Asking DSRs to take your foodservice product on a date!

By DSR Dave Miesse and Bill Hornung
DSR Live Co-Hosts

How many people do you know who have 10,000 close, personal friends? 

Probably zero!

OK, Bernie Madoff doesn't count now that he's in jail (although he's probably getting lots of new prisoner friends whether he wants 'em or not!).

Well, guess what... it's impossible for DSRs to be  real friendly with the 10,000 products in their warehouse, either.  Yet, the street-level foodservice business is built almost entirely on friendly relationships.  Relationships among operators, brokers, DSRs, delivery drivers, buyers and corporate sales reps.  Virtually nothing happens without somebody knowing and trusting somebody else's opinion.

Relationships thrive when there's a give-and-take.  The vast majority of products sitting in the distributor warehouse lack that social interaction among DSRs.  Most are about as date worthy as DSR Dave in a leisure suit.  These are the odd birds that are ignored or forgotten because they haven't been mingling consistently among the DSR movers-and-shakers in Cleveland (or Miami, Seattle or wherever).

Once you have the relationships well in hand, you almost can't fail!  AFDR studies find the average DSR focuses on about 900 products that make up 80 percent of his or her sales.  Your product will be standing alone at the punch bowl if you're not on that 900-item dance card! 

So, what plans do you have to create meaningful conversations with DSRs so they want to recommend your product (and add you to their 900-item "elite" list)?

In Episode 5 of our video series, DSR Dave and Bill yak about:

• Why DSR communications should be viewed with an equal focus compared to other marketing initiatives.
• The need to reach DSRs and brokers frequently with new angles about your product to keep at the top of their mind.
• Working with DSRs and customers to develop some great brand loyalty ideas.