The following is a profile from the RV Industry Association’s News & Insights report.
Jennet Lewis, NTP-STAG’s director of U.S. sales for the West Zone, recognizes the important role that her sales department plays in the RV industry.
With a background in operations, Jennet first joined NTP-STAG 26 years ago when she began working in the accounting department before moving into Sales. At the time, the company was referred to asNorthwest Trailer Parts, then later NTP Distribution. Eventually, parent company, Keystone Automotive Operations, acquired NTP Distribution and then later Stag-Parkway and the name NTP-STAG was born. Today, the company is a leading distributor of aftermarket RV parts and accessories in North America.
For her part, Jennet embraced the changes. “Among all of these transitions, I was able to take advantage of new opportunities with the acquisition and a growing company,” she says.
Initially, Jennet joined the department as a sales representative before quickly taking on more managerial responsibility. She currently oversees NTP-STAG’s West Coast Inside and Outside Sales teams.
For Jennet, the most rewarding aspects of her job are connecting with customers and solving problems to help businesses and the industry grow. “It’s important for me to feel like I’ve accomplished something every day. Sometimes it’s helping ensure my team has what they need to adapt to changing trends and customers’ needs. Sometimes it includes educating customers on the reasons a new or existing product is helpful to the end consumer so they can sell more. Then it’s a win-win for everybody.”
As the Director of US Sales for the West Zone, one of Jennet’s major roles is overseeing the sales activities that NTP-STAG provides to RV dealerships and service centers. “As a distributor, we want to make sure that we have the right product and the right price so that our customer (the dealership) is able to best serve their customer in a timely manner,” Jennet explains. “We achieve this through multiple communication channels by addressing delivery needs and product availability in addition to informing customers of new product or industry trends.”
And the sales department’s endeavors don’t stop there. “Our Outside Sales team visits the dealer locations to help support their merchandising efforts while also keeping them informed of new products, promotions, and industry advancements that may impact the dealer’s business,” Jennet notes. “Ultimately, it’s the sales team’s responsibility to ensure that the customer relationship is running smoothly. If there is an obstacle that needs to be overcome, the sales team is available to solve that problem and address that customer’s needs. The better we’re able to service our customers leads to dealers being able to better serve the end consumer, which is important for our entire industry.”
Jennet emphasizes that for herself and the sales leaders on her team, staying updated on industry advancements is a large part of success. “Understanding the RV market and its trends is a crucial part of serving our customers. Technology changes on a regular basis so my team must be informed of product innovations and present those updates to help keep our dealers informed.”
“As a leader in the RV space, it’s important to ensure NTP-STAG stays ahead of what’s happening in the industry and is able to provide a world-class experience. That includes our annual buying show, the EXPO, marketing programs, and customer loyalty programs,” she adds.
NTP-STAG’s extensive connections are a key component of the sales team’s efforts to stay informed on the latest progress in the industry. “If we don’t know the answer to something, we need to who to go to and where to find the solution,” Jennet says. “I think that’s what we really bring to the table and what sets us apart— the network and community that we have as a company. We’re able to tap into those connections to better support our customer base.”
“I’ve grown up with NTP-STAG and it is such a great company to work for. I’m really proud of being a leader in the industry. It’s taken a lot of work as a team to get here. The amount of knowledge that we have within our employee base is incredible,” Jennet emphasizes. “We have several experts that have worked in sales in this industry for a few decades and it’s pretty exciting to be part of a company that has that.”
And the times ahead are equally exciting. “When I look forward to the future of NTP-STAG, I’m excited to help raise the next generation of RV industry experts. With new sales representatives alongside the veterans we have, we can continue to provide the best service possible and the best availability of products to our customer base.”
In addition to her professional dedication to the RV industry, Jennet has also personally experienced the joy that RVing can bring consumers. “As I learned more about the RV industry and the products that we offer, my family and I eventually bought our first camper (a pop up) back in 2012,” she recalls. “We had such a great time that summer; the connection that we were able to build as a family was indescribable. Now, we’re on our third travel trailer and as the needs of our family continue to change, we’re already talking about our fourth. I’ve always enjoyed my job, the company I worked with, and my customers, but immersing myself in the RV experience has also made me an enthusiast. We’re selling a lifestyle, not just products.”
Jennet, who lives in the Pacific Northwest, adds that her family’s favorite outdoor activities include camping, hiking, and paddle boarding. “I would say I’m a ‘glamper’. That’s probably one of our favorite family pastimes. We’ve got a lot of great camping spots that we go to every single year; the landscape is just incredible out here. We take advantage of every opportunity we have to get near a body of water. We’ve even taken up paddle boarding recently. We also go hiking and spend a lot of family time in the outdoors.”
Alongside her responsibilities at NTP-STAG, Jennet is also involved with the RV Industry Association. She regularly attends Association events such as RVs Move America Week and the Aftermarket Conference; she is also a member of the Aftermarket Committee: “I became more involved with the RV Industry Association three years ago and it has been a phenomenal experience. Because the Association brings all segments of the RV industry together, I’ve been able to build relationships with other individuals outside of the distribution segment, such as manufacturers and suppliers. I have more opportunities to hear their perspectives and I gain more knowledge and understanding of what we bring to the table and how important that is. I also learn more about how we can improve further as we contribute more to the industry. Being active in this Association allows me to be at the forefront of the RV market and its trends, as well as contribute more value to my team and customer base.”
Another way this is achieved is through Jennet’s role as Secretary of the RV Women’s Alliance Executive Board: “This connection gives me the opportunity to learn from my colleagues and mentor, as well as give back to the community that has given me so many opportunities.”
There are several Association resources that Jennet specifically highlights as helpful for her team at NTP-STAG. “For example, I think the industry knowledge I gain at Association events like RVs Move America Week is very helpful. I enjoy learning what the committees are working on. I also appreciate Association reports such as the RV RoadSigns Quarterly Forecast because it allows our team to understand unit sale predictions for the remainder of the year and possible impacts on our business.”
“I also find the Go RVing marketing campaign helpful because it shows trends that we’re seeing as an industry, and I can take that information back to my company as a suggestion for an area to invest in a little more. That way, we can always stay at the forefront of the industry. The RV Industry Association is an important resource for me. It’s been exciting to have this opportunity and I meet new people at every event that I attend.”
Ultimately, the future of the RV industry relies on continued unity. “It’s important that our industry works together because that makes all of us stronger,” Jennet says. “One of the most unique things about our business is how close everybody is. It doesn’t matter whether you’re a manufacturer, supplier, distributor, or dealership. By connecting and working together, we can all support a common effort and empower future growth.”
