Before John Pinion — the ICFA Sales Representative of the Year and the newly appointed director of sales for Lloyd Flanders — joined the casual industry, he was a criminal defense attorney.
But he didn’t love it, so he pivoted to the world of sales reps and was able to work with his father, who was also a long-time rep on the indoor side.
Talking to Pinion, it’s clear he’s passionate about the outdoor industry. His career portfolio proves that. In addition to his executive role at Lloyd Flanders, Pinion also represents Pavilion, Hammock Source, SUNS Outdoor, Seal Skin Covers, Tempo Patio, Classic Cushions and Lloyd Flanders.
“I do everything from furniture to cushions to covers,” he said. “One thing I love about what I do is that not only do I get to work with sales on the corporate level, and work with the reps daily, but I’m also in the field every day. I feel like I get to hear what the customers are saying and see what’s going on in the economy up close.”
We caught up with Pinion fresh off the fall Casual Market to see how the show went and what state the industry is in. He also offers advice to sales reps and manufacturers.
“It was the best-attended September Casual Market in three to four years,” Pinion said. “There were a lot of good accounts that showed up, and there were great discussions. Also, a lot of follow-up from July.”
Working for a manufacturer in addition to being a sales rep gives Pinion a unique view of the industry. He says he feels the industry is solid and strong, but things are more complicated.
“For example, the tariff situation makes pricing and sourcing more complicated for the factories,” he said. “And then, from a sales standpoint, the retail channels and design channels have evolved dramatically. Instead of just being a traditional patio store, you’re selling mainline furniture stores. You’re selling designer showcases, individual designers, e-commerce, and there’s not one simple channel to sell furniture with. In any sales strategy with a company and even a rep, you almost have to focus on different types of customers who all have different needs. That’s the one common element. They all need the company and the rep to step up and meet those needs.”
This, Pinion thinks, is exemplified by the two Casual Markets. More than ever before, the buyers who come to each show are different. In July, the bigger retailers come early, and in September, the independent specialty retailers solidify orders for the next season. The January Casual Market rounds it out with a designer focus.
“The design trade and boutique stores are heavy in attendance in the casual showrooms in July,” he says. “It’s amazing, because the honest truth is, retail storefronts have declined in the last 10 years, and other businesses are popping up to meet some of that demand with the ability to service customers in different ways. Many designers go through the homes and actually create the entire outdoor living room, and some of our best tickets at Lloyd Flanders have come from the design trade.”
As for casual specialty retailers, Pinion says the future of casual retail will be in the hands of those who thrive and adapt to changing conditions. He offers a few examples.
“Retailers need to have some sort of e-commerce capabilities, because they have the ability to beat e-commerce companies,” he says. “Websites are the new Yellow Pages. Another thing is that the retailers have really evolved through a more retail-centric view of furniture. But also going in the design direction where they have lots of options for creating their own looks and the ability for customers to come in and experience the furniture.”
Working as a sales rep for over 25 years, Pinion is a huge supporter of sales reps. The first thing he has done as national sales director for Lloyd Flanders is create the Sales Rep Council, which will have its first meeting in Las Vegas in January.
“We’re taking a group of our reps and having a meeting with open dialogue with all corporate officials at Lloyd Flanders. I’m really excited because not only can we communicate what’s going on on the corporate level to the reps away from market, but they can tell us where they stand and what they’re seeing. We can collaborate on great ideas. “
Pinion says the biggest challenge for sales reps right now is that some companies underestimate the importance of sales reps to the business model.
“With Lloyd Flanders, we have information to communicate to dealers, and we have dealers needing their help and support. If you don’t have that rep on the front line to do that work for you, none of your ideas or goals will happen.”
His biggest piece of business advice?
“Don’t make your decisions solely on numbers; make your decisions based on people,” he said. “And for reps, take care of your people. Don’t make your decisions solely on money when you’re dealing with accounts and other reps — do your business with integrity and treat people as you want to be treated.”
