Paul Cheung Chain Accounts Manager

Cheung's first experience in working with restaurants was during a job with a construction company. “We specialized in restaurant development, so I had the opportunity to learn from architects, project managers and restaurant owners. I was able to talk with chefs in their kitchens, discussing the different types of equipment and how they could be improved upon,” he said.

This experience provided Cheung with his first exposure to the foodservice industry from a business standpoint. “I learned about kitchen layout, design and flow. This paved my way to my current career as a DSR,” he said.

Cheung has been with Monterey Park, Calif.-based Action Sales for the last 20 years and now serves as the company's chain accounts manager. He is known as being dedicated to his customers and committed to their success.

Due to Cheung's dedication to his customers, trustworthiness and bank of knowledge in the equipment segment, he has been chosen as DSR of the Month.

FE&S: You are said to have an extraordinary dedication to your customers. Can you provide some other examples of how you've gone beyond the call of duty for your clients?

PC: There are many times when I've flown out to equipment manufacturer facilities to help develop specific products for my customers. I also work very closely with factory reps to determine what products are best for my clients. I've even gone one step further and helped design custom master molds used to create small utensils for chain clients who have specific requirements.

FE&S: Colleagues say you are the person with the keenest product knowledge at the company. How does this work to your advantage in dealing with customers?

PC: Today's equipment is very high-tech, and many customers are not familiar with critical pieces of equipment. It is my job to educate operators on how to choose equipment beyond what the catalogs offer, while advising them on the options and accessories that are best applicable to their concepts.

FE&S: How do you keep up to date on the latest equipment and technology?

PC: I not only attend trade shows, but I also ask questions at the booths and try to get hands-on experience with the demo units. I delve into questions with sales reps, talking about equipment comparisons. When new equipment comes out, I play around with it and ask questions of factory reps.

PC: I have to listen and understand what customers want, and try to have the same perspective as my customers. I always go to job sites to evaluate the property and customer requirements. I have to analyze and bring both ideas and solutions to customers to gain their trust. If necessary, I arrange equipment demos before customer purchases to make sure they make smart decisions and buy with confidence. I also always follow up with customers after the sale to develop positive, proactive relationships. I first emphasize quality and equipment durability before discussing price.

FE&S: How do you cultivate strong and lasting customer relationships?

PC: I strongly believe the job does not stop after the sale. Everyone can sell, but the secret to cultivating relationships is providing remedies for problems or issues that arise.

FE&S: What are the biggest changes you've noticed in the industry over the last two decades?

PC: The prevalence of the internet and technology has eroded customer loyalty over the years. In today's economy, customers are now very price-conscious and margins have been lowered. There is very little room for error. My biggest challenge is strengthening relationships, and I believe loyalty becomes a sales tool.