In a time of hyperconnectedness, we’ve never been more alone.

Psychologists at the University of Chicago recently found that about one in five people currently feel chronically lonely and lack quality relationships. While the number of Americans who reported feeling lonely in the 1970s and 1980s stood between 11% and 20%, depending on the study, a 2017 survey by UC San Francisco put the number at 43%. And in fact, social media use may be exacerbating the problem. A study last year by two social scientists from UC San Diego and Yale found that increased use of Facebook was associated with negative well-being, particularly when it came to physical health, mental health and life satisfaction. “What seems quite clear,” the authors concluded, “is that online social interactions are no substitute for the real thing.”

>>4 Tips for Cultivating Lasting Relationships

It should come as no surprise that the strongest, longest-lasting person-to-person relationships aren’t solely transaction-based, and in fact require time and energy investments, which build mutual trust and honest communication. Nowhere is that more true than in the all-important connection between distributors and their end-buyers. For distributors, loyal end-buyers keep their companies thriving. For end-buyers, their trusted distributors are the guardians of their brand. It requires nothing less than a personal commitment to each other’s missions, beyond just the bottom line.

These four distributors and their loyal clients demonstrate exactly that. And in doing so, they’re proving the common cultural sentiment wrong: human interaction isn’t a bad thing.

Relationship Builders

Shared passion for success drives this healthcare customer and her go-to distributor.

Each quarter, Florida Hospital System (part of the massive Adventist Health System of healthcare facilities across the Sunshine State) hosts events for leadership to discuss system updates, strategies for the year, accomplishments and goals for the next quarter. Promotional products include banners, signage and various branded items at each place setting.

Jeannie Fogle of Florida Hospital System and Brian Gill of thumbprint.

But the preparation for one recent event didn’t go as smoothly as usual, and the weeks leading up to it were tainted by bottlenecks, delayed approvals and last-minute requests. By the time the last dotted line was signed, it was almost go time. But the miles of red tape in the preceding weeks meant setup preparations were subsequently stalled.

Because of the time crunch, Florida Hospital needed a few extra hands to help set up the venue before the guests arrived. So they called on their distributor, thumbprint (asi/293564) in Apopka, FL, and asked for help. “They actually came out to assist us so that everything was set up before the event,” says Jeannie Fogle, director of creative operations for Florida Hospital System. “It all happened the night before.”

Brian Gill, vice president of sales at thumbprint, says there was no question they would be there for their client. “Setting up wasn’t part of the original request, but it’s not about that,” he says, adding, “it’s about building both cultures and focusing on the best interests of both teams.”

The amazing part is how quickly they’ve built a rapport. While Fogle (who oversees all the creative efforts for Florida Hospital, including events, branding and patient experience) and thumbprint had worked on a few things as far back as 15 years ago, it was only in 2015 that the distributor became an official primary merchandiser. Now, Fogle and Gill text often and are constantly in contact about ideas and upcoming projects. “We take a genuine interest in each other, aligning our goals and figuring out how we can make an impact together,” says Gill, whose company provides Florida Hospital with flyers, print, uniforms, promotional products and even tech solutions.

And it’s moved beyond just product sourcing, as demonstrated by thumbprint’s willingness to pitch in. “We trust each other and have each other’s best interests at heart,” says Fogle, who works with multiple members of the thumbprint team. “It’s not a client-vendor relationship. It’s a partnership. If it’s an emergency, we jump in together. Communication is huge.”

Even when Fogle first approached thumbprint a few years ago as part of their new partnership, she didn’t treat the distributor as just another product peddler that could get her low prices. “She met with our CEO, and she didn’t ask for mugs or lab coats or mailers,” says Gill. “Instead, she asked if we could build customized product management software that she could share with her team. We’ve even built an AR experience for them to share with their patients. That tells me we’re getting the message across, that we’re not just products.”

As the relationship has evolved, sales have grown significantly. In 2015, just before thumbprint officially partnered with Fogle, the distributorship was doing about $240,000 with Florida Hospital. At the end of the first year, sales skyrocketed 129% to $550,000. Last year it was $720,000.

While thumbprint always takes a customer-centric approach, Gill says they’re honest with each other about what’s working and not working, which has actually made for a stronger relationship. “A lot of the time, the distributor just keeps saying yes and does things the way the client wants to do them because they’ve always done them that way,” says Gill. “But that can drive a wedge between them. So we look at what’s in both of our best interests. What are we trying to accomplish together? And I’ll go to bat for Jeannie. She’s a friend.”

