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