ASHLAND, Ala. – Alabama-based Tru Cabinetry, which crafts quality, semi-custom cabinetry, recently partnered with a new sales rep agency in its New York and New Jersey markets. 
 
GTL Associates, based on Long Island, N.Y., takes a literal hands-on approach to business. Owner Tommy Serravillo has a background in construction that gives him the knowledge to roll up his sleeves when needed. His goal is to make the jobs of his cabinetry dealers easier by doing legwork for them.
 
“My job is as a liaison between the factory and dealer. When problems arise, I have to walk that tightrope down the middle to keep the factory and dealer happy,” Serravillo said. “We tell our dealers that we’re a rep agency that’s not afraid to work. If I have to go out to a customer’s house and adjust drawers and door fronts so they can keep selling and designing, I’ll happily do that.” 
 
Serravillo’s business approach is a direct result of the 25 years he spent in the construction industry. He started his first company right out of high school, selling and laying tile. That progressed into kitchen and bath remodels, and it eventually evolved into a full-service design and build firm that included a kitchen and bath showroom. Since becoming a sales rep five years ago, he’s seen year-over-year increase in sales. 
 
“I didn’t always feel like the cabinetry reps I worked with were very knowledgeable. When a customer asked why something couldn’t be done, I wanted to give them a solid answer,” Serravillo said. “So I started visiting factories, helping to develop new products, and educating myself on the products. I knew I could do better than what the reps I was working with were offering, and that’s what led me to become a rep myself.”
 
Serravillo and associate Gloria Soares, who has a background as a sales rep in the fashion industry, say the value of a mid-price, quality product like Tru Cabinetry is what his clients are seeking out. In the past he mostly dealt with cabinetry in the luxury and custom categories. But Serravillo said he’s impressed with Tru Cabinetry’s recent growth, management, and vision for the future. 
 
“My motto is always to work smarter, not harder,” he said. “Tru Cabinetry is a product that allows me and my dealers to do just that. ”
 
Tru Cabinetry, a brand of Tru-wood Cabinet Company, LLC is a rapidly-growing manufacturer of high-quality, semi-custom cabinetry. Tru Cabinetry is headquartered in Ashland, Alabama and currently has more than 260 employees. It operates in over 370,000 square feet of top-of-the-line manufacturing and distribution space.
 

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