1921: Building Trust & Winning New Business, Bill Swarmer, Part 2, DSR of the Month
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 consultant mindset—consistently looking out for the operator’s best interests 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 takeaways DSRs will hear 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