"Others say it, we actually do it," concluded Andrew Parker, vice-president - sales of Pennsylvania-based T. Frank McCall's, after a recent interview that highlighted this historic distributor's past and how current industry hot button topics affect their daily operations today. "Customer service is everything," agrees Lisa Witomski, president of T. Frank McCall's.

The success story of this 130-year-old supplier does not rely on centurys-old experience nor does it depend on the fact that Witornski s - who is part of only a handful of women-owned Jan/San distributorships and also sits as a current member on the International Sanitary Supply Associations Board of Directors - family has owned the business for the past 49 years. Rather, T. Frank McCall's customers can rest assured that the products they purchase from this distributorship will be of top quality and this supplier partners with them before, after and during the sale as "consultants."

Grassroots approach

In 1876, T. Frank McCall's functioned primarily as a feed and grain provider. However, Chester, Pennsylvania, shortly thereafter started to become more rural and company owners saw an opportunity to expand lines. "As a result, they changed their product lines," says Witomski, who adds the company at that time added paper products to the mix.

In 1957, Witomski's father purchased the company from the third generation of McCaIl owners. With the motto "if you sell the best you never have to apologize," the new owner sought to further expand the company deeper within current chains of distribution. In addition to paper offerings and a feed and grain line, which the supplier still maintains today, ice-melter items were added as well as other traditional Jan/San products, such as mops, brooms, buckets, chemicals and floor care equipment.

The surrounding area of Chester became depressed after World War II, informs Witomski, but has recently seen some growth in recent years. While there are few companies that remained in the area, T. Frank McCall's still has at least one original customer, Campbell Soup Company. Obviously, gathering new customers and maintaining the current customer base has been the ongoing challenge over the past 50-plus years.

Avoiding the junk

"Lisa makes deliveries on evening and weekends," informs Parker. And clearly, when good habits, such as a dedication to serving a 100-mile service radius of customers at any time on any day, are behooving to the company's president, the hard work tickles down. "We are by far more service-driven than any distributor that I have seen," says Parker, who should know being that distributors were his customers when he represented a popular master distributor for approximately nine years prior to joining Witomski.

"It is very personal with us," notes Witomski. "It is the reason that we're not larger; we offer very, very personal, relationship-driven service." And as such, the company, which is always looking to expand, steers clear of growing too fast and believes in "controlled growth."

Furthermore, this supplier frankly doesn't sell poor performing items. "We don't sell junk, we only sell the best lines," says Witomski, who joined the company in the fall of 1986, but quantifies the success of T. Frank McCall's past owners by relating to a popular cruise liner slogan. "We're not the best because we are the oldest, we're the oldest because we are the best," she says.

Industry Issues

While past experiences are priceless, today's industry is ever-changing. Competition is, of course, at an all-time high as a result of the emergence of untraditional suppliers entering the market, lack of exclusively with a brand, attracting and retaining energetic sales reps and competing with low-ball offers. But, T. Frank McCall's takes the time to educate customers, instead of simply taking an order.

"It is all about the service," asserts Witomski. "Products that are found in The Home Depot", for example, even though they may look the same, they are often different than the products that we sell. A lot of retaining customers is providing the [product] education." Additionally, Witomski insists that customers look at the entire cost of a transaction, not just the sticker price.

Labor is the number one cost factor for your customers and sending an employee to a big-box store to shop is a useless waste of time, according to Witomski. "The idea of their employees shopping in a big-box store on their time and dollar is not something most employers like," she says.

The details

Regardless of service, a small portion of your customer base will be lost at the end of the year. Therefore, a high retention rate and gathering new clients is strenuous, continuous work. "Attention to detail is very important," says Witomski. "Being honest and ethical is something that is often overlooked in this industry."

Included in those ethics is a true commitment to the customer. The words "Janitorial Distributors and Consultants" headline T. Frank McCall's employees' business cards. And, while others might say "they do it," Witomski and company make sure they follow through with that promise.

"What we do as consultants is go into our customers' facilities and advise them on the most efficient costs involved and what they can possibly do for their facilities to make them the most sanitary and most efficient," notes Witomski.

And, putting others before the company is also common practice. "It is about paying attention and not being greedy," she adds. "As the industry has narrowed, I think people have come to appreciate good vendors and good customers. Without those ingredients, there is no reason for us to exist."

As with many other supply houses, luring sales representatives from other industries to this industry, which Witomski describes as lacking "glamour," has been a persistent problem. "Bringing people into our industry is very difficult," Witomski says. "It's finding young people who are interested in being in this industry and thinking of it in the long-term, that's the challenge."

Fortunately for Witomski, recent losses in T. Frank McCaIl s personnel have come via retirement. The company offers competitive benefits and pay, but appreciation for hard work is also valued. "Our employees are our lifeblood, we can't do a thing without them," informs Witomski. "They are marvelous employees."

Delivering what they promise and letting customers know that they get what they pay for is how T. Frank McCall's heads to market today. "You hear customers say all the time that ? can go [elsewhere] for a cheaper product,"' concludes Parker. "But the bottom line is they come here for service and education."