It comes down to shared values and a desire to continue to nurture the relationship, says Fogle. “They’re as passionate about what they do as we are,” she says. “They go to bat for us like we do for them, and that’s what you have to do to build relationships. They understand our brand.”

In Good Spirits

Constant communication and cohesive brand vision define this distributor-distillery relationship.

Great Smoky Mountains National Park is comprised of more than 500,000 acres that lie across the Tennessee-North Carolina border. It’s famous for its endlessly undulating hills of deciduous forest, beautiful tiered waterfalls and 800 miles of hiking trails. In fact, it’s the country’s most visited park in the National Park Service system, welcoming over 11 million visitors each year, according to National Geographic. That’s twice the number of the second most visited park – the Grand Canyon.

Just five minutes from the park’s headquarters and visitor center is Gatlinburg, TN, home of Sugarlands Distilling Company, which manufactures and distributes house-made moonshine across the country. Over the past four years, Sugarlands has grown its employee number to almost 100 in order to serve the massive foot traffic it contends with since it occupies coveted real estate on the main drag that leads into the park.

Reede Copeland of Sugarlands Distilling Company (left) and Kelby Shymlock of Threds Inc.

Of course, along with its house spirits, Sugarlands has branded merchandise for sale. Nearby distributor Threds Inc. (asi/344356) was at first just one of seven vendors for the distillery, procuring apparel and glassware. But Reede Copeland, general manager of Sugarlands, says it was becoming increasingly difficult to maintain a cohesive brand image with so many cooks in the kitchen. “It was a headache,” says Copeland. “We looked to our branded merch to help identify our brand, and we found it was still hard to identify. And we were paying a full-time merchandising manager to monitor all these relationships.”

Threds recognized this, and suggested to Sugarlands that they handle all of the distillery’s merchandise needs. “It was a bit fractured before,” says Kelby Shymlock, vice president of Threds. “Some things just didn’t fit their brand. But now we have five in-house designers who work on it, and we do everything from keychains to apparel, glassware, custom headwear, hoodies, magnets, stickers, openers and more.”

Now that Sugarlands has put its brand into Threds’ capable hands, it was instantly more cohesive. “When Threds stepped in, it was the answer we needed,” says Copeland. “They helped us with a collective identity. And they’re not as concerned about minimums as other distributors. They just want our items to move. When I hear that, it’s music to my ears. We communicate almost daily about product needs and inventory levels.”

Since Threds has brought its expertise full-time to Sugarlands, sales with the client have grown by double digits each year. “We don’t want to be a product vendor, because then it becomes transactional,” says Shymlock. “We plan with them, we launch new items, we bring new ideas. And they’re a great company to work with. They’re open to our ideas, we listen to each other, we talk about what’s working and not working. The trust level has to be high. We talk to them almost on a daily basis.”

That always-open line of communication comes in especially handy when rush orders are needed. Copeland remembers a time when they experienced what he calls an “inventory snafu,” leading to a critical shortage of the custom wristbands used to identify customers who are of legal age and have paid the tasting fee.

“We use them every day,” says Copeland. “They’re very unique items, so we can’t just pick them up at Staples. It was so urgent I called Kelby directly. In four hours we had a new proof, and in four days we had 100,000 pieces delivered, which is unheard of for a custom printing job. It’s a testament to their level of customer service and agility.”

It comes down to the pride that both parties take in the respective products they offer. “We want to produce something we’re proud of, and in distilling that’s very important,” says Copeland. “Threds also takes a lot of pride in the product they put out, and there’s no sacrificing quality. We’re growing rapidly, and Threds is definitely poised to grow with us, no matter what comes.”

A Strong Connection

This distributor always comes through for his long-term audio client.

One of the first things that comes to Steve Rowell’s mind about Fred Simmons, marketing & business specialist at Safeguard Business Systems (asi/316203) in Binghamton, NY, is that he’s a master networker.

“He’s everywhere in the community,” says Rowell, the owner and president of Audio Classics, a retailer of high-end audio components with both national and international clients, as well as a customer of Simmons’. “If you go to any community event or a local Chamber meeting, he’s there. He understands how to network and generate sales.”

Rowell would know, since his business relationship with Simmons began about 10 years ago after meeting him at the local gym where they both go for their early-morning workouts before beginning their busy workdays. “I often get business from the gym. It’s another networking venue for me,” says Simmons. “We discussed his business and found out that my products and services can help him manage and market it. So he started asking me for quotes.”

