Hello, I'mĀ Steven Chen.

With over 25 years of experience in the American retail industry—on both the supplier and retailer sides—I bring deep, real-world knowledge to every client I serve. I specialize in coaching and mentoring sales teams to increase revenue and boost profitability. Through my proven coaching programs, I simplify complex challenges and turn them into clear, actionable growth strategies. No more guesswork—just a direct path to stronger performance and scalable success, so you can focus on what matters most: growing your business.

My Story

I grew up in Taiwan. Even though I earned both my college and master’s degrees in the U.S. and spoke English fluently, I used to believe that only native English speakers could succeed in sales here. But over time, I learned the truth—success in sales isn’t about speaking perfect English. It’s about having the right business knowledge, strategy, and mindset.

I spent seven years as a salesman calling on U.S. retailers, followed by over 14 years working at a major retailer in Arkansas, managing both direct buying and global sourcing. During those 20+ years in the retail industry, I visited hundreds of factories across Asia and learned from countless brilliant, hardworking people.

And here’s what breaks my heart: so many great manufacturers are stuck in the R&D room, holding back ideas and missing the margins they truly deserve—just because they don’t know how to market or sell to the U.S. retail market.

If that sounds like you, I want you to know this: you don’t have to stay stuck. You just need the right guidance, the right strategy, and someone who understands both your culture and the U.S. retail system. That’s why I’m here—to help you step out of your comfort zone, bring your ideas to market, and earn the profits you’ve always dreamed of.

Drop me a line!

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