The Secret to Sales Success

In this episode of Torch Talk, Lindsey Chupp sits down with Rob Robincheck, better known as Cutco Rob, to talk about sales, customer relationships, and what it takes to build a successful career around trust and consistency.

After nearly three decades with Cutco, Rob shares how a summer job turned into a lifelong career and how he became the company's top-performing representative worldwide. Along the way, he offers practical insights into relationship-based sales, long-term thinking, and the value of serving customers well.

The conversation explores how strong relationships can outperform traditional sales tactics, why persistence matters, and how genuine care for customers creates opportunities that last for years.

In this episode, you’ll hear about:

• How Rob built a 29-year career with Cutco

• What it takes to create lasting customer relationships

• Why persistence beats pressure in sales

• The role trust plays in long-term success

• How to overcome rejection and stay motivated

• Why great customer service still stands out

• How businesses can use thoughtful gifting to strengthen relationships

This episode offers a practical look at sales, service, and relationship building, especially for business owners, sales professionals, and anyone looking to grow through trust rather than transactions.

Transcript

SPEAKER_00 0:00

It takes like ten touches to make one sale.

SPEAKER_01 0:02

And I think as much as even up though, like I feel like it's getting worse. Attention spans are getting worse. So the you need more sales touches now. It used to be like seven. Right. Now you say ten, but it might be like welcome back to Torch Talk, the show where we spotlight bold leaders growing their businesses and communities with grit and purpose. Today's guest is Rob Robinchek of Cutcoat. In this Torch Talk episode, we'll explore his experience representing a well-known American brand and take a deeper dive into what it takes to build lasting customer relationships through quality products and personalized service. Welcome to Torch Talk, Rob.

SPEAKER_00 0:46

Thanks for having me.

SPEAKER_01 0:47

So tell us a little bit about who you are, what you do, where you come from, like all the things, Rob.

SPEAKER_00 0:52

So in the in the business, I've uh been with Kutko for 29 years now. I started in 1997 as a first job out of high school, uh going into college that fall. So I started my career.

SPEAKER_01 1:03

Did you say 29 years?

SPEAKER_00 1:05

With cutko, yes.

SPEAKER_01 1:07

We were just talking about this. I don't I don't know how that's possible, but like that seems really crazy. 29 years with one company, when you started, you did you ever think it would last this long?

SPEAKER_00 1:17

Absolutely not. No. When I first started, uh when I went through the interview, I was like selling knives, like I don't know about this. And then I was like, oh, there's some scholarship opportunities. Uh I'm a very competitive person, so there was uh a lot of competitive things going on and winning trips and stuff. So I was like, okay, I'll give it a shot. Uh when I first started, I ran into a few people that owned it for many years, and they're like, these are great. And I'm like, no, they're just knives. Like, I, you know, like you sure? And they're like, yeah, I've had them for 20, 30 years. I'm like, okay. So I just ran into more people that owned them, loved them, and then the product conviction went through the roof, and then just kept on staying consistent throughout school. Um, and even switched my career. I was gonna be an occupational therapist. I'd switch it to being a business major uh just because I fell in love with being an entrepreneur and business, and um I played a lot of sports in high school, so football, basketball ran track. So being competitive uh was always in my nature, and the business seemed to flow very well with that.

SPEAKER_01 2:18

So you did finish college, because that was gonna be my question. Did you finish or were you so successful that you decided not to finish college?

SPEAKER_00 2:26

Yes, I did graduate um with a bachelor's in business management. And yeah, it was uh it was at times very challenging to go to school when I wanted to go out and sell and make more money, you know, and and start to win uh more scholarships. So the scholarships were great because it helped pay for some of the school, which is really great. Uh, and I ended up being a number one scholarship winner in the fall of 2002. So what was great about that is I was able to give money back to the school for being number one, which meant a lot to me.

SPEAKER_01 2:59

So talk to us about the kind of evolution of Cutco. So, you know, it's probably changed a lot over the time that you've been with them. So talk to us about like maybe what stayed the same from a product per se perspective and what has changed.

SPEAKER_00 3:12

Right. Um I would say what's stayed the same is the quality of the product. Um they've added on a lot of products over the last 29 years, uh, but the staple's been a quality American-made product, sharpest knives in the world, guaranteed forever. Um, none of that's changed. Some of the colors, we've added some new colors. We actually uh have a pink for breast cancer awareness, so I know you like pink. Um we're doing the summer purple for Alzheimer's, so we have a lot of community causes, which that has grown. Um, but the products themselves just adding more knives to the um outside of colors, that's changed, but the perspective on the business has changed from being a college job, uh college students just selling the product, to um people like myself making it a career and becoming a career sales professional.

