Congratulations to Tim Crawley of Harbor Foodservice based in Kent, WA for being named AFDR’s DSR of the Month for September 2024, earning him a permanent place in the AFDR DSR Hall of Fame. Tim’s territory is in and around Seattle including West Seattle, Seattle Proper, South King County, Ballard, Belltown and Fremont about 30 minutes from the warehouse. Tim resides in his territory.
“I try to be the Sales Rep that I aways wished the DSRs that called on me would be like, but I try not to overwhelm them. When you have a lot of knowledge and you share too much of it, it can be off-putting because they don’t want to feel like they don’t know what they’re doing, while you’re trying to build confidence for them in you.” ~ Tim Crawley
Episode Summary: Tim Crawley shares his fascinating journey in the foodservice industry, starting from his teenage years working in a nightclub to his current role as a successful Distributor Sales Representative (DSR). With 40 years of experience, Tim has a wealth of knowledge and insights to offer, especially about transitioning from the restaurant side to the distribution side of the business.
Key Topics Discussed:
- Early Beginnings in the Restaurant Industry:
- Tim started his career washing dishes and eventually worked his way up to bartending and restaurant management. His love for the industry grew as he took on various roles, including helping open new restaurants and managing boutique hotels.
- Transition to Distribution Sales:
- After years in restaurant management, Tim made the switch to distribution sales, driven by the desire for a better work-life balance and weekends with his family. He shares how his background in restaurant operations helped him in his new role but also the challenges he faced as a DSR.
- Learning the Ropes as a DSR:
- Tim talks about the hurdles he faced in his early years as a DSR, including navigating a company sale, rebuilding his territory, and adjusting to the complexities of distribution logistics. He emphasizes the importance of product knowledge and continuous learning in becoming an effective sales rep.
- Prospecting New Accounts:
- Tim shares his strategies for prospecting new accounts, including using online tools like the Washington liquor license website and Eater to identify potential customers. He discusses his approach to cold calling, making a good first impression, and the importance of timing when visiting restaurants.
- Building and Maintaining Customer Relationships:
- Persistence without being annoying is key, according to Tim. He explains how he nurtures relationships with potential clients who initially aren’t interested in switching suppliers, and his approach to following up over time.
- Crafting Effective Purchasing Guides:
- Tim delves into the importance of creating customized purchasing guides tailored to each customer’s needs. He shares how he collaborates with chefs to ensure they have the right products on hand and how he continually reviews and updates these guides to keep them relevant.
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