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Western and English Sales Association (WESA) Board Member, Michael Baca
139 Plays2 years ago
BONUS EPISODE- Join for the first in-person podcast recording as Justin Brands’ own, Michael Baca, shares his experience being a board member of the Western and English Sales Association (WESA) and the details that go into producing such a huge event. Michael grew up in the Western, rodeo, and Ag industry and has had many years of experience being an entrepreneur.
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Transcript
Welcome to 'Kick Your Boots Up' Podcast
00:00:01
Speaker
You're listening to the Kick Your Boots Up podcast, where we swap stories of the West. Whether you're just waking up or getting in for the day, come on in and kick your boots up.
Meet Michael Baca: WISA Board Member
00:00:17
Speaker
Hi everybody and thanks for joining us for a special edition of the Kick Your Boots Up podcast. We're so excited that you're listening and this week's story and this episode here is going to be one to tell. Michael Baca here, one of Justin Brand's own actually, is here to talk about the WISA trade show. And what's special about Michael is he actually is a board member of the WISA Association.
00:00:38
Speaker
We'll kind of get to dive in a little bit deeper on that. But before we do, Michael, first of all, thank you for being here. Thanks for taking the time out of your sales meetings, all that, to talk with us. You're very welcome. It's my pleasure. And also,
Michael's Journey in the Western Lifestyle
00:00:50
Speaker
tell us a little bit about yourself and how you found yourself in this industry, and even how you got into WISA on the board.
00:00:55
Speaker
Okay. I mean, I can give you a short version or a long version. We want it all. We want all the details. So, you know, I grew up wearing cowboy boots, living the western lifestyle. Wasn't a rancher by any means, but, you know, had animals, livestock, that kind of stuff. I just loved it. Believe it or not, I had a kid really young, so I kind of had to grow up quick and get a job. Worked a bunch of little odd and end jobs. Ended up managing restaurants and bars.
00:01:25
Speaker
From there, got promoted to management and then became a manager of a retail store, Cooper's Western Warehouse. Worked there for a couple of years and they said, you know, you should try being a rep, you'd be good at it. So I became a rep.
00:01:41
Speaker
And the rest is history. That's awesome. And we're honored to have you on the Justin team. I know you get to sell a wide variety of our brands, and that's fun too.
The Legacy of WISA
00:01:49
Speaker
But the consumer out there that's listening and getting to see these bonus episodes from this week, they don't really understand what LISA is. And the point of you guys being here is salesman and all that. So the Western and English Sales Association, it's a mouthful, it's here and we meet twice a year every six months, but it goes far beyond that. I mean, retailers come to do all their buy-ins, but you guys as board members,
00:02:09
Speaker
have got to do a bunch more, so talk to us about that. Oh yes, absolutely. Well, WISA's been around 102 years, so wrap your head around that. 102 years of this organization being a part of this industry. The reason why WISA started was because the salesmen of these manufacturing companies
00:02:26
Speaker
In a sense, we're the middlemen between the buyers, retail buyers and the manufacturers. The salesman wanted to provide the best possible experience for the buyers and try to get all the buyers in the same place at once to maximize their time and ours and really help continue to grow the industry that we've grown to love.
00:02:47
Speaker
And I can tell you I'm really passionate about it too, being able to rattle off facts like that. That means you've spent some time getting to know the association, getting to know the board members. I know you guys meet.
Commitment as a WISA Board Member
00:02:56
Speaker
How often do you meet planning this? Yes, so we meet in three official meetings a year. They run the weekend so they don't interfere with our work on the road. So it is, then it's a, you get nominated and it's a not-for-profit.
00:03:09
Speaker
You really dedicate your time. You've got to want to be on the board, to be on the board. It really is, you know, you do it for the love of this business. We meet three times a year. It takes two or three days depending on what, if you're on the executive committee, you've got to be in an extra day. And then I'm just a voting member. So I get to sit and, you know, speak on behalf of everyone in the industry about where we're going to move forward in this organization.
00:03:37
Speaker
What a fun position you have, I think, getting able to kind of get out there and put your opinion forward to let the voices be heard from not only the retailers to respect and protect your customers, but also just from the brand's perspective.
