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Having Trouble Selling Your Product? Rethink Your Sales Force

When police-uniform brand Her BlueWear struggled to sell its products to cops, it built a sales team its customers would trust.

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This story appears in the October 2019 issue of Entrepreneur. Subscribe »

Denise Czack knew sales. She'd been a sales manager at multiple companies, in multiple industries. So when she launched her own startup, she expected her expertise to easily carry over. Czack's business, Her BlueWear Uniforms, makes apparel for female cops -- so for one of her first-ever sales trips, she went to a conference attended by 300 female cops and tried to make the pitch.

Keith Barr

"I sold a measly five pairs of pants," she says. Her cofounder and sister-in-law, Tanya Czack -- who's a police officer in northeast Ohio -- wasn't surprised. "When Denise and I went into business together, I told her that the biggest problem with selling to law enforcement is that we're suspicious of what people say," she says. "That's part of the job."

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