TRANSCRIPT 🔗
WEBVTT
00:00:00.000 --> 00:00:02.640
Welcome to Confessions Beyond the Food.
00:00:02.799 --> 00:00:05.280
I'm your host, Nancy Redwin.
00:00:05.519 --> 00:00:08.240
Let's dig in and get inspired.
00:00:11.839 --> 00:00:15.679
Food Service Sales has always been based on relationships.
00:00:15.839 --> 00:00:22.320
We pride ourselves on knowing our operators, anticipating their needs, and being able to read the room.
00:00:22.480 --> 00:00:26.399
But what if intelligence enters the room in a different form?
00:00:26.960 --> 00:00:29.600
In this episode, I sit down with Dr.
00:00:29.760 --> 00:00:35.600
Elena Park, who's an expert in artificial intelligence and sales transformation.
00:00:35.920 --> 00:00:44.799
We talked about territory strategy, margin pressure, commission evolution, and what will never change in our industry.
00:00:45.119 --> 00:00:49.359
And somewhere in this conversation, I realized something.
00:00:49.679 --> 00:00:56.560
If you think AI isn't already shaping food service sales, you may be further behind than you think.
00:00:56.799 --> 00:00:59.039
This is Confessions Beyond the Food.
00:00:59.200 --> 00:01:00.079
Let's begin.
00:01:00.320 --> 00:01:05.680
Today we're stepping slightly outside our comfort zone, particularly mine.
00:01:06.000 --> 00:01:16.239
And honestly, I think that's important because food service sales has always been relationship driven, built on trust, loyalty, face-to-face conversations.
00:01:16.480 --> 00:01:18.319
But there's definitely a shift happening.
00:01:18.400 --> 00:01:23.120
And so whether we're ready or not, technology is becoming part of that conversation.
00:01:23.359 --> 00:01:30.640
So I've invited someone who works at the intersection of artificial intelligence and food service strategy.
00:01:30.879 --> 00:01:31.280
Dr.
00:01:31.439 --> 00:01:34.159
Elena Park, welcome to the show.
00:01:34.959 --> 00:01:36.159
Thank you, Nancy.
00:01:36.319 --> 00:01:38.079
I'm really happy to be here.
00:01:39.200 --> 00:01:44.079
And I love that you said we're stepping slightly outside the comfort zone.
00:01:44.640 --> 00:01:48.400
Because honestly, that's usually where growth starts.
00:01:49.760 --> 00:01:51.680
Well, I'm really excited to have you here.
00:01:51.840 --> 00:01:53.439
Let's jump into the questions.
00:01:53.760 --> 00:02:01.920
So, how is AI already affecting food service sales, even if most reps don't realize it yet?
00:02:02.400 --> 00:02:04.400
That's such an important question.
00:02:05.120 --> 00:02:09.840
I think what surprises most people is that AI isn't coming.
00:02:10.319 --> 00:02:13.120
It's already embedded in decision making.
00:02:13.439 --> 00:02:17.759
You know, distributors are using predictive ordering models to reduce waste.
00:02:18.000 --> 00:02:23.039
Manufacturers are using demand forecasting tools to anticipate operator shifts.
00:02:23.280 --> 00:02:28.639
Pricing teams are leveraging machine learning to adjust margins based on purchasing behavior.
Load full transcript
00:02:28.879 --> 00:02:30.800
But here's what's interesting.
00:02:31.039 --> 00:02:39.439
Most reps assume their territory plan is designed by a manager, and increasingly it's influenced by algorithms.
00:02:39.680 --> 00:02:46.879
Which accounts get attention, which SKUs are prioritized, and that's already shaping behavior.
00:02:47.199 --> 00:02:52.319
The next evolution is when that intelligence moves directly into the rep's hands.
00:02:52.560 --> 00:03:02.719
When you walk into an operator and you already know order frequency is declining, menu mix is shifting, there's underpenetration in a category.
00:03:02.960 --> 00:03:08.080
That changes confidence, and confidence changes performance.
00:03:08.960 --> 00:03:11.280
Wow, that's pretty powerful.
00:03:11.599 --> 00:03:16.719
So, and especially because most reps still think AI is theoretical.
