Win It Get DSRs On Your Side Agenda Quick overview of the DSR landscape What influences DSRs about your productbrand DSRs favorite brands your real competition Action Making DSRs your extended sales team ID: 299314
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Slide1
In It To
Win It
Get DSRs On Your SideSlide2
Agenda
Quick overview of the DSR landscapeWhat influences DSRs about your product/brandDSRs’ favorite brands (your real competition!)Action: Making DSRs your extended sales teamSlide3
Who are your
REAL CUSTOMERS? How do you…
REACH THEM?
Broker
Reps
(650)
DSRs
(50,000)
692
independent customers
per broker rep
Independents
450,000
All operators
1,000,000Slide4
ASK
OPERATORS
DSRs…
Influence
70%
of purchase decision
Yet,
on average, DSRs spend
1 MINUTE
Less than
Studying any
individual productSlide5
Selling SimplotSlide6
SOB MarketSmall Operators Begging (for attention)
1,000,000 operators
450,000 independents
315,000
rely on DSR (70%)
189,000
served by greenhorns (60%)
SOB market main point of
contact is a greenhorn
42%Slide7
Why DSRs are loyal
Consistently delivers on quality
Excellent support from broker /
manufacturer rep
Samples easy to getSlide8
HELP!
Average DSR sells $3 million
Annually:
Sell
4,400 DIFFERENT
products
950
products
= 80% of sales
Monthly:
1,500
SKUsSlide9
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, 2008 MyID Access, Top 50 Distributors, 2008Slide10
DSRs Favorite Brands (Unaided)Slide11
What’s The Point?
DSRs sell WHAT they knowAND THAT COMES DOWN TO…
WHO THEY KNOWSlide12
Create Your “VIP Team”
Step 1: Create advisory team of DSRs!Top 5 DSRsTop 5 DSRs who sell your brandStep 2: Put them in the loopEarly peeks of new productsIncent to build early adopter customersSpend “quality time”
FACTAverage DSR has only
THREE
broker rep phone numbers in their cell phone