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
This month, DSR Live changes things up a little, and we’re excited to have DSR Dave’s son, DSR Joe, as our guest host 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—so he knows the business and the challenges DSRs face on the street.
Bill 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 hasn’t 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.
Listen in as guest host DSR Joe talks shop with AFDR DSR of the Month Bill Swarmer. There’s a lot in this one for both veteran DSRs and those just getting started.
Be a Resource and SELL SOMETHING!”