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Maximizing DSR Influence: Engaging Your Real Customers

Unlock the potential of Distributor Sales Representatives (DSRs) as your extended sales team to reach independent operators effectively. Learn about DSR landscape, brand influence, competition, and actionable strategies. Understand why DSR loyalty is crucial and how to leverage their selling power with over 1,000,000 operators and 450,000 independents. Discover the key steps to creating a "VIP Team" of top DSRs to boost sales and brand visibility. Maximize your reach and sales in the competitive foodservice wholesale market with practical insights and data-driven strategies.

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Maximizing DSR Influence: Engaging Your Real Customers

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  1. In It To Win It Get DSRs On Your Side

  2. Agenda • Quick overview of the DSR landscape • What influences DSRs about your product/brand • DSRs’ favorite brands (your real competition!) • Action: Making DSRs your extended sales team

  3. Who are yourREAL CUSTOMERS? How do you…REACH THEM? All operators 1,000,000 Independents 450,000 DSRs 692 independent customersper broker rep (50,000) BrokerReps (650)

  4. ASK OPERATORS DSRs… Influence70%of purchase decision Yet, on average, DSRs spend 1 MINUTE Studying anyindividual product Less than

  5. Selling Simplot

  6. SOB MarketSmall Operators Begging (for attention) 1,000,000operators 450,000independents 315,000rely on DSR (70%) 42% 189,000 served by greenhorns (60%) SOB market main point of contact is a greenhorn

  7. Why DSRs are loyal Consistently delivers on quality Excellent support from broker / manufacturer rep Samples easy to get

  8. 950 products = 80% of sales HELP! Average DSR sells $3 million Annually:Sell 4,400 DIFFERENT products Monthly: 1,500 SKUs

  9. Foodservice Wholesale Sales • Brand Builders • Less than $175 million in sales • Independent • Street business oriented • 7,800 of them! • Super 7- Sysco • U.S. Foodservice • PFG • Gordon • Reinhart • Maines • FSA / SGA • Next 25- Ben E. Keith- Shamrock • LaBatt • IFH • Cheney Bros. • Merchants • Bi-Rite • Martin Bros. Sources: U.S. Census Bureau Wholesale Trade Report, 2008MyID Access, Top 50 Distributors, 2008

  10. DSRs Favorite Brands (Unaided)

  11. What’s The Point? DSRs sell WHAT they know AND THAT COMES DOWN TO… WHO THEY KNOW

  12. Create Your “VIP Team” Step 1: Create advisory team of DSRs! • Top 5 DSRs • Top 5 DSRs who sell your brand Step 2: Put them in the loop • Early peeks of new products • Incent to build early adopter customers • Spend “quality time” FACT Average DSR has only THREE broker rep phone numbers in their cell phone

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