Supplier Success Series Recap – February 25, 2025
The Lubbock Apartment Association’s Supplier Partners gathered on February 25 for the latest installment of the Supplier Success Series, an initiative focused on supplier education and professional growth. This meeting brought together a diverse group of industry professionals, from marketing and sales experts to insurance, landscaping, and construction suppliers, all with a shared goal—building better business relationships in the multifamily housing sector.
Building Relationships Over Sales: The Key to Long-Term Success
A key theme of the discussion was the evolution of sales strategies in the supplier industry. Stacey Kane, from Apartments.com, led the session, sharing insights from her 25 years in marketing and advertising. She emphasized the importance of adapting sales techniques to meet the evolving expectations of clients. Gone are the days of high-pressure sales tactics—today, success comes from relationship-building and problem-solving.
Lindsay Minzer, who recently transitioned from on-site management to vendor sales, provided an inside perspective. Having spent years on the receiving end of sales pitches, she underscored the power of understanding the buyer's mindset. Her approach? Make connections, build trust, and offer real value—rather than just pushing a product.
Shifting from "Vendors" to "Supplier Partners"
Jason Kent, President of the Lubbock Apartment Association, highlighted the importance of recognizing suppliers as true partners in the industry. Too often, suppliers are seen solely as service providers rather than essential contributors to a property’s success.
This mindset shift—from “vendor” to “supplier partner”—reinforces the idea that strong business relationships lead to better service, increased trust, and long-term success.
Cold Calling, Gatekeepers, and the Art of the Sale
One of the biggest challenges supplier partners face is getting past gatekeepers—leasing agents, property managers, or office staff who act as barriers to decision-makers.
- Blake Lewis of Vexis Fiber shared a powerful tip: Instead of directly asking for a contact, reframe the question. “Can you walk me through your company’s decision-making process?” This naturally leads the gatekeeper to provide key details without feeling pressured.
- Lindsay reinforced the importance of not overlooking leasing agents. While they may not be the final decision-makers, building relationships with them can be the key to gaining access to higher-level contacts.
A crucial takeaway from the discussion? Sales is a long game. Some properties take months or even years to convert into customers, meaning persistence and consistency are essential.
The Psychology of Selling: Understanding Your Client's Needs
Stacey introduced a modern sales training program called "The Psychology of Selling" by Jeremy Miner. This method moves away from aggressive selling and instead focuses on:
- Asking curious and thoughtful questions
- Understanding what problems the client truly needs to solve
- Using the right tone to make conversations feel natural rather than forced
One standout lesson from this program is that people buy based on emotion, not just logic. A perfect example? A luxury handbag purchase—it’s not just about carrying belongings; it’s about status and prestige. The same concept applies in the supplier world—clients aren’t just buying a product, they’re buying confidence in your service.
Upcoming Opportunities: Get Involved!
The Supplier Success Series is just one of many initiatives designed to help supplier partners grow and succeed within the Lubbock Apartment Association. Some key upcoming events include:
📅 March 4, 2025 – Supplier Partner Meeting
📅 April 17, 2025 – Trade Show & Education Conference
These events are valuable opportunities for networking, collaboration, and professional development.
Final Takeaways
- Relationships Matter More Than Sales Pitches – Focus on building trust before pushing a product.
- Reframe Cold Calls for Better Results – Instead of asking for a decision-maker, ask about the decision-making process.
- Supplier Partners are Essential to the Industry – You’re not just a vendor; you’re a key player in property success.
- Persistence Pays Off – Some sales take years to develop, so stay consistent.
- Leverage Association Resources – Supplier partners can access marketing support, networking opportunities, and training programs.
With a renewed focus on strategic relationship-building, supplier partners are well-positioned to thrive in 2025 and beyond. We encourage all members to take advantage of the resources available through the Lubbock Apartment Association and to actively engage in future events.
See you at the March 4 Supplier Partner Meeting! 🚀