PPB January 2018

the past 12 years, I’ve acquired four other promotional products companies, and I plan to buy more. My next goal is to make the Multi-Million Club at Proforma. Howdo you differentiate yourself in the industry? The atmosphere in our office is consistently upbeat, helpful and generous. My thought is, when people like you, they trust you and buy from you. I’m on the Owner’s Advisory Council at Proforma, a group of franchise owners that advises the corporate leadership team on franchisee issues. When they asked me what my advice would be for new owners, I said, “Be nice.” It should be simple! You are spearheading a new initiative that encourages Proforma franchisees topartner with supplier reps on end-user calls.Why is this important? I’ve had success with bringing suppliers with me on calls for almost eight years. At one of our meetings, another Advisory Council member and I were discussing our success with this practice, and we were then asked to help Proforma build a program to match up franchisees with suppliers. It’s such a win/win for everyone. I can’t possibly know the details of every product out there, but the suppliers are experts on their individual lines. Supplier reps can be instrumental in answering questions, suggesting alternative solutions and bringing tangible samples to help clients through the buying process. For example, I had a client who was interested in holiday gifts, and she was very specific about her target market and budget. I called in KimReinecker fromStarline USA, and with Kim’s guidance, we landed an order of $15,000. Another time, Kimhad brought a number of samples to the clients’ office for a specific event. Another employee was eyeing the samples and ended up ordering an additional $6,800 inmerchandise for a different company event. I also have several multi-line reps whom I like to take withme to meet clients. Whatrecommendations do youhave for distributors that are considering this model?What about advice for suppliers? Distributors should only bring a supplier on a call if they are sure that it is the right opportunity for their product line. They should know and communicate the exact target market and budget so the supplier’s time is not wasted. Conversely, suppliers need to do their homework to prepare for the call. Bring samples of appropriate solutions based on the end users’ goals. For example, it would be inappropriate to start talking about a potential safety program for the client unless the client has made it clear that this is of interest to them. They may not have a need for a safety program at all. Plan ahead and bring suggestions for that specific customer. For both distributors and suppliers, the key is to genuinely care as much about the success of your partner as you care about your own success. That’s what makes a partnership work. What are your interests outside of work? I have one daughter, three sons and seven grandkids, which is why I work—to spoil themall! My husband and I love to go to all their activities—swim team, football, orchestra and choir. Cheering themon and spending time with themmakes life joyful. “For both distributors and suppliers, the key is to genuinely care asmuch about the success of your partner as you care about your own success. That’s whatmakes a partnershipwork.” —Brenda Angelini Brenda Angelini, owner of Proforma Angelini (center), with coworkers (from left) Dolores Patterson, customer service rep; Sherri Padalino, office manager; Andrea Winans, sales; Cara Johnson, office coordinator; Larry O’Brien, sales; and Kathy Baker, sales. | JANUARY 2018 | 95 CONNECT