Training Principals to Work With Their Reps

Effective Collaboration Between Manufacturers and Reps

Paul Pease, a consultant who has conducted manufacturer seminars for MANA and is a regular contributor to the pages of Agency Sales, discusses the importance of training manufacturers in the intricacies of effectively working with their reps. He emphasizes that having a great product is not enough; manufacturers must also ensure that there is a market need and that they are effectively connecting with that market through their reps.

Pease uses the example of Nathan Stubblefield, who is claimed to have patented the cell phone in 1906, to illustrate that innovation alone does not guarantee market success. He stresses that manufacturers need to be trained to work effectively with their network of reps to successfully bring their products to market.

Rep Feedback

According to Pease, feedback from independent reps provides manufacturers with a significant advantage over direct sales forces. He points out that reps, who are compensated on a commission basis, are motivated to provide accurate and unfiltered information from the field, unlike direct salespeople who may only tell their bosses what they want to hear.

Pease highlights the differences between direct salespeople and reps, noting that reps are businesspeople involved in sales who are looking to bring more value to the table while remaining profitable.

Valuable Time Spent as a Rep

Paul Williams, vice president of sales & marketing for Basco Showers, shares his insights from his 16 years as an independent manufacturers’ representative. He emphasizes the ongoing need to understand the challenges reps face and the importance of providing them with the necessary resources to succeed.

Williams appreciates the importance of viewing the relationship with reps as a rental of their time and emphasizes the need to keep sales at the forefront of business considerations.

Pushing Synergistic Sales

Paul Tessier of Prosoco, Inc. discusses the benefits of synergistic sales efforts and the importance of supporting reps in maximizing the effectiveness of their sales calls. He stresses the need for manufacturers to help reps grow their overall business, which in turn supports the sales of their own products.

Including Reps in Sales Meetings

Larry Fisher, electrical division manager for Erico, Inc., talks about the benefits of including reps in sales meetings to gain their perspectives on market conditions and communication strategies. He addresses common misconceptions about reps and emphasizes the interdependence between manufacturers and reps.

Fisher advocates for leadership over management when it comes to working with reps, suggesting that effective leadership from manufacturers leads to more successful reps.

Manufacturers interested in learning more about working effectively with reps are encouraged to participate in training sessions offered by MRERF and NEMRA, where Fisher serves as a primary instructor.