Chris Slyman
Slyman Brothers Appliances
Industry: Major applicance retailer and supplier
Website: www.slymanbros.com
What was your first job?
My first job was umpiring baseball games at Manchester ballpark and working the concession stands… which I ended up spending most of my paychecks on candy and snacks in between games.
What led you to your industry?
I have been around the appliance industry since I was little. I started cleaning the showrooms after school and on the weekends, then moved onto working delivery trucks in high school and summer breaks. I knew I wanted to continue growing my family business once I graduated college.
What was the smartest thing your company did in the past year?
We really shifted our focus on the logistical side and Ecommerce. Our industry is very competitive. You can even purchase appliances on Amazon now. So to compete and stay competitive, we offer quicker delivery than Amazon Prime and same-day pick up at our distribution center. Most of our customers start the search online but end up visiting our showrooms to make the purchase after seeing the product in-person and gaining knowledge from our sales associates. This is something online and big-box stores cannot compete with. So having a great website draws our customers into our stores and captures online shoppers.
Who is your industry role model?
Of course, my Grandpa (founder) and Father. My grandpa was a St. Louis staple with his goofy TV commercials which jump started this company. He was a marketing genius, and I learned a lot from him prior to his passing. And my father, who brought back the company from hardships in the early 2000s. He was and still is my business mentor.
How do you try to differentiate your business from others in your industry?
We focus on relationships with our customers and employees. A lot of retailers focus on getting the initial sales and have high employee turnover. Once we gain a customer, we do whatever we can to keep them for life and this is a huge part of why we have been around for 60 years and are still growing. We also only specialize in one thing… appliances. Most of our competitors sell plumbing, hardware, mattresses, furniture, etc… as well. Customers shop with us because our employees have the knowledge to assist them in making the right purchase and can solve any issues or questions once owning the appliance.
What’s the hottest trend in your industry, and are you going to jump on board?
The hottest trend right now is customization and colorful ranges. Not everyone wants stainless steel now. We have partnered with brands that offer these products and updated our displays to showcase them. I am really excited about the end of this year. KitchenAid is launching their new product line which allows the customer to choose the color of handle and hardware. So, you will be able to buy a stainless, green, or black stainless appliance but then choose the handle/hardware color if you want to match your gold, black, or bronze cabinet pulls.
What best advice would you share with new entrepreneurs?
You cannot build great companies alone, so surround yourself with highly motivated and trusted people. And all the advice can be good in some respects, so listen to what other people have to say, even if you don’t agree.