Francisco Limas, National Restaurant Supply, El Paso, Texas

Francisco Limas, National Restaurant Supply, El Paso, Texas

By Lisa White, Contributing Editor -- Foodservice Equipment & Supplies, 7/1/2007

Francisco Limas Outside Sales Representative

Francisco Limas said selling has always been second nature to him.

"I've always been interested in selling, and I've always been a salesman," said the 38-year-old outside sales rep at National Restaurant Supply in El Paso, Texas, who celebrates his third year at the company in October.

Because his customers and manufacturer reps describe him as "someone who exhibits a 'can-do' attitude and delivers on his promises" and "a person with excellent product knowledge," Limas has been chosen as Foodservice Equipment & Supplies' July 2007 DSR of the Month.

Limas began his career working for five years as a sales rep for a bottled water company in New Mexico. He later purchased the bottling plant with a partner. This experience taught him the importance of customer service and provided Limas with insight into what a business owner looks for in a vendor.

After returning to his native El Paso, Limas joined a local coffee and spice company as a sales rep. His four years in this role allowed Limas to build relationships with local restaurants and bars.

Realizing his growth opportunities were limited, Limas began searching for other opportunities. "In my former position, I was bound to a territory with little room for growth," he said.

His new position at National gave Limas the opportunity to service customer needs beyond just coffee beans. The move has proven beneficial. "This year is probably the best I've had here," Limas said. "This is because I feel more comfortable when I speak to customers. I'm more knowledgeable, and customers have more confidence in me. I'm also now involved with much larger jobs than when I first joined the company."

Not only has Limas doubled his sales over the last year, he also has passed the National Restaurant Association's ServSafe Food Training and Certification program as well as completed Foodservice Equipment Distributors Association University. His current goal is becoming a Certified Foodservice Professional (CFSP) and FEDA Sales Pro.

Dealing with small restaurant owners in his previous position has given Limas good insight into his role as a DSR. "I understand that my customers are looking at the bottom line and that they want quality and consistency at a reasonable price. They appreciate having a go-to person that they can depend on instead of having to shop around and haggle about pricing," he said.

Because El Paso has a large Hispanic population, Limas said being bilingual has been an important asset. "Many of my customers are Spanish-speaking. I also conduct a lot of business in Mexico, since we're so close to the border," he said.

Although it is a given that honesty and integrity are important in any sales transaction, Limas said these attributes become especially vital when things don't go as planned. "It is the contact I make with customers when something goes wrong that makes an impression. Whether I'm dealing with backorders or damaged goods, problems need to be addressed quickly," Limas said.

Listening is another important characteristic of a successful DSR. Limas said hearing and understanding a customer's needs and concerns is important to providing solutions to their problems. "Sales reps should always exhibit patience and a positive attitude," he said.

Above all, to be a successful DSR, Limas said, "You have to be part of a great team striving towards the same goal. You also have to be willing to put the time and effort into growing a customer base. My goal is to be at the top of my customers' list when they have a question or are in need of a product or service."

Still, despite all the hard work, Limas said it is the most rewarding job he has ever had. "It gives me a sense of pride to know that I was able to play a part in their restaurant's success," he said.