On today’s packed shelves, an original design can be a game-changer. 'How you package a product makes all the difference in the world', says Chris Thomas, Sales Manager in the US. 'Companies are always on the lookout for something new, something different'.

'Take Flairosol. With the battle for shelf space, Flairosol’s striking visuals stand out compared to a standard product with a normal button. That’s why our product renders are such an important tool: when a manufacturer sees what their liquid dispensing solution could look like, the full potential, their reaction is always: “Wow!”'

Inside Sales Perspectives

From nurturing leads and building a sales territory to knowing our portfolio inside-out, our salespeople's work never stops. Because they take our solutions out on the road and interact directly with potential buyers, our sales staff have a unique perspective on our products, our company, and the market. That’s why we sat down with Chris Thomas, Sales Manager in the US, to talk through his role at AFA, his insights into market shifts, and some highlights from his recent trip to Eindhoven, the Netherlands.

Telling a new story

‘I’m fairly new to AFA, having joined in August ‘22 As Sales Manager within the US team, I handle the region from Florida to Boston, with a segment out West as well. It’s a big chunk of the country with a lot of untapped potential, so our team has a lot of room to develop.

‘I’ve been in packaging sales throughout my career. Before joining AFA, you think you know everything about liquid dispensing, but you don’t, I can tell you. There’s been a real learning curve: it’s like entering a whole new world. There are so many new things to think about, and in a new way too. Being a part of something new and telling a different story - one that centers on more sustainable liquid dispensing solutions, combined with premium quality - was a big factor in my move. The industry has become very commodified in recent years: everyone can do a valve or a button, so there’s a race to get cheaper and cheaper. The real question is always: “What do we offer that’s different?” At AFA, though, that’s already a given: our brand is built on unique value-adding solutions and products. As a salesman, having a great product with a strong story that makes sense to me and the customers, both technically and culturally, is all that’s needed: after that, it’s on me to get results.’

Sustainability and striking design stand out on the market

‘As we push our portfolio, we’re seeing first-hand how the market is changing. A lot of companies are receptive to our story. They tell us our push towards more sustainable liquid dispensing solutions, combined with premium quality, resonates with their consumers.

Another major driver of change I’ve noticed is the importance of innovative aesthetics. Next to a standard product with a normal button, Flairosol’s striking visual appearance stands out, and with the battle for shelf space, this matters. How you package a product makes all the difference in the world: we want it to catch the end consumers’ eye, pique their interest, and push them to pick it up and learn all about its features – before buying it! That’s why our product renders are such an important tool: when a manufacturer sees what their liquid dispensing solution could look like, the full potential, their reaction is always: “Wow!” Today’s companies are always on the lookout for something new, something different, so seeing their product like this is always effective.’

Our products from a different perspective

‘When you sell a product, you end up seeing it from a different angle. Take the fact that Flairosol is reusable. It’s a game-changing feature, right? It means the technically most complex part of the dispenser can be reused again and again, simply by fitting a new bottle of liquid each time. It’s better for your brand, better for the consumer’s wallet, and better for the environment. As we talk to clients, though, one question that comes up is: Will our end-consumers understand the feature and take advantage of it?

It’s such a revolutionary solution, we need to help our customers communicate it, whether by means of a small label or a more extensive diagram on the bottle: it has to stand out. We want to give our customers the ammunition they need to reach their market, and make sure the consumer is fully in-the-know. The reusable head benefits everyone, so it’s important to highlight this as best we can.’

Born into a family of salesmen

‘Why do I like sales so much? I just love the whole sales ecosystem: going out and finding new customers, getting to know them and their company, building a territory: you get to play a key role in growing the company. What can I say? I’m a competitive person: I’m always trying to hit my targets and up my numbers. My journey with sales started early – I grew up in a family of salespeople. My grandfather was one, my father was one – you get the picture. And, the product lines they sold were always packaging too, so you could say I was indoctrinated into that business, that marketplace, from day one. Every holiday, conversations tended to move towards customers, sales tactics, market needs, and more, so it’s been a natural progression for me to move into that sort of job myself.’
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A warm welcome from the AFA family

‘Joining a new company can be daunting, but it’s been a smooth ride so far. At the end of the day, your job is always about people – and people aren’t always easy. Here, the folks have been so patient. Everyone’s been so easy to work with. One thing I try to impress on my kid is that working with people you enjoy is so important – otherwise, you’ll be miserable. I’m sure doing that here at AFA.’

An eye-opening trip to the Netherlands

‘A few months ago, I got to visit AFA’s headquarters in the Netherlands, as most new American hires at AFA do. It’s a fantastic way to get to know the company and the people. What stuck with me was seeing the testing facility. There are so many scientists there doing all these sophisticated tests with high-tech equipment, it’s very impressive. Everyone on the R&I team is so passionate about what they do. It was awesome to get a chance to see what they do and how they do it. One eye-opener was the spray pattern: the team examine and analyze it all, from droplets to liquid. They look at everything. And in a practical sense, it means, if a customer comes to me and asks, “What’s the difference between fine mist and ultra-fine mist?”, I can give them all the answers and show them in detail. This level of knowledge and technical sophistication can make a huge difference. Take premium facial sprays as an example: a gentle, even, and superior ultra-fine mist spray experience can separate a luxury brand from the rest.

- Chris Thomas, East Coast Sales Manager

Discover what your product could look like with Flairosol by contacting us.