Contributed by Lee Wilson, Outside Sales Converter Specialist, Saunders, 18 Months 

Even after more than 35 years in the converting industry, I’m as driven as ever by the challenge of earning customers’ trust and solving their problems.  

Though I’ve been with Saunders for under two years, my background as a die-cutting company co-owner, general manager and material-side specialist gives me a well-rounded perspective. This is my first official outside sales role—proof that growth doesn’t stop after three-plus decades in the field. I focus daily on identifying opportunities, supporting R.S. Hughes reps and bringing value through strategic converting solutions. 

When Arturo Nunez, Saunders’ Sales Manager for Converting, reached out to hire me on a recommendation from 3M, I saw a new way to apply my experience while helping build something meaningful. Arturo values my voice and perspective. That type of openness fuels innovative thinking and customer focus, which I’m deeply passionate about. 

Delighting the Customer—More Than a Motto 

It may sound corny, but I genuinely live by one principle—delighting the customer. This principle goes so much deeper than simply customer satisfaction. Is “satisfied” really all that good? No, I want more than satisfied! 

So, how can an organization make that happen? How do you create a culture of constantly delighting the customer? It has to be by example. It’s important to continually challenge the company on what we think we can do. To do that, you have to have support from leadership. I have to be able to go to Arturo and say, “Dude, we can’t ‘no quote’ this.” Arturo gives me that freedom to say, “We’ve got to be better than our competition.” 

That culture change begins by creating an environment of teamwork. If you’re operating in silos, you will never get there. It’s about speaking the language of “delighting the customer” at all levels of the organization, from the janitor to the CEO and everyone in between. We need to understand the common goals and actions required to delight the customer. I know there’s a cost involved, but the reward is much greater. So that, in my opinion, is how you delight a customer.  

Just this week, I had a moment that reflected this mindset. A prospect I’ve been trying to engage since joining Saunders sent over a quote request—not for one of our parts, but a liquid adhesive. It wasn’t a fit for us, so I reached out to Austin Hayner, a Sales Manager at R.S. Hughes, who confirmed we couldn’t fulfill it. Still, I wasn’t going to let that be the end of it. I found the product elsewhere and sent the customer a link. No sale, no commission—just a simple act of service. The customer had been searching for that part for a very long time and appreciated the help.  

I went the extra mile and spent time on this so the customer would say, “Wow, this is a supplier I value.” That’s what I mean by delight. It’s the value that builds long-term relationships, even when there’s no immediate return. 

What Sets Saunders Apart 

In converting, price and turnaround time are often similar across the board. The real differentiator is service. We’re not just selling parts—we’re solving problems. 

In industries like electronics and batteries, the parts we produce represent a small fraction of the total cost. So, it’s not always about being the cheapest option. My goal is to make Saunders such a trusted partner that customers won’t even consider alternatives. Even if we’re 5% higher, I want them to say, “We like working with Saunders. They’ve got our back.” 

Rooted in Charity, Community and Texas Soil 

Outside of work, I stay grounded through family and giving back. I’m a fourth-generation Texan, born and raised in Springtown, where my family has lived since 1860. We still live on parts of that original land. My mom, sister and nephew are all nearby. It’s home—and it means a lot to me. 

I’m passionate about charity, especially causes that support autism and Alzheimer’s. One of my closest friends, a former Texas Ranger baseball player, hosts an annual golf tournament to raise money for Alzheimer’s research, and I’m proud to be involved.  

I also support several autism-focused organizations. My interest in autism advocacy started through a friend, but once I learned more, it became personal. Like many, I misunderstood what autism meant. People like Temple Grandin opened my eyes—autistic individuals don’t think less, they just think differently. Traditional education systems often miss the mark, and I want to help change that. 

Why I Do What I Do 

Even after all these years, it all comes back to delighting the customer. I live for the customer. I love when I walk into a customer’s office and they say, “I feel like I should hug you. ” You know what I’m saying? I love that connection. I love solving our customers’ problems. I love seeing our parts in our customers’ products. I love it when a customer has a line down and we’re able to tell them we’re shipping today. And they’re like, “Oh my gosh, you’re the greatest.” It affirms me. That’s why I’m still passionate about the converting business after nearly four decades.