which leaders embrace the humanity of business to create growth, opportunity, meaning and success for all individuals.
False Narrative No. 4:
Middlemen Don’t Add Value Foodservice operators and the larger market need the expertise of dealers to get the most out of their purchase, Beveridge explains. They require training on how to use the product, follow-up support, and industry knowledge to guide them to the best solution for their problem.
False Narrative No. 5: I’m Just a Driver or Warehouse
Picker, I Don’t Make a Diff erence The individuals in the distribution center who load equipment onto the trucks or the drivers who deliver it to its destination intact may not always get the glory, but those positions are vital to providing great and timely service. As Beveridge observes, every job and every position is respected and dignifi ed in distribution.
False Narrative No. 6:
Soſt Skills are Soſt Soft skills are the cornerstone of any relationship between salesperson and customer. Having strong active listening skills and being able to parse a client’s underlying concerns are critical to solving problems – and closing a sale. As Beveridge says, “Your business is dependent on the personal values and relationships among all employees.” It can be diffi cult to reassess long- held beliefs – even ones that may be holding a business back – but Beveridge believes distributors have earned the success ahead of them. “Personally, I am moved and inspired by the people – from the warehouse fl oor to the c-suite – who make up independent distribution,” he says. “Let’s celebrate the essential nature of your expertise and that you are the backbone of this country. And while doing so, understand that your journey to win the future is ongoing.”
SESSION INFORMATION
Dealer Focus: Why Independent Distributors Will Win the Future
2022 FEDA Annual Conference September 21, 2022 9:25 a.m. to 10:00 a.m. PDT Pacifi c Ballroom A-B-C
Dirk Beveridge is the founder of UnleashWD, the premier design, strategy and innovation fi rm in wholesale distribution. Beveridge will share the insights he gained from traveling across the United States post-COVID to gather data from distributors in a variety of industries. This culmination of insights, called “Unapologetically You,” from his We Supply America tour, asserts that independent distributors can and are competing effectively today and should be recognized as the “Noble Generation” for keeping the nation’s economy, workforce and supply chain going strong despite unfathomable setbacks over the last several years. Beveridge will also discuss how dealers can overcome their own false narratives about their industry that keep them from having the confi dence to forge ahead in new ways they never thought they could before.
SESSION SPONSOR
Summer 2022 21
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