Proper use of knowledge at the right time makes a salesman’s job profitable and easy
Doing all the easy things you didn’t do when you should have is hard work
Dare Foods – 1892
The founder of our company was Charles H. Doerr who in 1892 began to bake a few biscuits in a very small building in Kitchener, Ontario. At that time, Kitchener was known as Berlin.
Shortly after he began making biscuits he started to make a few candies which were gradually expanded into a broad range of sugar confectionary. In those days, the making of the products was almost entirely by hand, using oil lamps when it became dark, and horse drawn vehicles for most transportation.
In the early days, Mr. Doerr was his own production manager, salesman and delivery man. Gradually his sales are was extended from just a part of Waterloo County, until it reach into most of Ontario. Mr. Doerr carried on until his death in 1941, at which time his grandson and the present head of the firm, Mr. C. M. Dare took over.
Dare Foods Today
When Mr. C. M. Dare took over the reins in 1941, the company was operating in a substantial plant in its original location, but in 1943, a fire completely destroyed the entire building.
It was then that the decision was made to rebuild the biscuit bakery at its present site on 15 acres of property. In the meantime, another confectionary plant had been purchased in Hamilton, Ontario and all production of candy has since been carried on there.
The Kitchener Bakery has been expanded many times to reach its present size, and in 1962 the baker of the western division was built on a 14 acre sit on the outskirts of Vancouver, British Columbia.
Today Dare Foods Limited, under the very capable guidance of Mr. C. M. Dare, serves the entire Canadian market and enjoys a very substantial export business in the United States and West Indies.
Picture of Head Office – Kitchener
Picture of North Surrey, B. C.
Picture of Modern Biscuit Plants
Picture of Fleet Loading Area
Preface
The following bit of philosophy for this Sales Training Manual was written by one who has had twenty-five years’ experience in the food business.
Gentlemen:
In my many years in the food marketing business – first in retail outlets and then as a salesman – I have learned one fact that stands out above all others. The fact is simply this – There is no such thing as a “Super Salesman”. By this I mean that there is no one salesman who possesses any special skill that is hopelessly out of reach of other salesmen.
The label “Super” was tacked on to those smooth, fast talking salesmen who could sell snowballs to Eskimos. This type of salesman may be an asset to a company that makes contact with a retailer once and then forgets him.
However, if this salesman called back to see how his snowballs were moving, he would probably feel them on the back of his neck as he ran for his life.
It may be true that this salesman can sell anything to anybody whether they want it or not, but he is not a good salesman from the viewpoint of Dare Foods.
The salesman who relies on double talk or shady and sleazy methods to accomplish his selling objectives has no place in the Dare organization. Employing this type of salesman can only result in the eventual loss of a good number of accounts.
Let’s destroy once and for all the myth that this type of salesman is, or ever was, deserving of the title, “Super”.
A salesman for Dare Foods (on most territories) must call on his accounts fifty-two times a year. This means that he must always be on good friendly terms with the retailer. A Dare salesman must win the confidence of the retailer. To do this he must make regular calls and work with him, not against him.
That old saying “Play ball with me and I’ll play ball with you” is so very applicable in maintaining a good relationship between salesman and retailer. Every account on a salesman’s territory, whether it be large or small, can contribute to his volume and earnings if it is looked after honestly and conscientiously.
The man who looks after his territory, maintaining and increasing volume, while remaining on friendly terms with all accounts, is classified by Dare Foods as a “Good Salesman”. Good Salesman are what we look for at Dare Foods, and to earn that classification every salesman at Dare Foods is afforded an equal opportunity. All this is required is a good knowledge of product and policies and a genuine desire to employ this knowledge in the best possible way to gain sales. The determining factors are the among of effort put forth and the thoroughness in which every selling and merchandising assignment is carried out.
With the provision that the above philosophy is put into practice, I profoundly make this statement,
“Anyone can be a good salesman”
R. K. D.
Dare Sales Training Manual
This sales training manual will deal with the every day duties and problems of a Dare Foods Salesman.
We are not going to research all the archives relating to the food business, but will endeavour to punch out the simple and important facts without delving too deeply and drowning these facts in a sea of words.
The man we aim to help is not a Wall Street Banker or a Corporation Lawyer. He is what the name implies – a food salesman.
The four main duties of a Dare Salesman are:
1. Selling
2. Merchandising
3. Accurate Reporting
4. Customer Relations
In this manual we attempt to show you the proper procedures related to the performing of these duties; and reports and forms are illustrated and explained. All explanations are simple and to the point and we believe that this manual will greatly assist new men, while being a reference guide for the more experienced.
The Dare Salesman
He starts out each day displaying real snap and enthusiasm.
He is neatly attired with a real sparkle on his shoes.
His car is as clean as the weather will permit.
His sample case is shining and contains the necessary binders, trays or current survey forms or questionnaires.
He has planned his day’s calls and organized his equipment to work his plan efficiently and effectively.
He is prepared to put in a good honest day’s work and is at his first call bright and early.
He does a thorough job in each call and follows through on all assignments.
His paper work is neat and accurate and all reports, survey forms, or questionnaires are mailed to arrive at head office at the requested time.
He drives with courtesy and extreme care, obeying all traffic signs and speed limits, to protect his driving privileges.
In short, the Dare Salesman is a professional in his field.
Equipment
Sample Case – To carry your equipment and sales aids into your calls. Keep this case polished and presentable at all times. It is part of your appearance.
Pricer – this is an essential piece of equipment. You cannot do the merchandising job expected of you without it. Keep it in good working order and above all, do not lose it.
Cost Book – This contains all prices – all listing for your various types of accounts. Keep it up to date and on your person, or in the glove compartment of your car.
Picture Book – Your picture book is an invaluable aid in making any presentation. It contains pictures of all products and must be kept up to date with pictures lined up as prescribed.
Trip Book – This is a hard back ring binder which contains a trip list page for every account on your territory. Trip list pages are to be filled in accurately and kept up to date.
Seasonal Candy Binder – A separate trip page to be kept in this binder for all seasonal candy accounts.
Order Form Binder – This binder holds your order forms and enable you to write your orders up in the store, or in the car.
Stapler – A necessary piece of equipment for any salesman. A hundred uses for this little item.
Collection Book – A book to be used when making collections on your territory. It also serves as a record of past collections.
Stationary – A supply of all necessary forms and stationary used in performing your duties.
Sales Training Manual – Contains the information you need to work your territory efficiently.
Credit Card – You cannot purchase gas or oil for your car without this card. It must not be misplaced or lost. Must be kept in wallet.
Tire Credit Card – Card for purchase of new tires or adjustment on tires with defects. Must be kept in wallet.
Car – to enable you to carry all equipment and provide transportation to cover your territory.
Fleet Discount Card – Entitles bearer to fleet discount price on all parts from franchise dealers.
Motor Vehicle Permit & Insurance Certificate – Must be carried in car at all times.
Periodically Supervisors will call an equipment check meeting. Make certain that you have all items and that they are presentable and in good condition at all times.
