Sales Rep Finalist on Succeeding as a Road Rep in Eastern North Carolina | Road Reps

I recently had the chance to talk with Ashley Miller McKinney, Eastern North Carolina and key account sales representative for Gib Carson Associates, about what it takes to succeed as a sales rep in today’s gift and home industry. Her perspective is especially unique because she has seen the business from multiple angles. Before becoming a rep, she built and managed a retail business that grew from a small basement startup into two storefronts and a wholesale apparel company. After selling those businesses in 2017 and 2019, she moved into multi-brand sales representation.

That well-rounded experience has influenced her approach to work today. As McKinney explains, becoming a multi-brand sales representative allowed her to combine everything she had learned as both a retailer and a vendor.

McKinney emphasizes something many in our industry recognize: the top reps often have a deep understanding of retail operations and customer needs. This knowledge enables them to do more than just place orders. They become trusted advisors, connectors, and problem solvers for both retailers and vendors.

Finding the Rhythm of the Road

For independent reps, the role demands constant balancing. Time is divided between visiting stores, preparing for trade shows, servicing accounts, and managing the increasing number of digital tools that now influence the buying process.

McKinney has established a rhythm that reflects the realities of the modern sales rep’s schedule. “In my seventh year as a sales representative, I spend about eight months of the year on the road three days a week,” she explained. “I usually reserve a mid-week day and Fridays for office tasks like reviewing orders, following up with buyers, and managing the many moving parts behind the scenes.”

Like many salespeople today, she emphasizes flexibility. “The digital landscape continues to grow,” McKinney said. “Every retailer works differently. Some prefer in-person visits, while others lean toward email, text, phone calls or B2B platforms. To truly support your customers, you have to engage with all of those channels.”

The Rep-Retailer Relationship

At the core of the gift and home industry is the relationship between retailers and their representatives. Reps offer curated product knowledge, trend insights, and access to new brands. Retailers contribute customer feedback and a practical understanding of what sells on the floor.

McKinney emphasizes that the relationship works best when everyone in the chain, from the vendor to the sales rep to the retailer, communicates clearly and consistently. “If I could change one thing about how the industry works today, it would be stronger communication and operational support from vendors to the sales teams they hire to represent their brands,” she said. “Sales reps are the face of the brand and the frontline connection to retail buyers.”

That communication includes everything from accurate inventory data to timely updates about product changes and shipping timelines. When reps have reliable information, they can guide retailers toward better buying decisions and help maximize fulfillment. “In today’s digital retail world, buyers act quickly,” McKinney observed. “If inventory and availability aren’t accurate, they won’t wait for a rep to find answers. They’ll simply move on to another brand.”

Editor’s note: Article written by Contributing Columnist Angela Schmook. Schmook is the vice president of operations and marketing at Road Runners, and the co-founder of Reps Are Local Too, an organization dedicated to supporting independent sales representatives. With a passion for strengthening relationships between reps, retailers and brands, Schmook advocates for the vital role local sales reps play in helping businesses thrive.