Congratulations to Brent Priestley of Sysco Cincinnati, Ohio for being named AFDR’s DSR of the Month for March 2025, earning him a permanent place in the AFDR DSR Hall of Fame. Brent’s territory is Charleston, West Virginia approximately 200 miles and a 3-hour drive from the warehouse.
PART 1 – The Power of Persistence: From Trainee to Top Performer
In this episode of DSR Dave, we hit the road with Brent Priestley, a Sysco Cincinnati DSR working in the Charleston, West Virginia market — 200 miles from his OPCO. Brent’s journey from working in restaurants to the front lines of foodservice sales is a masterclass in persistence, adaptability, and relationship-building in this interview.
Brent shares how he transitioned from working in a restaurant to becoming a Sysco sales rep. It wasn’t a direct path — his first application was rejected because they hired someone with more experience. But Brent didn’t give up. Six months later, he applied again and landed a trainee position, where he spent a full year running vacation routes for other reps. While the pay wasn’t great, the experience was priceless — learning different sales styles, meeting a wide range of customers, and mastering the territory.
Key Takeaways:
- The Value of Real-World Training: Brent’s year as a trainee gave him the chance to see the good, the bad, and the ugly of sales — teaching him what to do and what not to do based on customer reactions.
- Developing Your Own Sales Style: There’s no cookie-cutter approach to being a successful DSR. Brent learned that the best reps inject their own personality into their work and build genuine relationships with their customers.
- Handling the First Year on Your Own: Even after a year of training, Brent’s first year solo was a challenge — from taking over a struggling $30k route to dealing with skeptical customers who missed the previous rep. His secret? Perseverance, leaning on his district manager, and simply refusing to give up.
Sticking It Out: The Two-Year Rule Brent’s advice to new DSRs is clear: stick with it for at least two years. It takes time to understand your market, build relationships, and learn how to navigate internal systems. He recalls a disheartening moment at a sales meeting when a veteran rep told him, “No, it doesn’t get easier” — but Brent pushed through, and now he tells every trainee: Yes, it does get easier — once you put in the work.
Prospecting: “Shooting the Gap” Brent introduces us to his approach to prospecting, which he calls “shooting the gap” — identifying a need the current supplier isn’t meeting and positioning yourself as the solution. He stresses the importance of:
- Homework: Reading online reviews to uncover pain points before ever making a call.
- The First Call: Not walking through the back door with a sales pitch but dining at the restaurant, chatting with staff, and gathering intel.
- Consistency: Showing up at the same time and day each week until the prospect knows you’re committed.
- Listening More Than Talking: The customer will tell you what they need — you just have to listen.
Real-World Example: Brent shares a recent success story, helping a customer understand their food costs and improve their bottom line. Many operators don’t truly grasp their numbers — they just know how much they spent and what’s in the register. By offering value beyond pushing products, Brent earns their trust and their business.
Building Customer Relationships/Handling Objections:
- Suggestions for handling customer requests for products that aren’t regularly stocked.
- The importance of utilizing resources, such as buyers, merchandisers, and brokers.
- Strategies for addressing customer objections, such as “I’m happy with my current rep.”
Call to Action for DSRs: Try Brent’s “shoot the gap” method this week. Do your research, visit a prospect without an agenda, and focus on gathering information and building relationships. Commit to showing up consistently — and remember, it might take a dozen visits before they open the door.
This is a raw, honest look at what it takes to succeed as a foodservice DSR. Brent’s journey reminds us all that success doesn’t happen overnight — but with persistence, patience, and a personalized approach, you’ll get there.
Be a Resource and SELL SOMETHING!!
