Women in Print and Promo: Lisa Stang, I.D. Images LLC
Vice President of Sales
I.D. Images LLC, Brunswick, Ohio
Years of experience: 23
How she got her start: I have a B.A. in Communications from Bowling Green State University and applied for a marketing position at the time, and we were just about to embark on label converting. I started out going to trade shows to promote our barcoding software and packaging equipment. Once we became a manufacturer, I made a natural transition into sales.
What she loves most about the industry: Building relationships and finding solutions for my customers.
An average day: I follow up on quotes and projects; travel to customer sites around the country for sales meetings, end-user calls and training; attend trade shows; work with suppliers to find the right label substrates to meet customers’ needs; respond proactively to customers inquires via email and phone calls; strategize with management and customers as to how to help them sell more; and work with marketing to develop and approve new collateral, newsletters and e-blasts.
Her proudest career achievements: [I’ve had the most] satisfaction from building my large customer base and seeing the company grow to the size it is now. When I started, we had one small production facility in Cleveland. Now, we have six locations across the country and 225-plus employees.
On working in a traditionally male-dominated industry: In my sales role, I have actually found it more favorable to be a woman in a male-dominated field. However, I have experienced the “good ol’ boys club” mentality and overcame it by proving my knowledge and closing skills are worth their time so that they can put more money in their pockets. Earning the respect of those good ol’ boys is the key.
Her job advice to women: I think there are great opportunities for women in the label/print market since it’s still such a male-dominated industry—especially sales—so, go for it! I would tell these women to believe in their product, know it inside and out, and then concentrate on building very strong relationships with all customers.
Who she turns to for career advice: There are two people: Brian Gale, our president because of his industry resources and knowledge; and Tim Mlnarik, my manager, because he keeps me grounded and helps me with challenging customer communications.
When she’s off the clock: I’m a mom of two teenage boys that keep me busy with wrestling and lacrosse. [I’m also] a dog lover and a boot-camp queen. I love to travel and my No. 1 goal is to get to Tahiti someday.
(The following profile appeared in Print+Promo’s “These Women Mean Business” cover story in the May 2017 issue.)
Related story: Women in Print and Promo: These Women Mean Business
Elise Hacking Carr is editor-in-chief/content director for Print+Promo magazine.