proud to announce Kenny Hansel of Maplevale Farms, based in Falconer, New York, as AFDR’s DSR of the Month for June 2025.
Kenny’s remarkable dedication shines through, consistently serving his territory with excellence from 100 miles away from the warehouse. His commitment truly sets a benchmark for DSR performance. This well-deserved recognition also earns him a permanent spot in the prestigious AFDR DSR Hall of Fame.
Congratulations, Kenny, on this exceptional accomplishment!
Navigating the Foodservice Landscape and Price Issues Discussion with Veteran DSR Kenny Hansel
Episode Overview
Join us for an incredibly insightful conversation with Kenny Hansel of Maplevale Farms, with an astounding 45 years of experience. Kenny shares invaluable lessons from his unique career journey—from a family-owned business to large corporations and back to a family-oriented distributor. This episode is packed with actionable wisdom on sales, pricing strategies, effective prospecting, and the art of building unbreakable relationships in the field.
The Power of Family vs. Corporate Culture:
- Kenny’s Journey: Discover how his early 27 years in a family business shaped his sales philosophy, influencing his later experiences with large corporations and ultimately leading him to Maplevale Farms.
- Navigating Bureaucracy: Understand the frustrations of corporate “layers” and slow price approvals versus the agility and personal touch of smaller, family-run operations where direct access to decision-makers speeds things up. Kenny explains why feeling like a “number” didn’t align with his relationship-focused approach.
Mastering the Price Conversation:
- The Trust Factor: Hear a compelling argument for why distributors should empower experienced DSRs with greater pricing autonomy, trusting their judgment given their accountability for millions in sales.
- Beyond the Number: Learn why constantly battling on price indicates you might be missing other crucial value-adds. Price isn’t the only, or even primary, factor for successful DSRs.
- Strategic Pricing & Margins: Understand how low-margin items (like proteins or box beef) can be strategic door-openers that contribute significant volume and keep competitors out, even if they impact your overall margin percentage.
Unmasking Hidden Costs & Tricks:
- GPOs & Contracts: Always ask if customers are on Group Purchasing Organizations (GPOs) or other contracts; these can explain competitor pricing discrepancies.
- The “Cost Plus” Illusion: Why “5% over cost” isn’t always what it seems.
- Crucial: Check Pack Size! A major differentiator often overlooked: always confirm pack size (e.g., 10lb vs. 12.5lb bacon case) and product division (retail vs. foodservice divisions often have different pricing for the same product). This is key to apples-to-apples comparisons.
- Beware the Bait-and-Switch: Operators despise initial low prices that suddenly inflate. Building trust means consistent, fair pricing.
Winning the Prospecting Game (Without Being “Pesky”):
- The Gentle Persistence: Kenny champions a non-pushy approach. Continuously visit, leave materials, but respect busy times. His secret: Be a “friend,” not “that XYZ salesman.”
- Read the Room & Time Your Visits: Pay attention to peak hours. Ask operators for the best time or day to return, demonstrating respect for their precious time. Sometimes, going “off-route” is necessary for a high-potential prospect or referral.
- Talk to EVERYONE: Your Future Network! This is a golden, often-underestimated tip: build relationships with everyone in the kitchen and front-of-house – dishwashers, waitstaff, bartenders. These individuals often stay in the foodservice industry and move into leadership/purchasing roles, becoming future customers who remember your kindness and professionalism.
- Add Value Beyond Products: Go beyond selling. Point out hidden costs to operators (e.g., time and gas for Restaurant Depot runs vs. delivery). Help them analyze their true operational costs and efficiencies. Show them you’re a strategic partner, not just a salesperson.
- The Invoice Strategy: Kenny’s unique take: when offered competitor invoices, he prefers them without prices to ensure his offer is fair and unbiased. This builds immediate trust.
Why Tune In?
Kenny Hansel’s 45 years of experience offer timeless wisdom for every DSR, from greenhorn to veteran. This episode is packed with practical, actionable advice that only decades in the trenches can provide. Tune in to learn how to elevate your sales game, build deeper customer loyalty, and navigate the ever-changing foodservice landscape with confidence.
Be a Resource and SELL SOMETHING!!