SPEAKER_01 4:02

What do you want everybody to know about Cutco?

SPEAKER_00 4:05

Um from the the brand itself, just that um the company has a superior service to it, uh which is great. Um some of the representatives like myself taking it next level and provide a concierge service. So to let everybody know that you know you're getting not only a quality American-made product, but you're getting something that you know you'll never have to sharpen, service, replace it ever. We're always going to be there to take care of it. Um, and it's an heirloom piece. So the nice thing is because it's not lifetime, it's forever. People do will it down from generation to generation. And also, we're the number one gifting company. So to keep in mind from a gifting perspective that people love giving it not only for the traditional things like weddings and anniversaries and birthdays and Christmas, but also businesses love giving it to their employees and customers, a high-end appreciation gift. And it also gets their name out in a very high-end way for a marketing advertising perspective.

SPEAKER_01 4:59

So you're one of the top producers, right, with Cutco nationally, is that correct?

SPEAKER_00 5:04

The last five years I've been number one in the world of Cutco.

SPEAKER_01 5:07

What?

SPEAKER_00 5:08

Yeah. In the world? In the world. Usually there's 20 to 25,000 reps that sell. Some again are just very part-time, do it throughout school, summer, maybe throughout the school season. Uh but uh there are um now more and more people like myself that sell it full-time.

SPEAKER_01 5:23

What's the key to that success?

SPEAKER_00 5:26

Um I would say it's a a three-part process. Um, one is hard work. Hard work works and um definitely one of the hardest workers, but also in addition to be very strategic and one of the smartest, and I'll touch on that. But yeah, it's not uncommon for me to do a 6 a.m. a meeting. A lot of my counterparts are like people actually meet with you at 6 a.m. and I'm like, yeah, in this area, they're up for two hours already. That's late for them for some of my customers.

SPEAKER_01 5:54

Or you got to get them before they're locked down for the whole entire day.

SPEAKER_00 5:57

Exactly. Not a lot of bad things have happened at that point compared to the end of the day. As a business owner, as you know, uh, a lot of things could have happened within that whole day, period, right? So I'd say that was part of it. Um, and consistent efforts. I think anything you do, when you're consistently doing it, it's easier to get up. It's easier to do what you're passionate about, what you're excited about. So I would say that would be a big part. Um, the other part of my success uh is that I do pride myself on taking care of my customers and servicing them from not only to sharpening the knives, replacing them. Just this morning, I stopped in one of my construction companies at 6 a.m., dropped off a pair of shears that you know he needed to get replaced, set up the meeting for my next meeting with them this summer, which I call my ABR annual business review. So I um have monthly meetings every single year on top of touch points throughout the year. And the last point has helped me be number one in the world is I've been able to scale the biggest, fastest area within the company, which is our business gifting layer. So some representatives do great with their own customers, some great marketing those, some do great at events, um, some do great in our realtor program, we have a federal program, so we have a lot of different programs to sell Cutco. Um, but I've been able to um uh be able to nurture and build relationships with my customers, and I think relationships are the key because they take you places that marketing can't even take you when you have strong relationships, and I've been able to maintain and build relationships with my clients um and and I've really built that over the last 10 years.

SPEAKER_01 7:32

Yeah, what's the I guess so relationships are the key to kind of your sales success or your sales process, but how what's your method for building that relationship? And like I I mean you make it sound easy, but I know it's not easy. Like the sales and that following up and hearing no and still not getting your feelings hurt. So kind of talk us through like I think that there's a key somewhere in there that really makes you different.

SPEAKER_00 8:00

Yeah, I think the the key is um is that most sales reps are it's kind of a hit and run industry in general, across all industries, is that they are telling you whatever you want to say and then selling you and you never hear from them. Where I do the exact opposite, where I actually have uh more of a consultative approach, uh work with my clients to build strategies that are best for them, try to listen to them, but have a consistent touch points throughout the year. So when they um get their order, uh January check-in calls, um see how everything went with their orders and who they gave it to, and just make sure they're on the right strategy, the right programs. Um so I would say that it's a consistent nature of it. I also look to add value to their business any way I can. Um so they don't see me as an order taker, they see me as a you know an extension of their team, if if you will. Um that I'm um, you know, they never uh feel like they're I'm just calling to get another order, which most reps are that's why they would call uh year after year. And I've touched base with them throughout the year. And anytime I can invite them to an event uh that makes sense, or there's uh a gift that might be makes sense for their for them or their spouse, and that's another thing too, is I love to love on their spouse as well, because usually those are the people that are forgotten about or not considered when you know um the relationship's built. And I think the family is the most important thing. And when you take care of the family, everything else takes care of itself, and uh that's something I've been able to develop. It's been a time over time because business owners will test you. Also, uh they're used to the way that they've been treated, and so I just try to do a little bit differently than anybody that any other sales rep does to um to let them see that you know the relationship's gonna be different than what they've experienced.

