June 2010: Frank Cedeno, Ben E. Keith

halloffamejune2010mugjpghalloffameprofilejune201jpgFrank Cedeno, a 12-year veteran who generates $5 million in annual sales, is the first honoree to be inducted into the AFDR Hall of Fame.

"Frank is a model DSR who has become an key partner with his 30 foodservice customers," said AFDR President Todd Hauser.  "I couldn't be more proud than to have Frank as our first Hall of Fame inductee."

Cedeno's territory covers the Tulsa, Okla. metropolitan area.  Listen to a recorded interview with Cedeno below.

Cedeno credits his success to understanding what kind of salesperson he wanted to be when he first started in the profession.  "I absolutely hated talking to sales reps," said Cedeno, a former hotel restaurant manager who HOFpresentedbyjune2010jpgdealt with many DSRs as a customer. "I knew what I didn't want to be based on that experience.  I'm not concerned about the numbers I'm going to do as a DSR... my goal is to sell customers who want to buy from me because I'm indispensible."

He also reveals how he partners with drivers and buyers to develop a winning team atmosphere.  Cedeno explains how he keeps returns low, account receivables in good shape and margins high -all while avoiding price wars with the competition.



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