With 100 years under its belt, S. Freedman is still going strong supplying paper, restaurant and maintenance products.

Operating a family atmosphere is critical to the company’s growth, notes Executive Vice President Barry R. Perlis. “It’s very rare in the industry to have fourth-generation owners in process,” he states, noting that Jeff and Dan Freedman, great-grandsons of the founder, are actively involved in the company today. “If you look at U.S. business history, very few family owned companies have lasted this long. Third generation is already rare, and for us to be in fourth generation, that’s unique.”

S. Freedman is celebrating year-round with weekly employee cash drawings. “That’s something our employees like best,” Perlis says. “It’s a constant reminder that we’re celebrating and they’re part of our success.” The company is also preparing for a companywide gala to be held in November.

In addition, the company released a special edition of its centennial catalog with a comprehensive view of its products. “It was a major undertaking,” Perlis says. “We worked on it for two years, and it gives an expanded view of our products to make it easier for our customers to understand what we offer.”

‘Above and Beyond’
Jeff Freedman says the company receives much praise for its customer service. For example, customers highly regard its drivers, he states. “They are not just out there delivering packages,” Freedman says. “Our drivers go above and beyond. They have more contact with our customers. They are always helpful. We have them put the products away to wherever the customer wants it, and they facilitate communication between the office and the customer.”

S. Freedman’s low turnover rate is due to the respect it shows its employees. Perlis notes. “We acknowledge them when they do a good job and we counsel them if they fall short,” he explains. “We have a better track record than most companies and that is shown by the tremendous number of employees that stay with us for many years.

Personal Relationships
Technology puts S. Freedman ahead of its competition, Perlis notes. For example, the company recently automated its warehouse by utilizing an electronic RF system and a sophisticated computer velocity flow system, he adds. Its delivery fleet also has real-time accessibility, GPS tracking and a semi-automated delivery schedule.

Most recently, it installed a new computer system to speed up its internal processes. “We upgraded our process orders as quickly and efficiently as possible from our customers’ and employees’ point of view,” Perlis explains. “The more the internal processes can be handled by computers, the less chance there is for error.”
    
Offering Alternatives
Like the rest of the distribution industry, S. Freedman says it faces a challenge as imports from China continue to flood the market, Freedman notes. He says the company has always shied away from the pressure of imported products.

“The quality of imported products is inferior,” he explains. “Most of our customer base prefers high-quality products. So, it’s a balancing act between quality and cost. But ultimately, the customer wants value and that does not necessarily mean the cheapest price.

“One of our strategies in the market is our sales reps – they go through in-depth training to solve customers’ problems,” Perlis states.

The company calls it “consultative selling,” where the sales representatives not only explain but are trained to listen to their customer’s problems and then to recommend improved alternatives, Perlis notes.

“The decision is ultimately left to the customer, but they get the pros and cons,” he says. “We provide these consulting services with the hope the customers will appreciate our knowledgeable recommendations, understand our added value – not just providing products – and look to us as a resource now and in the future.”

Working Hand-in-Hand
S. Freedman is committed to continuous growth. “We are continuing to achieve sales growth through internal expansion, acquisition, technology innovation and mostly through the superb efforts of our 160 associates – our extended Freedman family,” Perlis states. “All these are assets to our customers. We’re not just selling products, but we’re committed to what’s going to help our customers to reach their next level in growing their business.”

It’s about teamwork, he continues. “When they reach their next level, then we reach our next level, as well,” he says.