SPEAKER_01 9:53

Absolutely. And that's super vital in the area that we're in geographically.

SPEAKER_00 9:57

Um trust is very important.

SPEAKER_01 9:59

How long, like what what kind of geographic area do you cover? Are you like all over the state of Ohio? Are you really Yeah?

SPEAKER_00 10:06

I mean, um I don't have a area that I have to work in, um, but I do do a uh most of my focus is in uh initially was in northeast Ohio in the Cleveland, Akron, and Canton Youngstown area when I started doing events. Um over the last 10 years it's been more um homes in Wayne County and servicing and taking care of this community. Um it started, you know, uh with a few business relationships, and then they wanted me to connect with other business relationships and then getting a few people that I've partnered and championed with to um develop more um connections within the community. But yeah, now the goal is that not that it I'll I would work with everybody, but everybody would know what I do and how I can support and take care of them.

SPEAKER_01 10:54

I know I think I was introduced to you when I visited the uh Great Big Common Garden Show in Cleveland a long time ago, which I'm not even sure. Well, the show is not even, I think this was the last year. This is last year here that they're doing it. Um what was the way that you actually were able to make connections to get into this community?

SPEAKER_00 11:13

Um I think initially it was a couple local events um that uh that I did at the Mount Hope Events Center and made a few connections with a few business owners that way. Um, and then just continued my model of um high-end service and multiple touch points that they saw that there was a difference of what I was doing compared to, you know, maybe others. And uh they were open and willing to, hey, you should talk to you know my brother or a friend or someone in the same industry. And then um then I, you know, started doing some networking. Um now recently too uh been trying to do more stuff with the chamber, but um I think a little bit of everything works and not to spread yourself too thin, but also to um work with a lot of different channels that can connect you with different people in different industries.

SPEAKER_01 12:07

How do you not get discouraged if you're sending texts and reach outs but nobody's responding to you or you're asking and you're getting no's or ghosted is like my favorite thing now. Like everybody just ghosts everybody because it's it's acceptable. I don't know.

SPEAKER_00 12:23

Join the witness protection.

SPEAKER_01 12:25

How do you stay positive and continue with the you you know your progress without getting discouraged?

SPEAKER_00 12:31

I think it's uh I've never taken it personal. Um and I'm pretty thick skinned, so uh you know, I think it's human nature that you get frustrated or upset if you hear a no or something doesn't work out. But since I don't take it personal, I'm able to move on very quickly. Um I mean, just this more just this morning I had one of my biggest accounts, like, uh, you know, after the end of the conversation, I don't know if it's gonna be a fit this year. And I'm like, no problem, you know, and still love on them and and thank them for the you know the time and and you know the the partnership and the relationship we have. And it's not no, maybe it might be no now, but not no forever. And that next year might be a better fit for whatever the the theme is or whatever you know the program that we're putting in place. Um and I've had that happen a lot where it's a lot of them are like, no, not this year or not this timing, but then when the timing's right, uh I know that there's an opportunity there and I'm just ready when they're ever ready, when they're ready. I say my timing's your timing. Um and I let them know, hey, why this time might be better, but if it's not good for them, just to be able to support them and know that, you know, hey, there might be a better time down the road. And so keeping contact with clients for the next five, 10 years, I play the long game. So I always think of in a long-term type of approach. And I think that way it keeps me from knowing that, hey, you know, even though it's a no-now or they're not responding to me, that, you know, they're just busy people like us. And so by not taking it personally, a lot of times I find out, oh, well, maybe they had some family things going on or outside factors. But I think the stronger relationships I have, they might not respond maybe immediately, but typically most of my strong relationships will respond at some point and let me know what's going on in their world and I can relate with them and then you know let them know, hey, we can touch base next month or maybe even next year.

