There’s a movement happening amongst distributor sales reps, and I’m on a journey to define it. Laptops are getting ditched for mobile apps. AI is reshaping the way they discover new customers and products. Chefs need help telling stories on menus, not single-serve samples and POS.

I started this journey a few weeks ago to unpack what it means for DSRs to be ‘consultative,’ a term that’s lost all meaning over the last fifteen years. It’s clear to me that food distributors of the future are laying the groundwork now by jumping into new technology that allows DSRs to cut away the mundane tasks of order-taking and chasing checks. 

I want to define the DSR of the Future through the lens of heroes out in the field, like Phil Newton - DSR At Seattle Fish and Lombardi Meats. I sat down with Phil to learn more about what he’s doing and what consultative means to him, and I came away with some meaningful takeaways. Keep reading to see what the tech-enabled storyteller DSR looks like.

AI Tools for Thinking, Not Just Transacting

When I asked Phil how he uses AI, he rattled off examples like building prospecting lists from liquor license data or suggesting alternative menu items based on inventory. He’s not waiting for someone to hand him leads, he’s architecting them. Combine that with using AI to match menu items to products in his catalog and portion costing, you’ve got a rep who shows up with answers, not questions.

Tech-Enabled Sales

Phil’s use of ChatGPT to identify new prospects (e.g., restaurants in Denver serving chicken drumsticks) or route building (using liquor license data) illustrates how top reps are becoming mini-marketers and data analysts rolled into one. He combines this with Seattle Fish's routing and inventory tools to make each meeting as efficient as possible, and in his case, meetings are often just 12 minutes long.

Selling with Story, Not Just Product

Products aren’t just commodities; they’re part of a larger narrative. For today’s chef diners, the products are characters in the stories that they tell on a menu. His example of barramundi grown in an Arizona aquifer is a masterclass in storytelling. It wasn’t just a fish; it was a sustainable solution for the Denver Convention Center that held moisture longer and reduced carbon footprint.

Partnering with Marketing for Value Add

He highlights a deep partnership with Savanna (Director of Marketing, Savanna Ronco) from marketing. Together, they produce co-branded content, social media highlights, and in-restaurant photoshoots—helping customers grow, not just buy.

It’s Not About Consulting. It’s About Trust.

Phil doesn’t pretend to have all the answers. What he has is a rare combination of experience, curiosity, and humility. He knows how to connect a sustainable farming method to a banquet hall’s needs. He knows when to bring in marketing to build a restaurant's story. He’s not selling to a chef, he’s standing next to them.

“We don’t get paid to have the easy conversations.” That means also showing up when something goes wrong, answering the phone even when it’s going to be a tough conversation, and solving problems, not pointing fingers. 

That’s the kind of rep customers want to partner with, not just buy from.

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