Marketing, Sales & Service: Building Connections, Driving Growth

Industry professionals gathered Oct. 13 at the Catamaran Resort Hotel and Spa in San Diego for TRSA’s Ninth Annual Marketing, Sales & Service Summit, a day of learning, networking and collaboration focused on helping companies strengthen customer relationships, improve business performance and position themselves for long-term growth.

Keynote speaker Damus Smith opened the summit with his presentation, “Sales That Sticks,” challenging attendees to consider a simple but powerful question: “How do you want customers to feel?” Smith emphasized that lasting customer relationships are built on loyalty, performance and influence, introducing his LPI Method as a framework for creating meaningful customer connections. Through the B.O.N.D., R.I.S.E. and L.E.A.D. models, he encouraged attendees to foster belonging, accountability, resilience, inspiration, empathy and adaptability in every customer interaction. Smith reinforced that performance drives customer confidence and that organizations that consistently create positive experiences are best positioned to earn long-term trust and loyalty.

During the “Stronger Together: Building High-Impact Operator-Supplier Partnerships” panel, one national and one independent operator and one supplier partner shared candid perspectives on what makes business relationships successful, emphasizing transparency, collaboration and shared accountability. Moderator Levi Nix, director of sales, M+A Matting, led the discussion with Kenny Cohen, VP of sales, ADI; Kevin Kim, senior procurement manager, Prudential Overall Supply; and Katy Quinn, vice president of sales, Loop Linen, on how strong partnerships can improve customer satisfaction, operational efficiency and long-term growth. The panelists noted that moving beyond transactional relationships to build trusted strategic partnerships helps both organizations solve problems, plan for the future and create greater value for customers.

Attendees also participated in “What AI Gets Right and Wrong About Your Laundry Business,” an interactive workshop led by Jim Adler, president, Saratoga Cleaners & Launderers; and Tony Soares, VP, Marketing Services, TEXO, that examined how AI tools interpret company messaging, services and online content. Attendees participated in hands-on exercises using AI tools to evaluate their own websites, identify content gaps and better understand the questions buyers ask before engaging with a salesperson. Presenters encouraged participants to use AI as a tool for uncovering opportunities and improving clarity, while relying on human expertise and judgment to build trust, answer customer needs and drive business results.

Breakout sessions, including “The Power of Independent Operators,” presented by Quinn and Carmella Cadusale, media marketing partner, TRSA, highlighted the competitive advantages and unique value independent companies bring to the marketplace. Kannegieser North America’s Director of Marketing, Casey Lott, shared the concept of using gamification to build loyalty with customers or training employees during his session, “Game On: Using Gamification to Drive Engagement and Results.” In the sales breakout session, “Navigating Hard Conversations,” Andy Feldman shared a practical framework for turning difficult customer and workplace discussions into productive outcomes. Using his AEA™ model, attendees learned how to align on shared goals, explore underlying concerns through thoughtful questioning, and advance conversations toward clear next steps and mutual commitment.

In the final general session, titled “Inside the Agency Playbook: Proven Marketing Trends that Work,” Rebecca Dutcher, founder; and Elizabeth Carter, account director, RED66, shared practical strategies for aligning marketing with business growth. The presentation highlighted the importance of clear, consistent messaging and proactive customer communication during periods of market disruption, and using “Marketing Math” to connect marketing efforts directly to revenue goals. Marketing professionals can do this by measuring the number and value of qualified leads needed for new business, cross-selling and customer retention.

The day also featured attendee-driven roundtable discussions, “Best of the Best” peer-sharing competition and networking opportunities that allowed participants to exchange ideas and take home actionable solutions for sales, marketing and service success.

Megan Helms, director of marketing at WSI and winner of the Best of the Best Challenge, said the greatest value of attending the Summit was stepping outside her day-to-day routine and connecting with peers. “I can read articles and conduct research on my own, but being here, surrounded by like-minded professionals who are facing many of the same challenges, is the biggest benefit,” Helms said.

Stephanie Leibick, senior brand and creative manager at Prudential Overall Supply, added that, “The TRSA team put together a highly engaging, interactive agenda with an energizing keynote. I especially enjoyed the digital marketing roundtable discussion, which gave participants the opportunity to share real-world insights and strategies for a more modern approach to textile marketing and to help grow the industry together.”

The 10th Annual Marketing, Sales & Service Summit with be held Oct. 5, 2027, in San Antonio, TX.