Dear John…Do you remember one of the last arguments you had with your mother? It was Sept. 10, 1990, and you had just accepted a job with JCPenney. Mom was livid that you’d be selling shoes when you were supposed to be focusing on finishing college. You told her that you could balance both. Plus, the job paid $4.60 an hour with nine percent commission. She wasn’t sold. She kept saying: “The more money you make, the less important college will become.”
Mom was right. There is no way you could make a living off that hourly wage, but that commission is a game changer. You quickly discover that by being helpful to customers and doing your job well you can earn good money. College does become less important. You leave and embark on a sales career in the footwear industry—the wrath of Mom, God rest her soul, be damned! Fear not. I’m writing in 2025 to tell you that you made the right decision!
Your big break (and career epiphany) comes while working the floor one day in late 1991. That’s when this dapper man, pulling two large rolling cases, saunters into the department. His name is Wes. He’s a sales rep for Stacy Adams. You’re enthralled watching him from afar unwrap each sample and present them to your boss. Then she calls you over for input. Suddenly, this 20-year-old kid has a voice in the decision-making. Boy, did you feel like a $100, and that’s when a $100 meant something! Soon after, you graduate to merchandiser’s assistant, offering input on an array of buying decisions. You begin steadily building that sixth sense on what makes for strong brands and styles. It’s a skillset that serves you well throughout your career.
After about six years, it’s time for a new challenge. You jump, in 1996, to Nordstrom, the mecca that Mom spent a fortune at where you grew up in Washington. The chain is opening its first Michigan outpost. You drive a long distance to apply in person. You’re nervous milling among more people than there are positions. You fret about being a simple guy who, to this point, has catered to price-conscious consumers. What do you know about affluent shoppers? Apparently enough. You get your foot in the door as a salesperson! Let this be a reminder: never underestimate yourself.
Likewise, never underestimate the power of making good contacts. Many great colleagues-turned-friends are key to your career advancement. They always take time to guide and advise you. Remember to do the same. One of the secrets to success in business is realizing that people are different but inherently want the same thing: to be treated with respect. That is one of the Golden Rules of salesmanship. Most people also welcome opportunities to keep learning and evolving. During your 13-plus years at Nordstrom you rise from salesperson to assistant manager to rack shoe manager to department manager. You’re forever grateful for the opportunities. You’ve come a long way from meeting dapper Wes and his rolling cases!
Speaking of reps, you’ll meet all kinds. Some great and some not so hot. The former includes John Brown of Munro, who teaches you that loyalty and passion for a brand leads to success. And trunk show pro Roger Butler, a rep for J. Renee, shows you how a consummate professional opens doors. You kid that he needs to sell more shoes so you can work for him.
Damned if he doesn’t call in late 2009! Aunt Kate just passed, so your time as a caregiver has ended and you need a change. You crossover to the wholesale side at Phoenix Footwear Group. It’s all promising until that first set of samples arrives. WOOF! You left a sure gig with benefits to sell these dogs? What were you thinking? Nonetheless, you press forward, utilizing your shoe eye talents. The collections improve, sales grow, and you become an Account Executive, which is just a fancy title for sales rep. Over the ensuing nine years, your customers consistently make money, and the brands (Soft Walk and Trotters) grow in size and prestige.
But there is still something missing from your life. You want to give back to your local community. Fate steps in when you’re appointed to the Eastpointe, MI, planning commission at the behest of a former mayor. You’re thrust into ordinances, zoning matters, and public hearings. You love it! It brings back fond memories of volunteering for Shriner Children’s hospitals. Dad pounded away on needing to give back. He was right.
Your path includes a few unexpected twists and hurdles. That’s life. There’s the time you lose your job just before a pandemic in early 2020. It’s a very scary time. Fortunately, you’ve just been elected to the National Shoe Travelers board, an organization dedicated to assisting fellow reps. Its disaster relief fund and support from fellow members are lifesavers. You give back as much as you receive. Acting with honor, integrity, and compassion pay huge dividends. Your colleagues look out for you. A friend in Indiana asks if you want to manage one of her stores. It’s reassuring, in a time of great uncertainty, just to be wanted.
Then, in mid 2021, you receive a bunch of calls about a job opening at Spring Footwear Corp. The company is growing rapidly. You’re intrigued. But first you reach out to uber rep Stewart Hantman, the capo of reps and Shoe Mensch. He gives the inside scoop. You’re sold and jump in with both feet. Your Account Executive position stretches your skillset, forcing you to think outside of the box and find creative solutions. All those past selling and service training sessions come in handy. You also have learned not to overanalyze. Simply having fun—something that often evades the suits—is one of the best sales strategies. Above all, the key to success in sales stems from the relationships you build, which spans fitting stools to trade show tables.
Now just think if you’d listened to Mom and focused on pursuing that degree. You’d probably be sitting in some cubicle, doing mundane tasks that offers nowhere near the excitement and rewards of human-facing interaction. You’re a born salesperson! Embrace it and enjoy the ride!
