PPB April 2018

Tina Berres Filipski is editor of PPB. S cott Schaefer got his start with promotional products when the uniform apparel company he represented began selling into the industry. In 1997, he opened his own multi-line rep firm in Canandaigua, New York. It focused on bringing hard goods and apparel from a select number of promotional products suppliers to distributor clients in Upstate New York and Pennsylvania. Looking back on his career, Schaefer says it’s the relationships he’s built that have made the biggest impression on him. “What I like most about being a multi-line rep is having developed wonderful friendships with customers and my colleagues over the years,” he says. “I also like the flexibility of managing and running my own business, and helping my customers find unique and creative solutions to their customer’s needs.” On the flip side of those relationships, his clients are grateful for the strengths Schaefer has brought to their businesses and end-buyer programs. “He is what all multi-line reps should be,” says client Paul Steinberg, regional vice president at HALO Branded Solutions, one of eight who nominated Schaefer for the honor. “Among a great list of multi-line reps, Scott stands out as one of the very best.” Steinberg says he particularly likes Schaefer’s approach to selling. “Scott doesn’t pollute us with catalog flipping or things that we can discover on our own. He recognizes that we thrive on his ability to teach us what we have not discovered or realized.” Nicholas Turano, principal at distributor GetNoticed Promotions, adds, “Scott’s attention to detail and quick responses on several sales over the past year are the reason why I was able to secure substantial business from those customers. From samples to virtuals to pricing, his quick turnaround times are amazing.” Kim Fravel, brand consultant and co-owner at distributor Cooley Group, Inc., also likes that Schaefer is readily available to help with projects and stops in frequently to present ideas and offer samples. “He also participates in our trade fairs to help us grow our business,” Fravel adds. Scott Schaefer President, SS Enterprises, Inc. What’s your biggest challenge? My challenge is getting distributors to look at new ideas and emerging industry trends. It’s natural to get in a comfort zone with what we do and sell—we are all guilty of it. And it’s no secret that our industry’s distributor sales force is aging. Attracting recent college graduates and Millennials to our industry has been a challenge. Another challenge is that Millenials are continuing to buy online. What is the most important issue faced by multi-line reps today? Consolidation of the industry on both the supplier and distributor sides is an issue we continue to face. Also, suppliers—large and small—are being purchased by larger companies and/or investment groups. What does the future hold for reps and how can they remain relevant? Consolidation is certainly a challenge, but I am fortunate to represent very strong companies, and we can continue to bring more ideas and solutions to our customers in a single meeting. Since time will always mean money, this will become even more important to promotional products distributors going forward. What do you wish more distributors knew about working with reps? I would like to make sure they completely understand what our function is. We’re self‑employed, commissioned reps and always have their best interests in mind. If the sale doesn’t happen, we make zero. I have noticed that reps’ time spent with distributors is more limited today. Because of that, being able to see a multi‑line rep can certainly be more beneficial to the distributor because they can see multiple ideas and solutions in one visit. “What I like most about being a multi-line rep is having developed wonderful friendships with customers and my colleagues over the years.” — Scott Schaefer FEATURE | Best Multi‑Line Reps 2018 36 | APRIL 2018 |