Mike Perrino, EverythingButTheFoodGuy

He first considered banking but, after an internship, determined it was not for him. Perrino's uncle, who runs the Home Run Inn Pizza chain, suggested his nephew interview for a sales position with the chain's dealer, North Riverside, Ill.-based Edward Don & Co.

This was the start of Perrino's 22-year career as a DSR. “I started as a street sale rep, but now work as a key accounts/multi unit guy,” Perrino says.

FE&S : Did the skills you developed as football player translate into your work as a DSR?

MP: Football does not directly relate to my current career. It did provide me with a good work ethic, which serves a person well no matter their career choice. Preparation is a part of working hard.

FE&S : How did working with independents prepare you for working with chains?

MP: If you work with independents long enough, eventually someone will ask you to help expand their business. The restaurant industry will pull you along in this way if you're willing to work at it. It's about learning as you go. Every lesson I learned was either taught to me by a customer or uncovered from a mistake of mine.

FE&S : What is the most challenging part of your job?

MP: Right now, collections is the most difficult aspect of my job. People don't have the traditional financing sources that they had two or three years ago. There also is a very small margin of error in terms of cash flow. Operators can't tap home equity or credit-card lines to keep cash flow moving. I have always had to work with customers on this, but it is more prevalent now.

FE&S : What goes into good kitchen design?

MP: The menu helps build the kitchen and is the first thing that needs to be addressed. The problem is, operators are under pressure for financing, permits, etc. and haven't given thought to the menu. The menu items drive a kitchen's design.

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

MP: I read magazines, like Foodservice Equipment & Supplies, and go to trade shows. Trade shows can seem redundant after 20 years, but 20 percent of the items there are new. It's important to find these products.

FE&S : What makes a successful DSR?

MP: DSRs need the support of their family, because much of the work is done on the off hours, including nights and weekends. Reps also need the support of their company and management. I'm fortunate to have both.

FE&S : In what ways do you work with the staff at Edward Don & Co. to successfully serve customers?

MP:I just came from a site meeting regarding a new dish room. During the meeting, I was able to e-mail my staff to revise the drawing and quote and request a ship date. A good support staff is invaluable. I also use a partnership approach to selling. My partner, Jim Pope, has been a great asset to me. After 40 years in the business, he is retiring. I will be partnering with Curtis Schatz, who is new to the industry. We have different strengths, which works out well.

FE&S : What is your business philosophy?

MP: The title listed on my cards: “EverythingButTheFoodGuy.” My point is if you're not happy with the way your imprinted napkins turned out; you won't come back to me with your bigger business. Loyalty is important. If I'm not meeting customer expectations with their equipment order, then they know can't deliver when it comes to smallwares and vice versa. I want to be all things to my customers.