Fred Simmons of Safeguard Business Systems (left) and Steve Rowell of Audio Classics

At first, Simmons provided Rowell with custom business forms, checks, invoices and envelopes. Then they moved into promotional products, which now include pens, magnets, floor mats, T-shirts and mugs, many USA-made. “It runs the gamut,” says Simmons. “At trade shows and in his shop, he offers gifts as tokens of appreciation and to keep his business name visible. I give him good quality products and good pricing on everything.”

While Rowell certainly appreciates those things, it’s Simmons’ personality that keeps him coming back. “He’s the best sales rep we work with, across the board,” says Rowell. “He’s wonderful. He follows up, he’s patient. All things being equal, you buy from someone you like. We can get the same products from anyone, but we’d rather buy from him. He keeps our logo consistent, and he makes sure our image is cohesive. That keeps us front-of-mind with our customers. He knocks on our door and makes sure we know he’s there.”

Simmons says it’s imperative to stay connected; he stops in periodically with clients and drops off updated catalogs, product ideas and tokens of his appreciation. “You have to see their faces and make sure you’re noticed on a continued basis, not once every few years,” he says. “You have to stay in touch and make sure they know you haven’t forgotten about them. They’re aware of that and are more likely to be more dedicated to you because of your interest in helping their business grow.”

That interest also means taking it on the chin when problems arise. One time, Simmons ordered Rowell a custom floor mat for the entryway of his store. But when the mat arrived, the company’s website URL was missing the all-important “.com” at the end.

Rowell checked the proof to make sure he hadn’t missed the misprint, and sure enough, the proof was perfect. “Fred immediately took care of it with no question, and it was done quickly,” says Rowell. “Ninety-nine percent of sales is showing up, and Fred does that. He has a dynamic personality, follows up consistently and gets us quality products. He’s our go-to guy. If you’re a supplier, you’d want him to represent your product, and if you’re an end-buyer, you want to buy it from him.”

Always There

Even after a career change, one distributor keeps a local TV station flush with quality promos.

As a nonprofit, the PBS39-WLVT TV station (which serves three Pennsylvania cities about 60 miles north of Philadelphia) doesn’t have a huge budget for promotional products. But branded merch is still an important part of community outreach, especially for the education department at the station, which brings educational programs to area schools.

Don Blose, independent promo products sales rep

“We always have swag the kids can take home and they love it,” says Alyissa Gallagher, who manages the Education and Outreach programs at the station. “Sometimes they’re three-night events, so we have giveaways each night. Right now, I have a huge plastic bin in my office with pencils, balloons, seeds and stress balls. We don’t buy for specific events, we just always have stuff on hand that we can grab.”

That’s thanks to Don Blose, an independent sales rep who’s worked with various departments at PBS39 for about 11 years. At a LeTip International networking meeting, a PBS salesman asked Blose if he would speak with his representatives about their promotional needs. In the coming days, Blose brought a box of samples to them at their offices, showing them his capabilities.

“I jumped right into their already-existing program,” he says. “They were getting a lot of different things from many people. I started with pens, mugs, T-shirts, totes and school items, and I was able to source their popular TeleBear with an imprinted shirt.”

Other items, says Gallagher, include, but are certainly not limited to, glow-in-the-dark Frisbees, pencils, bookmarks, toothbrushes, balloons, silicone bracelets, plastic cups and more. And many of the orders were fulfilled even after Blose made a slight career change. While he began servicing the PBS account as a sales rep for a Pennsylvania-based distributorship, he recently decided to join a local title company full-time in its marketing and customer service department. He has since brought on a part-time sales rep to help him to continue serving his promotional products clients.

“Even when he went to the new company, there was no breakdown or slow-down in communication, which would have been understandable,” says Gallagher. “Things might have taken a little longer, but that didn’t happen. He always gets me what I need, even though the products are so random. And when he goes to shows, he always comes back with ideas and I tell him I’ll take 500 of that. I don’t go to anyone else. That would be like starting over, and I know I get quality products from him. A lot of the time it’s different stuff, but he responds instantly with ‘I’ll find it.’ Then he emails me that the items have shipped and when I can expect them. He’s not in your face, and he provides all the important information.”

That’s how you keep the customer happy and coming back to you, says Blose. “It’s about responding quickly and letting them know we’re still here for them,” he explains. “Communication is key, whether it’s a phone call or email, to let them know you’re on it.” He adds that revenue from the account has grown steadily at about 5% each year.

“I don’t have the biggest budget. I don’t spend thousands and thousands of dollars with him,” says Gallagher. “But he always comes through. Our order is always the most important thing for him, along with how we feel when we receive the products.”

Sara Lavenduski is the senior editor for Advantages. Tweet: @SaraLav_ASI. Contact: slavenduski@asicentral.com