Promo Insiders: Playing the Long Game With Counselor’s 2026 Supplier Salesperson of the Year
Alissa Succi of Counselor Top 40 supplier Koozie Group reflects on her nearly 30 years in promo and the attributes essential to a high-performing sales rep.
When Alissa Succi first joined Counselor Top 40 supplier Koozie Group (asi/40480), formerly BIC Graphic, back in the late 1990s, her friends were skeptical.
“I was going to be selling writing instruments, which was a little funny,” says Succi, who had experience in marketing at a major car rental company in Fort Lauderdale. “They thought that it wasn’t even a real job opportunity. And here I am, and the rest is history.”
Since then, Succi has made a name for herself as an ambitious, tenacious sales rep, one who distributor clients (she now has 80) say takes the time to get to know them and their end-buyers’ needs in-depth. And the work has paid off – in 2025, she was the top-ranked sales rep at Koozie Group, with a 7.2% year-over-year increase.
In this episode of the Promo Insiders podcast, Succi reminisces on her 29 years with Koozie Group and what she’s learned along the way.
“The good rep sells product to get an order,” she says. “The great rep is patient and persistent, and they’re in it for the long game. The good rep responds quickly to requests and projects. The great rep develops an account plan so that they can be strategic for targeted growth. The good rep is well-liked and responsive. The great rep becomes a trusted adviser to their customers and a true marketing partner.”
Key Takeaways
• When Alissa Succi started her career at Counselor Top 40 supplier Koozie Group (asi/40480) in the 1990s, supplier sales focused largely on product education and catalog distribution. Today, success requires a consultative approach centered on problem-solving, strategic planning and helping distributors achieve long-term growth.
• Succi emphasized taking personal responsibility for customer relationships. Great supplier reps don’t disappear when challenges arise – they lean in, advocate for their customers and protect the trust they’ve worked hard to earn.
• According to Succi, good reps focus on winning the next order, while great reps focus on building relationships that generate business for years. Patience, persistence and a strategic growth mindset separate top performers from the rest.
• Responsiveness and likability are important, but exceptional salespeople go further by becoming true marketing partners. They develop account plans, understand customer goals and provide strategic guidance rather than simply responding to requests.
• Succi credits the people and relationships within promo as a major reason for her long tenure. She highlighted the industry’s unique blend of competition, camaraderie and genuine friendships that create a strong sense of community.
• Her advice for newcomers is straightforward: Be genuine, take responsibility for mistakes and consistently do what you say you’re going to do. These habits establish credibility and lay the foundation for long-term success.