What does it take to turn a small first order into a major account? How can distributors protect their margins without losing business? And what separates a salesperson who simply takes orders from one who becomes a trusted partner to clients?
Michael Scott Cohen tackles these questions and more in his new book, So You Want to Sell Branded Merch: A Salesperson’s Guide to Winning Clients and Growing Accounts, out Nov. 10.
Cohen co-founded Harper + Scott in 2014 with Jon Alagem, bootstrapping the New York-based agency into a PPAI 100 regular before its acquisition by BDA in 2025. Since the deal, Cohen has expanded his reach as an industry voice, launching a personal newsletter and earning a spot on the PPAI #Online18 in 2026 by advocating for the medium on social channels.
Drawing on lessons learned along the way, his book offers practical guidance for salespeople at every stage of their careers, from prospecting and finding a niche to navigating objections, protecting profitability and earning repeat business.
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PPAI Media caught up with Cohen to discuss some of the book’s central lessons, the sales mistakes he sees most often and why, even as AI changes the way distributors work, the fundamentals of building relationships and delivering for clients remain as important as ever.
PPAI Media: Harper + Scott became a great success, and on the ride you experienced all the role evolution that came with that growth. But you started as a salesperson just learning the business. What do you know now that you wish someone had told you during your first year?
Cohen: Learn what happens after the client says yes. Spend time with suppliers, designers, decorators and the people handling delivery. Understanding their work makes you a better salesperson because you know what you can promise and what can go wrong. And keep building relationships. Someone who doesn’t need anything today can become a great client later.
PPAI Media: The book encourages salespeople to find a niche and go deep rather than trying to sell everything to everyone. What advice would you give a distributor trying to identify the right niche for themselves?
Cohen: Look for the overlap between an industry you’re interested in, buyers you can reach and work your team can deliver well. Learn how those businesses operate, when they buy and what matters to their customers.
You don’t need the entire account on Day 1. A smaller project gives the buyer a chance to experience your work and trust you with more.
Michael Scott Cohen
Co-founder, Harper + Scott
PPAI Media: One of your central lessons in the book is to understand what a client actually wants to accomplish before recommending a product. Where do you see salespeople getting that process wrong, and what questions should they be asking more often?
Cohen: Too often, we hear “I need water bottles” and immediately start showing water bottles. First ask who they’re for and what the client wants them to accomplish. What worked last time? What didn’t? What would make this project a success?
A giveaway designed to generate leads is a different assignment from a gift thanking employees. If you haven’t understood that difference, you’re recommending products too early.
PPAI Media: In your chapter on pricing, you discuss how a seemingly modest discount can dramatically reduce an order’s profitability. What’s your advice for salespeople who feel pressured to compete on price, particularly when a buyer doesn’t see it as much more than a commodity?
Cohen: Know your numbers before agreeing to a discount. A $3,000 order with $2,000 in direct costs produces $1,000 in gross profit. Discount the selling price by 10% without changing costs and that profit falls to $700. You’ve given away 30% of your gross profit.
The client doesn’t need a lecture about your margin. They need clear options. Are the competing quotes really the same product, decoration, packaging and delivery? If the budget needs to come down, work through what can change rather than automatically discounting the same scope.
PPAI Media: You write about the familiar objection, “We already have a vendor.” What separates a salesperson who can turn that conversation-ender into an opportunity from one who simply accepts the rejection and moves on?
Cohen: I’d expect a good prospect to have one. You don’t have to start by asking them to replace that relationship. Ask how they handle different projects and whether there’s something they’ve wanted to do that they haven’t been able to get done.
Find a useful opening, earn a small opportunity and deliver. If everything really is covered, respect that and stay in touch when you have something relevant to share.
PPAI Media: The merch industry has evolved a ton since Haper + Scott was founded. What skills will distinguish the industry’s most successful salespeople over the next five years, and which traditional sales principles will remain essential?
Cohen: I think knowing how to use AI well will become an important sales skill. Researching accounts, preparing for meetings and handling repetitive work can get much faster. But you still have to check the work and use your judgment.
Understanding the client’s business, knowing the product and following through will remain essential. Technology can help you prepare. You’re still responsible for the recommendation, the relationship and what happens when something goes wrong.