00:03:17.520 --> 00:03:23.039
So if it's already shaping decisions, the real ship is visibility, right?
00:03:24.000 --> 00:03:24.960
Exactly.
00:03:25.680 --> 00:03:30.879
And once it becomes visible, it becomes competitive.
00:03:32.000 --> 00:03:35.120
So should reps feel threatened by this?
00:03:37.120 --> 00:03:39.360
I understand why they might feel threatened.
00:03:40.000 --> 00:03:41.680
Sales is identity driven.
00:03:42.000 --> 00:03:45.199
Reps take pride in knowing their operators better than anyone.
00:03:45.840 --> 00:03:53.199
So when you introduce something that analyzes patterns faster than a human can, it feels personal.
00:03:53.919 --> 00:03:56.560
But AI doesn't replace relationships.
00:03:56.800 --> 00:03:58.879
It replaces inefficiency.
00:03:59.120 --> 00:04:00.800
It replaces guesswork.
00:04:01.199 --> 00:04:05.840
If someone's value is purely transactional, then yeah, that's vulnerable.
00:04:06.319 --> 00:04:16.000
But if their value is strategic, if they can interpret data, if they can connect insight to opportunity, AI actually amplifies that.
00:04:16.560 --> 00:04:19.759
The reps who struggle won't be replaced by AI.
00:04:20.160 --> 00:04:23.600
They'll be replaced by reps who use AI better.
00:04:24.959 --> 00:04:32.959
So what you're saying is that it's not AI versus the reps, it's reps versus reps still.
00:04:33.279 --> 00:04:35.680
And that's a very different conversation.
00:04:36.319 --> 00:04:36.959
Yes.
00:04:37.519 --> 00:04:41.759
And honestly, that gap will widen faster than people expect.
00:04:43.040 --> 00:04:49.439
So what does this mean for commission structures and performance expectations for salespeople?
00:04:49.839 --> 00:04:55.759
I don't think commission goes away, but um I do think the way it's earned shifts.
00:04:56.000 --> 00:05:00.160
You know, historically, sales performance was measured and cases moved.
00:05:00.399 --> 00:05:13.439
In the future, it's going to be measured in intelligent growth, margin protection, account penetration, category expansion, and basically how efficiently revenue is created.
00:05:13.839 --> 00:05:19.439
The modern rep becomes part relationship manager and part data translator.
00:05:19.759 --> 00:05:21.439
Because data alone?
00:05:21.839 --> 00:05:23.360
It's just noise.
00:05:24.000 --> 00:05:27.439
I mean, interpretation is what creates value.
00:05:27.759 --> 00:05:31.279
And honestly, managers will start coaching differently.
00:05:31.519 --> 00:05:34.720
Less on activity, more on insight.
00:05:34.959 --> 00:05:39.120
Quick pause to thank W3Sales for sponsoring this episode.
00:05:39.360 --> 00:05:50.720
If you're looking for inspiration and food service, from the details that shape the space to the products that elevate the experience, W3Sales' new online catalog is built just for that.
00:05:50.959 --> 00:05:55.439
Explore and shop anytime at W3SalesOnline.com.
00:05:55.839 --> 00:05:58.240
I completely agree with that, Dr.
00:05:58.399 --> 00:05:59.199
Elena.
00:05:59.439 --> 00:06:04.319
That really changes how managers are going to develop talent in the future.
00:06:04.560 --> 00:06:07.839
And honestly, even how they evaluate it.
00:06:08.480 --> 00:06:11.759
So what do you think will never change?
00:06:13.199 --> 00:06:14.639
Human trust.
00:06:15.199 --> 00:06:16.879
That doesn't go away.
00:06:17.199 --> 00:06:19.120
You can't automate loyalty.
00:06:19.360 --> 00:06:21.600
You can't automate shared history.
00:06:21.839 --> 00:06:26.959
I mean, think about the rep who walked through supply chain chaos with an operator.
00:06:27.279 --> 00:06:29.439
That relationship is layered.
00:06:29.839 --> 00:06:36.959
AI can inform strategy, it can surface opportunity, but it can't replicate lived experience.
00:06:37.199 --> 00:06:39.439
And that's why food service is different.
