Jobs for the Girls: Burton Rep Krista Moroge

Do you have dreams of being a snowboard sales rep for your favorite brand? Powderroom.net sits down with Krista Moroge, regional territory manager for Burton Snowboards and owner of sales agency SLKC, to find out just what it takes to make it in the industry. Krista was selected as the 2006/2007 SnowSports Industries of America Sales Rep of the Year for the Northwest region. She's also one of the most successful sales reps in the industry, male or female.

What are you repping now?

Burton hardgoods, softgoods, and apparel; Red helmets and protection; Anon goggles and sunglasses; Analog outerwear and apparel; Gravis footwear and bags.

At Burton the way reps have things set up, is each principal rep is a "regional territory manager", and we own and manage our own agencies of reps.

The family of brands is simply too big to have it any other way right now.

How did you get started as a rep?

By snowboarding, a lot, and being interested in all facets of the sport. It has always been my life, it was natural for it to become my work.

I took advantage of every opportunity that was really ever set before me in regards to snowboarding.

I've been a snowboard instructor at resorts in Colorado and Utah, a coach for Snowbird, and used to compete locally. John Esterbrook, who worked (and still works) for Atomic gave me my first break - he hired me to run on snow demos for, at the time, Oxygen, as well as showing the line for him at SIA. A giant long ladder, many jobs, bosses, hours behind the wheel, titles, decisions, lessons, and working my ass off for many years later‚ I'm the regional territory manager for Burton, and super proud and stoked.

You're originally from Buffalo what brought you to Utah?

Yeah Buffalo! I'm so glad I'm from there.it taught me a lot. I moved to Steamboat, Colorado with a bunch of my buddies from New York, they were all either US team freestyle skiers or aerialists. I went out there with them‚ taking a semester off from college to "check out the west" and I never came back. That was in 1993. We lived in a one bedroom condo with 11 of us for a whole year. It was hilarious. I visited SLC for my birthday one year, fell in love with it, and moved here. I love SLC, it is the perfect place for me to live.

Do you face any challenges being a woman in a male dominated industry?

I get asked that question a lot. People are usually surprised when I say not really. It's not that I've been lucky either, it's the way I have chosen to allow my mind to work, I don't even consider it. Probably because it isn't in my realm of thought- if someone were to try to make it challenging for me, I would not even recognize it and steamroll right over them.

Sure there have been little things here and there that have been awkward or difficult, but nothing I couldn't handle, and nothing I didn't learn from. Especially at Burton, trust me, you are treated fairly equally, I do not get any breaks.

A great applicable quote which is from the movie Planes, Trains and Automobiles, you'll laugh if you know what scene I'm talking about, is "she's little, but she's strong".

What's your typical day?

Each day is different, it is one of the reasons I love this job so much. My routine to handle each individual day doesn't change much though: I wake up early, I go to the gym which is as crucial to me as breathing when I wake up, then I work until that day's work is done. I usually don't get home until bedtime in the winter, but I skate at night after work in the summer.

How does the sales cycle typically go for selling a winter line?

June is order confirmations, selling and planning summer lines and summer sales meetings for summer lines. July is final stages of strategic planning for me and the winter brand summer sales meeting (Chile, wahoo!!). August to November means massive upshift in calls/emails, store visits, clinics, and reorder goals.

November to December begins showroom mania - receiving samples, setting up showroom, Winter sales meetings, crunch time, setting up appointments for preseason, and memorizing and planning the ability to sell in new lines, as well as still selling.

January and February we're on showroom lockdown, showing the line every single day, all day long, demos, and making yearly reorder goals. Late February and March means order deadlines. April is last minute order collecting, resort and accessory business deadlines, and May is time for a break.

That's a very, very abridged version..along with those highlights is a billion other things, kind of, literally.

How much traveling do you do?

A lot of traveling. I have a wheelie flight deck that I basically always keep out and half packed.

What's the busiest time of year for you?

