When a manufacturer contacts a manufacturers’ rep to see if they’re interested in repping the line, in the mind of the rep, it’s a two-step process.

First step is to look at the product or service and determine if it is something that helps the manufacturers’ reps customer base. If it is, then the rep goes to step two, which is looking at the company to determine the potential for long-term and mutually profitable relationships.

Our MANA manufacturers’ rep members work very hard to develop a reputation with their customers of being trusted problem solvers. After all, we each like to buy from those people we know and trust. The long-term survival and growth of the rep business depends upon that reputation. The last thing a rep wants to do is hook up with a company that will turn the problem solver reputation into a “problem creator” one. That’s deadly.

For a manufacturers’ rep as well as for the manufacturer, it is imperative that a thorough and time consuming due diligence process be employed. What are some of the typical things reps look for in the manufacturer, above and beyond the product?

For starters, what kind of reputation do they have for on-time deliveries? How about quality issues — any of those rearing their ugly heads? Most importantly, what’s their attitude and experience with manufacturers’ reps? Does the manufacturer look at their reps as business partners or are there some adversarial issues? With the former, the potential for a long-term mutually profitable relation­ship is there. With the latter, however, chances are pretty much nil.

This issue of Agency Sales magazine examines what recommends a manufacturer to a rep, not having to do with their product. so you can learn more about this important topic as you read on. don’t forget, MANA also has a great special report entitled Selecting the Right Representative or Principal Partner that members can download for free from the member area of the website. It’s a guide that can be used in the due diligence process.