1. Lenny Teller
Contract/Design
/Engineering Specialist
Knowledge is power and that is what
we should be passing on to the next
generation of DSRs.
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Lenny Teller E. Friedman Associates, Brooklyn, N.Y.
Lenny Teller E. Friedman Associates, Brooklyn, N.Y.
By Lisa White, Contributing Editor -- Foodservice Equipment & Supplies, August 1, 2007
In describing his 30-year career, Lenny Teller, contract/design/engineering specialist at Brooklyn,
N.Y.-based E. Friedman Associates, said his job has become "a task of love."
This is not a job for someone just interested in surfing the internet or those who are only interested in
chatting at the water cooler at work. "If someone has taken a DSR position in our industry, we're talking
about a 'give it all you've got' approach that sets the pace," Teller explained.
This mentality has propelled Teller from the bottom rung of the career ladder to the head of E. Friedman's
contract/design department, and an employee who brings in more than $2 million in sales annually. It also
has garnered him recognition as this month's Foodservice Equipment & Supplies' DSR of the Month.
Teller spent three decades in the business taking additional courses in space planning, interior design,
blueprint reading and drafting, in addition to completing The Dale Carnegie Professional Course. He has
supplemented his on-the-job experience by attending numerous industry-sponsored seminars, visiting
equipment manufacturers, and reading catalogs and industry publications to help him build a solid
foundation of experience and knowledge.
"The best thing about our industry is that there are always new innovations, technologies and challenges to meet, so it never gets
boring. Dealer Fred Cook, my first employer, offered to teach me this business like no one else would. I went from the stockroom to
routes in a short amount of time. I was literally primed to enter the foodservice dealer industry," Teller said.
He has now been at E. Friedman for about 12 years.
This business involves more than a cursory look when specifying and/or making a product recommendation. "There is a whole lot
more involved in being a professional in this industry. Knowledge is power and that is what we should be passing on to the next
generation of DSRs. It is more about realizing that what we put out there has consequences. How we relay the information to our
clients is important, and we also now have to consider our responsibility to the environment," he explained.
Teller is involved with all types of foodservice operations, from restaurants to hotels and from
hospitals to institutions. He is "hands on" from the beginning through the end of each project.
Teller said he's learned having integrity is the key to success. "Whether I'm dealing with actual
or potential accounts, it is all about the owner and the facility. No ulterior motives enter my mind.
A suggestion of a substitution that results in an improper selection will always cost you in the end," he said.
Teller said he's found it is always best to take the high road in his business dealings. "If a client just can't accept the cost of a
recommended product, then I offer them alternatives with both an explanation and evaluation. I always try to give them the most bang
for their buck," he said.
Being a polished DSR is about offering the client sound professional advice and Teller said accuracy is always first and foremost in
his business relationships. "Considering that the equipment product lines we deal with involve electricity, water, drainage, fire safety,
food safety, physical size, practical size, etc., the more you know and convey with accuracy, the stronger the bond will be with the
client."
Being prepared also is crucial for DSRs, who must be ready and available for clients in need and those requiring assistance,
explained Teller. "When the unexpected happens, like the busboy knocked 10 cases of stem wine glasses off a storeroom shelf, there
are ways to help clients with their problems. It may not be easy, and it is usually the last thing you want to hear on your way out the
door for the weekend. Yet, assisting clients and helping them succeed will ensure you have a client forever," he said.
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