Prospecting, Penetrating Accounts, Working with Brokers & Veteran/Greenhorn Advice
How do top DSRs keep growing once they’ve already won a customer’s trust? In Part 2, AFDR’s DSR of the Month Bobby Tat (Shamrock Foods Southern California) shares the daily habits and systems behind his success.
Bobby’s take: the biggest growth often isn’t in new accounts—it’s in the ones you already have. He covers bringing fresh menu ideas, planning promotions months out, coordinating manufacturer and broker resources, running real product sampling, and delivering value beyond just taking orders. His core message: operators should see their DSR—not social media—as their best source for new ideas.
He also breaks down how to work brokers and manufacturer reps effectively, showing how those relationships help solve customer problems, land samples, and win business. Clear communication, mutual respect, and fast follow-up turn these partners into an extension of the DSR’s own team.
Throughout the audio podcast conversation, Bobby shares practical, real-world advice that every DSR can immediately apply, including:
- Why the greatest opportunity for sales growth is usually inside your existing accounts.
- How to uncover products customers are buying from competitors—and earn that business.
- Becoming part of your customer’s business instead of just another supplier.
- Planning seasonal promotions and menu ideas months before customers need them.
- Why operators should rely on their DSR for new menu ideas instead of social media.
- Using food shows, chefs, manufacturer reps, brokers, and product samples to create excitement and new sales opportunities.
- How plate studies can uncover hidden problems and identify opportunities to sell new products.
- Building customer relationships that make competitors difficult to replace.
- Bobby’s timeline for when a new DSR finally begins to “put it all together.”
- Why the best DSRs eventually turn selling into something they genuinely enjoy—not just a job.
- Building strong working relationships with manufacturer representatives and brokers, and why those partnerships often determine how quickly you can solve customer problems.
- Setting clear expectations with vendor partners and communicating urgency when customers need immediate support.
- Why product sampling continues to be one of the most effective selling tools in foodservice.
- How online ordering has changed the DSR’s role from order taker to business consultant, account manager, and problem solver.
- Helping customers avoid ordering mistakes while protecting margins and maintaining accurate order guides.
- The growing role of ACH payments and how technology has changed collections.
- Why writing credits immediately is one of the fastest ways to build—or lose—customer trust.
- Treating transportation, purchasing, accounting, credit, and every internal department as valuable business partners.
- Solving problems by bringing solutions instead of blame.
- Bobby’s advice for Greenhorn DSRs looking to build a long, profitable career.
- How veteran DSRs can stay motivated, better manage their time, and leverage brokers and manufacturers to become even more productive.
- Why successful DSRs remain visible with their customers instead of becoming order takers behind a phone or computer.
- Protecting your “A” customers by consistently bringing ideas, value, and personal attention.
The biggest lesson from this episode is that customers don’t remain loyal simply because of price or convenience. They stay loyal to the Distributor Sales Representative who consistently brings ideas, solves problems, builds trust, and becomes an indispensable part of helping their business succeed. Bobby’s closing advice says it best: Don’t be an order taker. Be a resource your customers can’t imagine doing business without.
Be a Resource and SELL SOMETHING!!
DSR LIVE, A Member Benefit of AFDR | Sales Tips & Straight Talk from the Street