40 Under 40: A Look at the Industry’s Brightest Young stars

Delia Hansen, a 28-year-old sales rep for distributor Avad, said it best when asked what she’d like to change in the industry. “I hope I never again hear people complaining about low-margin plasma TVs. Dealers have to figure out ways around that,” she told us. “The point is not to focus on the plasma or a single product but on the lifestyle of the customer. You have to build systems that are lifestyle oriented.”

Joe Romano, 37, group vice president client development at N.E.W. Customer Service Companies, a Dulles, Va., based provider of extended service plans, knows that all too well. The trick, he said, is to transform any challenge into a solution, which can easily translate to product sales.

“The challenge for retailers is to maintain a knowledgeable, motivated sales force on the floor," he said. "We provide great training and motivational programs for sales associates, and we teach much more than simply selling a service plan, we teach them how to sell the total solution. By that I mean when a customer comes in for a new TV, they also learn about the cables they need, arranging for installation, and a service plan they can count on.”