PPB September 2015

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100 • PPB • SEPTEMBER 2015 CONNECT
providing a pro-
fessional consulta-
tive value to the
customer, which
automatically sep-
arates him from
the competition.
What is your
greatest profes-
sional accom-
plishment?
When I was
recruited to come
to Safeguard 10
years ago, we were
hardly registering
any measurable revenue in the promotional products category.
After gaining a firm foothold in what I had to do, I teamed up
with my coworker Tracey Barton, director of distributor servic-
es, to offer our 250-plus Safeguard distributors and associates a
strong platform of education, mentoring, resources, inspiration
and tools provided to us by more than 100 A+ preferred sup-
pliers, of which 22 are in the Top 40 supplier rankings.
As a result, a network of once “service-minded” print and
forms distributors have learned, invested and engaged in this
vibrant category space, marketing effectively to over 600,000
Safeguard customers and allowing us to be recognized as one
of the leading national promotional organizations in the
industry.
What advice would you give to an industry newcomer?
Consider affiliating yourself with one of several larger
promotional company organizations that can provide a strong
platform of benefits, tools, resources and mentoring, whether
it is a company like Safeguard or one of our great industry
competitors. With today’s online ordering, storefronts and so
much more, it becomes inherent that a new person be
equipped with all the tools that the larger companies can pro-
vide from the get-go as part of their support program. And
finally, I have a favorite saying: “Market ideas first and prod-
ucts second.”
What motivates you in business and in life?
My life motto is, we should all strive to leave a “footprint”
so that when we are gone from this earth, others might know
we have been here.
Whether in my day job attempting to make a difference by
changing how our distributors view this category and the way
they approach customers in marketing promotional products,
or in my involvement in nonprofits, I simply try my best to
practice my life motto.
Fairley, second from left, and other cast members in
a local theater production of “Putting It Together.”
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WE’RE CHANGING THE WHOLESALE PRINT BUSINESS.
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