Confessions Beyond the Food
Confessions Beyond the Food is a podcast about working in the Food Industry. People who work in the Food Industry have grit and lots of stories to tell. W3 Sales, a sales & marketing company, will host this podcast with their confessions on how they have a new, fresh approach and invite guests to confess their secrets to their sauce.
Confessions Beyond the Food
Beyond the Sale: How Jason Morgan Earns Trust and Delivers Results
What separates a top-tier sales rep from the rest?
Jason Morgan, DSR of the Month at Edward Don & Company, shares how a customer-first mindset, operational insight, and strategic problem-solving helped him earn one of foodservice’s highest honors.
In this episode:
• How Jason uses his restaurant background to anticipate customer needs
• Managing multiple roles: sales, logistics, credit & more
• Navigating industry shifts: price transparency, e-commerce & AI
• Why relationships still matter more than ever
• And yes—a memorable story involving a Willie Nelson concert 🎤
🎧 Tune in to hear how putting customers first creates success that gets recognized.
#SalesLeadership #CustomerSuccess #FoodServiceSales #DSRoftheMonth #SalesStrategy #RelationshipSelling #PodcastEpisode
Welcome to Confessions Beyond the Food. I'm your host, nancy Ridland. Let's dig in and get inspired. Welcome back to Confessions Beyond the Food. Today, I'm joined by a good friend and industry standout, jason Morgan, from Edward Don and Company. He was recently named DSR of the Month, one of the top honors in food service, recognizing his dedication, hustle and results From delivering unmatched service to building rock-solid relationships. Jason's been doing it all and today we're getting into what drives that success. So, all right, dsr of the month. How did it feel when you found out?
Speaker 2:Well, I will say this it's very humbling, certainly very surprising, considering just the level of DSRs that are out there. I know ones that that I work with at Edward Don and other companies. So, uh, it is like I said I it was a big honor to get and, but there are lots of deserving people out there that, uh, I know could have gotten it as well.
Speaker 1:So, Did you do like do a little happy dance?
Speaker 2:It was a very, it was very surprising. It wasn't I wouldn't say a happy dance. It kind of threw you off, because when they sent me the email, it was like hey, we just want to interview you for this article. Do you have time? I was like, yeah, whatever, I didn't know what it was about. Then, all of a sudden, they were like hey, just so, you know, it's this. I was like okay, that's okay, we have to do this very fast though. So we've got about a week to get all this in. And so I was like all right, well, let's get it set up. And it was all good and uh, but it was, it was very surprising. And uh, I really didn't know what to make of it.
Speaker 1:So, cause I didn't know what the a little research and there's not an exact number out there, but I think there's like 50 over 50, 60,000, um DSRs in um food service.
Speaker 2:So that's that's pretty big. I'm like listen, I don't know, I don't know how my name got to the top of that list, but I don't, I won't ask questions and it. Uh, like I said I was. Uh, you know, it was very nice to be recognized, like I said, especially considering the company.
Speaker 1:Yeah, well, that's amazing. So for people who have no idea what you do, what's a day in your life really look like?
Speaker 2:You know what I do. You know you're wearing a lot of different hats, right? So you're selling, you're a program manager, you're a transportation liaison, you're I mean, you're a credit. You know you're a credit rep, you have to wear all these hats and there's lots of little details that go into it and it's just trying to stay on top of each little thing that has to get accomplished and moving it forward. And you know it's just a lot of little details and so I think for me it's just trying to kind of stay on top of where my customers are at projects that are ongoing and, you know, just making sure that everything's staying in that lane and moving on the right direction, but everything's staying in that lane and moving all in the right direction.
Speaker 1:Yeah, I mean, I was a distributor sales rep for many years and there are so many things that you have to do in a day and no day is ever the same.
Speaker 2:No day is ever the same. I mean, you try to make it consistent in the sense of to establish systems and things like that. But you know, every plan is a good plan until there's a change and there's a fire and something else came up, and now you're having to deal with this, and so I think the more you can stay on top of it. You know, with all those kind of things, it makes it a little easier when you do have to pivot off to take care of something that is became a 911 or an emergency or whatever it might be.
Speaker 1:So, yeah, so your background is in operations, so tell us a little bit about what you did before and how that you know helped you out in your role today.
Speaker 2:For sure I, you know, I would say I stumbled onto this industry. But I, you know, I went off to college, didn't really know what I wanted to do, and so started working in restaurants and said, hey, I think this could be something that I enjoy. And so I went to college for it, which most people don't, cause they just stay in the industry and just kind of work their way up. But, uh know, I, I loved the restaurant industry. You know the fast pace, the so many things gone at one time. You get to take care of the, you get to see the service experience from the start to the finish and get to be a part of all that. People come and celebrate special events and moments. You get to be a part of all that. People come and celebrate special events and moments. You get to be a part of it. And so all those things made it exciting for me.
