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Counselor Senior Editor Michele Bell's slanted view of the world.

Meet Cindy Jorgenson, Counselor’s 2014 Woman of Distinction

Filed under: ASI Shows, Editorial, Interviews, Personal, Travel

Hi Everyone!

I’m just back from Chicago, where I spent a week at the ASI Show, the Counselor Best Places to Work conference and squatting at my BFF Sharon Biernat’s house, an oasis of cool in the middle of the city that I never want to leave. Sharon, a distributor sales rep with Skokie-based Creative Promos, and her fabulous husband Bob (All Hail Bob!) open their home to me and the parade of industry crazies I invite over every year and they do it with grace, hospitality and style. Sharon’s house is the best unofficial B&B in Chicago and I thank her for letting me treat it as my home-base — with limitless gourmet snacks and never a pesky “last call” with which to contend.

One of the highlights for me last week was the privilege of presenting Brown & Bigelow’s Cindy Jorgenson with the 2014 Counselor Woman of Distinction Award. And hoo boy, does she deserve it. Read below for the full text of what I wrote about Cindy for the upcoming issue of Counselor. And I’d just like to add that in addition to being one of the most talented people in the industry, Cindy proves one thing: For those who say that nothing good ever happens at God-awful Shenanigans (yeah, it’s a hellhole, but it’s OUR hellhole…), know that Cindy and I first met there 13 years ago have been each other’s industry girl crush ever since.

And now, without further delay, the many reasons why Miss Cindy Jorgenson is this year’s Woman of Distinction…

– M

Cindy JorgensonYou would think — considering that she’s climbed Mount Kilimanjaro, swam with whales, cage-dived with great white sharks and repelled through cavernous waterfalls – Cindy Jorgenson, what with her penchant for putting herself in precarious positions, is a charter member of the Justice League. In fact, as an 18-year industry vet and the current vice president of sales for Counselor Top 40 distributor Brown & Bigelow, she’s intent on tackling a Herculean challenge closer to home – completely upending the industry’s reputation as one of an old boy’s club.

“If you look at the management teams and boards of directors across the industry they’re still very male dominated,” Jorgenson says. “But on the sales side it’s very female dominated. In general, women don’t take as many risks and can lack assertiveness … We tend to play it safe. However, our attention to detail, ability to multitask and to emotionally connect with people give us an edge that can’t be ignored. My goal is to continue to motivate women into this industry and once here, help them move beyond support positions into sales and management.”

Bill Smith Jr., president of Brown & Bigelow and Jorgenson’s boss, concurs. “Cindy has been a role model for many people at Brown & Bigelow, especially women. She has mentored sales assistants in their transition into sales, new sales people learning our industry as well as experienced sales people making the transition to selling national accounts. Credibility is her greatest strength. Sales people respect her because she’s actually done what she recommends.”

And it’s this kind of commitment to mentorship that Jorgenson, who’s a past president of UPMAPP, is quite familiar. “I worked for a small distributor prior to joining B&B,” she recalls. “I started, at age 21, as an assistant to the owner who was also the largest producing salesperson. I held this position for 18 months before moving into sales, and I now know – without question – that first 18 months is why I’m in management today. Not only could I see the sales process, but I had the opportunity to view and come to respect the management side of the business as well. The owner/salesperson I worked for in the beginning told me that when I become successful, I must reach back and take someone’s hand, just as he took mine. Serving on the UMAPP board allowed me to do that; my position at Brown & Bigelow now allows me to do that every day by coaching sales partners on prospecting, time management, generating leads and proving a return on investment.”

“Talk about a go-getter – if you can keep up with Cindy, good luck,” says Rena Ashfeld, national sales manager for MN-based supplier Advance Corporation. “I’ve had the privilege of being on UMAPP Board with her, being one of her suppliers and her best friend … to see her at work is amazing. She mentors and cares deeply about this industry. This girl can multitask during the day for her clients, spin around like Wonder Woman and network at night like a rock star. She’s truly a force to be reckoned with.”

Jorgenson advises that the best course of action for younger sales professionals is to start on the inside. “The learning curve is enormous in this industry,” she cautions. “My advice would be to learn on the company’s dime. Collect a salary, learn the business, make mistakes and get some product knowledge under your belt. When you have that, then transition into sales. You’ll go with more confidence and less costly mistakes.”

Speaking of those, Jorgenson points to a doozy of a faux pas she made early on in her career: “I took too long to realize the importance of the supplier-distributor relationship,” she admits. “That first distributor I worked for had the mentality of ‘we are the suppliers’ customer and they must do what we say.’ That couldn’t be more wrong. Our suppliers are just as important, if not more so, than our clients. Without them, we have nothing to sell, and without their processes, procedures and quality control measures nothing would ever get delivered. If you’re still beating up your suppliers stop and start partnering with them – I promise your business will grow.”

