4 Top Relationship-Building Tips With ASI Media’s Supplier Salesperson of the Year
Katie Kailik of Peerless Umbrella explains why trust, communication and non-product-driven conversations are key for building strong relationships and ultimately making sales.
Katie Kailik is an expert at navigating the dynamic between promo suppliers and distributors.
A national accounts manager at Peerless Umbrella (asi/76730), Kailik says it’s one of her favorite parts of the business – but that’s because she views the distributors she works with as partners rather than just customers. Her clients, at the end of the day, are her distributors’ clients, and the goal should always be for supplier and distributor to work together seamlessly to produce projects that end-buyers are happy with.
“When I made that mental shift away from the vendor-client dynamic, my business dramatically changed,” Kailik says. “I became much more of an asset to my distributor partners than just another sales rep doing a whole product tour every few months.”
On this episode of Promo Insiders, Kailik sits down with ASI Media’s Hannah Rosenberger to share this and more tips for how suppliers can build the best possible relationships with their distributor partners. A few more words – other than partnership – that shape her sales strategy? Communication, consistency and authenticity.
This episode is brought to you by S&S Activewear (asi/84358).
Key Takeaways
• Treat Distributors as Partners, Not Clients: Kailik always emphasizes the importance of shifting your mindset from a vendor-client relationship to a true partnership. By aligning yourself with your distributor’s goals and viewing their clients as your shared responsibility, you become a more valuable and trusted collaborator.
• Build Trust Through Consistency & Transparency: Trust is the foundation of any strong relationship. Kailik advises always being honest, never overpromising and communicating bad news promptly and clearly. Showing up consistently and following through on commitments helps solidify that trust over time.
• Prioritize Listening Over Selling: Instead of leading with products, Kailik recommends starting with one-on-one business development meetings focused on understanding the distributor’s goals, challenges and key clients. This approach allows her to tailor solutions that are genuinely helpful and relevant.
• Be Authentically Yourself: Authenticity is key to long-term relationship building. Kailik shares that being consistently herself – even when met with skepticism – eventually won over even the toughest clients. People trust and connect with those who are genuine, and that trust becomes the currency of successful sales.