At the 2012 Ad Specialty Industry (ASI) Orlando Show, Greg Muzzillo, founder of Cleveland-based Proforma, sat on a featured panel hosted by ASI President and CEO Tim Andrews. During the panel, Mr. Muzzillo discussed what he has learned from his over three decades of experience at Proforma. Over the course of his tenure with the firm, Proforma has grown to a network of over 750 member offices, and was named to Fortune’s list of the Fastest Growing Companies three times by Inc. Magazine.
In a post-panel interview with Tim Andrews, Greg Muzzillo provided some advice to emerging distributors. Mr. Muzzillo noted that eight out of ten target customers are typically happy with their current supplier, so newer businesses only have around 20% of the market to work with. As a result, emerging companies have to be extremely proactive when prospecting new clients, and must spent time out in the field.
Greg Muzillo often tells the managers of Proforma offices with revenues from $0 to $400,000 to be “on the other side of the desk, out in front of prospects and customers.” Sales is a difficult field, but securing a profitable deal with new clients makes the difficulties worthwhile.