In this episode, Brad Yellock, VP of Sales at Inland Foods, shares his journey in the food service industry and provides insights into the changing dynamics of sales. Ian and Brad discuss the challenges of managing a distributed team and highlights the characteristics of top performers. Brad also emphasizes the importance of building strong vendor relationships and leveraging digital tools to enhance communication and effectiveness in sales. Ian and Brad also discuss the impact of technology in the food service industry and the potential of virtual reality and augmented reality. The conversation also covers the transition from Inland Seafood to Inland Foods and the challenges and opportunities in the seafood industry. Brad highlights the importance of quality and storytelling in seafood sales and shares his vision for the future of Inland Foods in 2030. Takeaways The food service industry has evolved over the years, and success often comes from adapting to changing dynamics and customer expectations. Top performers in sales pay attention to the small details, have a passion for their products, and prioritize customer service. Building strong relationships with vendors and engaging the sales team are key to maintaining relevancy and success in the industry. Managing a distributed team requires effective communication, leadership, and a focus on personal development. Embracing digital tools can enhance communication and effectiveness in sales, allowing for greater engagement with customers. Technology, such as virtual reality and augmented reality, has the potential to revolutionize the food service industry. Embracing technology and being curious about new tools and innovations can lead to success in sales and marketing. Quality and storytelling are crucial in standing out in the commodity seafood business. Leadership should focus on motivating and inspiring others, recognizing their achievements, and creating a positive work environment.
00:00 Introduction and Background
02:04 Starting in the Food Service Industry
05:56 Transition to Selling Produce
09:24 Transition to Selling Proteins
11:26 Changing Dynamics in Sales
14:05 Challenges in the Food Service Industry
16:37 Changing Customer Expectations
25:22 Characteristics of Top Performers
28:38 Building Strong Vendor Relationships
31:30 Importance of Sales Development
32:40 Embracing Digital Tools
34:04 The Impact of Technology in the Food Service Industry
35:19 The Potential of Virtual Reality and Augmented Reality in Food Service
36:26 The Importance of Embracing Technology and Being Curious
38:12 Consistency and Persistence in Content Creation
39:18 The Transition from Inland Seafood to Inland Foods
40:06 Diversifying Product Offerings and Overcoming Challenges in the Seafood Industry
42:34 Standing Out in the Commodity Seafood Business
44:26 The Importance of Quality and Storytelling in Seafood Sales
46:18 The Impact of Company Values on Product Quality
51:55 The Future of Inland Foods and the Food Service Industry in 2030
57:28 Motivating and Inspiring Others in a Leadership Role
01:03:38 Advice for Aspiring Professionals in Food Service Distribution