For Jorgenson, the woman who never met a goal or challenge she didn’t like – all while wearing heels as high as carjacks – her love of the industry remains constant. “It’s the products, the people, the independence, the fact that salespeople define their own lives and income, the creativeness, the constant change you must make in yourself to stay competitive, the crazy, chaotic deadlines, the pull-your-hair-out, must-have-a-freaking-cocktail-right-now pressure,” she says. “I love it all.”


Get Caught in My “Web”

Filed under: Editorial, Interviews

Hi Everyone!

I’m just back from a long holiday weekend in my beloved Avalon, NJ, where I reveled with such abandon that I now know how Keith Richards feels after a Stones tour.  

Now that September is off and running and school is officially back in session, we’re kicking our education efforts here at ASI into high gear. This Thursday, September 10, I’m moderating a free Webinar featuring three of the smartest, savviest, most talented people I know in the industry: David Nicholson, the newly-appointed president of Counselor Top 40 supplier Polyconcept North America; Vera Muzzillo, co-owner of Counselor Top 40 distributor Proforma; and Memo Kahan, owner of Counselor Top 40 distributor PromoShop. Each of these leaders will be panelists at ASI’s third annual Power Summit, which will be held from November 1-3 at the La Costa Resort & Spa in Carlsbad, CA. For more information on this year’s Power Summit, click here.

What listeners will glean from this Webinar are the panelists’ insights and advice on the strategies they’ve been using to keep their businesses above water in a dismal economy, and their stance on topics like new safety regulations and what the industry can expect for the rest of 2009 and into 2010. 

See below for more information on this free education event. I hope to see you log on this Thursday!

More later in the week, and cheers!

– M


Interview with Leslie Oesen

Filed under: Interviews

Leslie Oesen, who has been a prominent member of the Canadian ad specialty indusry for the last 24 years with her husband, Fred, sat down with me during the second day of the PPACanada Show to discuss trends and changes in the marketplace. Leslie and Fred owned Task Force Marketing, a well-known and respected company in the Canadian industry and are now vice presidents of ASI Canada.

 
 Leslie Oesen Interview [2:33m]: Play Now | Play in Popup

Interview with Joe Hafner

Filed under: Interviews

Joe Hafner, a pioneer in the Canadian ad specialties market for more than two decades and the owner of the supplier Redi-Medic, sat down with me to discuss trends in the Canadian ad specialty market, the vibrancy of the industry in Canada and his perspective on the shows so far this year, as he exhibited at ASI Orlando, PSI Dusseldorf, PPAI Las Vegas and now PPACanada.

 
 Joe Hafner Interview [3:39m]: Play Now | Play in Popup

Interview with Craig Morantz

Filed under: Interviews

Craig Morantz, vice president of Polyconcept North America and the person at the helm of Leed’s Canada, with the six Image awards the company collected last night from PPACanada, including “Supplier of the Year” which the company has won for the last three years. Never at a loss for words or one to shy away from the limelight, Craig hosted a Polyconcept party last night and worked the room like Hugh Hefner at the Playboy mansion.

 
 Craig Morantz Interview [5:54m]: Play Now | Play in Popup

Interview with Mark Bruk

Filed under: Interviews

Mark Bruk, vice president of business development for CFS Promotions For Now, and I chatted at the ASI Canada reception last night regarding his take on the first day of the PPACanada Show. Mark convinced me that I should join him and the other suppliers for a week on the Advantages traveling road show and blog from each different city. He assures me that the stories would be priceless.

 
 Mark Bruk Interview [1:21m]: Play Now | Play in Popup

Interview with Arni Esra Einarsson

Filed under: Interviews

I get to travel quite frequently as an ASI editor, though I have never been to Iceland. After meeting some Icelandic distributors at the PSI Show, I have learned two things: First, like Poland, Iceland has a rapidly growing economy and one that supports a vibrant promotional products industry; Second, I don’t know if because of the 24 hours of sunlight that makes their capacity for consumption flourish, but these people party like Vikings… to the point where they made me seem downright Amish.

I talked with Arni Esra Einarsson, who runs one of the largest distributorships in Iceland, Margt Smatt Bolur (translation: “Many Small Things”), located in Reykjavik. He is as smart as he is hearty in his partying.

 
 Arni Esra Einarsson Interview [8:52m]: Play Now | Play in Popup

Interview with Philippe Varnier

Filed under: Interviews

Towards the end of the PSI Dusseldorf Show, the traffic didn’t dissipate and the excitement continued right up until the end of the show on Friday at 4:00 p.m. Trends on the show floor included metallic accents and embellishments, a continued emphasis on eco-trends including one company, Everything Environmental, who carries pens made from recycled CD cases, and Polyconcept, who showed items powered by water instead of electricity. Wooden toys, too, were prevalent, in response to the backlash against metal toys.

I spoke with my favorite French-accented industry oracle, Philippe Varnier, chairman of Polyconcept, and asked him for his outlook on upcoming trends.

 
 Philippe Varnier Interview [8:52m]: Play Now | Play in Popup

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