We’re excited to introduce you to the always interesting and insightful Axel Geittmann. We hope you’ll enjoy our conversation with Axel below.
Hi Axel, thanks for joining us today. One of the most important things we can do as business owners is ensure that our customers feel appreciated. What’s something you’ve done or seen a business owner do to help a customer feel valued?
One of the unique aspects of working in sales and marketing is the freedom to pursue multiple different paths to growth at once. We often look at how other industries and markets see success and find ways to implement best practices into our interactions.. More recently, we have been focusing on the trade sector to gain intelligence and inspiration through their customer interactions. The question we had was “How do you convert a customer into a promoter.” The trade sector is incredibly competitive. Customer interaction is key to maintaining and growing a client base.
In our study, one particular practice stood out as transformational. Interior house painters, who’s primary function is to literally paint walls, were also changing light bulbs on hard to reach ceilings and updating power outlets, free of charge. This small added service, changed an otherwise transactional experience into something more meaningful and valuable for their customers. They won referrals and strong reviews, which helped them grow their businesses.
As wholesale sales and marketing reps, we took this idea, evolved it and applied it to our retail partners. In this economy, retail owners and managers are struggling with staffing. This means owners and managers are wearing more hats, taking on more tasks. Our role as sales reps is to place product with our retailers and support sell through. We decided to go beyond our primary function, by scheduling ourselves with our best retail partners to fill shifts and support the floor staff, in order to give back time to the owners and managers. This service not only helped the store management maintain coverage on their retail floors, it lowered stress for the owners and stakeholders, allowing them to focus on running their businesses. They felt appreciated and we felt great about stepping in to help in their time of need.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
SuperFluent is a neoteric sales and marketing agency based in Denver, Colorado. The name, deconstructed, informs on how we approach sales and marketing:
Super
Adjective
“an individual or thing
larger, more powerful,
or with wider application
than others of its kind”
Fluent
Adjective
“able to speak or write smoothly,
easily, or readily; capable of flowing;
fluid; strong understanding of language and culture”
Superfluent
“Superabundant; flowing or floating above or from the top. Superfluous;
exceeding requirements. having a flowing and elegantly persuasive style or
character; (of a person) speaking or writing in fluent or elegant manner.”
We have operated for 16 years in the outdoors, action sports, cycling and resort markets. We currently represent the following incredible brands in the Rockies region: Smith Optics, Suncloud, Super73, The James Brand, Mons Royale and Seirus innovation.
We exist to meaningfully connect retailers and brands with the goal to build mutual, long term success for both. It is our mission, our passion & our reason to be. We partner as mentors, consultants, ambassadors and enthusiasts to the brands and the retailers we bring together.
Can you talk to us about your experience with selling businesses?
I have sold a business. Exit strategy starts before you write your mission statement. The topic should be included in the earliest conversations with your potential partners. The best advice I can offer is the following:
-Maintain meticulous business records and a consistently updated P&L.
-Protect your intellectual assets and nurture them. They are worth money.
-Be flexible. Sometimes your exit opportunity is sooner than you expected,
-Have a plan for what comes after your exit 1-2 years prior to when you think you’ll sell your business.
-If you feel you are ready to sell your business, plan your exit 1-2 years out.
-Work with a business broker.
Any advice for growing your clientele? What’s been most effective for you?
Aligning with the brands who share the value set we follow at Superfluent- Respect, Freedom and Responsibility.
Contact Info:
- Website: www.wearesuperfluent.com
- Instagram: wearesuperfluent
- Linkedin: www.linkedin.com/in/axel-geittmann-9598a179
Image Credits
Sara Ford