With perhaps the richest retail experience in the Australian gift industry, Gibson’s national sales team holds valuable insights to the market past present and future. This highly valued team helps drive their customers forward through expert experience in ranging, industry trends and merchandising.
We asked the team a few questions about their background and what they see currently and in the future for gift in Australia.
Experience. A great place to start.
One of the keys to the sales team is their knowledge and experience gained through years in the giftware industry. But how did they fall into the industry, what drove them to repping? It seems they’re all different but all share one thing―a passion for being out of an office and working with their customers.
Peter Littin, QLD, found his start in giftware via getting out of selling motor homes and selling ‘pens and whoopie cushions’ for a novelty company. While he did question the decision at the time, his sales role with Gibson today proves it was a wise career move.
Another of the NSW sales reps, Vivienne Lee, ran her own restaurant before deciding sales was for her.
“I first became a rep after selling my own business―a busy restaurant,” explains Lee. “Before that I was a sales trainer and sales manager but found I didn’t want to be stuck in an office. I’ve now almost sold to every part of NSW. I love the rural areas and I especially love the people.”
Talking of the past, what have Gibson’s sales reps seen as the biggest change in the industry over the last 10 years? Demographics always play a part in changing buying habits. The team also points to the decline of the independent gift shop and the rise of gifting into pharmacies and newsagents.
Selling in today’s giftware market
For those sitting in an office, it may be interesting to know what a typical day looks like for a giftware sales rep. Well it’s anything but typical. But it appears they all love the autonomy of running their own daily agenda, being out on the road and connecting with people.
“I definitely start early and keep my customers informed of my progress through the day,” adds Robert Skinner, QLD. “Sometimes you can get waylaid so keeping to exact times can be difficult.”
Today the best-selling lines are hard to narrow down because one of the beauties of Gibson is its extensive range on offer for all occasions. Certainly according to the reps, customers are asking for the next buzz item.
“If there was a new product or something that was going to be amazing we would find it,” adds Littin. “We are my customers’ international buyers.”
Still the old favourites remain popular; women’s and functional gifts and, of course, Sock Society.
“My customers suggest new designs for socks and I tell them we’ve got this covered,” concedes Maree Lewis, NSW, “because we have over 130 designs”.
While Adam Hart, WA, is seeing a popular trend from customers for quirky socks, eco-friendly gifts, as well as Australiana gift lines.
Of course today the industry isn’t without its challenges. According to NSW sales rep, Debbie Ashley, the drought has been devastating to the customers in her territory.
Littin adds “that ever increasing rents are a real challenge”, while fellow NSW rep Roger Olsson sees today as an opportunity: “We are in a partnership with our retailers and it is important that we both find the path to success.”
Some tips for the future
Whichever Gibson sales rep you speak to, they’ve all got some sage advice for retailers for 2020 and beyond.
“Try new categories and new ranges, be adventurous,” suggests Skinner.
Littin’s advice is simple: “Advertising works.”
Lewis suggests “take advantage of buying quantities for a better price and give new items a go”. A final wise tip from Chris Vine, VIC: “Use social media, especially Instagram, to help sell your product. A very influential way as almost everyone is on it.”
Gibson sales reps also have a few good suggestions for customers as far as visual merchandising goes. Hart recommends “colour block ranges, mix and match and keep changing things around”, while Olsson suggests “buy in ranges as this creates a story for the customer”. Many spoke of the need to hire great staff that have an eye for visual merchandising.
And for retailers just starting out, Lee has four tips. “1. Plan. Do your homework. 2. Research your suppliers. 3. Listen to advice from experienced reps 4. Get good staff―they represent you.”
Why Gibson sales reps love what they do
Speak to the sales team right around the country and there’s one thing that shines through―the passion for their job. They love being on the road and the freedom that offers.
As Ashley says: “I meet new people every day. The role is diverse and no two days are the same.”
For Littin it’s the difference he can make. “I genuinely believe that Gibson makes a difference to so many small businesses.”
Roberts is really looking forward to 2020 as “Gibson’s new ranges are terrific and she is going to make her customers a stack of money”.
The same goes for Lee. “Feeling that I actually help contribute to the profits and the building of many small businesses. It’s more of a partnership these days than just making sales.”
At the end of the day, Gibson is justifiably proud of its whole national sales team for not only the contribution they make to the business but also how they partner with their customers. The forecast is for a successful year for all in 2020.
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