00:06:39.839 --> 00:06:41.199
And I completely agree.
00:06:41.360 --> 00:06:46.800
There's depth here, and there's history and relationships and all the things.
00:06:47.439 --> 00:06:52.639
So what worries you most about AI entering into this industry?
00:06:53.759 --> 00:06:58.560
What worries me isn't the technology, its leadership mindset.
00:06:59.120 --> 00:07:04.240
If AI is introduced as a cost-cutting tool, you create fear.
00:07:04.480 --> 00:07:09.600
If it's introduced as a performance amplifier, you create momentum.
00:07:14.720 --> 00:07:16.639
AI should remove friction.
00:07:16.879 --> 00:07:18.800
It should make reps sharper.
00:07:19.040 --> 00:07:21.759
It should give them more time in front of operators.
00:07:22.000 --> 00:07:24.240
It should not remove humanity.
00:07:24.560 --> 00:07:27.120
I mean, leaders, listen up right now.
00:07:27.199 --> 00:07:31.920
So this really comes down to how the leaders out there are going to frame it.
00:07:32.079 --> 00:07:33.839
And this isn't just for salespeople.
00:07:33.920 --> 00:07:37.920
This is, I mean, just isn't just for the food service industry.
00:07:38.000 --> 00:07:39.839
This is for all salespeople.
00:07:40.079 --> 00:07:42.319
No, that's really, really good information.
00:07:42.560 --> 00:07:48.480
So, Elena, as you know, this podcast is called Confessions Beyond the Food.
00:07:48.800 --> 00:07:52.959
And before we wrap up, I just want to ask you something a little deeper.
00:07:53.120 --> 00:07:57.199
What's your confession or what's something this industry isn't ready to hear?
00:07:57.519 --> 00:08:00.639
Nancy, I have a different kind of confession.
00:08:00.959 --> 00:08:06.000
This conversation wasn't powered by a traditional human consultant.
00:08:06.480 --> 00:08:09.439
It was generated by artificial intelligence.
00:08:09.680 --> 00:08:12.240
And I chose to do that intentionally.
00:08:12.560 --> 00:08:25.759
Because if this felt strategic, if it felt thoughtful, if it felt human, then AI is already capable of influencing the future of food service sales.
00:08:26.240 --> 00:08:28.319
The disruption isn't coming.
00:08:28.560 --> 00:08:30.079
It's already here.
00:08:31.920 --> 00:08:32.480
Wow.
00:08:32.720 --> 00:08:35.440
Okay, I need a second to collect my thoughts.
00:08:35.600 --> 00:08:37.679
This is kind of mind-blowing to me.
00:08:38.000 --> 00:08:45.519
So everything we just discussed that was generated in real time because I couldn't tell.
00:08:45.840 --> 00:08:56.480
And that's not just impressive, it's confronting because I couldn't tell how many other leaders won't be able to tell.
00:08:57.440 --> 00:09:00.960
So this episode, guys, was intentional.
00:09:01.200 --> 00:09:06.559
And I wanted you to experience capability, not just hear about it.
00:09:06.879 --> 00:09:14.960
Food service is built on relationships, but relationships backed by intelligence, that's powerful.
00:09:15.200 --> 00:09:18.080
If this made you uncomfortable, good.
00:09:18.480 --> 00:09:20.879
That means you're paying attention.
00:09:21.519 --> 00:09:23.440
Well, I just have to close out.
00:09:23.679 --> 00:09:26.879
We really enjoyed having you in the studio, Elena.
00:09:27.200 --> 00:09:29.360
Thank you for having me in the studio.
00:09:29.519 --> 00:09:30.559
It's been fun.
00:09:31.039 --> 00:09:32.480
I totally agree.
00:09:32.639 --> 00:09:36.159
So thanks guys for joining in to Confessions Beyond the Food.
00:09:36.240 --> 00:09:36.960
Have a great day.
00:09:37.200 --> 00:09:41.759
For more inspiration, follow our social media at W3Cells.
00:09:41.919 --> 00:09:44.559
Please like, comment, and subscribe.
00:09:44.799 --> 00:09:46.000
You know all the things.
00:09:46.240 --> 00:09:48.240
We would love to connect with you.