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PMMI On the Rise Awards Winner 2023 - Alex Torda

Taking sales strategy up a notch

Alex Torda

PMMI has, once again, recognized 10 individuals who are quickly advancing in the industry in its sixth annual PMMI ON THE RISE AWARDS 2023 developed by the Emerging Leaders Committee. The winners were honored in October 2023 at PMMI’s Annual Meeting in Stone Mountain, Georgia. But there’s a lot to learn about these forward-thinking problem-solvers. So, OEM took some time to get to know these outstanding rising stars. Here are their stories.

Despite not having a background in the packaging industry prior to joining Accraply, a Barry-Wehmiller Company, Alex Torda stepped into the role of regional sales executive like a seasoned pro.

According to Bruce Larson, Barry-Wehmiller’s director of business development, Torda took over a historically low-revenue territory for Accraply and, over the last two years, has helped drive revenue to new levels. In 2022, his territory saw a growth of 35% year-over-year revenue, in large part due to sales from customers who have not previously purchased equipment through Accraply. And he won the Chairman’s Club Award for fiscal year 2022.

Accraply is one of the BW Labeling brands, which provides pressure-sensitive and roll-fed labeling systems. Torda, who sold medical devices to eye doctors for eight years prior to joining the company three years ago, had to roll up his sleeves to learn the products quickly in order to do his job effectively.

I am responsible for generating revenue and driving growth within my territory,” Torda said. “This includes developing relationships with existing customers, while prospecting to find new ones. I take a consultative approach to helping businesses solve their labeling needs.” 

To have that advisory capability, Torda takes an active interest in the operational aspects of the business, from the procurement to machine build. “There is a lot that I need to be aware of so that I can communicate properly with my customers.”

And he certainly has won his customers over—because he listens. He engaged in a three-part course called “Listen Like a Leader,” which is the foundation of the Barry-Wehmiller culture. It teaches the skills that build better relationships: listening and feedback. In addition, Barry-Wehmiller’s voice of the customer program is driven by sales executives, like Torda, who are identifying opportunities for improvement by listening to customers. The goal is to bring state of the technology, customer service, and reliable machines to the industry. 

Torda has also helped develop channel partner relationships with key integrators, automation companies, and engineering firms. These relationships have allowed for other customers to bring opportunities to Accraply, despite not interacting with the end user. The growth within this network has allowed Torda’s territory to bring more opportunities to the company. 

His undergraduate degree is in finance and entrepreneurship, but he continues to build his career in sales and operations, receiving an MBA from Texas Christian University’s (TCU) Neeley School of Business in 2019. And he continues his personal and professional development

through the TCU sales program that has allowed him to interact with students and discuss the sales profession from a real world standpoint.


But perhaps the real secret to Torda’s success comes down to the basics and balance.


“A positive outlook and resilient attitude are things I know I can control and use to help achieve my goals and deliver what I am expected to for the business,” Torda said. “I believe work is a very important aspect of one’s life, but know there is a need for balance, so I enjoy time with family, friends and community.”

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