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Craig is the owner at Top Line Profits. As a North Carolina native, he started in the insurance industry in 1996 and worked there for 19 years, focusing on Personal Insurance, Business Continuation and Estate Planning. While working, he furthered his education by learning programming and database management skills. In 2000, combining his sales and tech skills, Craig co-founded a small side business selling hunting, fishing, hunting and outdoor gear online. Though it closed with the economic downturn in 2008, Craig will tell you that it taught him more about business than any other venture - from learning all aspects of running a retail business, working with vendors, relationship building, price negotiations and drop shipping to pricing inventory, sales analytics, advertising analytics, as well as ongoing government sales.

In 2015, Craig left the insurance industry and joined the team at Kennedy Office Supply as a Sales Executive. While growing his understanding of the office supply industry, Craig won top level accounts and earned multiple awards for: Most New Accounts, Category Growth and Margin Improvement. While at a conference in 2017, Craig and Charlie Kennedy (Co-owner of Kennedy Office Supply) realized their small accounts were costing them more, they began discussions on how to make these small accounts more profitable. Craig offered ideas on how to increase efficiencies and margin on those accounts.

Combining his database and programming skills, Craig created an analytical model for Kennedy Office that involved several components, including a dedicated sales rep, specific pricing structure and delivery options. After seeing the model, they implemented a “Perks” plan for small customers at Kennedy Office. Once the Perks plan was in place, and needing to improve their overall margin, Craig moved into a new position as Sales Analyst where he improved and managed margin at Kennedy Office. From that point, Kennedy has seen a nearly 3-point margin improvement.  You can hear more about their initial Perks plan and steps they took to improve their margin by listening to a conversation between Charlie and Craig at the link below. 

In his down time, Craig likes to spend time outdoors – backpacking, hunting and sometimes just wandering through the woods. He is married to Amy with two wonderful daughters. During most weekends in the spring and summer months, you’ll find him running his algorithm for horse racing – all of it programmed and stats regressed by him. So, whether you want to talk about office supplies and margin or just want to chat about the outdoors or horse racing, give him a call.

 

Can add Libsyn link here too

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