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When Dale Johnson Cornell answered a
help-wanted ad in
The Boston Globe
for a
New England territory manager, she had
no idea that she was breaking new ground.
(“The ad had the word ‘advertising’ in it so I
thought it would be right up my alley,” says
the former broadcast advertising sales pro.)
But that move into the ad specialty division
of Sheaffer Eaton won her the distinction
of being the first woman hired in the
division and, in 1985, she became the first
female multi-line rep in the promotional
products industry when she opened her
own rep firm. Today, from her home base
halfway between Boston and Cape Cod,
Massachusetts, she covers a territory from
Maine to Washington, D.C., traveling
approximately 35,000 miles every year.
Her more than 30 years of expertise in
the field, and a solid reputation based on
performance, give her suppliers a much-
needed boost of reassurance and peace
of mind.
That experience is most often
appreciated when problems arise.
Nominator Tami Wainscott, MAS, national
sales manager at supplier The Allen
Company, recalls this example. “There
had been an order gone awry and Dale
reworked her entire sales week to fly to the
distributor’s warehouse and personally
inspect the products. Due to Dale’s quick
action and proactive resolution, we were
able to immediately make it right for one
of our top distributors, who in turn created
a win for their top client. We have had
multiple reorders ever since.”
She also saysThe Allen Company
personally travels with its multi-line sales
representatives to see what they are up
against out in the field. “I have never
experienced any negativity in working with
Dale and Cheryl [Wainscott also nominated
Cheryl Lickteig at DBJ Associates—see page
48] in our travels together. Their schedules
can be truly hectic at times, with back-to-
back trade shows, sales calls, etc., but these
professional women go at it from sun up
’til sundown without hesitation, because
they feel it in their bones—they love this
industry. They are passionate about the
opportunities that come their way daily in
helping our promotional professionals find
solutions to their clients’ needs and helping
them grow their business.”
Nominator Lisa Antinelli, vice president
at supplier Diamond Cosmetics, Inc.,
says Johnson Cornell contacted her
company asking to represent it because
of its unique, niche product line. “Her
input is invaluable as she has her hand
on the pulse of the market and assists us
in creating new products by bringing us
new ideas and insight,” adds Antinelli,
who also nominated DBJ Associates rep
Cheryl Lickteig. “Dale and Cheryl are true
professionals. They are our biggest and best
advocates, and we would not be doing the
amount of business we do without them.”
One On One With Dale Johnson Cornell
On the part of the role she likes best:
I totally enjoy the diversity
of working with multiple suppliers and many creative distributors.
Every meeting and trade show is open to new opportunities. If
one product line does not fit well into a customer’s program, I’m
sure we’ll find something from one of the other product lines. I
love being a very organized and self-motivated individual.
On managing the challenges:
She says asking family and
friends to coordinate their schedules around hers is difficult, as
is scheduling and coordinating appointments with distributors,
plus the constant follow-up with both suppliers and distributors.
“And in-between, the frustration of not being able to work while
driving,” she adds.
On maintaining the exclusivity of her lines:
As a multi-line rep it
is very important to represent product lines that do not compete in a
single category. Representing non-competing suppliers allows me to
present multiple ideas in a short period of time. As a multi-line sales
representative, my job is to educate, and help market and increase
sales for each company I represent.
On how reps can remain relevant in a changing industry:
Multi-
line reps are not always affected by the mergers and acquisitions in
our industry unless there is a conflict with the product category. It is
often a win-win situation for all. Many of these supplier companies
recognize and appreciate the relationship the multi-line rep has with
the distributor firms. In order to remain relevant in today’s industry,
a multi-line rep must be service-oriented as well as sales-oriented.
Understanding and working with the challenges of a changing and
growing market place is essential.
On how distributors can help her serve them better:
I would
love to have more distributors ask for assistance with their
projects. For example, ask for ideas, creative applications of
existing products and assistance in acquiring unique products
through the companies I represent.
Owner
/ Dale B. Johnson (DBJ) Associates
DALE JOHNSON CORNELL
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APRIL2017
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Best Multi-Line Reps
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FEATURE