Whether crossing the street or going against the herd, taking risks is part of our daily routines. How a person responds to these risks, however, determines their overall success in life. Just ask Randall C. Eubanks, vice president of sales, owner, partner, for Suncoast Marketing, Fort Lauderdale, Fla.
His story begins in May 1979. The latest recipient of an associate degree in business, Eubanks (also known as "Euby") was looking forward to attending what he affectionately calls "the real USC," the University of South Carolina, later that fall. The dean of his soon-to-be alma mater's marketing department had something else in mind. Right before the graduation ceremony, the dean recruited Eubanks to participate in a little experiment. "He challenged me to create a résumé and include some of my work from school in his classes. We would [then] find 10 companies to send it to and see what would happen," Eubanks recalled.
Several interviews and six job offers later, Eubanks ended his college career and signed on with Moore Business Forms, which he admitted was not part of the plan. Unfortunately, the compensation he received was not as valuable as the training, so after more than three years at Moore, he moved on to Better Business Forms, the largest printer in the state of Florida. Eubanks worked his way into the Million Dollar Club, and later into sales management. Things went smoothly for 13 years, but a change in ownership forced Eubanks to make another big decision.
"I was not 'family' [and] they made it in my best interest to leave," he said. "Suncoast was a client of mine and I joined them that same day, becoming a minority partner."
Eubanks and his business partner Bob Scala bought out the retiring senior partner and the rest is history.
Read on as Eubanks talks shop.
Print+Promo (P+P): How do you set goals for yourself? For your business?
Randall C. Eubanks (RCE): My goals have always been self-assigned. [They] are always challenging, but attainable. I do the same for the business—always projecting growth, but realistic growth. Setting goals that are so low [that] achievement is assured (or too high that can never be attained) are simply not in anyone's best interest and are not motivating. Goals need to be realistic and challenging, but attainable.
P+P: How does the economy continue to affect the industry?
RCE: We create our "own economy" in this business—no matter what the national outlook is. The more calls you make, the more sales you will make [applies to] any economic condition. The harder I have worked, the luckier I have always been.
P+P: What do you expect to be some of the biggest challenges the industry will face?
RCE: Allowing our mindset to switch to "commoditization." We are not a commodity, the Internet is not our enemy-unless we choose to allow those things to win. As long as we are creative and differentiate ourselves, we will not only survive, but thrive. Being passionate about our business assures success. [To paraphrase Garrett Gunderson,] know your purpose and follow your passion-that will create energy, and money is always attracted to energy and passion.
P+P: What keeps you up at night?
RCE: The inconsistent performance of so many salespeople. If they applied themselves appropriately, they would be much more successful. Unfortunately, I can only share the pathway, I cannot force them to walk it.
P+P: What do you think is the most exciting, cutting-edge thing your company is doing right now? Why?
RCE: Continued growth in an industry that is struggling by embracing new products and services (e.g., in-house creative coupled with Web design, SEO and social media). We are "marketing mavericks," and we thrive on being that. This business is not in a process of evolution; it is in a constant state of revolution. Evolution is much slower.
P+P: What would people be surprised to learn about you-hobbies, special interests, etc.?
RCE: Let's see, probably not a surprise living in Florida, but I love to scuba dive, ride Harleys and, maybe surprising, sing-not necessarily in that order.