Fifteen years in specialty food distribution.
Daniel started in the warehouse of a specialty food distributor at twenty-three, learning the SKUs and the routes before he ever touched a customer call. By thirty he was running sales operations — the cadence of renewals, the contracts with anchor customers, the quarterly margin reviews. By thirty-eight he was running the business itself. He led three pricing events of his own across that stretch — one that worked cleanly the first time, one that did not, and one that taught him the second invoice is where the work actually lives. Left after an ownership transition in his early forties, took a year to think about it, and started coaching distributors and service businesses through the same sequence.
What Daniel coaches now.
Daniel leads the pricing pillar. Most of the owners he works with arrive afraid of one phone call from one anchor customer — and that is usually the call that has to come first, before any letter goes out. His work is making the pricing event a sequence rather than an announcement: cohort math, anchor calls, the one-page letter, the meeting, the second invoice.
He will not tell you to just raise your prices. He will not advise a price increase without the math in front of him. And he will not let you flat-bump the whole book — that is the most common way to lose money trying to make more.