Speaker 2:I think the hard part is the things that I think I enjoyed about it when I was younger. Don't always. You know, it becomes a little more difficult once you have family and you have kids and all this, and so that is really the. The only reason that I got out of it is there's just there just wasn't a lot of give, and so, luckily, I uh talked to somebody who helped me. That's right, this, this lady sitting next to me uh said, hey, why don't you talk to Edward Don? And uh, sitting next to me, said, hey, why don't you talk to Edward Don? And I think you'd really enjoy it. And I did and it was probably the best thing and one of the best decisions I've ever made. Wish I had done it a year sooner and you know, but it did help me.
Speaker 2:I think it helped me have an understanding of an operator and what their day's like and what would be beneficial for them and how I could be most helpful in what they're doing. I think I try to take that approach with everything that I do is, from looking at everything from that customer, from that operator perspective, to say, okay, is, is this the best way, Is this the simplest way? What can we do to make that process better or whatever it might be? And so I think that's helped me. You know, certainly be successful and also just being able to kind of talk the language and you know the, the slang and the industry of what things are called and everything else, and so I think all of that just helped give me an edge. I mean, I think there's certainly a lot of stuff that I didn't know and I had to learn, but I think that certainly helped me feel a lot more comfortable, you know, coming into that role and that job.
Speaker 1:I mean this guy got in there and he didn't mess around. I mean you got in there and just I mean ruled it. I was so excited for you. It was really cool to watch you know, you starting to. I mean, it was only like a year or two later you had one of the biggest accounts you know in the country. So I'm very, very super impressive of that journey. So yeah, so so be real.
Speaker 2:Okay.
Speaker 1:What's the toughest part of the job?
Speaker 2:You know, I think part of it's my own doing and everything else it's it's much like just the in operations in general is that it's always going right. There's two things it's it's always going right. There's two things it's always going. I mean, even though you know we might not be opened on the weekend, you still have stuff that's coming across. You still have things.
Speaker 2:You know that people have questions about what's going on with this, where's this, and so you know, when our industry's opened in all hours and all times, through holidays and all this, and that I'm like you, you kind of are too, and so learning to kind of turn that off and not turn it off makes it, you know, makes it, you know, can make it challenging, right.
Speaker 2:And then I think, when you're in operations, you were very hands-on and you know you could take care of a lot of things yourself. You, you know you you switch those hats, but a lot of times it was you that was having to do some of that. And I think, learning your part of the whole process and understanding all the different people that are involved, from start to finish, from selecting a spec to all the way to getting delivered and rolled out it's just you can't do it all, and so good communication and staying you know, keeping everybody in the loop and you know not getting frustrated if something doesn't go through and but just having to really learn that whole process to help expedite, you know when things have to happen.
Speaker 1:So yeah, it's extremely difficult to fit it all in and you can't do it all, and so and that's that's really difficult. And he, Jason and I are very similar in the fact where we just can't turn it off, like on vacation and things like that.
Speaker 2:But my wife was just like but yeah, you know, it's an area of opportunity.
Speaker 1:Yes, yes, so, um. So you've got a wrap for taking care of your customers. Um so, what's your secret sauce to um your relationships?
Speaker 2:Well, I think, like I said before, uh, first and foremost trying to look at everything from their customer, you know, try to come from their perspective, look at, like, what they're kind of going through and where I could be of help.
Speaker 2:I think it's always you want to be proactive instead of reactive to everything, and so I think, just staying in front of things that are going on and just helping them, you know, with that Uh and, and you know, just honestly, there's, you know, most of the time everything goes right and you know, but there's times when stuff doesn't and you just can't be afraid to, you know, take that tough phone call, talk to them about it like, be real, solve the problem, and then, you know, get it resolved.
Speaker 2:You know, I always say you know, I had an operator that I worked for that told me that you know, you just want to take the anxiety out of every situation that they have. So you know, they just want to know, when people come to you for something, that they have somebody that owns it with them and that they have it. And so you know, I want to take that off their plate because I know if I can do that, then they're not going to be focused on this anymore. They can go do other things, and I know what that's like in the day If you're constantly worried if something got done, is this going to get taken care of. And so you know, with my customers, I think they know if they come to me and they have it like it's going to get taken care of and they don't have to worry about following up and all that because they know I'm going to take care of it for them.
Speaker 1:So so can you give us an example of how you take care of it when something does go wrong?
Speaker 2:Yeah, I mean, like I said, the first thing is just is just own it Right. Like, don't, don't make excuses, don't try to pass all blame, like, like you know, be very clear what the issue is, how it's going to get resolved. Okay, you know, and understanding the process of like how everything works, allows you to know who to contact, how to you know how to maybe maneuver around some things to get it done quicker. But, like I said, just own it, take it and, you know, take it all the way to completion. Don't make no assumptions and just make sure that they know that you've closed that that escalation loop or whatever it is, then that, hey, we're here and so that's really it for me.
