Jay Skinner came to Cleaning Processes with Jerry through a referral from Brad Anderson at Royce Rolls — if you haven't heard Brad's episode yet, go back two and check it out.

Jay is the Marketing & Sales Manager at Integrity Commercial Products, the proprietary product arm of Integrity Rotational Molding. Owner Terry Stemple — 25 years in custom rotational molding — brought Jay in last June to launch a line of heavy-duty waste receptacles, tilt trucks, and dunnage racks built to NSF, USDA, and FDA standards. Jay spent 30 years in plastic pallets before this, including a startup called Stratus Plastic Pallets that owned the URL pallets.com back in 1993, before most people knew what a URL was.

What we covered:

• Why Jay scrapped the direct-sales playbook and went all-in on manufacturer's reps
• The 85 booth swipes at ISSA Vegas that completely rewired his go-to-market plan
• The structure: manufacturer → rep → distributor → end user, and who pays who
• How he built the rep network region by region — Buzzeo and Associates in the Midwest, Lifespace Innovation Group on the East Coast, Genesis Supply in Florida and the Caribbean, Durable Safety Products in the Southwest, RPM Co. across Texas and the Plains, and Clint Close in Iowa
• Why regional relationships and "the language" of a territory matter more than most manufacturers think
• Building a website where reps and customers can grab brochures without playing "go fish" with their suppliers
• Terry Stemple's working definition of integrity: "What you do when nobody's watching."

Quick note from Jerry: I had to wrap this one a little faster than I wanted — I was in a rented studio, and the next session was knocking at the door. Jay was a good sport about it, and he'll be back on the show down the road for the longer version of this conversation.

Connect with Jay: Jay Skinner, Marketing & Sales Manager Integrity Commercial Products, Plainfield, IN Cell: 317.922.7526 | Work: 317.837.1960 ext. 210 JSkinner@ICP-Sales.com IntegrityCommercialProducts.com

Got a story worth telling in cleaning? I'd love to have you on. Drop me a line — the door is always open.

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Jerry Bauer
Hospitality Cleaning 101
Jerry@hospitalitycleaning101.com