DSR of the Month

When Perkins, formerly a bakery and paper specialist, expanded into broadline distribution, it’s leaders sought out experienced reps to help them ramp up quickly. Steve Martel, who’d worked at both U.S. Foodservice and AGAR, was among the first to come aboard. That was six years ago and he’s now a star Perkins performer, selling the full line to the tune of more than $5 million in annual sales.

Besides broadline experience, Martel also brought restaurant experience to the job. An owner-operator of a family-style restaurant for 12 years before entering sales, he speaks his customers’ language and understands their needs. It’s that insight, in particular, that he says enables him to go well beyond product-driven selling to provide solutions that add real value. “My background helps me to be able to apply product to menu,” he says. “I’m constantly doing menu reviews with my customers, bringing them ideas and working to find the best products for their specific menu applications.”

While there’s “always new business on the table,” Martel now spends the bulk of his time managing his existing accounts, which are mostly independent restaurants and local multiunit groups. “My main focus is helping them be more profitable and successful,” he says. “I’m at a stage where I’m really focused on account penetration and becoming the No. 1 rep in the account. I do a lot of hands-on work with chefs and owners. I have multiunit customers that are growing and can partner with them from the design concept up.”

Martel visits most of his accounts each week and feels it’s important to maintain a set schedule. “Customers know to expect you on a certain day at a certain time,” he says. “That’s very valuable because it becomes a set appointment. There will be time set aside for you. Then it’s up to you to use that time productively.”

He does so by focusing on solutions, whether menu-related or operational, and it’s an approach that enabled him to increase his sales by $1 million over the past year. “I listen and identify problems, but most of all I try to find solutions and improve customer profitability. It could be something as small as finding the correct oyster knife or something as big as designing the line. It could be introducing alternative products that will make the customer more money. If you solve the problem or find the right solution you become the go-to person. That’s what I am for my customers and that’s where most of my growth has come from,” he says.

Between visits, Martel stays in contact with customers via smart phone and e-mail. He sends out a weekly e-mail blast every Sunday that includes a commodities report, news he’s gathered about what’s going on in the marketplace, product updates, and new menu and marketing ideas. He also takes full advantage of the Perkins Partnership Review, a business-review program for key customers, or customers with the potential to become key accounts. “We take them to our facility and spend about three hours doing a full analysis of their account and opportunities to help grow their business,” he says. “They have a chance to critique us, too, and the session culminates in the test kitchen with presentations of products and menu ideas designed specifically for them. It’s a wonderful tool that always leads to a better relationship. It’s a real win-win.”