September to April goes by in a flash, but for sure December/January is always the craziest time, our summer business however is increasing steadily, so hopefully soon I will be equally busy 12 months out of the year.

How many employees do you have?

I have four (for now). Josh Fisher, who handles hardgoods, Red, Anon, and rental. Danny Woodhead, who handles softgoods, Mitch Lawrence who handles Burton apparel, Gravis, and Analog, Jason Baugh, who is coming on new and does a lot of different things- but a solid up and comer, and of course, me. I am for sure an employee of myself, and the most slavedriving boss I've ever had!

I own and run the agency, manage the reps, and handle all facets of on line sales, as well as very involved in all specialty business to back up my crew. I am really lucky to have found four guys that I back so hard. It felt good to recognize talent and help them skip some serious rungs on that long ladder I had. They all work so hard and are so dedicated. We work together, but can also skate and ride together and be friends and not talk about work!

How has the advancement of online snowboarding gear sales affected your business?

It has effected things in a giant way. I could talk for a long time on this, but mainly how it has effected me is it has largely enabled me to change the entire structure of my agency to allow myself to dedicate the time it takes to be successful selling to a .com. It is an entirely different world than traditional brick and mortar business and requires a lot of time and attention to detail.

I have spent a very significant amount of time just educating myself, researching, and asking question so I know how to talk to them! It is was a whole new facet of sales to learn, which I find it fascinating and welcome. It is fun because it is new. It has had a gigantic effect on every brand, every rep, and every territory.

I handle 5 .coms collectively for all brands we represent, the biggest of course being Backcountry.com. They are an amazing, well oiled machine, and I love working with them, and the people I work with there. They have taught me so much.

What's the best perk of being a sales rep?

Having a job that surrounds a sport that I love so much and makes me so happy. The amazing people I have met and built relationships with, as well as the amazing team I am apart of at Burton - all stars!

On a smaller note, having next year's entire demo fleet to choose from every time I go riding, all of the amazing trips Burton has taken us on for sales meetings - Argentina, New Zealand, there are so many places, and so many awesome memories‚ Big wheel races down hills in fields, dodgeball with dry ice in elementary school gyms, Scavenger hunts in downtown Burlington‚ I could write a book on it.

What's the worst part of being a sales rep?

It's hard to shut work off because it envelopes your life. It's a lot of work and a lot of responsibility - which I welcome, I guess if I had to choose one thing for me personally, is that it's difficult when you deal with such a large brand, so many dealers, and so many people to not be able to do everything for everyone, you just can't. Recognizing that is one step, learning to be OK with it is entirely another.

Ultimately, you have to prioritize because there simply isn't enough time in the day, the season, or the year for all thing requests and things that come at you. Prioritizing over people's needs is by far the most difficult aspect for my kind heart to handle.

What is the biggest challenge as a rep?

Time management and prioritization in relation to relationships/management/and friends.

How do you deal with people constantly asking you for hookups, proforms, etc?

It gets easier as time goes on. You eventually reach a zen like state of understanding with the requests people make of you as the Burton rep. That goes along with my comment on prioritization above- it's hard, especially because I love to give. It's INSANE how much you get hit up from every person that has ever seen a snowboard.

Most people don't understand how the business works- keeping that in mind helps. People get aggressive with the proform thing though - we get some of the funniest letters, requests, demands, people try to trick you a lot too which I find extra funny. It's hard to monitor, but I do, to protect my shop's sales, and as much as possible not turn shops into a showroom for proform shoppers.

I've been an instructor though, and I do know how much it helps to get a proform so you can have the equipment you need to do your job when you might not have a lot of cash. Instructors then turn around (if they're good) and sell your brand to their lessons.

Can I have a proform?

A. Do you work at a shop B. Are you a snowboard instructor? Or C. please send me a resume w/ video. Ps: please include a photocopy of your PSIA or AASI certification card. :)

What skills or qualifications does someone need to become a rep?

