Based in New York City, Joseph Sommer’s Whitestone Branding (asi/359741) was at ground zero for what was then the United States’ worst coronavirus hotspot this spring. Still, the young entrepreneur was nimble and kept business moving – a crash-course in adaptation that he discusses in this Promo Insiders podcast with Counselor Executive Editor Christopher Ruvo. “You have to take the bull by the horns,” says Sommer.

Counselor first spoke with Sommer about COVID-19 for a webinar on how the virus was impacting mid-sized distributors like his in April. Since then, Sommer has learned much of value, and in this podcast, he reveals insights that other distributors in areas of the country experiencing coronavirus surges – as well as distributors anywhere – could benefit from.

What end-buyer markets are buying right now? (One spoiler: Public relations firms.) What products beyond personal protective equipment are drawing interest? How should you be adapting your business’ focus, structure and strategy? And if you’re in a position to hire, how can you onboard successfully in the new era of work-from-home? Sommer has answers to these questions and more – plus a positive final thought: Companies that really work for it can survive these difficult times and emerge stronger.

Podcast Chapters
1:45: Set new realistic benchmarks and goals, manage your budget accordingly, and focus intensely on business development.
6:27: Reposition your business to meet the demands of the current marketplace. Also, what products are popular right now?
10:15: A look at end-markets that are buying now. Plus, how today’s virtual events might propel greater swag sales when in-person events return.
16:17: Best practices for hiring during the pandemic.
21:37: Leading during a crisis.
26:15: How will the industry collectively fare over the remainder of 2020 and into 2021?
32:29: Pro strategy: Why it’s important to stay in touch with clients who were furloughed or laid off.