“Run your route like it’s your own business—because it is. You’ll get out of it what you put into it.” – Mitchell Smith
In this episode, DSR Dave sits down with 27-year veteran DSR Mitchell Smith of Gordon Food Service to talk about something every DSR wrestles with: how to stay ahead of new products, manage brokers, leverage social media, keep up with industry trends, mentor greenhorns, and stay motivated after decades in the field. Mitchell brings a calm, grounded, old-school approach blended with today’s digital reality—and his advice hits home for both rookies and seasoned pros. Each bullet point is an ACTION ITEM.
DSR Live Podcast Summary – ***A Literal Action Item List
- Staying Ahead of New Products
- Use brokers and manufacturer reps as your first alert system for new items.
- Subscribe to manufacturer newsletters and check your distributor’s website for new SKUs. (e.g. General Mills, Johnsonville, Campbell’s, Nestle, major brands.)
- Social platforms (LinkedIn, Facebook; Instagram/TikTok for trends) reveal menu ideas operators haven’t seen.
- Samples remain the #1 way to sell—cook, taste, and place on the spot.
- Treat any “new to you” item as new to your customer and bring it to them first.
- Social Media for Trends & Selling Ideas
- LinkedIn and Facebook are Mitchell’s primary sources; younger DSRs often spot trends first on Instagram/TikTok.
- Save screenshots of menu ideas and new items and turn them into customer conversations.
- Manufacturers: post launches where DSRs are already looking—LinkedIn and Instagram.
- Working with Brokers & Manufacturer Reps
- View brokers as extensions of your team—another customer touchpoint.
- Do ride-alongs to show products, cook samples, and present solutions together.
- Build them to operate independently in your accounts, doubling customer coverage.
- Request samples/POS early; don’t wait for operators to ask.
- Speed wins—fastest rep with the answer or sample gets the business.
- Response Time Expectations Fast Responses from Brokers
- Expect responses within 24–48 hours; match that speed with your own customers.
- If a rep is slow, move to the next one—operators don’t wait.
- Communicate urgency clearly (“Need today,” “Sample before next delivery”).
- Track which reps respond fast and rely on those who execute.
- Staying Informed on Industry Trends
- Use internal company communications and marketing teams—often the best source of timely info.
- Check LinkedIn regularly for distributor and manufacturer updates, mergers, and menu trends.
- Subscribe to a few focused newsletters to avoid information overload.
- Advice for Greenhorns (0–3 Years)
- Every job has good and bad days—don’t judge the career on a bad week.
- Learn from veteran reps: copy what works, avoid what doesn’t.
- Never overpromise or oversell; honesty builds long-term trust.
- Act as a consultant: solve problems first, sell second.
- This job rewards authenticity, relationships, and effort.
- Your route is your business—you get out what you put in.
- Enjoy the flexibility: attend games/concerts and work around family life while still serving customers.
- Staying Motivated as a Veteran
- No DSR has 100% of any account—focus on penetrating existing customers.
- Identify missing categories (produce, chemicals, disposables, beverages) and make winning them the goal.
- Use competition as motivation to “own the account.”
- New accounts help, but deeper penetration drives long-term growth.
- Teamwork & The Customer-First Philosophy
- Customer success powers the entire distributor engine—warehouse, transportation, drivers, marketing, and DSRs.
- Treat internal teams like customers: respect, communication, and gratitude build support.
- Strong internal relationships remove roadblocks and accelerate route growth.
Bottom Line Help the Customer Win
This episode is a field guide for DSR success:
Stay product-smart, leverage partners, move fast, build trust, treat your route like your business, and support the people who support you.
When you help the operator win, everyone wins—including you
Be a Resource and SELL SOMETHING!!
