DSR of the Month, Ryan Lehr’s Journey from Classical Music to Foodservice Sales
Congratulations to Ryan Lehr of Shamrock Foods, Arizona, named AFDR’s DSR of the Month for May 2025, earning him a permanent spot in the AFDR DSR Hall of Fame. Ryan lives about 20 miles from the Phoenix warehouse, where he serves his territory.
DSR Dave: Ryan, how’d you land in the foodservice industry?
Ryan:
I stumbled into it! I grew up in Southern Indiana, deep into classical music. I got a bachelor’s in music education, but teaching wasn’t my thing. So, I earned a master’s at the University of Florida and started a doctorate at Arizona State. To pay bills, a friend got me a restaurant job in Phoenix—no experience, just me with two degrees, bussing tables at 25.
DSR Dave:
That’s a wild pivot! How’d you go from restaurants to sales?
Ryan:
Phoenix’s restaurant scene slows in summer, so I trained as a server, then managed a chaotic shift during the owner’s wedding. I kept serving, bartending, and finished my doctorate. After a stint in Kentucky, I returned to that Phoenix restaurant, teaching music on the side. By my 30s, I was frustrated with music. One cranky morning at the bar, our Shamrock rep walked in. My friend said, “Get him a job!” I rode along, asked for an interview—not a handout—and nailed it. My hiring manager later admitted my music-heavy resume almost sank me, but I proved him wrong.
DSR Dave:
What instrument did you play?
Ryan:
Trumpet. I rarely play now—sales, wife, and kid keep me busy. Maybe I’ll pick it up when my daughter’s older.
DSR Dave:
Starting as a DSR, what surprised you about the distributor world?
Ryan:
Everything! My first sales meeting was a blur of lingo and abbreviations. I’d spent 11 years on music degrees, so food sales was a steep learning curve. Restaurant experience helped, but the upstream world—distributors, brokers, deals like $10 off a case—was new. It showed me how much operators need DSRs to educate them.
DSR Dave:
What were the toughest hurdles early on, and how did you tackle them?
Ryan:
My manager coached me like a mentor, riding with me weekly, teaching me to “fish.” He said it’d take two years to learn the job, and it did. Cold calls alone were nerve-wracking—staring at a door, overthinking. I learned to just walk in, feel it out, and ask questions. Product knowledge came with time, but building confidence to talk with chefs and owners was harder. Asking questions saved me—nobody succeeds solo.
DSR Dave:
Did customers mind those questions?
Ryan:
Not if I followed up fast. Honesty builds trust. Chefs love sharing their craft—ask, “What’s that for?” and they’ll talk forever. It’s relationship-building, not just knowledge. If they don’t like you, they won’t buy.
DSR Dave:
Spot on. Showing up, caring about their business—that’s key. I’ve seen ex-chef reps turn operators off by acting like know-it-alls. After winning awards, I did that—thought I knew everything from plant tours. My sales stalled until I went back to asking questions, even if I knew the answers.
Ryan:
Exactly. You’re always learning, or you’re falling behind. Questions reveal what customers don’t know, letting you add value—like educating them on yield to save money.
DSR Dave:
Right, like showing them yield on carrots or brisket. Weigh it before and after cooking to prove it. That keeps them in business in an 80% failure-rate industry. For Greenhorns, your manager’s coaching was huge. Managers, ride with new reps or pair them with veterans—it builds confidence and reminds veterans what they’ve forgotten.
Ryan:
Definitely. Cold calls with someone else feel much more brave. Alone, you overthink—front door or back? I skip company logos on cold calls; they scare people off. Just walk in, stay loose, and treat it like a hunt. One “yes” after 99 “no’s” is worth it.
DSR Dave:
Love that. My trick? Go in as a customer—order soup, note what they use, then ease into “I sell food.” Ryan, thanks for sharing your story. Final thoughts?
Ryan:
Show up, stay curious, ask questions, and lean on your team. Nobody makes it alone.
Be a Resource and SELL SOMETHING!!
