Stats:

Name: Brian Surrett

Company Name: Product Plus

Location: Ottawa, ON

Product Lines Represented: Erikson Consumer, Everik International, Sharp Electronics Canada, and Ultralink Products Group

Years in the Industry: 19 years in Retail and 11 as an Independent Sales Representative for a total of 30. Yikes!

Hobbies: Hockey! Go Sens! I still love to play. I also coach hockey and baseball on my sons' teams.

Q&A

How did you get into this industry?

At 16, I was hired by the local Canex store as casual help for building bikes, which led to BBQs. One day the Sony rep, Mark Chan, was in and wanted to re-merchandise the electronic department, and I was asked to help ouit. As we cleaned and hooked up the systems, Mark was telling me all the ins and outs of each product. After we finished, he was quick to tell the store manager that I knew everything there is to know about electronics and that I should be working in the sound department. The next day I was working part-time! As a result, Sony sales increased dramatically. I look back now and realize how smart Mark was. As a sales agent today, I always take the time to work one-on-one with the salespeople on the floor. If they know the features, benefits, and how to demonstrate my brands' sell through, new orders are the result.

If you were not in this industry, what would you be doing?

At this point in my life, I would love to be a professional hockey or baseball coach. It is scary how similar coaching and being a sales agent are. Everything from how you present yourself, to being punctual, to wearing the uniform. Having a goal. Preparing "the plan," communicating in a manner that everyone understands, and executing said plan. Also, you have to learn from your mistakes and successes and amend on the fly, plus encourage, correct and teach. Additionally, at a young age I spent three years in Army cadets in Chilliwack, B.C. and developed a love for the outdoors. Thinking it would be a good match, I went through college to be a forest technician. I worked in the electronics department at Canex to pay my way through college. During this period I experienced the rise of the VCR, the boom of video rentals, and the birth of the CD player. It is funny how this industry pulled me in!

Brian and his wife Sarah, hanging out between periods at an Ottawa Senators game.

What's the most unusual/fun product you've represented during your career in the CE industry, and why?

The product that I always have the most fun with is surround sound. It excites most of the senses. There is no better feeling than when you nail the demo. Demo or die!

What was the most interesting sales encounter you've had at a retail store?

While in retail, after closing a home theatre sale that included a Pioneer 55" rear projection TV, we then had to deliver and install the system. We could not get the TV into the basement. The customer was adamant that we keep trying. In the box, out of the box, remove the mirror...we tried everything. Finally it was agreed that it was not going down the stairs. The customer asked us to wait a minute, and then appeared with a chain saw. He proceeded to cut a hole in his hardwood floor! That sucker was going in no matter what!

What's your favourite part of being a Canadian sales rep?

The relationships with the people; dealers, suppliers, associates, and consumers. The friendships that I have developed are priceless. With a territory as large as mine, let's not forget the scenery; Eastern and Northern Ontario are beautiful!

Do you find tradeshows worthwhile, and if so, why? Which one is your favourite to attend and why?

Yes, I am always able to pick up new ideas. I usually get to see new products first-hand and track the industry trends. Networking is a big part as well. CES is my favorite because of the number of people and suppliers that attend. The CEDIA show is good as well. I do my best to attend both every year.

What would you deem the most influential product introduction of your time?

It would have to be the VCR. I have yet to sell a product that people had to have and would line up to purchase or rent. It truly revolutionized home entertainment.

Every rep has a story where they just couldn't help but make money because the economy was good and the product was hot. When did this happen to you?

I have been around long enough to ride a few waves in our industry, but flat-panel TV has been the strongest. 2007 was the year that the average guy decided to buy. It was a banner year! The economy and market was just right. We exceeded all projections and expectations. That being said, with the recent additions of 70" and 80" models, we are on the uptick of another wave!

Have you ever "fired" a client (either manufacturer/distributor or retailer) because it just wasn't worth it?

No, I have not and would not fire anyone other than an employee. Our industry is just too small. Brands, product and people cycle, and you never know when you may need that someone on your side.

What's your happiest memory from working in this industry?

Starting out as a sales agent, there are three men that have taken me under their wing. My mentors: Brett Johnson, Kevin Main, and Guy Pellerin. I have been advised on everything from where to put my efforts, to what wine I should buy. Their experience and advice is invaluable and greatly appreciated. "I love you man!" Cheers.

What technology product can you not live without?

My Blackberry. It helps me be efficient and in touch at all times. I am totally addicted to it.

If you were to give one piece of advice to someone planning on becoming an indie sales agent, what would it be?

Be prepared and make sure to deliver what you promise.

Which has been the best year of your life in the industry so far, and why?

2007 was a banner year, financially. The whole industry was really booming, and although we worked our tails off, we also had a lot of fun. I am looking forward to the next real boom.

What are some of the roles that an independent rep has that most people would not know about? We heard a story of one rep babysitting a retailer's kids!

Over the past 11 years I may have done and seen it all. Being the confidant is the one role that I value the most. That person trusts me, and that matters the most to me.

Brian and his son Clay hoisting the 2011 Ontario Little League Champions trophy.

You have just won $10 million dollars in Lotto 6-49. Naturally, your loyalty is to your customers (yah right!!) But what else would you do with such a winfall?

My first stop would be to the accountant to make sure I can retire comfortably. I would take care of all my family. Make a sizable donation to CHEO, the Children's Hospital of Eastern Ontario. Then I'd buy a big RV and travel North America with my beautiful wife Sarah, and enjoy the sun and fun.