DSR Live! » OPENING NEW ACCOUNTS with a TOP Ben E Keith DSR!!
Franke Hilson of Ben E Keith, Little Rock, Arkansas division has a PROVEN, simple formula for opening new accounts that has been refined beer distributors during his 20-plus years in foodservice sales.<?xml:namespace prefix = "o" ns = "urn:schemas-microsoft-com:office:office" />
Franke does not look at his first call on a prospect as a cold call. He looks at it like this prospect beer distributors might become one of his best friends in about a year or so; he s looking for a future partner. Hilson says it s more of an interview process, not a cold call.
Hilson Never codes out an order guide that was put together by another DSR when asked to by a prospect. beer distributors Instead, beer distributors he asks the prospect for the last two week s invoices with prices cut off so he can code out the products that they re really using, and he can see how many cases of each product they use so he can price accordingly.
Before he leaves a prospect, the LAST TWO questions Franke asks at the end of this first meeting are, What things do you like the most about your current supplier? Then LISTEN, LISTEN, LISTEN Next, IS ALWAYS HILSON S LAST QUESTION: What do you like the LEAST about your current supplier; what do you wish they would change? Again, LISTEN, LISTEN, LISTEN and they will tell you exactly what you need to do to start selling them.
When the prospect tells him they re highly loyal and really happy with their current supplier, Hilson pulls out one of his cards and hand-writes on the back a specific note: This card is good for ONE FREE, NO OBLIGATION DELIVERY; this is your GET ME OUT OF A JAM CARD When the chips are down, Franke will always be around!!
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Franke Hilson of Ben E Keith, Little Rock, Arkansas division has a PROVEN, simple formula for opening new accounts that has been refined beer distributors during his 20-plus years in foodservice sales.<?xml:namespace prefix = "o" ns = "urn:schemas-microsoft-com:office:office" />
Franke does not look at his first call on a prospect as a cold call. He looks at it like this prospect beer distributors might become one of his best friends in about a year or so; he s looking for a future partner. Hilson says it s more of an interview process, not a cold call.
Hilson Never codes out an order guide that was put together by another DSR when asked to by a prospect. beer distributors Instead, beer distributors he asks the prospect for the last two week s invoices with prices cut off so he can code out the products that they re really using, and he can see how many cases of each product they use so he can price accordingly.
Before he leaves a prospect, the LAST TWO questions Franke asks at the end of this first meeting are, What things do you like the most about your current supplier? Then LISTEN, LISTEN, LISTEN Next, IS ALWAYS HILSON S LAST QUESTION: What do you like the LEAST about your current supplier; what do you wish they would change? Again, LISTEN, LISTEN, LISTEN and they will tell you exactly what you need to do to start selling them.
When the prospect tells him they re highly loyal and really happy with their current supplier, Hilson pulls out one of his cards and hand-writes on the back a specific note: This card is good for ONE FREE, NO OBLIGATION DELIVERY; this is your GET ME OUT OF A JAM CARD When the chips are down, Franke will always be around!!
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