in it to win it
DESCRIPTION
In It To Win It. Get DSRs On Your Side. 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. Who are your REAL CUSTOMERS?. How do you… REACH THEM?. - PowerPoint PPT PresentationTRANSCRIPT
In It To Win It
Get DSRs On Your Side
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
Who are your
REAL CUSTOMERS?
How do you…
REACH THEM?
BrokerReps (650)
DSRs(50,000) 692
independent customersper broker rep
Independents
450,000
All operators
1,000,000
ASKOPERATORS
DSRs…Influence 70% of purchase decisionYet, on average, DSRs spend
1 MINUTE Less thanStudying anyindividual product
Selling Simplot
SOB MarketSmall Operators Begging (for attention)
1,000,000 operators
450,000 independents
315,000 rely on DSR (70%)
189,000served by greenhorns (60%) SOB market main point of
contact is a greenhorn
42%
Why DSRs are loyal
Consistently delivers on quality
Excellent support from broker / manufacturer rep
Samples easy to get
HELP!Average DSR sells $3 million
Annually: Sell 4,400 DIFFERENT products
950 products = 80% of sales
Monthly: 1,500 SKUs
Foodservice Wholesale Sales
28%4%
68%
$298 Billion Annual SalesBrand 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, 2008
DSRs Favorite Brands (Unaided)
Lamb Weston2%Kraft
2%Sara Lee3%
Simplot3%
McCain4%
Brakebush5%
Farmland5%
Monarch6%
Hormel8%
Tyson25%
Other37%
What’s The Point?
DSRs sell WHAT they know
AND THAT COMES DOWN TO…
WHO THEY KNOW
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”
FACTAverage DSR has only THREE broker rep phone numbers in their cell phone