The Importance of WISA Trade Shows
00:03:50
Speaker
I mean, you have a lot of knowledge there, too. So tell us about how important it is for you guys to come together like you have as an association and have these shows twice a year, but also build that experience for people. What's that? Oh, yes, absolutely.
00:04:04
Speaker
You know, most of our retail consumers might not see a rep, but twice a year. So these shows are super valuable to them. They can really buy for their entire store, visit all corners of the marketplace, and really maximize their customers' profitability.
00:04:23
Speaker
and experience, so, you know, there's no other industry like the one we're in, and I would like to say that WISA is the reason for that. You know, all the artwork that, you know, I'm a hundred years later, but it started a long time ago, and we're just gonna continue to maximize the experience for both manufacturer, buyer, and the sales rep like myself.
00:04:45
Speaker
I couldn't agree more. And what do you think is the biggest fulfillment and reward that you get out of being a member on Visa? Because, like you said, not for profit. It's volunteer. You spend your weekend. So what do you get out of it?
Networking and Learning at WISA
00:04:56
Speaker
Well, I mean, there's definitely some benefits. Being a member, you get to meet everybody, not just within our round. I sell boots for a living. I've sold hats. I've sold belts. I've sold shirts and jeans. I've been around. But I get to go down and meet people that sell tech. I get to meet people that sell gifts, toys.
00:05:13
Speaker
get to talk a little bit with them, hear their experiences being in those meetings. We have our annual meeting that's open to all the WISA members that's in January. And we get to hear everything, all the concerns, where we can improve, where we've really exceeded that. So if you ever get to be a fly on the wall, I'm that. I get to see it from a lot of different angles that I wouldn't normally see.
00:05:42
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being just a sales rep or not being a part of this organization.
00:05:45
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And I'm going to get a little bit personal here, Michael, with you because you have that experience from when you started in the beginning of retail. And so
Insights from Retail Experience
00:05:52
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to me, it feels like you're really going to bat for the retailers and more specifically the consumers because you're able to put objects and products in front of the retailers that are coming to buy, which then in turn, all of the consumers out there like you and me are going to turn around and give our hard earned money to all these businesses. And so what's it like for you to have that impact? Oh, well,
00:06:14
Speaker
You know, starting out retail, you cut your teeth, so to speak, you get to learn the habits of the consumer, you get to learn just everything, foot types, body types, you know, all of it. And then if you care about it, you take passion in putting the right product on there.
00:06:32
Speaker
on them, whether it's about booty chats, whatever. So the retail was a huge part of why I really enjoy the wholesale part because when I talk to my buyers that these guys own stores and they spend hours in them stores and they know what works. So being in retail, my experience there opens my eyes to listening to them a little bit better and not saying, well, even though this product might be the best selling product for us, it might not be the right product for them. And I'm really able to, you know,
00:07:01
Speaker
transition into the right product for them. So that's how the retail aspect actually helped me in the wholesale side of things. And I can tell that too. And talk about your experiences a little bit. I know you have to go back a little bit. In the very beginning, there's a lot of people out there that are working in Salesforce right now. They're in college. They're just trying to make paychecks, just trying to get paychecks to make rent. Talk about how important it is to start at the bottom and where it will get you, the opportunities. Oh, absolutely. So I always tell everybody, you know, I came from nothing. I don't know anybody.
00:07:30
Speaker
You know, like, I shouldn't be, I'm blessed to be where I'm at. Hands down. The only reason I would say I've gotten to this point in life is because I really took a passion to boots and to hats. I loved them. And so when I started in retail, I would, somebody want to try on a new pair of boots? Heck yeah, let me get on there. Let me fit them, make sure they fit right. Look at the quality. Talk about the features and the benefits of the boot. If there's a new exotic leather that showed up at the store, I wanted to talk about it to whoever I could.
00:08:00
Speaker
I wanted, if there was a rep that would come in and do a boot seminar or a hat seminar, I would ask them questions before and after like, well, how come the boot does this? And why are you guys moving to this color and toe? Really just asking questions, because I care. And it's fun. It's really nice whenever you fit somebody in the right boot.
00:08:19
Speaker
And they've never had that experience before. They don't go to the store back to the store because of the boot. They go back to the store because of you. You did them a solid and got them in the right product. So they're going to take their trust in you. And I had a lot of that experience at retail, really did. And I think that could go the same for here at WISA. When you're meeting with all your buyers, all the retailers, the way you treat them is important too. And talk about the standards there that like, the WISA as a general, every business that is participating in WISA has an end goal in mind, which is sales.
