Featuring:
Steve Allegrezza, Executive Director,
IHFRA (International Home Furnishings Representatives Association)
WATCH THE EVENT VIDEO
Current SSA Members receive a discount for an IHFRA Corporate Membership. Contact Tambra for more info!
Great products don’t sell themselves — great relationships do.
In this must-attend SSA session, Steve Allegrezza brings the national voice of independent sales reps to the SSA Showroom, sharing why reps remain one of the most powerful — and misunderstood — drivers of growth in the home furnishings and sleep industry. Learn what top reps expect from brands, why rep relationships break down, and how the strongest partnerships create faster market traction, stronger retailer loyalty, and sustainable sales.
If you want more than transactional coverage — if you want trust, traction, and long-term relevance — this session is for you.
Great products don’t sell themselves — great relationships do.
Your products can be beautifully designed, competitively priced, and perfectly engineered — yet still struggle in the market if no one is championing them in the field. In this powerful SSA session, we explore why independent sales representatives remain one of the most misunderstood — and most valuable — assets in the home furnishings industry.
This talk reframes reps not as order-takers, but as market translators who bring together brand strategy, retailer needs, and consumer expectations. You’ll learn the real differences between independent reps and W-2 sales teams, what top-tier reps look for when choosing which brands to represent, and why alignment — not control — is the key to sustainable growth.
How to attract, support and retain great reps
Most importantly, this session reveals what brands must do to attract, support, and retain great reps: from clear economics and communication discipline to strong operational support and mutual respect. When these elements are in place, reps don’t just sell — they build trust, open doors, and create long-term market momentum.
If you want more than transactional coverage — if you want lasting relationships and real growth — this session will show you why sales reps are your ultimate growth multiplier.
