Customers Left. They Came Back. Here’s Why…Outwork. Out-communicate. Outsell.
DSR of the Month: Tim Storcz | Sysco Arizona | 30-Year Pro
OVERVIEW: If you want to know what 30 years of elite foodservice sales look like in action, this is the episode. DSR Dave sits down with Sysco Arizona veteran and DSR of the Month, Tim Storcz for a wide-open, no-holds-barred conversation about what separates the best from the rest. From cold-calling a 4-location restaurant owner at the bar to winning back accounts he lost on price, Tim brings real stories and real strategies that you can put to work tomorrow. Tim shares why communication, preparation, and professionalism help to grow your territory, strengthen customer relationships, and separate elite DSRs from everyone else.
Whether you’re a greenhorn trying to survive your first two years or a veteran wondering if you’ve gotten too comfortable, Tim’s insights will challenge you, motivate you, and send you back into your territory with a sharper game plan.
Prospecting 101 – 00:00:46
Before Tim ever walks through a door, he’s done his homework. Research the restaurant, read the reviews, study the location’s history, nail the timing, and find the decision maker before you show up. The prep work IS the first call.
The Cold Call Story – 00:03:02
Tim walks cold into a 4-location restaurant, sits at the bar, orders a coffee, and watches the flow. When the owner appears, a natural conversation unfolds. She’s been with a competitor for 27 years. Tim’s response? “I’ve got him beat — I’ve been with Sysco for 30.” A prospect list is already being built.
Keeping Competitors Honest – 00:06:51
Tim believes that consistently calling on accounts you don’t own yet keeps the whole market sharp. When competitors know Tim is circling, they can’t afford to get lazy. And when they do — that’s when Tim walks in and picks up the business.
Protecting Your Accounts – 00:08:17
Over-communicating is Tim’s secret weapon for retention. Substitutions, deals, savings, face-to-face visits — he never lets an account go quiet. He shares the story of losing a 12-year, $10K+ per week account on price, putting together a long-term multi-location program, and winning every bit of it back.
Signs a Rep Is Taking Accounts for Granted – 00:12:11
When Tim walks into a prospect, he’s reading everything — the back-room inventory, delivery frequency, staffing levels, cleanliness, and cash flow signals. He breaks down exactly what he looks for and how he spots the gaps that the current rep stopped noticing a long time ago.
The Plate Study Story – 00:15:28
DSR Dave tells the story of a $27M/year rep who straps on an apron every quarter and stands at the dishwasher station doing plate studies at his best accounts. Every uneaten french fry, every unopened butter pat, every unused napkin gets tallied. The result is a live action list of what’s wrong with the product, the portion, or the presentation — right in front of the owner and kitchen manager. This is what outworking the competition actually looks like.
Working with Brokers & Manufacturer Reps – 00:20:24
Tim’s broker philosophy is simple: plan ahead, know exactly what your customer needs before you make the call, and demand that brokers show up ready to cook, taste, and sell — not just drop samples and leave. He shares how a visiting Italian broker with 15 specialty line items walked out having sold 8 or 9 of them on the very first visit.
Brokers & Greenhorns – 00:24:10
A broker once told DSR Dave he only has time for the top 5 or 10 DSRs at each distributor. Tim and Dave push back on that — and make the case that today’s greenhorn asking the right questions could be tomorrow’s highest volume rep. The key for new reps? Know what you’re asking for before you pick up the phone.
How You Treat People IS Your Business – 00:27:15
As President of Sysco Desert Region’s Advisory Council, Tim has seen firsthand how the way you treat warehouse staff, office teams, and even difficult customers directly impacts your results. He’s professionally ended calls with rude customers and never apologized for it. His message is clear: respect is not optional — it’s a business strategy.
Is This Career Worth It? – 00:29:27
For any greenhorn questioning whether to stick it out, Tim’s answer is an unquestionable yes — but he keeps it real. Patience is everything in this job. Every single day adds to your wealth of knowledge. And the best way to know you’re truly appreciated? Take a vacation and watch what happens while you’re gone. The “mailman on vacation” analogy hits home.
The Flexibility of Field Sales – 00:31:58
One of the most underrated perks of being a DSR is the freedom that comes with owning your day. Soccer games, school plays, grabbing groceries on the way home — Tim talks about how street sales offer a lifestyle that a regular job simply can’t match, as long as you’re willing to stay connected and put in the work.
Staying Motivated as a Veteran – 00:33:03
Even after 30 years, Tim still loves what he does — and he shares exactly how he keeps that fire going. Set goals. Stay positive. Make it fun. And before you shut it down each night, have tomorrow already mapped out so you hit the ground running. The career rewards those who keep showing up with a plan.
Be a Resource and SELL SOMETHING!!