Agent: ‘Technology can open the door but relationships close the deal’

Twenty-six years ago, fresh from university, Jack Sun, founder of Towa Outdoor Products, took his first job as an international sales representative at a fishing rod factory in Weihai, China.

Before he could begin selling, however, he was sent to the factory floor. He reveals to Angling International how his experience in the trade has shaped his business philosophy and belief that despite living in a digital age, personal contact and relationships still matter.

Says Jack: “As a production apprentice, I learned every stage of rod manufacture and made rods myself. Building a fishing rod from beginning to end gave me a deep sense of achievement – and a lasting respect for the skill, care and knowledge behind every product. That experience was the beginning of my life in the fishing tackle industry.”

Today, digital tools make it easier than ever to reach customers around the world. A message can cross continents in seconds; specifications, samples and updates can be shared instantly. But while technology has made communication faster, says Jack, it has not made trust automatic.

“In fishing tackle, every order involves more than the product itself. There are questions of quality, payment, delivery, compliance and reliability. Customers are not only buying rods, reels or accessories. They are buying confidence: confidence that the supplier understands the brief, will honour commitments and will take responsibility if challenges arise.

“Technology can open the door. Relationships close the deal – and keep it alive.”

The strongest business relationships change the nature of the conversation, adds Jack. Instead of beginning and ending with, ‘What is your best price?’, the discussion becomes, ‘How can we grow together?’ That shift brings real value. It can mean priority production capacity, quicker problem-solving, flexible terms, honest market intelligence and, most importantly, repeat business built on mutual confidence.

Towa’s partnership with a key customer in Germany is a good example. Since 2015, Towa has acted as the brand’s exclusive sourcing agent in China. The relationship began from scratch and has been developed through close cooperation, shared commitment and trust. Over time, the business has grown strongly, and the brand has become one of the brightest names in the German market.

Says Jack: “For me, relationships are never a short-term sales tactic. They are built patiently. It starts with product experience and market knowledge: showing customers that you understand their products, their customers and the pressures they face. It continues through consistent follow-up, clear communication and, above all, keeping promises.

“The goal is not to be everyone’s friend. The goal is to be the supplier a customer can depend on when it matters most.

“Digital communication remains essential. It is efficient, immediate and ideal for routine updates. Yet face-to-face contact still has a unique role. Sitting across the table from a partner helps you understand what cannot always be said in an email or video call: whether there is hesitation, genuine enthusiasm or complete commitment. It also demonstrates respect. Making the time to visit, listen and discuss difficult issues in person can deepen trust in a way that digital communication rarely can.

“That is why trade shows and industry events continue to matter so much. In a few days, they bring together existing customers, new prospects, products, ideas and market intelligence. They are one of the most effective ways to accelerate relationship-building.”

Towa consistently attends China Fish and the CGC Show in Weihai. For Jack, even in an increasingly digital marketplace, these events remain among the best opportunities to present products face-to-face, exchange ideas quickly and strengthen partnerships with people from across the industry.

He adds: “For any business that wants relationships to last beyond a single sale, the advice is straightforward: think like a partner, not simply a vendor. Understand the customer’s product range, market and business model, then find ways to help them succeed.

“Build deep product knowledge. Be transparent, particularly when problems arise. Deliver consistent quality and dependable service. Over time, those habits create something more valuable than an order book: they create trust.

“Digital gives businesses global reach. Relationships give that reach meaning, resilience and depth.”

T: +86 1380 631 7775
jacksun@towa-outdoors.com