Tobacco Business

[ 36 ] TOBACCO BUSINESS [ JANUARY / FEBRUARY | 22 ] The Advantage As with most tobacco businesses, the only real challenge to Sutliff Tobacco Company’s growth is the government. Whether it’s the deeming rules or the threat of higher taxes and increasing regulations, the activities and actions of the government are another ongoing “trend” McKenna tries to stay on top of. Even after 173 years in business, pipe tobacco is at the core of Sutliff Tobacco Company, so local smoking bans or attacks on flavored tobacco products do present obstacles to retailers and consumers in the enjoyment of the company’s main product. Still, Sutliff’s long history is also its advantage as many of its products are considered grandfathered in, meaning that when it comes to supplying pipe smokers with great tobacco, Sutliff will continue to be a major force in the pipe tobacco category. At this year’s TPE trade show, attendees can expect Sutliff Tobacco Company to showcase all that it has to offer. With one of the largest booths this year, the many boutique cigars the company distributes will be prominently featured in its booth, with each of their stories being presented in an engaging manner. Another centerpiece of the booth will be what the company has begun to refer to as its “Tower of Power,” which is a display of over 120 different bulk tobaccos in jars designed to give retailers plenty of inspiration for tobaccos that will appeal to both new and seasoned pipe smokers. With the chance to see, smell, handle and even smoke this pipe tobacco, retailers will get to experience firsthand the passion and products that have contributed to Sutliff Tobacco Company’s long history. Regardless of your retail outlet’s size, the amount of money you plan to spend, or whether you’re a brick-and-mortar store or online retailer, McKenna guarantees you’ll get unmatched customer service and will be treated like the company’s top customer. McKenna has a simple parting message for retailers: Sutliff Tobacco Company is here for you. Whether a retailer is in search of a unique pipe tobacco blend for their store, needs a small or large quantity of tobacco, or is in search of accessories and cigars that will set their store apart from its competition, Sutliff Tobacco Company has something to offer you and your customers. TB 3-STEP CATEGORY EXPANSION Looking to expand your business into a new product category? Jeremy McKenna, president and CEO of Sutliff Tobacco Company, offers the following three tips to get you started. 1. Identify your strengths. What are you good at as a business? Where do you service the market well? To grow your business, you not only have to understand these things, but just as importantly, you also have to understand what you don’t do well and whether you have the capability to improve or not. 2. Work on your relationships. As the golden rule states, do unto others as you would have others do unto you. You don’t know what the future holds or when you may need to tap into a business relationship. Treat each relationship and person the same, knowing that each one represents a new opportunity in either the present or the not-so-distant future. 3. Understand your offer. Evaluate each business opportunity through the lens of how it separates you from your competitors. Is this new product or business move going to be something your customers find value in? If you’re not solving a problem for your customer, it’s not something your customer will want and will therefore offer your business little value.