Why is listening just as important as talking in sales? We spoke with Peter Messacar, AFA's US Sales & Marketing Director, about the powerful role of listening, his role in the launch of our Flairosol liquid dispensing device, and how consumers’ buying attitudes are changing.

The art of sales is listening

‘Sales is often more about listening than talking. Here at AFA, we see ourselves as a partner to our customers. We want to hear about their goals, challenges, and what their consumers are asking for. We approach customers with an open mindset and are confident we can find a solution with our technology platform. From there, we collaborate to develop tailored solutions that address their unique formulation and brand requirements.’

Launching with Flairosol

‘AFA has been diversifying in recent years, entering new markets with new products. A prime example is our entry into the personal care market with Flairosol: our aerosol-free liquid dispensing device. For me, the game plan was about getting Flairosol in front of people, putting it in their hands, and letting them experience just how innovative this product is.

‘When it came time to launch, the fun really started: we began attending trade shows, making introductions with industry players, and sharing our innovation with customers. At the same time, we can show them how Flairosol can support their business and meet consumer needs while sharing more about who we are and what we’re about. It’s a balance of building up trust and confidence while introducing more people to this exciting new technology.’

Why Flairosol?

‘For me, Flairosol stands out because it answers important present and future environmental and health concerns. We want to work toward providing a safer, healthier spray experience for everyone, including families, kids, and pets. In our industry, this is the biggest thing we can currently offer to consumers and customers: a solution that delivers an easy, enjoyable spray experience while addressing concerns about safety, health, and environmental impact. It means we’re responding to the issue head-on, providing peace of mind across all those themes, without demanding changes to consumer behavior. It’s elevating one aspect without compromising the other.’

How consumer awareness is driving change

‘One of the biggest trends we’re seeing in the industry is a move toward sustainability, especially within the health, beauty, and personal care markets. Consumers are becoming more interested in the environmental impact of the products they use, and greater access to information is driving this awareness and pushing change across the market. In liquid dispensing, this shift has led to the development of alternative solutions, such as our propellant-free Flairosol device. That’s not to mention the growing emphasis on recyclability and reusability, too, as we all prepare for the changes on the horizon.

That’s why it’s important to listen to what consumers are saying. At the same time, it’s important to stay grounded and to avoid loud claims on topics like sustainability or health that no one can substantiate: let’s prove ourselves to customers, make sure consumers like it, and that what we say about it is accurate and reliable, and then go from there. As we do that, I believe Flairosol has a big part to play in the future of continuous spray.’

New opportunities in the personal care market

‘Within personal care, one of the most exciting areas for Flairosol is suncare. Our collaborations with well-known players in the industry have received great feedback from both the brands and consumers. We’re going to see more launches in this area very soon.

‘Personal care demands careful branding: products need to be the exact right color, with the right head, shape, and design to stand out. So, there’s a higher specialization requirement. That’s why we work with those who understand these standards, such as award-winning designers.’

‘Looking ahead, we always keep an open mind, listen to customers, and observe the market, so we can see what’s happening and where we can leverage AFA’s technology in new ways, with new partners. We’re only just beginning to scratch the surface of what Flairosol can do.’

What’s it like working at AFA?

‘At AFA, you have the opportunity to step in and shape the future of the business. There’s a real entrepreneurial spirit, and we’re always thinking about innovation. It’s an ever-changing environment, where we’re forging ahead. As we grow as team members, we support the company’s growth too, while helping customers achieve their goals. I joined the company in 2021 and it’s been a great experience so far.’

‘It all starts with the people: AFA invests so much in its people and works hard to bring people on board with the skill sets to take us further. And as a team, we all feel the support of each other. Because of this, we can focus on our expertise: bringing market-leading solutions to our customers in liquid dispensing.’