Secret Recipe: Michelle Edwards

I have been lucky in my professional and personal life to have so many amazing and strong female mentors and supporters. The impact they have collectively had on my career is immeasurable. Because of this, it was so hard to narrow my secret recipe choice to just one person. However, Michelle Edwards is one of a kind, so I wanted to share her wisdom with all of you. Michelle has influenced my way of selling, shared the joys and tribulations of selling premium goods, and constantly pushed me to ask for more and get more, in all aspects of my life. - Kate Plummer, Clearmount

How did you get started in this industry?

I like sharing my entry into the Promotional Products Industry because many people don’t know it.

I went for an interview at Spalding Canada.  I wasn’t told the company name at the time, only the address, and I was over the moon when I pulled into the parking lot, and read the sign. Back then, you could see Spalding from Hwy 400. There was no Wonderland, Vaughan Mills or Bass Pro Shops.  How times have changed and I’m showing my age. I worked in the P & I division where logos were printed on golf balls. We sold golf clubs that could have a laser imprint or a decal placed on them.  We had a great team who worked hard and played even harder. To this day I still have cherished relationships with team members. I was recruited to Bic Graphic before Spalding’s Golf Division was sold to Callaway Golf several years later. Bic was my training ground for this industry.  Mark Wingrove was very serious about his team’s participating in industry learning events etc.  I started as a CSR Team Lead inside and then moved into outside sales at the recommendation of Spencer Ritchie who left to work for Letts of London. I learned so much under great leadership like Anna Pinnock, Mark Wingrove, Mike Hecktus, and Spencer Ritchie. People humble enough to share their experiences and guidance.

What is the coolest project you ever worked on and why?

Ahh! The coolest project was a Harley Davidson Incentive program, I worked on at Bulova Watch Company.  The distributor, an amazing industry partner, never thought he would ever use a timepiece for a project.  However over “Time” yes, pun intended, he thought it would be the best incentive for his client.  At the end of the incentive program they actually raffled off a Harley Davidson bike.  Therefore, it hit the coolest factor for me.  It really proved to me the importance of believing in what you bring to the table as a supplier partner, and what a great feeling it is when the synergy between supplier and distributor partner come together to deliver beyond the customer’s expectations. This created long lasting memories and a very impactful experience for the recipients, which give them stories to tell over the years.

What is the biggest takeaway from your experience in this industry?

“Get over yourself! It’s not all about you!” You will not know everything and no one should expect you to. Be teachable. You can learn something new from someone you least expect to teach you.  When building relationships, be an active listener who is present. This means while listening you’re not thinking of your response or when it will be your time to speak.  Really hear what’s being said in the moment and seek to understand your distributor’s underlying needs. Find your client’s pain and bring the solution to them.  This builds strong bridges and referrals for you moving forward.  There are many opportunities within the same distributorship. Take time to stop at the office you tend to pass when you’re visiting your client.  Know your competitors and become friends with them, never speak poorly of a competitor’s product, instead focus on what your brand brings to the needs of the client.  Everything is not about price.  Don’t be afraid to educate the importance of your brand and the value you offer.  You teach the distributor to continuously expect discounts if everything boils down to price haggling. When a discount is required, make sure value is received on both sides of the deal. Be willing to walk away from a transaction that will be more harmful than good. Pay attention to details, and never stop asking questions.  Always remember the only thing you really have is your name.  Walk with integrity and make an impact with every interaction you have.

Describe a non-profit or a cause you are passionate about and tell us why.

Salvation Army is a non-profit that benefits everyone. It’s easily accessible and opens many doors for people in need.  The vast offerings: clothes, shelter, food and community resources.  It fills the gap in society for those less fortunate.  It’s always important to give back and do what you can to help others.  Be continually paying if forward even when no one sees or recognizes what you do. Hopefully, one day all people will have the quality of life needed to live freely.

Tell us something within our industry you would like to change and why.

The point system, which is based on when a company joins the association instead of how actively they participate in events and support the association and industry.

How do you spend your time when you are not working?

When I’m not working, you’ll find me with family and friends, the two most important groups in my life.  Volunteering my time in some way, i.e. willing to babysit, run errands for others or just being available to listen and assist someone in need.  I’m always mentoring those around me, whether it’s professional or personal.  Listening to music and lounging around reading are peaceful ways to pass the time.

What is something with your day-to-day job that you still struggle with, and what are you doing to overcome that challenge?

Work-Life Balance, many times I’ve sacrificed a personal event to get a work project done.  During the busy season the lines really get blurred.  Therefore, I’ve disciplined myself to keep work and personal life separate.  Having a good accountability partner helps keep me on track, and I respect the time set aside for work and for home.

Describe your best strength related to your career and tell us how it has helped you.

My best strength is being a good listener and asking questions. This serves me well in getting beneath the surface of what the client is saying.  It also helps in guiding them to the best product, promotion, and packaging for the incentive, reward or gifting event.  Many times, when you listen well you come up with an idea the distributor partner never thought of doing or adding.  The distributors come to value and rely on your professional insight.  It gets you invited into their important meetings and may also place you in front of their end-user… the greatest level of trust and partnership.

What’s the best book you’ve read recently and how has it help you either personally or professionally?        

Michelle Obama’s Becoming… her transparency and relatability is refreshing and uncompromised.  It’s this type of transparency that helps in building great relationships… fostering strong bonds beyond the boardroom and tradeshow floors.  My strongest takeaway was, we are always “Becoming”: a better businesswoman, mother, sister, wife, aunt, friend, and advocate.  It illustrates growth and the passion to learn.  Always be flexible to learn something new which fosters greater growth in yourself.  In the end it benefits not only you, but also those around you.