George Harris, Gardner & Benoit, Charlotte, N.C.

After working at bars and restaurants during college and serving as manager and general manager at one of Brinker International’s Chili’s locations for a decade, George Harris has a lot to bring to the table as a sales representative for Charlotte, N.C.-based Gardner & Benoit.

By Lisa White, Contributing Editor -- Foodservice Equipment & Supplies, 5/1/2007

George Harris Sales Representative

"Working in the restaurant industry, and knowing equipment and supplies, helped make my career transition easier," he said.

Seeking more regular hours so he could spend time with his two young boys, Harris made a career change about three years ago. He was already familiar with Gardner & Benoit, a family-owned operation that has been in business for more than 50 years, since it is located right down the street from where he lives. "I was persistent in soliciting for a job, got my foot in the door and have loved it ever since," he said.

When he first began his career, Harris said he was dealing with a great deal of job bidding and price negotiation. "Often, when you take on a new customer, they will compare prices and you have to prove that your prices are in line. But now, with my established customers, that's not necessary. They know that I'll give them a fair price," he said.

Most of Harris' clients are independent restaurants and chains, but he also works with schools. After three months of training and learning the business, Harris' sales totaled $500,000 in his first year. In 2006, his second year as a DSR, his sales almost doubled. "My experience working as an operator and knowing how things work in the kitchen have helped me on the sales side. I know the ins and outs of what goes on in foodservice, and this gives me an edge," Harris said.

According to Harris, the most important attributes to being a successful DSR are not only knowing all aspects of the business, but also understanding the flow of the kitchen. "Primarily, sales reps need to know what their customers are looking for. It helps to be familiar with the operator's spending habits. Knowing whether they will spend extra money for high-end equipment or are looking for something less expensive for the short term is key. While some people don't mind paying for quality, others just want the best price," he said.

Having dealt with DSRs as an operator gives Harris a better perspective on how to deal with his clients. "I know, from an operator's point of view, what my customers like and don't like about salespeople. For example, most operators appreciate a salesperson that is not pushy and realizes their time is important," he said.

It also is essential to be able to read people well, Harris said. "DSRs need to first determine if operators want to give you their time and then it's our job to help nail down a good time to talk," he explained.

Most importantly, because Harris considers the people he does business with his friends, he sets out to give his clients the best deal possible and makes himself accessible to them. "My customers know that they can call me at any time and I'll get right back to them. They also know I will be straight up with them and not try to sell them something they don't need. First and foremost, I want to fit their needs," he said.

Harris said his goals are twofold: He would like to work with a few more large restaurant chains, and expand his design knowledge.

After all of his accomplishments in a short period of time, Harris aspires to continue to do what he does best. He is already on track to double his sales in his third year as a DSR. "In the future, I want to keep doing what I'm doing," he said.

Harris says his business philosophy of being honest, fair and prompt comes from Jack Mock Sr., the former owner of Gardner & Benoit who recently retired. "He told me to always be honest with people. If the factory says it will take three weeks to get an order, don't tell the customer it will be in two weeks. Tell them the truth so no lies will come back to haunt you," he said.