SPEAKER_01 14:25

Yeah. I know people just really value that like no pressure approach. And if you genuinely your true intention isn't is that you care about them, right? Sure, you want to sale, but like people can for sure feel from you your authenticity and the genuineness that you have about that. And I think that probably makes a really big difference because I'm even if I ghost you, like you said, it might be because I'm just really busy. Um I've never thought I would be the one that doesn't respond to texts, but that's the state of business that ha you know, life just happens and sometimes you're not able to get to everything. But you could be planting seeds that you don't realize what you're planning. And I do see people a lot just get discouraged or kind of stop the follow-through and they probably stop too soon because if you just stayed consistent, if you genuinely care about the person and you stay consistent in the long run, something's gonna happen. E even if it's not with them, maybe they'll refer you to somebody else. Right.

SPEAKER_00 15:21

So I think staying pleasantly persistent obviously is pleasantly persistent, that's a great term. Yes, I I love using that. Um, and again, um I think one of the greatest compliments was for one of my clients I worked with, um, said, you know, hey, not this year, and then followed up next year, and we got a deal, and he said, Hey, one thing I really appreciate about you is that you're not in for the quick buck, you're in it for the long term. And they even saw that, and that was already my thought process playing the long game. Um, and again, business owners really appreciate and uh respect that. Um, and I've just tried to come from a perspective of like they know when you're being genuine, they know when you're being pushy and rude. And you know, at times I'm gonna be staying on top of things, but I'm also gonna give them the space and time that they need. Um, and you know, again, when the timing's right, you know, they'll they'll certainly let me know. But I takes like 10 touches to make one sale. And I think average.

SPEAKER_01 16:23

Is that going up though? Like I feel like it's getting worse. It probably is. Attention spans are getting worse. So the you need more sales touches now. It used to be like seven. Right. And now you say ten, but it might be like 25.

SPEAKER_00 16:36

Right, exactly. But again, you know, trying different and everybody communicates differently. I think that's important too. So if you're sending texts and someone doesn't do text messaging, but I think a lost art is just picking up the phone and making a phone call. I think we get too caught up in emails and texts and social media and all the things, those are great, but I think just picking up a phone call, and sometimes people are like, Wow, you actually called me. Like, no one does that anymore. Or you actually sent me a thank you card. And then that's another thing with gifting, too, is like when you do it, be authentic about it. Don't look for something in return. Just do it because you really want to do something really nice and genuine for someone. And uh, and I always know that it, you know, it comes back to you when you're doing it for the right reason. Um, and and it'll be not your timing, it'll be their timing. Um, but yeah.

SPEAKER_01 17:22

So talk us through. We have a you know, a lot of businesses who listen to the podcast. Talk us through what your top favorite business gifts are, either for employees or for customers.

SPEAKER_00 17:33

Yeah, so um, you know, the the Cutko product uh has been really great from a gifting perspective in general because every single one of my customers eats and everybody cooks. Uh so they all need good tools, right? Just like some would have it out in their shop or their garage or something like that, uh, or they play golf, they have good clubs. So whatever you're doing, whatever your thing is, you know, having a good tool just makes a lot of sense. Um, I think from a gifting perspective, we have a lot of products that um resonate even more with than others. Um, I mean, again, our shears are absolutely incredible. Uh, I demonstrate, and after 29 years, I've cut 17,000 pennies with the same scissors, never been sharpened, and still cutting. And people are like, wow, that's incredible. Uh they're definitely don't.

SPEAKER_01 18:20

You demonstrated that with me like a week ago, and I didn't believe you.

SPEAKER_00 18:23

So they are they are amazing. So that's like universal. Um, and then you know, we have other products, uh, some of our like utility knives or some chopping knives. I mean, every good kitchen needs a good, you know, chopping chef knife. Uh and you know, outside of my personal favorite, the cheese knife. Cheese knife's amazing.

SPEAKER_01 18:43

I I use it on everything, right? Not just cheese. So if anybody's looking for a recommendation, it's the one I can't live without.

SPEAKER_00 18:49

So sticky, starchy stuff, like potatoes, apples, onions, sweet potatoes. Cheese is just the bones. Peppers, yeah, peppers, everything.

SPEAKER_01 18:56

I mean, literally everything. Right. There's not a thing I'm not cutting with that.

SPEAKER_00 18:59

So yeah, it's a great piece. Um, and not that one piece can do it all, but there are pieces that are your favorites and that do more than some of the others, and that's one of them for sure. Uh but yeah, uh, you know, pieces like that are great. The nice thing too, we package it in like super uh high-end quality packaging. So I think the presentation should be a big part of it, the experience that a customer receives, knowing that when they open this box, something's special inside. And we try to do a great job of that presentation piece for our clients.

