Adam Schmidt and the 3 C's: Clear, Concise, and Coherent

The value in sales is in the partnership formed between sales representatives and customers. To Adam Schmidt, one of the 2026 Sanitary Maintenance Sales Leader Award winners, having an interest in individuals is a recipe for sales success. As an established sales representative at Milwaukee-based Nassco, Inc., Schmidt has built his reputation through the relationships he’s formed with a variety of customers over the past 15 years.

“I’ve tailored my approach to try and be an extension of a customer’s team, which provides the chance to help solve pain points and challenges,” Schmidt shares. “This helps build trust and credibility, as well as provides real-time return on investment.”

Schmidt’s approach when communicating with clients is driven by implementing the three C’s: “clear, concise, and coherent.” Instead of approaching a problem with a product, he works directly with the customer to establish a solution.

“He works closely with customers to understand their unique facility needs, offering tailored solutions that improve efficiency, safety, and long-term results,” says Nathan Henderson, Director of Housekeeping for the Milwaukee Bucks. “He builds relationships founded on trust, knowledge, and genuine partnership.”

For Schmidt, a sales career is not about all the wins one can achieve, but rather how one learns from the losses. Even if the research is relevant and the product has benefits for the end user, a customer may still close the metaphorical door on the sale. Instead of feeling defeated, Schmidt says it is important to remain resilient.

“Rejection is something newer reps find difficult to overcome, but it’s going to happen more often than not,” Schmidt explains. “Over 90 percent of cold calls result in a ‘no,’ and that’s okay. Be patient and don’t take it as a failure, but as an opportunity to grow.”

Adaptability is another essential trait a sales representative should apply to their daily practice. Schmidt honed this skill when faced with the difficulties the COVID-19 pandemic imposed on him in 2020. Given the choice between sinking and swimming, he swam.

“Personally managing a $10 million revenue book of business with over 10,000 end user ship-to locations during the pandemic was certainly a difficult time,” he reflects. “However, I used this as an opportunity to help build my patience and confidence to drive me to increase engagement between cross-functional teams. I used this time to enhance my knowledge around basic microbiology and proper disinfectant procedures to provide value to my customers.”

Those lessons positioned Schmidt to be a recognized leader in his field today. His ability to adapt to challenging situations is the foundation from which he provides customers with flexible solutions.

When Henderson asked Schmidt to support him with replacing the trash cans in Fiserv Forum, a multi-purpose arena in Wisconsin, Schmidt listened to the competing needs of everyone involved before providing a well-rounded resolution.

“He thought strategically to use the resources that he had available to find a trash can that measured up to the needs and demands of a world-class venue. By doing so, he kept us under budget and delivered the product on time,” Henderson notes.

What has supported Schmidt in his career is his refusal to let a possible sale compromise his character. Not taking the easy route is also how Schmidt approaches technology. While he views AI and digital tools as a helpful aid, he guides new sales reps in thoroughly vetting the information they deliver. Overall, he asserts that integrity, both personally and professionally, is what will yield tangible wins.

“Personally, I’ve always tried to be transparent and ethical, which has naturally crossed into the professional side of my career,” Schmidt says. “Being open to walking away from an opportunity that just isn’t the right synergy is difficult to do, but I’ve maintained that I’d rather not go down a route destined for future failure just to get a quick sale.”

Taylor Vraney is an Assistant Editor for CleanLink.com, Facility Cleaning Decisions, Contracting Profits, and Sanitary Maintenance. 

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