Speaker 2:I, you know, I, as much as I wish you got nothing but great phone calls on how everything went well on the lake, you know, I think it's what you do in the times when like things don't go well. It's what you do in the times when like things don't go well. It's what really separates you from like being somebody that's a partner in the relationship with your customer, or if you're just, you know, somebody that's, you know, servicing them, right.
Speaker 1:So yeah, getting bad news fast to the customer is super important, and so it doesn't get easier right, yeah.
Speaker 2:It's not going to get any better if you wait Right.
Speaker 1:Right and then just finding you know that creative solution and so being a problem solver, so that's awesome. So how have you seen the game change, whether it's tech expectations or how people buy? What have you seen change over the last couple of years?
Speaker 2:You know, I mean I think certainly you know from when I started to to now. I mean you know online and just the. You know there's the transparency of what things cost and just the different avenues that people can get things from. I mean you know where Amazon is now versus where it was. You know other dealers and things like that. It's hard, you know. I don't think I mean even though I feel like Everdon and you know and what we do, we certainly are very competitive when it comes down to price. That's not what we're trying to sell, and so when you know when you're dealing with that, I think we have to you know you're really trying to make sure that they understand what the value that you bring to that and so, like I said, I think that's made it, you know, a little more difficult.
Speaker 2:You know, and certainly all the AI in its infancy right now, there are great aspects of what it can do to. You know you can get things quicker, how you you know information that can be very helpful. You know, I think I'm interested to see how that all kind of changes over the next couple of years too. But you know, it's definitely that. I think it's just the information faster at people's fingertips and how you know how they communicate and all that. It's just. It just keeps changing.
Speaker 1:So how are you using AI in your day to day?
Speaker 2:AI in your day to day. Yeah, I mean, we certainly, you know, for you know we're seeing it and our ability to do like quoting and getting things, so it's much faster on larger projects, which is great Things that could take, you know, lots and lots of time. You know cuts down to allow you to focus on other things and, like I said, just getting information and you know. You know cuts down to allow you to focus on other things and, like I said, just getting information and you know, you know how we can send, you know you know respond to things and messaging and all this kind of stuff. It just allows us to, I think, be a little quicker with how we are able to do some of that and so, like I said, it's I know Everdon has certainly embraced it and that we are putting a lot into that, and so I'm anxious to see how it like how that keeps evolving with what we do. So I mean it's exciting.
Speaker 2:It is. Kind of scary Well it is until until until. They're like hey, you don't have a job Cause there's this man that's like yeah.
Speaker 1:I've got here that can take care of everything, but you know, you just can't replace people.
Speaker 2:You can't, and I think that's what you have to rely on. I think you know, I think everybody, there's efficiencies in how you do everything, but I think the relationship of you know, that person to person, you know I mean, I think that that's going to be very hard to ever replace.
Speaker 1:Right, that face to face. I mean, that's why these guys do business with you is because you you basically I mean help them every day on in solving problems and try to. I mean, crazy things happen, but just in the way you keep up with you know, um, the usage and product usage and the openings and things like that, um, and I don't think AI could do that.
Speaker 2:No, I think it's right. There's so many hats, like I said. I mean, maybe one day they can figure out how it all comes together, but with all the different things, there's lots of little things that happen to get to the end result, and so I think it's understanding that and staying on top of all that that allows that process and that system to go through. And so it does take a lot of time. I think the more you do this job, the quicker you get, and you know really, what I tell people anyway is I don't think I'm, I am not the best at anything, but I know who the best are and who really specialize, and I know who to call, you know, or who to reach out to to get that information. And so, which makes it more powerful for me to know that I I don't I might not immediately have a solution, but I know who does, and we can, you know. You know, customers can feel like they can come to us with what anything, and we're going to be able to find something for them, you know.
Speaker 1:So super important to happen to your network. That's right. So what's something you wish you knew when you were starting out?
Speaker 2:You know I would say this I, yeah, I would tell I knew some in this industry you know, with being in operations and all that. Uh, some in this industry you know, with being in operations and all that I wish I would have. You know. I have, over time with Don like, developed great relationships with just some super heavy hitters that have been around for a long time.
Speaker 2:I wish very early on, I would have spent a lot of more time with somebody like that to really understand how they do things. I mean, I tried to, you know, ask questions and things like that, but I wish I would have done more to really see, because I think it's pretty amazing, like you, there's there's typically not one way to get to an answer and all these people that are successful all have best practices that they use that have allowed them to be successful and I think taking those different tools from their toolkit that work for them and all this and that would have helped me even bridge the gap sooner or help me be more successful in how they go about things, and you know I would. I should have been more proactive, I think with that starting out.
Speaker 1:It's hard because you're learning so many different things.
