After surging onto the scene in 2007, BERMANFALK has turned momentum and raw talent into long-term success and is now one of the most sought-after manufacturers of casegoods in the hospitality industry. Each year, BERMANFALK defies limitations and changes the belief that there isn’t a way, by finding a way—showing everyone that impossible isn’t in their playbook.

So who is BERMANFALK? What do they stand for? This week, we interviewed Brad Falk, BERMANFALK’s Inside Sales Specialist, who embodies one of the company’s driving values, pride, to find out.

What made you decide to work in the hospitality manufacturing industry?

I chose to work in the hospitality industry because I found there was a tremendous opportunity and I wanted to grow in a career and with an industry that was dynamic and engaging. I was raised with strong business role models, and I’ve embraced the chance to spread my wings and make my mark in this industry.

What is one of the biggest lessons you’ve learned about the industry since working at BERMANFALK?

I’ve learned that the hospitality industry is really no different than a call centre or a box store or any business. The principles that matter, the behaviours that lead to success and the way you treat people, are the same. It all comes down to one thing: treating the customer or client the way you would like to be treated. If you only do one thing, you need to do that.

How do you infuse respect into your work? What does respect mean to you at BERMANFALK?

Experience has taught me that respect is an active value. One that needs to be consistently demonstrated through your daily actions. It’s more than just treating others how you would like to be treated. Respect in the workplace needs to be reliable, collaborative, and understanding.

Respect for us is putting our customers above all else. We want all of our partners to know that we’re on the same team and that their goals are our goals. We are transparent with our actions, and work with our clients and align our goals in order to achieve something realistic and beautiful.

From there, we work towards our targets with honest updates and the integrity to stand behind our words.

What motivates you to embody BERMANFALK’s motto, “Your Style. Your Way.”?

I grew up like this. I was raised to feel like I could achieve anything I set my mind to, and I want to instil this confidence in all the talented designers we work with. I want our clients to feel assured that we are going to deliver the exact concepts they created, some of which may have started as a napkin sketch, and turn them into a hotel room, as promised.

Can you tell us more about your role at BERMANFALK?

Before transitioning into my current role as an Inside Sales Specialist, I spent a lot of years getting to know the business as a Project Manager and eventual Senior Project Manager. This gave me a deep understanding of BERMANFALK, our clients, and what we offer as a partner. Needless to say, this experience prepped me for a sales role, a role that has allowed me to uncover hidden talents and to challenge myself in new, exciting ways.

I chose to switch gears because I was looking for a new way to contribute to the success of BERMANFALK and for a role that not only pushed me, but helped me develop as a team member. Being an Inside Sales Specialist is constant change: I’m involved in everything from the initial client kickoff to assisting with trade show activities and presenting. Typically, I’m working with purchase agents to provide accurate quotes, and when required, revising quotes. It’s incredibly important to capture as many project details upfront so we can provide accurate pricing. The more details covered at the beginning, the better.

How do you approach your work with designers, purchasers, and hoteliers?

I approach work with designers and hoteliers from a Project Management lens at this point. I understand the implications of the decisions that are made at the kickoff, and can easily lay out the potential outcomes based on experience. Being honest and transparent keeps the ship on course, and frank communication is just one of the many ways we show respect to our clients. We give them what they deserve.

What is the most challenging part of being in the business of casegoods and seating manufacturing?

For me, the most difficult part of being in the casegoods and seating business is the ever-changing nature. This is both a gift and a curse. It’s exciting to see the new designs that blow up our inbox, and the new trends that the industry is embracing as a whole. We thrive at the opportunity, but it doesn’t come without its own set of unique challenges. Every project is different. Every design requires change. As a custom manufacturer, we have no items that come ‘off of the shelf’, so every new item is treated as its own piece of art. This is the gift and the curse.

Do you have any tips/ tricks that help you stay passionate, motivated, and focused day to day?

I stay motivated by consistent goal setting— by making measurable goals and setting realistic work-loads. Everything can’t be done in a day, so setting achievable expectations helps me consistently propel forward and ensures that I am closer to reaching that next level.

I have a tremendous amount of pride when it comes to working for BERMANFALK, and it goes beyond the last name. I cherish the opportunity we have, and look forward to continuing to forge our own path in this industry and contributing to the success of a business that now spans two generations.