Southwest Traders doubles sales productivity in one year using Cut+Dry
Family-owned food service distributor, specializing in quick-serve restaurants, specialty cafes, and schools. $58M in annual revenue.
90%+
of customers moved to online ordering.
100%
increase in sales rep productivity in one year.
Challenge
Reliance on a clunky ordering system that lacked customer traction and tied up sales reps in manual administration.
- Clunky, desktop-only system required heavy in-house management,
- High maintenance costs and reliance on third-party developers.
- Sales reps spent hours chasing orders instead of building relationships in the field
How They Did It
- Implemented an all-in-one, easy-to-use digital ordering platform designed for both reps and customers.
- Transitioned sales reps from “order takers” to “consultants” by automating the administrative order flow.
- Integrated the Pay and Track feature to streamline accounts receivable and eliminate manual delivery status calls.
Wins
Southwest Traders successfully shifted its sales force to a proactive consulting model, dramatically reducing overhead while increasing output.
“Before Cut+Dry, my sales reps managed 100 customers each and spent 25+ hours a week chasing orders. They weren’t selling; they were transcribing voicemails and texts. Cut+Dry cut that time to 5 hours per rep and increased their productivity, so now they manage 200 customers easily.”
“Now, 90%+ of our customers order online. As a rep, I’m able to see every single order that comes through… It really changed our entire role of what we do as salespeople.”
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