Difference Makers
First Rate in the Second City At the helm of his own company for more than 15 years, Steve Fahlmark has built solid relationships with dealers, vendors and installers to make his mark in the Midwest. WORDS BY JAMIE SORCHER
It all started with Y.E.S., Your Electronics Store—a retailer in the Chicago area where teenager Steve Fahlmark kicked off his retail career on the selling floor. “I rose to become the store manager and then I ended up getting hired by the Kenwood representatives in the area to go to work for their firm called Brook Marketing,” Fahlmark said. There, he represented top lines including Kenwood, Boston Acoustics, EPI and Ricco. He spent the bulk of his career at Sales Network and Leading Edge where he represented brands such as Rockford Fosgate, Lighting Audio, JBL, Bazooka, Clarion, MTI and many more. Ultimately, he knew someday he would go out on his own. “I was born in Chicago. I know Chicago, and I am familiar with all the customers,” he said. “I’ve been working with these guys for 30 years. Not just that, but I have also seen the changes with the big stores coming and going, from American TV to Circuit City to Sound Advantage to Sound Experience. All those stores are gone now. I rode the wave out with the transition to work with the dealers who are still left in the marketplace.”
40 Mobile Electronics April 2019
Making the rounds and getting lots of face time with the dealers in his territories is Fahlmark’s calling card, but he also appreciates the opportunity to connect with industry folks at KnowledgeFest, like the most recent one held last month in Indianapolis. Covering Illinois and Wisconsin, Midwest Sales Group has what might seem a relatively small territory compared to rep companies that have five states, but Fahlmark noted that it follows the EIA guidelines. “I have half the state of Illinois and pretty much all of Wisconsin except the very left side which goes to the Minneapolis rep,” he said. “My territory is not that big, which is actually kind of nice because I can cover it and be in the stores all the time. What my dealers tell me is that they appreciate seeing me all the time and that I always give them information [they need].” Presently, Fahlmark services about 65 retailers. “That takes into account ABT to the small retailers, but what gives me the edge to be in these stores all the time is that they’re pretty much condensed in the Chicagoland area or right up in the Milwaukee area,” he added.
Gotcha Covered One of the missions for Midwest Sales Group is providing total market coverage. “I strive to make sure a brand is sold within every area of our territory without conflicting with other dealers,” Fahlmark said. “As a marketing representative, the key is to keep all your dealers happy and working together. To do that, you can’t have dealers across the street from one
another selling the same manufacturer’s brands.” Fahlmark explained he will go into a large area, and he might set up only two dealers in the entire territory to cover the whole market. “Then I would go to the next market, to Green Bay, Wisconsin, and do the same thing. Then Stevens Point, Wisconsin, and do the same thing—so there are no holes in my market for the vendors I represent.” The whole process can be seamless, according to Fahlmark, with an experienced rep who understands political values. “If a retailer wants a certain line that is already in another store, you can let them know that it might be a possibility,” Fahlmark said. “There might be an opportunity for them, and I remind retailers that this is an ever-changing business, so down the road it could happen. What you must do is let the dealer know that currently we’re protecting the dealer who already has this brand.” As Fahlmark explained, “If you were the existing dealer, I would give you that same benefit of the doubt to make sure I would protect you. With that said, I might pull out another line which they can buy through my company. I know where the A, B, C and D dealers are, and if I am going to open up another dealer, then I clearly tell—and get permission
