A lot has been said on the art of selling. It's a topic that some aspiring entrepreneurs frantically Google, hoping to find all the answers in a punchy how-to article. Others find those answers within. Take Lee Giles, for example.
"From a young age, I was able to develop strong relationships and build teams around those relationships," Giles recalled. He later learned how to leverage the trust and camaraderie he so naturally built over the years to get ahead in his adult career. But the red tape and indecision, perpetuated by what Giles referred to as "committee mentality," became too much for the high-energy executive.
"I wanted to work in an environment in which I could be faster to respond to selling opportunities, nimble enough to change course as soon as it was necessary, and be in control of my own destiny," Giles said. His solution? Start up his own business.
Giles currently serves as owner of Brand Keepers, a full service advertising specialties company based in Richardson, Texas. Read on as he shares his thoughts on the industry.
Print+Promo (P+P): How do you set goals for yourself? For your business?
Lee Giles (LG): Goal-setting is high priority for me. I'm very transparent with my team as it relates to our short-term and long-term goals. If they can see what I see as it relates to our future, then I feel like everyone is vested in the outcome. I'm currently putting in place more people, processes and equipment to assist us with achieving our goals more efficiently. This will help with accountability as well.
P+P: How does the economy continue to affect the industry?
LG: Of course the economy will continue to affect our industry as a whole; however, the cream of the crop will always maintain and continue to grow. I mean this with the most respect to my fellow business owners that find their niche and can adjust and adapt to what the economy bares. As long as you can stay nimble, keep overhead down and don't blame the economy (stop with the excuses), you can find the sales.
P+P: What do you expect to be some of the biggest challenges the industry will face?
LG: Distributors need to continue learning to merge their service and product offerings and accept this fact. Printers are not just printers anymore. Sign companies are not just sign companies. Promo product distributors are not just promo any longer. You must learn to adapt, grow and become an expert in these other fields or find experienced help to do it for you.
P+P: What keeps you up at night?
LG: Honestly, I don't sleep that much anymore. I'm excited about the potential of our company and all the changes that are occurring. Right now, all I can think about is hiring more of the right people to continue riding the wave that we're on at the moment. I don't want it to end, so I'm constantly strategizing with myself and bouncing ideas off of business advisors and my team.
P+P: What do you think is the most exciting, cutting-edge thing your company is doing right now? Why?
LG: The most exciting thing that is happening to us right now is a major strategy move I recently made. I felt my business partner was holding us back from reaching our potential, so we agreed to a buy-out. At the time, we were 30 percent down over last year due to morale issues and team frustration over split management. The last few months of focused management and boosted morale is resulting in what we're projecting to be a 45 percent to 48 percent increase over last year. We are currently 38 percent over. I'd like to thank iPROMOTEu as well for helping us fund our growth. Having their affiliation has eliminated my fear of "how am I going to fund that sale if I get it?" They were a game-changer for us.
P+P: What would people be surprised to learn about you?
LG: I am who I am and I don't try to hide it. I believe that is why most of our clients trust us—because we don't pretend to be something we're not. I did not attend college. Years ago, I used to think that was a disadvantage for me. But while some people I know attended college for four to six years studying theory from someone else who only studied theory, I already had six years of real-world sales and marketing experience. I wouldn't trade that for a degree.
I also ride Harleys regularly, love to camp in our RV with the family and absolutely adore my 6-year-old son.