00:08:49
Speaker
They also want their customers to feel their retailers can feel feel some type of way So how important is it to have that aspect of it?
Key Values: Honesty and Partnership
00:08:56
Speaker
Oh, yes so again You know making the buyer happy So we can't always do that and we mess up everybody messes up in this business, you know But if you're there you you know, I'd be as honest you can say that I might not be right every time But I'll be there every time
00:09:14
Speaker
They'll really trust you, continue to make the right decisions on both of your behalfs, discuss those, have those real conversations with these retail buyers and make sure that, I know you absolutely love this booth.
00:09:28
Speaker
Don't, you know, it might be a little soon for your area. Let's hold off. Or if there's something that they don't, they're not sure, but you know you're going to be able to, they're going to have success. You know what, take a chance. Let's take a chance on this together. If it don't work, I'll do everything I can to make it right. So, yeah, just that equal partnership in this, you know, we're both here for the same goal. And it's, you know, like we're all here to make Lenny S, but.
00:09:52
Speaker
for that end consumer, that kid that's never worn a pair of boots, put a first pair of boots on, and then fit right, and he just likes the way they look, or that 85-year-old that says he can't wear a boot no more because his feet change, and they hurt him. And you're like, well, technology's changed. Let me show you something that might work. And he gets to wear a boot that he hadn't worn in 20 years because he felt like he couldn't do it anymore. So, you know, just that's how it gets to the end consumer and our experiences here, you know, working together, get them there.
00:10:19
Speaker
help
Surviving the WISA Experience
00:10:20
Speaker
that for sure and I love that you said those are like some tips and tricks. I've got to kind of lean in on that a little bit more and ask like what are some tips and tricks to maneuver WISA. I mean it's long exhausting. This particular show for those of you out there that don't know is actually shorter. It's not as many days but in January that's like the big beginning of the year fresh start buying opportunity and I'm sure there's long days you're you're no tired. So tell us some tips and tricks that you've learned over the years. How do you survive this long experience at WISA?
00:10:46
Speaker
I don't know if I should say this, but when you first get in this business, it's so much fun. You have the dinners and after hours and you just socialize so much and you wear yourself out. By day three, you're not worth it, a crud. So my tips and tricks to lasting or maneuvering through WISA is have a little bit of fun, but make sure you set a bedtime because, you know, you got here for work, you're here for business and you need to be there.
00:11:10
Speaker
be your best. So that's probably my tip of the day. Hey, that's really great advice because especially people here in the Western and equestrian industry for the show here, we're all relational. The industry is so small and I feel like it gets smaller every year. It feels even though it's growing, it's just the more people you get to know and you're exposed to. So that's really great advice because you want to hang out with your friends. You want to go out to the other showrooms and see what they have to offer right at the end of the day. You're right.
00:11:34
Speaker
I will say every time I leave this place, I give everyone a hug and tell them how much I love them. And we might not see each other for three, six months, a lot of these people, and might not even talk that long. But as soon as we all show up and start unloading samples and setting up showrooms, it was like I saw all of them yesterday. Everything takes off where it left. It's amazing.
Relationships and Trust in the Western Industry
00:11:54
Speaker
This industry is the only industry I've ever had that experience with, where the relationships are so strong and tight, where it don't matter if you haven't seen a person in a week or three months or a year,
00:12:04
Speaker
It's like you never left their side. And why do you think that is? I don't know. I think it's the culture of the Western world, you know? We're not everyday people. We're down to earth, salt, wheat, all grain, whatever that phrase is, people. And we don't like to lie. We don't cheat. And there's a lot of reasons.
00:12:25
Speaker
It's got to be all of that. It's, yeah, a perfect combination for sure. And I think that's good to hear, too, for the consumers out there that buy from the retailers. They know that they're buying from trusted sources, trusted people, the quality and the name behind a brand that is involved in WISA, too. That means a lot. So Michael,
Looking Forward with WISA
00:12:41
Speaker
thank you so much for taking the time to sit with us and explain to us a little bit more about what WISA is. And I hope we get to do this more in January. Coming up, we can do some more fun things. So thank you. I'm in. Come in. Yay. Thank you.