Orbin Swisshelm is a nationally recognized sales leader, entrepreneur, and mentor whose four-decade career in the signage industry has been defined by record-setting performance, exceptional customer service, and an unwavering commitment to integrity. From his early years at Gulf Development to his leadership role at Digital Signs & Marketing, Orbin “Buddy” Swisshelm has consistently demonstrated an ability to grow teams, build strong relationships, and deliver results that consistently surpass expectations.
Orbin Swisshelm began his professional journey in 1981 with Gulf Development/Signtronix, quickly distinguishing himself as a standout performer. Over nearly four decades with the company, he became one of its most respected and highest-producing leaders.
In 2019, Mr. Swisshelm became regional director at Digital Signs & Marketing (DSM), where he continued his legacy of excellence. He expanded DSM’s market presence across western Pennsylvania and eastern Ohio, overseeing sales operations, customer service, and strategic regional growth. He also conducts sales presentations and product demonstrations for both new and existing customers.
What is your typical day, and how do you make it productive?
I am an early riser. I am up at 5 am, coffee, read and think for an hour, shower, and out the door. I cold-call businesses, so I am out walking into businesses. I also train my team, follow up on leads, do permits for signs, and work with installers to finalize sales.
How do you bring ideas to life?
I try to play everything out in my mind. Planning needs a strategy that looks at the obstacles that you will face. I like to run things by my wife and a few mentors in my life.
One rule is: I would rather shoot, miss, and aim again than aim and aim and never shoot. We learn from mistakes.
What’s one trend that excites you?
The digital signage market is growing and growing, both outdoor and indoor, and is becoming a billion-dollar industry. In my personal life, it is much easier to get my books published then 10 years ago.
What is one habit that helps you be productive?
I get up early. I understand that I do not fail just because it did not work. I just need a different plan while keeping my goal the same. I have faith in myself and my belief that everything will work out. If it does not, then there is something better, just not what I thought.
What advice would you give your younger self?
It will work out. Do not get discouraged. Never stop believing in yourself.
Tell us something you believe that almost nobody agrees with you on.
Everything is for my good. I am an inverted paranoid. I believe that everything and everyone is trying to help me succeed, and even if things do not seem like they are working right now, it will work out.
What is the one thing you repeatedly do and recommend everyone else do?
Never quit. You only lose if you stop. Give it time, change your plan, but never let go of your dreams.
When you feel overwhelmed or unfocused, what do you do?
Pray.
What is one strategy that has helped you grow your business or advance in your career?
Armed with the belief that I am doing the right thing, I hung in there when everything seemed to go bad. Keep on keeping on. Never let a bad day become a bad week.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
Signtronix went out of business, dragging all of the managers down with it. I knew I would always do the right thing, so out of my own pocket and working six days a week, I got every customer taken care of. The lesson that I learned is never to quit. If you are doing the right thing, it will work out.
What is one piece of software that helps you be productive? How do you use it?
CorelDRAW for design, Excel for creating simple price calculators.
What is the best $100 you recently spent? What and why?
Books. Even if I only get one good idea out of a book, it was worth it. One good idea can be worth thousands when put into practical use.
Do you have a favorite book or podcast you’ve gotten a ton of value from and why?
“The Traveler’s Gift” by Andy Andrews. I have given out hundreds of copies. It gave me the rules of life and success.
What’s a movie or series you recently enjoyed and why?
“Game of Thrones.” Great story, and I like rooting for the good guys.
Key learnings
- Everything happens for a reason; your job is to find the reason.
- It is better to try and fail than to never try at all—you only lose if you quit.
- Have faith in yourself and keep hold of your dreams.