Old-School Sales Tactics Are Holding Us Back—Let’s Move Forward
The industry’s future belongs to digital-savvy reps. Time for a changing of the guard
By Joseph Haecker - Fractional CMO, business strategist, book author, tech founder and podcast host
Let’s be real—the furniture sales rep of today is nothing like your old-school road warrior of yesteryear, and that’s a good thing. Walk into any industry event, and you’ll overhear grizzled veterans of the biz sharing fond memories of “how it used to be.” They’re itching to roll back the clock to the days when the only “remote work” they knew involved dialing up a client from the backseat of a rental car on the way to the next showroom. The thought of getting everyone back in the office sounds like salvation to some, and they’d happily wave goodbye to Zoom calls and Slack messages for an old-school bullpen any day of the week.
But let’s pump the brakes for a minute. While it’s tempting to imagine the whole industry cruising backward, any deep look at the history of furniture sales shows us that it’s always been on the move. From hometown shopkeepers doubling as craftspeople to the well-oiled machine that is today’s global furniture industry, the role of the sales rep has been—and will continue to be—one big ride. So buckle up, because there’s no turning back. This journey is forward-bound, whether we like it or not.
The Classic Road Warrior:
Origins of the Sales Rep
Before sales reps hit the road in their company cars, they were mostly tied to a single shop or a single town. Local artisans made pieces to order, and their own charisma and craftsmanship were their sales tools. But as the 20th century rolled in and manufacturing ramped up, furniture makers needed a bigger footprint. Enter the classic road warrior, the sales rep who brought catalogs of samples to furniture stores across the country. These were the days of hitting the pavement, filling up on black coffee and chain-smoking through marathon sales calls. They were the ultimate brand ambassadors, moving product the old-fashioned way: by making personal connections with store owners and buyers, one hand-shake at a time.
Showrooms, Volume Dealers, and the Dawn of Retail Giants
As the post-WWII boom brought more American homes (and living rooms) into the suburbs, the furniture industry saw a shift. People wanted to buy in bulk and they wanted options—a lot of options. Reps had to work faster, smarter, and across a broader territory. Showrooms, big-box stores, and eventually the rise of category-killer stores like IKEA meant the role of the sales rep was evolving. They needed to know the ins and outs of corporate distribution channels, not just mom-and-pop retailers. And as the '80s and '90s ushered in mass-market retailing, furniture reps became less about the hands-on pitch and more about maximizing sales volume and understanding a company's supply chain.
From Brick-and-Mortar to E-Commerce Warriors
Then came the internet. Suddenly, anyone with a Wi-Fi connection could browse, order, and rate products from the comfort of their couch. For some reps, this was a nightmare—the art of the pitch was becoming obsolete. For others, it was an opportunity to reach more customers than they’d ever dreamed. Instead of lugging samples around in their trunk, reps were now crafting digital presentations, consulting through emails, and turning to social media to make their sales.
But now we’re in the 2020s, and e-commerce has taken the driver’s seat. Remote work is no longer a perk; it’s part of the package. Some of the industry’s older pros would be happy to ditch remote work altogether, nostalgic for the days of “face-to-face.” But the truth is, in a world of two-day shipping and same-day delivery, the market has shifted, and the younger sales reps get it. They’re streamlining orders from their iPads, hopping onto video calls, and connecting with clients on platforms their predecessors never dreamed of.
Bridging the Generational Gap:
Making the Most of What’s Next
But here’s the million-dollar question: Is there a way to fuse the wisdom of industry veterans with the savvy, fast-paced strategies of the new generation? We think so. And that’s where mentorship comes in.
Instead of resisting change, seasoned pros can pass down something that younger reps can’t buy or download: experience. They’ve seen fads come and go, and they know what works, what doesn’t, and the best way to close a deal with heart. Younger reps, meanwhile, bring innovation and an instinct for the tools of today, from CRM software to virtual showrooms. Here’s where they can team up: with the older generation providing perspective and context, and the younger generation leading the charge on digital and remote strategies.
Mentorship isn’t about clinging to the past. It’s about guiding the future. Imagine a crew of young, ambitious sales reps led by a cadre of seasoned mentors who get how this industry ticks. The future should be shaped by those who will carry it forward—millennials, Gen Zers, and the generations after them—with guidance from those who paved the way.
So if you’re a young rep, go find yourself an industry vet who can tell you about the time they closed a $20k deal with nothing but a catalog and a smile. And if you’re an old-timer, don’t begrudge the tech-loving new kids. They need you. Together, you might just turn the future of the furniture sales industry into something that even the old-school road warriors would be proud of.
Joseph Haecker is a seasoned entrepreneur and marketing innovator with a passion for building customer-centric brands and transforming businesses through creative, strategic insights. With extensive experience in developing platforms that leverage community-driven growth, Joseph specializes in helping businesses turn their customers into advocates using proven social media and engagement strategies. As a Fractional CMO, Joseph brings fresh perspectives to companies looking to scale or reimagine their brand.
Ready to make your customers your marketers? Visit www.josephhaecker.com to learn more about Joseph’s Fractional CMO program and his approach to customer-centric marketing.
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