By James Chevrette
New kid on the block, 22-year-old Sam Sutton of Crossover Marketing, WA, one of the youngest reps in the 12-volt industry,.shares his lessons for the next generation of account representatives.
Typical of a Gen Z’er, one of the first hurdles for Sutton was the phone. “I grew up on three-word answers using text. My generation does not talk on the phone that much. It was a hurdle I had to overcome in a hurry, coming out of the post-pandemic era.”
He added, “I truly believe timing has a lot to do with my growth in rep’ing. After Covid, most reps were not traveling as much and seemed to be relying on email. My father Rob Sutton encouraged me to get out and see the stores. “Get to know dealers’ needs and see what their wants are. Go explore their stores and get to know the staff,” he told me.
We asked Sam what advice he would give to other young people entering the field. He said to find a mentor. “With working for my father Rob Sutton, sometimes it feels like father’s know nothing, but uncles know everything. I grew up listening to my dad on the phone and knew how things could change quickly in the car audio industry. Our principal Paul Pilat of Crossover Marketing really helped re-enforce and offer a fresh perspective on my father’s teachings and values. Having this extra voice of reason really helped me grow as a manufacturer’s rep.”
The younger Sutton is also grateful for the guidance he received along the way from retailers who took the time to sit down and explain their points of view on specials, booking programs etc..
“Many retailers were very generous with their time by answering my questions, for example ‘What can I do to be a better rep?’ I appreciate them not judging me on my age and taking the time to answer my questions about their business, even knowing I was a new manufacturer’s representative,” he said.
Sutton added that he would especially like to thank these retailers for their help: Allen Frieze, The Stereo Store – Eugene, OR; Chris and Erica Botelho, Audio Source – Vancouver, WA; Kevin Cornutt, Stereo King – Portland, OR; Rafael Ochoa, Xtreme Car Audio – Bremerton, WA; and John and Kaylee Roadman, Ducks Audio – Vancouver, WA.
Sutton started his job rep’ing at the age of 19, and said he’s grateful our industry gave him an apprenticeship.
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Just a few things you need on the road to success-
HONESTY
INTEGRITY
FOLLOW-UP
ACCOUNTABILITY
DOING IT WITH A SMILE (even if you have to fake it)
Good News, you are already doing all of the above… so, my advice… keep what you are doing. Congrats on your hard work bearing fruit.
I’ve been a rep since 1980. In a rep’s career lines will come and go. But it is your customers who remain the same. Be loyal to them and have their best interest at heart. Then they will be loyal to you. Good luck.
Exactly! A rep is only as good as his reputation and honesty!
I’m having a personal flashback of another young guy I knew…me.. I started are a CE rep in MIami at 19 moving down from Ohio after selling and learning the Hi-Fi biz when I was 16 at Tokyo Shapiro in Cleveland. At 20 started my first business Audio Garage in Orlando…one of the 1st Car Audio stores in Florida in 1977. Fast forward 6 stores and 11 years later I sold those stores to Sound Advice. Faster forward again after 13 years at Sound Advice sold them to Tweeter and I was the Sound Advice ambassador to Tweeter in Boston for another 5 year tour, before I was recruited to Car Toys in Seattle for 4 years where I was blessed to work with your Uncle Rob Sutton. Great man and a great business partner where we grew Kenwood’s car audio business 8 times the level of the original business when I arrived in a short period of time! Then another 4 years second tour in at Sound Advice before the last 10 years with our latest start up company Why Buy New Electronics where we went on-line growing it to one of the top 5% of eBay’s Home Audio Electronic’s e-tailers sellers in last year. My point is this. If you are dedicated, got great hi-fi genes (you do) , a focused mind, and you love what you do, Sam you can do and go anywhere you want to go. You don’t need a Harvard business degree. Learn your craft, do what you say, say what you do, and work hard. Fall on the sword when you screw up, make every mistake only once-learn by them, be dedicated and faithful to the industry, your family, your business partners, and yourself. You already have the foundation where you can go to whatever level you aspire to achieve! Rock out buddy! I’ll be watching you! Keep up the good work! You represent the latest group of CE Early Adopters! Kudos! Dan Jeancola
WAY TO GO SAM!!!!
I was 25 when I started my rep carear at EDI and soon met Rob Sutton at A&L. Taking time to know your people as more than just dealers and help them to grow thier business. Not too many make that effort these days. Congrats!
What a great article! We are happy to have you in the industry, Sam.
A successful rep focuses on adding value to the customer and then to the vendor. Certainly, clear concise communications, written and verbal are vital methods used in the endeavor to add value. Know the customer, strengths & weaknesses, capacities, goals and act in ways to help the customer overcome challenges and move toward achieving goals. Know the vendor in the same way and work to match customers and vendors for long term profitable relationships.
Hey Sam,
We definitely need some youth in our industry, and we are happy that you are passionate about the business.
Thanks, Jay
We love ya Sam!! Keep up the hard work!