Counselor Magazine May 2012 : Page 105% Growth 2009-2011 come from a sales approach that includes a diversified client base. Last year when the National Basketball Association was embroiled in a lockout, Levitt’s one basket-ball-related account suddenly went cold. In a larger sense, “if I had all my accounts solely based on the sports industry, I’d have a big problem on my hands,” he says. In the same way, Levitt feels that MRL should offer a wide range of products and services to clients. Providing full procure-ment services (whether overseas or at home), virtually any product in any format, as well as marketing and branding advice, are critical for MRL to maintain explosive growth, he says. And it’s made his sales pitch that much more appealing. With prospects, “75% of the time we hit.” Certainly, Levitt has learned hard les-sons in the past several years. In the begin-ning he thought relying on a handful of sup-pliers would be enough. “You never think to broaden your horizons in the event that your go-to may be out of stock,” Levitt says. In addition, Levitt has spent several years forging relationships with key con-tacts at the suppliers he uses. “It’s not as Top 10 MRL Promotions Fastest-Growing Distributors ( asi/258137 ) The ranking of the 10 quickest growers between 2009 and 2011. 471% Regency Print Solutions ( asi/306196 ) 346% 46% Tarheel Promotions 284% Penbras Promotional 217% ( asi/293147 ) ( asi/109480 ) The Kanga Group Pty Ltd. 163% 163 ( asi/238906 ) Pure Marketing Group 162% ( asi/302553 ) Deluxe/Safeguard Corporation ( asi/316203 ) “I think it’s every person’s wish to land the big clients, but it’s not realistic.” Michael Levitt, MRL Promotions simple as calling and demanding to speak” to an executive, he says. “We proved our-selves by learning about the products” sold by important suppliers. Levitt says MRL also invites supplier reps to its offices on a regular basis to learn about new products and stay on top of the latest information, as well as maintain solid relationships with company contacts. Levitt and his team work with vendor reps to figure out ways they can increase sales for specific product lines. And, “we don’t pick up the phone unless we truly need something,” he says. That way when MRL’s salespeople do call with a request, they get the attention they need. To increase sales quickly, Levitt has opted – for the moment, anyway – to hire sellers with industry experience. That’s particularly necessary since he has a sales COUNSELOR | MAY 2012 133% 33% Consolidus LLC 121% ( asi/166966 ) Fairware Promotional Products Ltd. 112% ( asi/191452 ) Proforma Packaging, Printing & Promotions ( asi/300094 ) 109% 09% #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 team of three. “If we had 50 to 100 people in our company and had someone to train, it would be another story,” he says. “Finding the right members to join our team is the trick.” For now that means industry players with drive and a “take-charge attitude.” It’s that hustle, more than anything, that Levitt says has helped him see explo-sive growth. “I think there’s definitely a small percentage of luck in there,” he says. “But then again, it’s also from doing good business and standing by my work.” — betsycummings23@gmail.com. 105 Publication List Using a screen reader? Click Here |