SPEAKER_01 19:30

As an employer who's constantly thinking through gifting for employees, it's great to know that there's a a more high-end resource, something that's going to be memorable. You want somebody, you know, if you're gifting for an employee, you want them to always kind of think about you or be grateful for you when they're utilizing that product. And I think Cutco is one of those situations. I had an employer give us a big green egg and he did it. They did it because they're like, Well, like, we could give everybody a thousand dollars or we could give them a big green egg, and every time they use that big green egg, they're gonna think about us. And it's so true. I think it's very similar from if you're you utilizing shears for 20 years, you think every single time they're thinking about that, and hopefully building goodwill. Like, I'm not saying to do that from like the wrong heart or the wrong place, but if you want to give something that would have a lasting impact and you know, like kind of leave a legacy piece with them, that this is a great option for them.

SPEAKER_00 20:22

Exactly. Something that's practical, that's useful. Because the thing that when you're giving a gift, the last things you want is something that's either used once, never used, or re-gifted. And the gift certificates, the gift baskets, the bottles of wine, the consumables, um, those are nice gestures, uh, but they're they only last for a few hours, few days. And the kitchen's the heart of the home, and so our product is used every single day. And because it is a family gift, um, it really resonates with the entire family getting being part of that experience. Uh, one quick story I'll share with you is one of the customers that I work with, uh, they gave her a gift at the end of a project, and they did a project for an 85-year-old woman. And the sales rep was telling me the the experience that they had is that the woman started crying when they gave the Cutko uh shears to her, and she, and they're like, Oh, did I offend you? I'm so sorry. Why are you crying? She's like, No, in 85 years I've never had a good pair of shears. Oh my god. But uh, it's just that, you know, uh the product that people know it and associate it with quality, it is, and um, and it like you mentioned, it is an heirloom piece uh that can be passed from generation to generation. So uh those things uh really mean a lot to me when I hear these stories and get testimonials from the end user. One of the things one of my customers has told me when he gives the gifts of Cutco, because they're not just buying for themselves, they're buying for others, employees, customers, vendors, suppliers, partners, you know, anybody part of their inner circle, uh, is he said we're passing blessings on to uh to others. And um and you know, again, not that you know the product's gonna completely change their whole life or their outcome, but it does make a little bit of difference. And uh most customers are now like, how do I live without these tools? You know?

SPEAKER_01 22:03

Yeah. Okay, so if somebody's listening and they want to know more, how do they get a hold of you?

SPEAKER_00 22:08

Yeah, so they can get a hold of me a couple different ways. Um I have a if you're local uh in the Holmes County area, uh I have an office uh at Equist Rise Office Spaces. Um that uh I also do sharpening events there as well. Um someone can reach me via my email, uh cutcorob1 at gmail.com. Um but yeah, I have a phone that they can call or text. Uh that number is 440-463-3856. Um outside of that, I'm always doing events at the Mount Hope Event Center for anyone local. Uh but yeah, if you own the product, you need service, can definitely take care of you. Um if you're looking to get gifts or add on to your personal collection, uh, I can do that as well.

SPEAKER_01 22:52

Great. I would encourage everybody to check out Cutco Rob. How much do you like to be called? You have Cutco Rob on your shirts. That's how your this is your brandy and you have accepted it.

SPEAKER_00 23:01

Yeah, I've uh what uh one of my customers call hijack the brand. So uh because um early on in my career, my customers started calling me Cutco Rob. So I've just basically adopted and embraced it. Okay. That's my name. And uh on my car, it says Cutco Robb on the back windshield. Um, it's on my business cards, it is Cutco Rob.

SPEAKER_01 23:21

Perfect.

SPEAKER_00 23:21

Yeah.

SPEAKER_01 23:22

Well, everybody reach out to to Rob if you're looking for some options for yourself, for your clients, for whatever it is, and you definitely will get taken care of. So we really appreciate you being on Torch Talk with us today and helping us understand what you do a little bit more.

SPEAKER_00 23:35

Yeah, thanks for having me, and uh it was a great uh great time.

SPEAKER_01 23:38

Thanks for tuning in to Torch Talk. If today's story sparked something for you, share it with a colleague, community leader, or future change maker. Until next time, stay inspired, stay intentional, and keep your fire burning.