Speaker 2:And you have a territory at the same time that you're trying to take care of, and so, like I say, it's difficult, it's difficult to do, but those relationships with those people I mean they're invaluable to me now and I have people that I can call and that I talk to on a weekly basis that help me with all the stuff that I'm dealing with with customers and kind of what they're seeing out there and all that. That really helps me to kind of stay in balance with everything going on.
Speaker 1:I think that's such a good point because I know for me, when I was at Dawn and learning everything, there were people there that had been in the, that worked there for 20, 30 years, so and they're super successful. They they love what they do and so I loved getting to talk to them and I think that's really good advice he's giving y'all. So I wish I would have spent more time doing that as well.
Speaker 2:So, yeah, he's giving y'all. So I wish I would have spent more time doing that as well. So, yeah, one you know, a change I think you know from with COVID and you're not in the office, there weren't as many events like how you were networked and how you were doing all that all kind of changed. And so you know, that value of the face-to-face and just sitting down and doing it like that kind of went away for a little bit and then it came back. But you know, I think you know having a mentor or whatever it might be that can really guide you through is important. I mean, I've had great bosses, you know, since I've been here and so that make my job super. You know, they help make my me in my job a lot easier, um, because they help take things off of me and they also are just great resources and everything that's going on and always fight for me, and so it's uh, that's also been very beneficial.
Speaker 1:So that's great. So thank you so much for coming in today, like I've really. I have ton mad respect for you, jason, and all the things that you do, and just watching your thought processes as we work together, um, but really proud of you for DSR of the month. I mean, that's just huge. But I can't let you out of here until you tell me your confession.
Speaker 2:No, okay, so this is something I'm confessing to, something that nobody might know about me. That is like what? That kind of thing. Okay, well, I actually got thrown out and not arrested, but handcuffed and kicked out at a Willie Nelson concert, for a mosh, for moshing and everything at a. Well. Now you might think that that doesn't happen, but I will tell you. It was not because I wanted to. I was in Lubbock when I was at Texas tech and I was with some friends of mine and the next thing I knew I was getting picked up and people were watching and I was like what, what's going on here? And I just see I'm getting carried and I'm going over and I'm like yeah.
Speaker 2:So they like they picked me up. And so I'm like I'm like getting going, and I'm you're going, like this is the man. I'm like, oh, wow, this is so cool. And then all of a sudden you realize like well, there's a gap, like I'm not getting put on the stage, I just see as I see people fall. And so next thing I know I fall like 12 feet in this pit and a nice policeman just said hey, sir, why don't you come with me? Wrote me a ticket for trespassing and said you can go out right here. And so, yes, you would think that that's not a thing or that people wouldn't do that, but that did happen At a Willie.
Speaker 1:Nelson concert.
Speaker 2:At a Willie Nelson concert and my ride was still inside and I couldn't have been probably three months in, it'd probably be in a take, didn't know my way around. So yeah, fun times, things you learn in college.
Speaker 1:Okay, I don't know if you're not watching this, but, jason, I have to ask you, and I kind of know, the answer because I know he has a twin brother. Yes, look a lot alike. And so I knew his twin brother in college and he was I mean, he was the size he is today. I mean, did you grow a lot after? I mean, like, you're a pretty tall guy.
Speaker 2:I wouldn't say that I'm in my fighting weight like I was back then. But it's amazing when four or five people go pretty quick and like so you know you're just going and nobody's asking questions and you're just getting passed down the line and so, yeah, that did happen. You know it's. I think that was the last time that I've ever done that and so, yeah, you, you live and learn.
Speaker 1:You live and learn at the Willie Nelson concert. Don't form a mosh pit.
Speaker 2:It doesn't end good yeah.
Speaker 1:So yeah, I think that would have happened at Bush or something. That's what I said.
Speaker 2:I think I was laughing at the like I started seeing people doing it, laughing at the like I started seeing people doing it and then I heard like voices like whispering behind me and in the span of about five seconds I just was up and getting past and I was like, and once you're up, I'm like there's really there's no way to get down and so you're just on. You're just kind of on, along for the ride, that point.
Speaker 1:Crazy. That's a great confession, Is it? I mean it really is. I like it.
Speaker 2:Like you know, police and handcuffs and tickets. So I mean, is that spicy enough?
Speaker 1:It's super spicy. I like it. I did not know that was going to come out today, so I'm going to have to pull your brother for some more stories and confessions.
Speaker 2:Listen, that's a whole series, so that could be a fun one. That's right. That's right, that could be a fun one.
Speaker 1:Well, thank you so much Jason, thank you guys, so much for joining us and we'll see you next time. Thank you Thanks guys For more inspiration. Follow our social media at W3Sales. Please like comment. Follow our social media at W3Cells. Please like, comment and subscribe. You know all the things we would love to connect with you.