Episode 343: "The Next $100M Distributor Will Have 10 Employees" (with iPromo's Leo Friedman)

Can a 10-person team really build a $100 million distributorship?

According to Leo Friedman, CEO of iPromo, it's not just possible, it's likely happening right now!

On today's show, we dive deep into AI's impact on our industry with Leo Friedman, who's been in the promo business since 1999 and has built iPromo into a 75-employee powerhouse serving over 55,000 customers worldwide. Leo's bold prediction? The traditional distributor sales model and customer buying habits  are about to get flipped on their head, and those who embrace AI first will dominate.

We chat Leo about:

• How the  AI Revolution is Here: We're talking about AI that handles orders, creates custom designs, researches prospects on LinkedIn, and sends personalized product mockups (all without human intervention).
• Breaking the MOQ Barrier: iPromo cracked the code on minimum order quantities and offers  over 500 products available on-demand. From custom socks to single AirPod cases, they've solved one of the industry's hardest challenges through automation and smart partnerships.
• The Death of Traditional SEO: Forget "custom mugs" searches. Today's buyers are asking conversational questions like "What are the best custom power banks for a summer tech conference?" It's consultation, not cataloging, that wins deals.
• Their Secret Weapon: Leo's team can build sophisticated company stores in under 30 minutes using commonsku, increase margins by 5-7% with zero pushback, and deliver the visual, on-demand experience modern buyers expect.

But this isn't just about technology, it's about understanding human psychology. Leo shares research showing that customer preferences split exactly down the middle: half want full-service experiences while half prefer self-service options. Successful companies design systems that serve both types seamlessly. 

The promotional products industry is evolving faster than ever, and Leo's approach shows us how to thrive in that evolution. Whether you're a seasoned pro looking to modernize your operations or a newcomer trying to understand what it takes to compete today, this conversation offers a masterclass in building a future-ready distributorship.

Tune in for a convo that will change how you think about what's achievable in promotional products!