Joe Reeves is every kid on the first day the community swimming pool opens, racing toward the edge before jumping into a full cannonball that sends water splashing everywhere. The smile on his face shows it was well worth the effort and the risk of being ejected by the lifeguard.
OK, maybe it’s a bit of an exaggeration. But after 37 years in the office technology industry, the president and CEO of Smile Business Products in Sacramento, California, still maintains a youthful exuberance and an undying passion for tackling new and innovative solutions and technologies. Skating on the bleeding edge of technology is no big deal to Reeves, and he readily admits to having a penchant for jumping in feet first.
“Solving business problems—that’s what sales is all about,” exclaimed Reeves, a 2019 ENX Magazine Difference Maker. “Discovering business needs, providing solutions and creating long-lasting partnerships. People do business with people that they trust, and to solve a customer’s problem is very rewarding, especially with all of the challenges businesses face today.”
Reeves is the captain and head cheerleader of one of the biggest providers of Sharp equipment in the country. He even concocted an acronym from his company’s name (Super, Magnificent, Intelligent, Loyal Employees) but the smiling sun that rests atop the “I” in its logo tells people all they need to know. Smile feeds off Reeves’ positive, high-level energy.
Finding His Way
The University of California, Davis, graduate happily found his way into the industry almost by chance. Just prior to graduation, he’d been interviewing with some of the period’s major computer manufacturers (IBM, Burroughs and NCR). The company that caught his eye, however, was Diablo Systems, which then was Xerox’s computer division. The interview paved the way for an opportunity at Xerox and, eventually, a small Sharp-authorized independent dealership.
One of Reeves’ biggest influences along the way was Lindann Fleig, his first female boss and one of the few female presidents at that time. He was struck by Fleig’s work ethic and drive, two traits that made her highly successful and respected.
“She would always say, ‘You get out of it what you put into it,’” Reeves recalled. “Although we were all intimidated by her, she admired her employees and instilled in us to work hard and results would follow. Aside from work ethic, she always stressed the importance of remembering your employees.”
Reeves has also followed the adage that cautions against burning one’s bridges because paths frequently cross. That has helped him in reconciling challenges. For instance, following three acquisitions and double-digit growth, Smile had accrued five new or remodeled branches and needed to right-size its business from an operating expense standpoint.
“Our executive team came together and everyone contributed to the effort by making some tough decisions,” Reeves said. “In the end, we had less revenue, but we were the most profitable in company history. It was a team effort, with every employee contributing by optimizing for maximum productivity.”
Setting Goals
The company is reaching the conclusion of a five-year plan set in 2015 to attain $20 million in revenue and 20,000 customers. While Smile nailed the revenue piece, Reeves is still working toward the client goal and wants to have 20,000 devices on contract—a challenge in an environment that calls for selling more hardware for less margin than in previous years. But he is confident Sharp will help guide the way.
“I’m taking from the theme of the last Sharp national dealer meeting—we need to Own It,” he said. “Own the office space, all devices, servers, PCs, copiers, signage and phones.”
Away from the office, Reeves enjoys spending time with his 5-year-old daughter, who is “always positive and full of energy. She keeps me young and engaged.” He also likes scuba diving, biking and spending time with his family.
