Vector Marketing Corporation is a single-level, direct sales company that distributes CUTCO Cutlery. It is one of the largest recruiters of college students in North America each year. Vector is a member of the Direct Selling Association, the national trade association for companies that manufacture and distribute goods and services sold directly to consumers.
There are over 250 year-round, independently run Vector sales offices throughout the United States and Canada, along with an additional 300 branch locations open during our peak summer season.
Over 15 million homes in North America have CUTCO in their kitchen. The products are guaranteed forever. Annual sales of CUTCO are in excess of $250 million dollars.
Comparably spoke to Vector Marketing President/CEO Bruce Goodman about how the company pivoted during the Covid-19 pandemic, the best thing that happened for Vector over the last year, and the guiding principles that the company lives by.
Comparably: How has this pandemic shifted the way Vector Marketing operates, and how have your people responded to the crisis?
Bruce Goodman: The pandemic has had a significant impact on almost every facet of our business operations. At the most fundamental level, as a New York-based company our factory was forced to suspend all manufacturing activity for eight weeks. We have since reopened, and our team of skilled factory employees returned to a “new normal” environment with several preventative health measures in place. In the midst of several inconvenient – yet necessary – adjustments to a standard operating procedure, they have done an amazing job building our inventory to a level that matches the high demand for our product.
The sales organization quickly pivoted to an “all virtual” approach to conducting business. From the recruiting and training process of new sales representatives, down to the method in which our people demonstrate the Cutco product, everything is being done online. The magnitude of this effort cannot be overstated, particularly to be ready in time for summer…the busiest season of our year. That we were able to make such sweeping changes to our business operations in such a compact timeframe has been a proud moment for the company.
Comparably: What are you most proud of that Vector Marketing has achieved over the last year?
Bruce Goodman: We are extremely proud of the speed in which we’ve been able to convert our sales organization to a virtual environment. This was only made possible by having a team of sales leaders willing to devote an immense amount of time and energy to the project, well beyond the customary hard work they already put into their business.
In spite of the seismic changes we’ve undergone in response to this pandemic, we are on pace to have our most successful sales year in company history. That’s 71 years of history.
Comparably: How would you describe your workplace culture, and what attributes are you looking for when determining who gets hired there?
Bruce Goodman: Vector’s culture is entrepreneurial, upbeat, ambitious, and hyper-focused on the professional development of each individual. We commonly work with young adults just beginning their career path, and with that comes a responsibility. We feel that, to the extent that we provide our people with a growth experience, we can make a positive impact on society. We want our people equipped to do great things in the future.
In short, the main attribute we want to see in a future associate is a positive, receptive attitude. That single trait towers above all others. We love working with individuals who are eager to learn, want to be successful, and enjoy being part of a team.
Within our company, we often use the phrase, “Changing Lives Selling Knives.”
Comparably: Are there any guiding principles that you or your company live by?
Bruce Goodman: There are many, but a few that stand out:
- In order for our company to be successful, we must first help individuals to succeed.
- The experience of our people should exceed their expectations.
- Culture eats strategy for lunch.
- Character is destiny.
Comparably: What has been the biggest challenge to overcome as a business, and how did you rise to the occasion?
Bruce Goodman: Candidly, I believe that our successful response to the COVID-19 crisis stands out as the largest obstacle we’ve overcome to date, and as a seminal achievement in company history.
Beyond that, there is the perpetual challenge of keeping your company relevant in the marketplace. For us, there are two distinct parts of that equation:
First is the Cutco product, itself. We have the good fortune of representing a product line with a 71-year track record of world-class performance and customer service. The brand is incredibly powerful, as relevant in the marketplace as any product of its class. Our factory doesn’t take any of this for granted. It’s a daily challenge – and we accept it – to manufacture the World’s Finest Cutlery.
Secondly, and just as important, is the business opportunity (income, travel incentives, technology enhancements, etc.) for our management team and sales representatives. This is yet another area where one can never be satisfied with the status quo. It’s a critical challenge – one that must be embraced – to ensure that our business opportunity gets stronger – and more attractive – with each passing year.
Comparably: What are some of the best practices you and your staff do to stay connected, in general and in times of crisis?
Bruce Goodman: I’m not sure there is anything unique to our company in this regard. However, we certainly operate under the principle that increased communication is the antidote to any uncertainty that arises in times of challenge. I can say that we have dramatically increased our use of the Zoom platform over the past year. There is something about being able to see your colleagues – especially over the course of a lengthy planning session – that makes a difference in overall effectiveness.
Needless to say, in times of crisis the old-fashioned method of picking up a phone and actually speaking with someone – versus relying upon email or text – always has its place.
Comparably: Would you like to share anything else that we have not yet asked (e.g., are you hiring, do you have a bigger message or call-to-action that you’d like to promote)?
Bruce Goodman: We are proud of the character and caliber of our sales organization. They are passionate about providing a best-in-class opportunity for those just starting on their professional journey by emphasizing the kind of skill development that translates into sales success. Even in the midst of this terrible worldwide health crisis, they are leading our company to its most successful year ever.
And yet, as much as we are enjoying this year’s results, we feel as though we are only at the beginning of what will be an explosive era of growth. Consequently, we will be as active as ever in the coming months looking to add people to our team. We will be proactive in looking for those who want to share in the promise of our future.