People with sales experience from other industries can succeed in promo products – so long as they follow these guidelines.

1. Understand that promo is unique. “This industry isn’t cut-and-dry like other sales markets,” says Joseph Sommer, owner of Whitestone Branding (asi/359741). “Suppliers have their product line that they know, but distributors have to know so much more, and it can be hard to thrive in this environment. You have to master all the products and then be able to relay it to the client.”

2. Do their research. “You can’t assume a hire has researched the company before coming in for an interview,” says Chris Carlson, president of Sales Talent Inc. “I’m usually worried they haven’t. They’ll do that on a sales call too! That’s how they live their life.”

3. Be prepared for in-depth onboarding. “It has to be diligent,” says Stephanie Friedman, vice president of sales & marketing at City Paper Company (asi/162267). “They sit with every department lead and learn about what they do. Even if they come from promo, we want them to know our language.”