About Us

Cardinal Sales
Cardinal Sales Corporation is a full service manufacturer’s representative firm serving Indiana, Kentucky, Ohio, West Virginia and Western Pennsylvania. We use the term full-service to reflect our commitment to sales, marketing, and service, and to emphasize that we understand what it takes to build and sustain successful product distribution.

The Cardinal House

Cardinal Sales was founded in 1968 by Sumner Selby. He had been working for manufacturers like GE and CBS and a rep company. He founded a better rep company based on what he had seen missing in the electronic industry. Initially the company was representing home audio and video companies. Many were instrumental in this growing business, such as Pioneer, Hitachi, Maxell, Infinity, Akai and United Audio.   

Market & Territory
We have a very diverse dealer base that we have grown with over the years. This includes all the following types of accounts giving both our dealers and manufacturers the benefit of broad, long term market expertise:

  • A/V Specialty Retailers & Installers
  • CEDIA Electronic System Integrators
  • TV / Appliance Dealers
  • Furniture and Appliance Retailers
  • 12 Volt Car Stereo Specialty Retailer
  • 12 Volt Expeditor

Market Support
We provide excellent support in the market.

  • Dedicated inside sales and support staff for each company allow us expertise in every line.
  • Dedicated 800 fax and phone lines to make it easy for the dealer or distributor to call and get live support.
  • Full color fliers are available to announce specials, new product introductions and training events.
  • “Fax Blasts” and “Email Blasts” can be used to also announce product specials and promote certain events.
  • Annual Dealer Shows showcase all of our brands and utilize factory support to make these big events.

The Cardinal House
The Cardinal House is a 3,500 square foot home purchased in 2000 to help demonstrate the lines that we represent and distribute in a real life setting. The Cardinal House has been utilized for numerous sales trainings and dealer shows to demonstrate what these products do and how they work once installed. The dealers in our market have been able to learn and gain practical experience in a working, hands on environment, learn more, install and use products to improve the quality of their sales and installations. This has proven to be a tremendous asset to our organization.   

Mobile Displays
Cardinal Sales also utilizes portable to best demonstrate our Manufacture’s products. Many of these have been fabricated by our staff while others have been supplied by our manufacturers.   

Customized Training Programs
We know that we are only as professional as we appear to be. For that reason we make sure that when we are meeting with a customer that both the products and all materials are presented in the best manner. We use many tools and programs to deliver our collective ‘best face’ to the audience. Collateral materials are customized for the individual company in attendance and frequently bound before being distributed. We keep our literature room up to date to make sure that we can support the dealers and distributors needs for their customers.   

Industry Involvement
Cardinal Sales is actively engaged in all major trade venues. We participate in national and regional trade shows including CEDIA and MERA and belong to Professional Trade Associations and groups like CIRA and IPRO to continually grow and meet the evolving needs of our rapidly changing business. By staying on top of our game we can offer bpth our Dealers and our manufacturer partners the best long term, profitable market opportunities.   

The Cardinal Team
Our biggest asset is our people. Many of us have worked in the retail environment and truly understand the customer’s needs and concerns. We strive to supply our customers with solutions and be a consistent source for education and information about new technologies. To us, this is a very important component to success in this ever changing consumer electronics marketplace. We are our people and we all share a passion to drive the market forward this way. This is apparent in all that we do.   

Keith Keith Selby
President and Marketing Manager, Key Accounts and Indiana
Phone (317) 298-9650 and Fax (317) 291-7925
Cell (317) 727-2524
Terry Terry Winningham
Vice President, Sales Ohio, Western Pennsylvania
Phone (317) 298-9650 and Fax (317) 291-7925
Cell (317) 409-9300
Tony Tony Spires
Account Executive, Sales Kentucky, West Virginia
Phone (317) 298-9650 and Fax (317) 291-7925
Jennifer Jennifer Marr
Customer Service Manager and Sales Assistant
Phone (317) 298-9650 and Fax (317) 291-7925
Maria Willey
Sales Assistant
Phone (317) 298-9650 and Fax (317) 291-7925