DSR of the Month: John Cafferata, Beltram Food Service Group, Tampa, Fla.

By Lisa White, Contributing Editor -- Foodservice Equipment and Supplies, 1/1/2008

John Cafferata, Project Manager

When John Cafferata moved from St. Louis to Tampa, Fla., four years ago, he was looking for more than a change in weather. A selfemployed restaurateur for two decades, Cafferata sought to change his career path in order to spend more time with his family. Joining Beltram Food Service Group as a sales rep allowed him to do just that.

From all accounts, it was a good move. In his short career as a DSR, Cafferata has had yearly sales increases of 25 percent. In recognition of his efforts and continued growth, FE&S named Cafferata its DSR of the Month for January 2008.

FE&S caught up with Cafferata to get his thoughts on where the industry stands today and its direction.

FE&S: Unless you grew up in the business, chances are you did not spend your childhood wanting to be a DSR. What did you want to be when growing up?

JC: My childhood ambitions changed from year to year. I went to Missouri State University and received a Bachelor's degree in marketing, before going into the restaurant business. I realized that there are a lot of things you can do with a business degree.

FE&S: How has your previous experience prepared you for your career as a DSR?

JC: Because I was an end-user and spent many years on that side of the business, I can speak my clients' language and understand their needs.

FE&S: You are known for being very well-organized when it comes to managing a project or a process. What are some of the key steps you take to keep things moving along both on time and on budget?

JC: Correspondence and maintaining a close relationship with clients are important, as is using all of the services I have available. My approach to working with a client is to learn about their menu goals and focus on creating a kitchen using design flow and the right equipment. Customer service is a huge part of my job, which includes following up and making sure everything is ordered correctly and in a timely manner.

FE&S: How do you keep your product knowledge current?

JC: I like to attend the trade shows. Also, there are many people at Beltram with lots of experience, and I draw from their knowledge. In addition, I work with the reps in our area. They keep me updated on new products and the latest technology.

FE&S: What are some steps you take to ensure you are providing your customers with the services they value most?

JC: I provide constant follow-up and analysis of each project to make sure they are in line and detailed. Customers trust me with a major investment to build their business, support their families and raise their children. I take that responsibility very seriously.

FE&S: Energy efficiency, or green initiatives, are pretty popular these days. Are your customers starting to ask more about products that can help them in this area?

JC: Yes, and I feel it is my responsibility to provide solutions for my clients in reference to the 2010 Federal Energy Efficiency Regulation. Cost benefits and improvement of energy-efficient equipment remain a constant when making decisions to accomplish their energy goals.

FE&S: What will DSRs need to do in the future to help their customers and their companies remain successful?

JC: I think that the DSRs who are quick to respond and offer outstanding customer service will win and keep the accounts. It is important to focus on project details to make sure everything goes smoothly. DSRs also need to be accessible, no matter what time of the day or day of the week it is.