Like many dealers in the industry, Cris Gross began his career as a DSR from the ground up.

Cris Gross, Regional Manager

Realizing that his hours at the restaurant weren't conducive to spending much time with his family, Gross decided it was time to switch careers. After he saw an ad for a restaurant supply company in the local paper, Gross realized he could parlay his foodservice experience into selling equipment.

Gross' diligence and forward thinking have not only garnered him success as a dealer, but also the honor of being chosen as DSR of the Month for May.

Foodservice Equipment & Supplies spoke with Gross to find out more about his successful business philosophy.

FE&S: How has your experience in the foodservice industry helped you better serve customers?

CG: Having experience on the foodservice side has given me the opportunity to better understand my customers' expectations and needs. As a result, I can be of better service to them. I know this is kind of cliché, but a dealer that has never been on the other side of the line may not understand what customers' needs are.

FE&S: How do you effectively follow necessary time lines, while also staying within budget restrictions?

CG: I'm independent enough that my boss doesn't have to worry about what I'm doing, and my customers have the same peace of mind. I take pride of ownership with equipment packages, while also working with the general contractor and the trades on-site. From an equipment standpoint, I take responsibility for answering plumbers' and electricians' questions that can bog down a job if the equipment supplier isn't on-site. Aside from what happens in the field, there are many important team members on the inside working to ensure the equipment gets to the site on time and on budget.

FE&S: How do you ensure that you provide customers with the service they expect?

CG: I make sure that we take full ownership of the entire project. I will make sure someone is present at job-site meetings and that the general contractor has our information.

FE&S: Have there been many changes in the industry since you've been involved in this business?

CG: I don't know that it has changed a tremendous amount. We have an old-school business because our industry is set in its ways. Many things are still done manually and face-to-face. We used to get a lot of competition from catalog houses, but now it's from the internet. Customers can research on their own time 24/7. Still, although many customers have done research online, they understand that foodservice equipment is best served by a DSR.

FE&S: Has the increased focus on energy efficiency and going green impacted your dealing with clients?

CG: The hotel/motel, hospital and school segments are leading this charge. I've dealt with a couple of local school systems and a college where this has been a big initiative. These customers sought to minimize footprints and move toward functional foodservice equipment that is mindful of utilities. This mindset hasn't yet trickled down yet to small mom-and-pop restaurants, but it is something I hope to instill in them. Energy consumption affects everyone's pocketbooks, no matter what size the business is.