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Strategy

Promo Talk: Hal Redlus, Brown & Bigelow

The promo veteran offers his take on the industry.

Hal Redlus

• Marketing consultant at Top 40 distributor Brown & Bigelow (asi/148500), St. Paul, MN
• 34 years of industry experience

What I Wish I Knew When I Started:

It took me a while to fully appreciate what one of my first bosses said to me about sales: “Every time I finish writing an order, I’m unemployed again.” Had I known and understood this early on, I might have found something a little less risky as a daily grind.

What Frustrates Me the Most:

When I sabotage myself, or let a project go to a point where I either waited too long to reply or just flat-out forgot to respond. That’s just not OK, and I know it.

I’ll Never Do That Again:

I don’t have many regrets. I’m always up for a challenge, and if it didn’t work the first time, I’m game to try another approach.

If I Were King of the Industry:

I’d remember to stay humble. Everyone in every phase of what we do is important.

What I Wish I Could Say to a Client:

I’m pretty honest with my clients. I’ve probably said it already!

Best Advice I Received:

If you have to ask if something is right or wrong, you already know the answer. Do the right thing, and you’ll be fine.

Worst Advice:

An old boss told me to take a referral to a company that I knew another rep was working with and get some projects, and he’d back me up if there was a battle. Instead, I went to the other rep to ask permission first. The worst advice became a great lesson in how not to treat people.

What Suppliers Can Do Better:

Suppliers do just fine. What I can do better is the question. Almost 100% of my challenges come from me leaving off a key piece of information, a detail, etc. I’m very lucky in that the suppliers I partner with look out for me and help me catch my errors. Frankly, the problem is that salespeople love to blame their own mistakes on suppliers.

Stereotype About Salespeople I Hate the Most:

Salespeople are tough to pigeonhole. I’ve been lucky because with very few exceptions, I’ve worked with people who are fun and caring, share ideas freely and realize that there are plenty of projects to go around.

I Attribute Most of My Success to:

Always trying to be nice.

I’m Always Looking to Improve at:

Organization. I’m easily distracted at times, and that leads to tangents that can take me off task.