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Q: DSRs, how do you decide when to recommend a distributor brand vs. a national brand?

22% - I ask the operator what they want, then follow their lead

21% - I ask what role the product plays in the dish, not just the category

20% - I recommend whichever I know best — training drives what I sell

19% - I default to what my distributor pushes/incentivizes

18% - I know the operator's price point and give them what fits their business 

Bills' Profile



DSR Years of experience: 28

Annual volume: $16.5 million

Number of active accounts: 79

Average line items per stop: 59

Territory/Area you sell: Cranberry/ Butler/ North Hills/ Pittsburgh – Heart of area

Favorite type of account: Independent, bar and restaurants, wineries, mom and pops Mexican, Italian

Best tools that help you sell: Our marketing material that is provided, COP, produce, grocery, paper, Scoop Magazines, broker network

Where you learn about new products: Emails with new item alerts, sales meetings, COM’s with weekly calls.

Favorite website: More of a You-Tuber, love watching food videos and all the various other stuff they provide

Favorite Brand to sell: Try to lead with our EB, but if a customer is looking for specific items and I can lead to manufacturer brand, I will recommend.

Hobbies: Camping, watching Penn State Wrestling - GO PSU! Anything outdoor related. A good cigar and a bourbon.

Awards:

• 8 times Presidents Cup winner
• Multiple Reach for the Beach winner
• Most independent case champion
• Most independent accounts in a year
• AFDR DSR of the Month

PART 2 - Building Trust & Winning New Business, Bill Swarmer

DSR Live Podcast Overview —

In Part 2, guest host DSR Joe continues his conversation with veteran DSR Bill Swarmer, digging into what it takes to protect existing business, build long-term customer loyalty, strengthen product knowledge, and turn relationships into future sales opportunities.

Bill explains that keeping a customer isn't simply about having the lowest price. It's about becoming the person operators trust enough to call before they make a change. Sometimes that even means recommending an option that results in fewer cases sold because it's better for the customer's business. Bill believes that this consultant mindset -- consistently looking out for the operator's best interests -- is what builds the trust that helps protect an account when competitors come knocking.

Bill and Joe also get into the reality of product knowledge. Even after 28 years in foodservice sales, Bill says he's still learning. Sales meetings, food shows, vendor showcases, brokers and manufacturer reps all play a role. Bill also shares a simple tactic he uses to generate sales: emailing new product information to his entire customer base. Even when an item doesn't apply to everyone, those emails often generate several responses from customers wanting a sample or a case.

Another important part of the conversation is how Bill uses brokers and manufacturer reps as part of his sales team. He wants them involved, responsive and focused on products that make sense for his customers. He also discusses using manufacturer deals, contracts and deviated pricing to protect customers' highest-volume items—the very products competitors are most likely to target.

And Bill closes Part 2 with some straightforward advice for newer DSRs: have patience, work hard, develop broad shoulders, keep knocking on doors, listen for opportunities, solve problems, build relationships and don't give up. As Bill puts it, make the person you're talking to want to see you again.

Some of the QUICK takeaways in Part 2:

• Why relationships with everyone in an operation can eventually turn into new accounts.
• How becoming a consultant instead of just a salesperson helps defend business from competitors.
• Why customers telling you a competitor's price can actually be a sign that you've built trust.
• How Bill continually builds his product knowledge, even after 28 years.
• A simple customer-email strategy Bill uses to introduce new products and generate sample requests.
• How to make brokers and manufacturer reps part of your sales arsenal.
• Why DSRs should protect customers' highest-volume products with manufacturer programs and pricing.
• Bill's advice to Greenhorn DSRs: be persistent, pay attention, solve problems, build relationships and don't give up.>>FULL STORY

Be a Resource and SELL SOMETHING!

CONGRATULATIONS to Bill Swarmer of US FOODS, based in Greensburg, PA, who has been awarded the highly acclaimed National AFDR DSR of the Month for September 2026 — earning him a permanent place in the AFDR DSR Hall of Fame. Bill lives about 50 miles from the warehouse and his territory is Cranberry/ Butler/ North Hills/ Pittsburgh – Heart of area

Bill Swarmer, Chef to DSR - Career Journey & Industry Evolution

This month, DSR Live is changing things up a bit. We’re excited to welcome DSR Dave’s son and AFDR board member, DSR Joe to interview AFDR’s DSR of the Month, Bill Swarmer of US Foods in Pittsburgh, PA.

Joe has been part of DSR Live and AFDR since its beginning in 2006, while also working as a DSR and in other areas of the foodservice industry. He knows the business and the challenges DSRs face daily on the street.

Bill Swarmer brings 28 years of experience to the conversation, sharing how he went from culinary school and working 90-hour weeks in restaurants to becoming a successful DSR. Bill and Joe talk about how technology, online ordering and AI are changing the DSR’s job—but not replacing the importance of relationships, trust and becoming a problem-solver for your customers.

Bill also shares some great prospecting lessons, including why he believes “No” often means “not yet,” how he pursued one prospect for years before finally getting the business, and why answering the phone, following up and doing what you say you’re going to do can separate a great DSR from the competition.

Also packed into this DSR Live conversation:

• How the DSR job has changed in 28 years — from printed order guides, huge product books and plugging an ordering device into a telephone line to online ordering, food-costing tools, truck tracking and AI.
• Why online ordering has not eliminated the DSR — Bill says about 90% of his customers order online, freeing him to spend more time consulting, showing products and helping operators with their businesses.
• Using AI in the real world — from helping write emails and develop menu ideas to customers using AI to compare competing distributor proposals.
• Learning how to prospect — Bill admits he wasn’t very good at prospecting when he started. Experience taught him to listen, ask better questions and adjust his approach to the person sitting across from him.
• Finding the operator’s real problem — whether it’s labor, food cost, menu ideas or something else, Bill explains why a DSR should immediately be thinking, “How can I help fix that?”
• Samples that lead to the next conversation — instead of just dropping off products, use samples that address something the operator told you they need.
• Persistence without taking rejection personally — including the story of an account Bill called on for years before one question about a precooked ribeye finally opened the door.
• The power of team selling — why bringing a district manager, business development manager or another strong teammate into an opportunity can help solve problems on the spot and move the sale forward.
• Follow-up may be one of a DSR’s biggest competitive advantages — answer the phone, handle the credit, solve the problem and let the customer know it’s been done.

After nearly three decades on the street, Bill’s message is pretty clear: the tools have changed dramatically, but the fundamentals haven’t—know your products, understand your customer’s business, solve problems, follow up, be persistent and become somebody your customers trust enough to call first.



There’s a lot in this one for both veteran DSRs and those just getting started.>>FULL STORY

Participation Made Easy!

Our full K-12 portfolio is:

•No certified colors

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•Buy American compliant

•Regulation-ready

93% of our K12 portfolio already contains no caramel colors. Renovation to remove caramel colors on the remaining 9 SKUs are planned to be in production by July 1, 2026.

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