DSR of the Month: Dorothy Mushenski, Mobile Fixture & Equipment Co. Inc., Nashville, Tenn.

By Lisa White, Contributing Editor -- Foodservice Equipment and Supplies, 2/1/2008

Dorothy Mushenski, National Account Manager

Dorothy Mushenski’s career as a DSR has literally come full-circle.

She first joined the foodservice Industry as a jack of all trades for an Alabama dealer. “I worked in purchasing, customer service, contract management, dealer sales and almost everything in between. It was a small company at the time,” Mushenski said.

Eight years later, she joined the Nashville, Tenn.-based Logan’s Roadhouse chain, at the time a sister company to Cracker Barrel. Here, Mushenski was involved in supply and equipment purchasing as well as concept development.

Two years later, seeking the more challenging and handson DSR role, Mushenski left Logan’s and joined Mobile Fixture & Equipment Co. Inc. in Nashville. Although she had no clients to offer, her drive to succeed was evident to company owner Walne Donald.

In only 18 months, Mushenski has made a name for herself in the industry. She anticipates writing up at least $4 million in business for 2008, with the potential to double that figure, according to Donald.

Due to these efforts and sales successes, Mushenski has been named FE&S’ February 2008 DSR of the Month.

FE&S: What made you think this was the right move for you?

DM: In my previous position at Logan’s, the first year of concept development was very hands-on in terms of layout and equipment design of the new prototype. Working with operations was very exciting and challenging, but when it got down to the day-to-day tasks, the job became monotonous. On this side of the industry, the DSR’s role with its clients changes almost constantly.

FE&S: You came to Mobile Fixture with no client base at all, but in a short period of time you’ve built a book of business that many DSRs spend their lifetimes trying to achieve. What were some of the initial steps you took to make this happen?

DM: Working for Logan’s and with Cracker Barrel, I was concerned that a dealer hiring me would expect this business to be a part of the package. However, I knew my former company was happy with their dealer. I said at the beginning that if I was being considered for the position simply because of my contacts at Logan’s, we could end the conversation right there. Walne and I agreed that it would take a significant amount of time to develop any national accounts. To build my portfolio, it was not uncommon for me to contact 100 potential customers per day, either on the phone or by e-mail. If one of those calls was successful, I considered that a good return.

FE&S: What do you try to remember from your days as a customer to help you when working with your accounts?

DM: Having been on the operator side, I’ve seen the pressure, stress and competition in this industry. Today, chains are besieged with corporations vying for their business. I have to prove my company’s worth to them every day. Each customer wants to feel like they are the most important person in the world, and I try to make them feel that way because that’s how I want to be treated.

FE&S: How has the industry changed since you first entered it?

DM: Competition from the internet is one big change. Customers who continually shop the internet are looking for price and availability. Those companies selling on the internet at such low margins are providing no value-added services to their customers. Many of my customers are looking for competitive pricing and service for their long-term needs.