VSM Sewing Inc.
Whenever asked what he does, “I sell sewing machines” has been Stan Ingraham’s answer for 38 years. No long explanations, no setting the title before the essence of the job. Stan Ingraham has spent his entire career selling sewing machines, revolutionizing the independent dealer business model and setting the pace for dealers, sales managers and other companies along the way.
He started his career with the Singer Co. shortly after receiving a Bachelor of Science degree in Economics from the University of Wisconsin – Madison. He started at the beginning, learning the basics of machines and retail sales, and developed a love for the home sewing machine business.
For the past 30 years with VSM Sewing, Inc., and recently as President of Sales and Marketing, Husqvarna Viking Dealer Business, Stan was instrumental in capturing market share, thereby creating one of the most successful brands and exclusive dealer networks in the history of the industry.
Easily accessible to his sales managers and dealers, and relentlessly interested in their experiences and ideas, Stan pioneered a ground-breaking, well-defined dealer program which maintained loyalty while it steadily increased sales and total market share for the brand. In the process, he created an abundance of new sales and promotional programs, increasing sales and profits for both the company and its growing network of dealers. His deep, resonant voice of reason became the backdrop for years of growth, confidence and integrity from which his success – and that of the company -- emanated.
Managing annual conventions and hundreds of regional dealer meetings, Stan quickly became known as “Mr. Viking.” He is on a first name basis with most Husqvarna Viking dealers in the U.S, having visited most of them in their stores over the years. Stan has been involved in all aspects of the business, including innovative product development in conjunction with the factory in Sweden, consumer motivation, education programs and the development of national marketing breakthroughs.
His success in building business for VSM Sewing Inc. has been the result of knowing his responsibility has always been to help dealers build their own marketing programs, to remain actively selling and creating new business.
Stan has been a wonderful leader, contributor and innovator in the sewing industry.