Today we’d like to introduce you to Betsy Lindell.
Hi Betsy, we’d love for you to start by introducing yourself.
I am an artist who went to design school and graduated with an interior design degree and had high hopes of affecting change in our public spaces. Working as a designer in Minneapolis was a dream and I believe I would have continued on that path were it not for the timing of my career start.
After after the economic downturn of 2009, I found myself in a sales role by way of a commercial dealer which quickly led to a manufacturing representative role. After moving to two adjacent territories with a larger company, I now run a local business under an umbrella brand which is based in Atlanta, GA. We share most product lines and many overlapping customers and are all navigating a swiftly changing landscape across the commercial furniture industry as a whole.
We all face challenges, but looking back would you describe it as a relatively smooth road?
As previously stated, the downturns in our economy affect the building industry almost immediately. There is also the basic structure of how this business works from a rep standpoint that presents its own challenges. There are larger rep groups, smaller rep groups, and a handful of individual reps who still get it all done by themselves.
I think one of the biggest hurdles for me has been the perception by customers (whether dealer, designer or end user) that my business runs the same way as some of the larger manufacturers who have direct representation. There are a significant amount of expenses that fall onto reps in order to create opportunities to meet face to face with customers. That money comes directly out of my commissions and falls entirely on my shoulders.
I have had to learn how to balance cash flow, paying quarterly taxes (missing the mark many years in a row!), and playing the game with “the big dogs” while operating with only the success of my own efforts and the trust my customers have placed in my products and me.
Having worked my way into this mostly autonomous structure in how WIT Contract operates now, I appreciate the perspectives of all types of sales within our industry and every small business owner.
Can you tell our readers more about what you do and what you think sets you apart from others?
We are a scrappy band of women business leaders who all run our own territories with independence while raising families and caring for aging parents. We represent multiple brands which each tell their own story but ours is simple: we do “Whatever It Takes” (WIT) to help our customers win business and assure client satisfaction.
We are known for responding quickly, digging into all of the details, and remaining a constant source of support all the way past the sale to issues that may arise in years following an installation.
Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
Much of my current success can be attributed to the support of WIT’s rep principal, Tracy Bennett. She partnered with the founder of our brand almost 15 years ago and now holds the contracts for the majority of our line package. It is because of her that I was given the opportunity to build a business here in TN as well as the opportunity to create exposure for our brands in Alabama. It is because of her that the majority of my commissions flow directly to my LLC to be able to reinvest in the growth of TN and not simply to support the business growth in Georgia. It is because of her that I was able to offer this same model to our rep in Mississippi, and my good friend, who now shares coverage of Alabama with me. Tracy is incredibly generous and supportive, and so understanding of the tremendous efforts we make that sometimes yield little results. As a mother herself, she “gets it” and has been both a sounding board and advocate for all of the partners with WIT.
Contact Info:
- Website: https://betsylindell.me/
- Instagram: https://www.instagram.com/mystuffyourspace/?hl=en
- LinkedIn: https://www.linkedin.com/in/betsy-lindell-leed-ap-b867ba8/
- Other: https://www.witcontract.com/
