DSR of the Month: Mitch Landis, Rapids Foodservice Contract and Design, Minneapolis
By Lisa White, Contributing Editor -- Foodservice Equipment & Supplies, 4/1/2008
 Mitch Landis, Contract and Design Specialist Rapids Foodservice Contract and Design Minneapolis |
One could say that being a DSR in the foodservice industry is in Mitch Landis' blood; his mother worked for a small dealer in the industry for many years.
Landis first indirectly followed in his mother's career path by working in a Perkins Restaurant warehouse during college. He then took a detour, holding jobs in retail store management, manufacturer purchasing and commission sales for office equipment, before an opportunity as a manufacturers' rep came along at Hollander Co. in Minneapolis, where he spent the next 14 years.
It was a fondness for the technical aspects of the business and his sketching skills that led Landis to become a DSR. Three years ago, he joined Rapids Foodservice, one of his customers at the time, as a contract and design specialist.
Due to his strong product knowledge, unique skills and dedication to his customers, Landis has been chosen as Foodservice Equipment & Supplies' April 2008 DSR of the Month.
FE&S: What's the difference between being a manufacturers' rep and a dealer sales rep?
ML: As a dealer salesperson, I have customer immediacy. As a manufacturers' rep, there are more general issues, so you don't see the same level of urgency or panic as dealers. Reps realize things are important, but as a dealer you are aware that you're paying people by the hour. So if the wrong faucet shows up, it can cost hundreds if not thousands of dollars to not have an immediate response and correction. In my current role, I get to be involved in the design and make recommendations.
FE&S: What's the difference between working with high-end customers and smaller, independent ones?
ML: High-end customers demand more attention in the way of construction meetings, budgets and finished drawings that help present ideas to investors. We may go as far as providing color renderings or an artistic view of the restaurant. A smaller client won't typically require as many meetings and formal proposals. On the other hand, we've had small operators that want to be very involved in a project, whereas a larger operator may depend more on me to get the job done.
"My approach is educational, because I try to be a consultant to my customers." |
FE&S: How has the industry changed since you started?
ML: Profits and margins have gone down. Customersare less trusting and shopping more on their own. There are not as many long-term relationships. DSRs need to produce more work due to lower margins. Also, people are looking for more detail in our work. I also spend a lot more time on the computer, which is good and bad. I don't have to lookup prices in catalogs or write quotes by hand because I work with industry software.
FE&S: How do you keep current on product knowledge?
ML: I visit manufacturing plants and go to as many shows as possible. Rather than going around and shaking hands at a trade show, people are more likely to find me on my hands and knees investigating a piece of equipment. It is important to have great relationships with manufacturers and reps, but I feel more comfortable checking out the new features on a piece of equipment. It helps me determine how to sell it.
FE&S: What is unique about your approach with customers?
ML: My approach is educational, because I try to be a consultant to my customers. I ask them about their method of preparation and will try to get their chef involved.
FE&S: What will it take to be successful in the future?
ML: DSRs need to be aware of what's going on in the equipment industry and the design trends. I don't look at this as a job, but as a challenge that I enjoy.