At deep, and across all of the Marlin Network agencies, we have the ability to always continue our foodservice industry knowledge by attending frequently planned “classes” held at our very own Marlin Network University. Recently held was a session covering off on the day-in-the-life of a Distributor Sales Rep (DSR). As a follow-up to the in-class session, several of us had the privilege of spending a day with a rep to experience firsthand what the job entails.

My ride-along experience took place in rural Missouri throughout the towns of Carl Junction, Carthage and Mount Vernon shadowing Christina Hadlock. Starting out our day on the road at 8 A.M. we headed west working our way out to the furthest customer location, spending the day heading back towards home base.

As we started out sharing some topline duties of each of our jobs, I was quick to realize the level of dedication Hadlock had for her customers, a trait that only became clearer as the day progressed. Having owned a couple of restaurants herself, Hadlock had a connection with her customers that welcomed her into to these owners, operators, and directors lives. Throughout the day we visited various operations ranging from schools and assisted living facilities to family-owned independent restaurants. Regardless of the “type” of place we visited all the customers had a trust in Hadlock that came from more than a business transaction but from a true partnership. These customers looked to her for menuing ideas, product solutions, stocking guidance and more.

As a marketer in the foodservice industry, a few questions came to mind throughout my trip:

Q: What concerns do operators have in their day-to-day work? And what do operators look to DSRs for? Ordering, pricing, ideas, etc.

A:From what I can tell, all of the above but primarily, these folks are needing to keep their business going, they need support and ideas on keeping things new and relevant while not overspending on their purchases.

Q: As a DSR, what materials are most useful when going on these weekly visits?

A: Samples seemed to excite some operators but are sometimes only available after a broker visits and leaves some for the DSR to distribute. Rebates seemed to be appealing to all, but otherwise, POS materials weren’t a big draw for either the sales rep or the operator.

Q:What can my manufacturer clients do to help operators, DSRs and the workings of restaurants?

A: Menuing support, LTOs, rebates, merchandise – anything that can help the operators sell forth the products they are purchasing from your brand can help. And perhaps, that means better equipping the sales reps so they see the value in passing along these materials.

In all, this was a valuable way to see first-hand how foodservice operators discuss their orders and what role the DSR plays in that process. As an agency and client representative, if there are ways to make the DSRs job easier for handing over insights, ideas and information we should provide that to them as a partner. After all, their partnership with the owners and operators is relationship driven based on operational needs and support; food manufacturer relationships with sales should offer support to them just the same.

A special thanks to SGC Foodservice for letting members of our team tag-along with different DSRs for one-day ride-alongs.

About Claire Chrisman

This post was written by Claire Chrisman, Account Executive at deep—responsible for connecting brand needs to the team that can get it done.