Russell Sergent wanted to create early confidence in his brand, Pro-Source Distributors, so that he could get the funding he needed to start the business and create success. Business is all about confidence—customer confidence, brand confidence, investor confidence, and more. Sergent knew that in order to get started, he needed to instill confidence in others. Sergent has founded several companies since he started Pro-Source Distributors, a janitorial supply company serving over 400 companies in Illinois and Wisconsin. For all of them, he built his own confidence first in his brand so that he could create confidence in other people who would help him along the way.
Russell Sergent knew that you can’t just wake up one morning and tell yourself that you’re confident in the project you’re starting, or yourself for that matter. You have to have the pride in your work and your efforts to work hard on creating a business plan that will be successful in the long and the short term. Russell Sergent started by putting in the time to adequately plan for success. He started with a business idea that he felt he could market to investors and eventually to clients. Before he made any moves to secure funding for his first business, Pro-Source Distributors, he sat down and worked out all of the major questions surrounding his business: how would it compete in the market it’s entering? Who will be its main customers? Who is its target audience? How will he and his business reach this audience? Once he had a solid foundation by answering these questions deliberately and carefully, Russell Sergent started to gain confidence in the brand he started to build and himself.
Russell Sergent found that the seeds of confidence were within himself. He had to put forth the effort to know the ins and outs of how he will overcome obstacles and found a successful business that will be successful for decades to come. Pro-Source Distributors has become a trusted name for janitorial companies throughout the area when they need supplies to please their own clients. Over time, Sergent’s confidence in his brand caused him to take measures to protect it as much as possible. He protects his brand and his company by insulating it with the best professionals he could find and by training all of them in excellent customer service practices. With excellently trained and empowered customer service representatives working with clients to ensure their continued loyalty, Sergent’s confidence in his brand only grows.
Russell Sergent, with his confidence in his company and all who work for it, found clients who wanted to be a part of his vision for success and the future. Throughout this customer base, the confidence that Sergent started to exude passed to the clients, business partners, and employees Sergent worked with every day to establish Pro-Source Distributors as a regional front-runner in janitorial supplies.