Unlocking Efficiency with AI:
My Experience on the SWA Discussion Panel
Attending the Southern Wholesalers Association (SWA) meeting is always a highlight of the year, but this time was especially impactful.
I had the honor of sitting on a discussion panel focused on innovation and operational efficiency—and more specifically, how AI tools like ChatGPT are already saving time and money for wholesalers across the country.
Whether you’re part of a massive operation or a tightknit team, ChatGPT can be a game-changer. And the best part? You don’t need to be a tech genius to benefit. One of my goals on the panel was to demystify the tool and show that even in its most basic form, ChatGPT can deliver immediate value to wholesale businesses.
I was fortunate to share these insights with both IMARK Plumbing members and Luxury Products Group (LPG) showrooms at the conference, and the response was overwhelming—questions, excitement and even a few “how did I not know this could do that?” moments.
Here’s a closer look at the key takeaways we explored on the panel.
Product Suggestions & Add-On Sales
One of the most practical uses of ChatGPT at the trade counter or inside sales desk is assisting with product suggestions and upsells.
Imagine this: your team sells a 40-gallon water heater. ChatGPT can instantly suggest what else should go with it—a thermal expansion tank, pan, water alarm or even a gas connector kit. It’s like giving every employee a cheat sheet for complete job solutions.
This not only increases average ticket value—it builds trust with customers, who feel like they’re being educated instead of sold to.
Employee Training & Onboarding
Wholesale businesses constantly face turnover, and onboarding new employees can be time-consuming. ChatGPT helps shorten the ramp-up time by offering:
- Training content generation (e.g., “write a basic script on how to explain the difference between copper and PEX”)
- Mock customer interactions for role-play exercises
- Email clean-up or explanation of technical product data
It doesn’t replace your training manager— but it absolutely supports and scales them.
Invoice Reconciliation
I spoke with several finance teams at SWA who shared their pain around invoice mismatches between purchase orders and vendor bills. ChatGPT can’t directly plug into your ERP system, but it can help your team:
- Write scripts or templates to organize reconciliation processes
- Interpret and explain contract language or pricing rules
- Draft emails to vendors requesting credits or clarifications
It gives your AP team a leg up when they’re buried in paperwork and need clarity fast.
Routing Delivery Trucks
Even in logistics, ChatGPT is making a surprising impact. It can:
- Suggest optimized truck routes based on delivery windows and ZIP codes
- Help draft a driver communication protocol
- Explain regulatory requirements for DOT logs or time-on-road rules
While it won’t replace routing software, it complements it—especially for smaller distributors who don’t have an in-house dispatch expert.
IHR & Internal Communication
Need a new job description? ChatGPT can write it in seconds. Want to create a safety checklist or script for a performance review? It can do that too.
One LPG member I spoke to shared how they’ve used ChatGPT to:
- Draft onboarding documents
- Clean up awkward employee emails
- Create interview questions for warehouse roles
HR teams, especially those wearing multiple hats, love the speed and clarity it brings to otherwise timeconsuming tasks.
Real-Time Support at the Counter
One of my favorite use cases came from an LPG member at the event who said:
“I don’t always know the answer when a customer asks if a faucet will work with their existing plumbing. But now I just type it into ChatGPT, and it gives me a quick rundown of compatibility or follow-up questions I should ask.”
That’s practical AI—used on the spot, to serve the customer better.