AIM/R caught up with Stephen Williston, founder and president of HVAC rep agency Williston Sales Co., for a peek into his company’s success and history. Over the years, North Kingstown, Rhode Island-based Williston Sales has established a trusted approach that fosters strong relationships with the manufacturers it represents. This agency addresses challenges with innovative and cost-effective solutions for both manufacturers and distributors. 

AIM/R: Were there any personal hardships or sacrifices when starting your agency?

Steve Williston: When I started the agency, I had 11 years of experience, some savings to get by,a supportive wife and my brother working alongside me. Still, it was tough getting new manufacturers on board without a book of business. I was fortunate when the Tecumseh Compressor sales manager decided to go back to using an independent rep agency in my territory — that gave me a real starting point. However, it still took years to establish a solid revenue base before I could begin hiring and expanding the business.

Some of the biggest sacrifices were personal. I spent a lot of time on the road — traveling the territory, attending conferences and trade shows —  which meant time away from my family. My wife carried a heavy load raising our kids and had the patience to stick with me through it. Starting the agency demanded a lot, but it’s been incredibly rewarding and has provided for my family ever since.

AIM/R: What were the rewards of building your agency?

Williston: There are several:

The income has provided a comfortable lifestyle for me and my family.

The flexibility of running my own agency has allowed me to take time off and spend quality time with my family.

On a personal level, the journey has pushed me to grow. The struggles built grit and, at the same time, kept me humble.

I’ve had the chance to build long-term relationships with manufacturers, distributors and contractors across the territory.

One of the most fulfilling parts has been mentoring employees and building a strong team I can be proud of.

AIM/R: What sets the agency apart from others?

Williston: What sets our agency apart is the strong, trusted partnerships we’ve built with our manufacturers. We’re highly adaptable to changing market needs, and our partners know they have direct access to me when it matters most. Our team brings real passion to the table — focused on driving sales through synergistic lines while always putting customer service first. That combination of responsiveness, alignment and energy is what sets us apart.

AIM/R: As a rep, how does your company define success?

Williston: At Williston Sales Co., success isn’t only about sales numbers. It’s about consistency, service and reputation. We define success as being the first call our customers make when they need something — and the last call they need to make because they know we’ll take care of it.

AIM/R: When did you join AIM/R and what or who motivated you to do so?

Williston: I started my agency in 2007 at 38 years old, during a time of significant personal and professional change. I had just lost my father to cancer and, shortly after, lost my job at the rep agency he built with his partner. Despite the loss, I felt a strong pull to continue the tradition, but I also knew I wanted to carve out my own path forward. 

That’s when I joined both MANA and AIM/R. I was looking for a community that understood the unique challenges of being an independent rep and could help guide me as I built something new from the ground up. That decision played a big role in my journey. The insights and connections I gained through AIM/R helped me grow, not only as a rep, but as an agency owner navigating the world of independent sales representation.

AIM/R: What components of AIM/R have you valued and used?

Williston: Over the years, AIM/R has played a key role in our growth and success. The conferences, in particular, have been incredibly valuable — not only for the takeaways, but for the actionable insights and best practices that have shaped our strategy. 

I’ve especially appreciated the networking opportunities with other reps and the chance to connect with industry-focused consultants at the vendor booths. Working with companies such as RepFabric, Growth Dynamics and Turner Time Management has had a real impact on how we operate and grow. Partnering with a professional rep attorney like Dan Beederman has also been instrumental in helping us build fair and protective agreements that serve both our agency and our manufacturing partners.

AIM/R: Is there anything you have taken away from recent AIM/R conferences and implemented within Williston Sales Co?

Williston: After the last conference, I decided to sharpen my business skills by enrolling in the CPMR certification program. It’s a step toward strengthening how we run the agency and continuing to bring more value to our manufacturers and customers.

AIM/R: Now that the pandemic has faded, has your business changed to any degree, such as hybrid or remote work?

Williston: Remote work has definitely become more common across our industry, and our team has adapted well to that shift. While we’ve embraced flexibility, I still maintain a physical office as our home base. 

One of the biggest changes has been how we communicate — with customers, manufacturers and each other. Technology and virtual meetings have made it easier to stay connected and responsive. It’s a big leap from when I started out — with a pager on my belt and hunting down the nearest payphone to return a call.

AIM/R: What are you most proud of?

Williston: I’m proud of how far the business has come — and of the team that’s helped get it there. It’s been incredible to see the growth over the years, especially when I think back to when I was just starting out. Watching the company evolve, seeing team members succeed and knowing we’ve built something solid together — that’s what I’m most proud of.

AIM/R: What is one thing your company could not be successful without?

Williston: The backbone of our success is the strong product lines we represent — backed by quality people. We wouldn’t be where we are without that.

Success for us comes from partnering with manufacturers whose products, support and service solve real problems for our distributors and contractors. When the products perform and the people behind them are responsive and knowledgeable, everything else falls into place.

AIM/R: Has the traditional rep ‘job description’ changed much since you have been at the helm, either contractually or functionally?

Williston: At the core, our role hasn’t changed — we’re still a professional sales organization focused on growing sales, protecting market share and helping our distributors succeed with the lines we represent. 

That said, how we do the job has evolved. There’s more emphasis on technology, data and strategic planning, but the foundation remains the same: build relationships, drive value and get results.

AIM/R: How do you see our industry and the rep’s place in it over the next five to 10 years? What does Williston Sales Co. look like?

Williston: As an agency, staying adaptable to change will always open the door to new opportunities. I believe the next chapter for our profession will push us to double down on what matters most: driving sales, building trusted relationships and leveraging technology that helps us work smarter. At Williston Sales Co., we’ll continue evolving with the market while holding true to what’s gotten us this far — strong partnerships, great products, and a commitment to service. 

Brian Goglia of Process & Mechanical Systems is a director on AIM/R’s board. Scott Cooper, CPMR, CPSC, of Cooper New England Sales, also serves as AIM/R’s senior vice president of industry PR and the 2027 conference chair.