Congratulations to Barry Twait of Martin Bros. Distributing Co. based in Cedar Falls, Iowa for being named AFDR’s DSR of the Month for November 2024, earning him a permanent place in the AFDR DSR Hall of Fame. Barry’s territory is near the warehouse in Cedar Falls – Waterloo, Iowa.
Barry didn’t start his career dreaming of becoming a DSR. It was almost by chance. Fresh out of college and jobless, a friend’s connection led him to Farner-Backen, where he dipped his toes into the foodservice industry. His initial experience? Zero. But his background in grocery during high school and college gave him a slight edge.
Podcast Outline of Topics Discussed:
Barry’s Background
- Barry’s introduction: 24 years at Martin Brothers, prior experience at Farner-Backen.
- How Barry entered the food service industry: A chance meeting through a friend’s dad.
- Initial challenges: Lack of technology, learning product mix, and creating segment-specific product books.
The Learning Curve
- Discussion on how long before Barry felt confident in his role (a couple of years).
- Product knowledge was a challenge learning that a potato and a “baker” were the same thing…
- Technology was limited, no cell phones or computers.
- The importance of persistence and understanding the business.
- Used Broker Reps and Manufacturer Reps as resources.
- Organized POS materials by customer type.
Prospecting Techniques
- Convenience Stores: Assessing traffic, product mix, and engaging with deli managers.
- Nursing Homes: Importance of starting at the top with the administrator.
- Restaurants: Online research, dining in, and seeking decision-makers.
- Schools: Challenges in approaching new school accounts because most are part of some kind of contract.
Overcoming Rejection
- Barry’s rule of seven: Trying seven times before reconsidering approach.
- Creative solutions: Example of a C-store prospect that would not give him an appointment so he took pictures in the store and sent to his marketing dept. who created a custom model suggestion of how to better lay out their stores. He then got the appointment and then the account.
Modern DSR Role
- Shift towards digital communication: Texting, emails, online ordering (70%+).
- Personal touch: The value of face-to-face interactions, especially post-COVID.
Technology and Communication
- Evolution from beepers to smartphones.
- Management of online orders and payments
- Current communication methods: Preference for texting, but also using calls and emails based on customer preference.
Work-Life Balance
- Always on call? Barry’s approach to downtime and customer expectations. Do you ever turn your phone off? NO…
- When Barry does plan time off he makes sure every customer knows.
Conclusion:
- Recap of Barry’s insights and advice for new DSRs: Persistence, adaptability, preparation and maintaining personal connections.
- You must be willing to put in the time, whether it’s learning the products, understanding your customers, or simply staying top-of-mind with customers and prospects.
- Final thoughts on the changing landscape of foodservice distribution and the enduring importance of customer relationships.
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