To very first start out? You need knowledge and heavy participation in multiple facets of the industry. A network of people you have proven yourself to within the industry, and a lot of motivation. To start out- you have to have strong street smarts. I think street smarts gets you the job, and once you have the job - book smarts keeps it.

What qualities make a good rep?

Ability to listen and communicate, organization, doing what you say you are going to do, honesty, tenacity, self motivation, and simply that you must like people.

Do you have any suggestions for women interested in becoming a sales rep?

Yes, maximize every single opportunity that comes your way, and always strategize where you could get it to take you. Surround yourself with quality people, ask questions, and listen to people, network, never burn any bridges, keep your reputation clean, and read the book How to Win Friends and Influence People by Dale Carnegie ASAP.

On average, how many days do you get to ride during the season?

Ha, ha, I've been advised by my many mentors to never disclose that information. Let's just say I get the job done first and foremost, but I for sure keep it real and ride. A lot. I'm still very much a snowboarder.

Where do you ride?

I have passes at Brighton and Park City.

Describe your ideal day on the snow.

I love any day on the snow. Deep powder days dropping cliffs in the Merries at Brighton I guess or a sunny, free of charge, and fresh powder day heli boarding. Isn't that everyone's answer? But also a fresh cut pipe/park on a sunny morning at Park City is amazing as well. In Utah, seriously how can we go wrong? All you have to do is get up and go and it's fun.

What do you do for fun besides snowboarding?

I read, write, draw, and paint. I love to skateboard. I go almost every day when it's not winter, and I have a mini ramp in my basement and at work. I ride motorcycles (road race) at the Miller Motor Park track. I love to plant things at my house - my yard is seriously looking Better Homes and Gardens-ish, it's funny. I used to love to mountain bike and rock climb, but I lost the ability about six broken shoulders ago.

You've been repping snowboard hard goods since 2001. What advances has snowboard gear for women made in that time?

Wow. No one has asked me that direct question before; Everything has changed really. Donna Carpenter and Jake were the first people to recognize, support, and create for women in snowboarding. They were the first to have encouraged women to be recognizable participants in snowboarding.

Thanks to that, I have boards that are high end and performance based that meet my height and weight needs, also options- women's pipe, park, or freeride boards that are actually built for my body. I have boots that fit my feet, that look and and have the flex that I want. I have bindings that my feet don't move around in and highbacks that don't kill my calves.

It's hard to narrow this down there is so much, but for boards: EST techonology as well as infinite ride. For boots: our thermic liner heat system, speedzone lacing when accompanied with an articulating cuff and the women's tru fit. For bindings: cap straps for my tiny feet, short fiberglass women specific baseplates, smoothglide technology, and highbacks that are just right.

Do you provide input to Burton on their women's gear?

Absolutely. I believe one of the main contributing factors to Burton's success is that it truly is rider driven.

I attend round tables and pre lines a lot, as well as participate in our on-line "brandsquad" which is a constant vessel for feedback. I have no shortage of opinions, and there are no shortage of ears to listen at Burton.

It feels really good to be a part of the process. The "process logo" at Burton is no joke, it has meaning.

What's your top picks for the ladies from Burton's 07/08 line?
Aah product talk - I love this. For 08 I have the women's AK, in mint. It's INSANE, and is the best fitting, best performing outfit I've ever had. Our new designers at FYI are killing it.

I also have the B by Burton one piece outfit, and the Andy Warhol collection for women. I ride the Stria, with EST technology which has changed my life and improved my riding tenfold, in sizes 149 and 153. My bindings are the Burton C02 binding for jibbing and powder days, and the Cartel for superpipe, boots are the Supreme Heat, with articulating cuff, and thermic liner - on freezing days, I stay until the lifts close now.

I always wear white goggles!! But for me, the figment has the best fit..and the Luce is my fave on the Sunglass side. Gravis? I love the the red/white polka dot Hi-Cut Tarmacs that come in collections with matching bag and hoody! We don't get product for free, but let's just say I've taken advantage of the discount and very extensive "gear room".