When your territory represents 30 percent of the Canadian geography and is equivalent to four times the size of Texas you had better have a handle on the use of technology in order to serve your principals and customers. But if technological tools are a means to getting the job done, those tools will never replace the quality and value of face-to-face contact.

That, in very few words, is the message of Brandon Spearman, president of Spearhead Marketing, Inc., Langley, British Columbia.

“There are more people in the state of California than there are in our entire country, and they’re spread out over more than 1.12-million square miles,” explains Spearman. “That’s why we depend on everything from the PC, Blackberry, iPad, company website, and even the fax machine to get the job done. Those tools are invaluable; however, we use them with discretion and never allow them to interfere with the personal relationships we’ve worked so hard to establish.”

How and why Spearman formed his agency serve as a textbook study for how an independent manufacturers’ rep fills a niche in the marketplace while at the same time satisfying the entrepreneurial desires of an individual.

Controlling Destiny

According to Spearman, “I successfully grew the sales of other companies before I opened my own agency three years ago. While I worked hard days and nights for those companies, I quickly realized that the opportunity for growth and rewards are much greater when you are in command of your own destiny. I’d have to give credit to my wife, who thought if I was going to work those long hours, I might as well be working for myself. When the opportunity presented itself for me to control my own destiny, I jumped at it. I’ll have to admit that I’m still working just as hard, but at least I’m working for myself and actually have more time to spend with my wife and children.”

When Spearman opened the doors to Spearhead Marketing, it was during the economic downturn that both the United States and Canada were enduring. “I realized I was working against the economy,” he says, “but in my opinion there’s no better time to start a business than during down times. That’s because people have more time to listen to you than when times are good. Whether it’s distributors or the end-user customer base, they’re looking for ways to make more money. If business is thriving, they don’t want to change. If times are trying, they’re more open to new ideas.”

Spearman opened the agency with Bill Kruse, a 25-year sales veteran. His talents perfectly complemented Spearman’s sales experience selling roofing, windows, doors, HVAC (heating, ventilation, air conditioning) and in-floor heat. Spearhead Marketing now represents 15 construction and related manufacturers, and serves 121 customers spread across Western Canada (British Columbia, Alberta, Saskatchewan, Manitoba, and the Yukon). Based in the Greater Vancouver area, the agency offers sales and support through varied market segments.

Tech Means Smart Selling

From the outset, Spearman explains, “The only way we were going to serve our principals and customers was by working smart — that’s where our various technological tools play such an important role. As a result, realistically our offices are in our cars. Our principals and customers can reach us there at any time — and we respond to them immediately.”

Among the typical tools that his agency uses are personal computers, e-mail, Blackberry, instant messaging, and iPad. He adds that believe it or not, “some people still depend on the fax machine, but I’d say the majority of our correspondence and contact is made via e-mail.”

Agency Website

Probably the best place to gain an overview of Spearhead’s use of technology is with the agency website (www.spearheadmarketing.ca). It’s there that visitors receive a quick, concise introduction to the company including descriptions of the agency’s principals, customers, product line, agency contact points, territory and market coverage. Perhaps the most telling and informational content, however, appears in the “About Us” section, where visitors will learn that “The goal of Spearhead Marketing is to add technical expertise and service to the sales process.”

In rapid order, visitors and prospects will receive the answer to the question: Why Spearhead Marketing Inc?

• 15 years of sales and technical experience
• Past work experience includes:
  • Electric radiant heat manufacturing
  • Tile distribution and manufacturing
  • Hardwood flooring distribution
• Great network with architects / designers / builders / developers / distributors / LBM Lumber Building Material Dealers
• Involved in many trade associations
• Territory — Western Canada
• Company is committed to continuous learning and growth
• Wealth of knowledge in regards to market conditions and product knowledge
• Monthly highlight reports available upon request
• Hands-on training and demonstration to customers
• High ambition and huge passion for success
• Trained in Sandler Selling System
• Looking for long-term partnership with suppliers and customers
• Great attitude and honest approach
• Qualities of Spearhead Marketing: ambitious, honesty, professional, preparation, self-responsibility, accountable
• Work hard, play hard, and have fun!

Spearman explains that he’s in the midst of planning an update for the agency website. “Just as I work with an expert accountant and attorney, I’ve also got someone to whom I’ve outsourced my website. That’s not something I’m going to do myself. I make a lot more money selling products than I ever could working on my own website.”

iPad

“When needed” and “discreet” are perhaps the best words used to describe how Spearman and Kruse use an iPad and phone. “When I make a sales call,” explains Spearman, “the person sitting across the desk from me is the most important thing in the world. I don’t want to be distracted by anyone or anything. That’s why in the majority of cases, I don’t bring the iPad or phone into the sales call with me. I’m pure old school when it comes to speaking with customers. I’ve got my Daytimer with me and a pen. That’s all I need. I take notes and then transfer everything over to the computer after a sales call. This approach allows me to concentrate 100 percent on the customer and not be distracted.”

He continues, “My preference is to always leave something behind with a customer. If I’m armed with the iPad, all the product information including price lists are instantly available. I find it much more effective to leave a brochure or some other form of printed material behind. Besides if I’m dealing with a prospect, I don’t want them to immediately ask me about pricing. Then I know that’s how they’re going to make their decision. It’s a little different with long-standing customers. Then it’s beneficial to have the pricing information readily available.”

Blackberry

“My wife notes that everyone else seems to be using an iPhone,” says Spearman, “but here’s another example of me being old school. I prefer the Blackberry because I can physically touch the buttons on the phone when I’m typing. This combined with the instant messaging of the Blackberry works best for me.”

Social Media

If Spearman is discreet when it comes to using an iPad and phone, the same can be said for his use of social media. While he and Spearhead Marketing can be found on LinkedIn, “There’s a good and a bad aspect to using social media in my opinion. Sure it’s great to be able to keep in touch with people using social media, but there can be a downside to it as well. The downside comes with the tendency of some people to give out too much information about themselves and their companies. If a person or a company crosses that fine line by providing too much information, then I as a competitor can learn where they are, who they’re calling on and actually log into projects they might be working on. This can provide me with a distinct competitive advantage. In general, it’s important to be very careful about what and how much information you or your company put on Facebook or LinkedIn.”

Hardly discounting the value of all these tech tools, Spearman stresses that nothing will ever replace the well-planned, in-person sales call. “When we’re in touch with customers, we make sure we have a reason to see them face-to-face. We don’t just drop in to say ‘hi.’” While he acknowledges the benefits of technology when it comes to video conferencing or Skyping, he says, “The most important thing to remember is that people buy on emotion. Price isn’t always the determining factor. If customers like you as a person, then they’ll buy from you. They’ll pay your price and they’ll continue to support you. As a result, you can Skype with customers all you want, but if you haven’t made the effort to develop those personal relationships, they won’t be with you forever.”

Communicating With Principals

It’s in the area of communicating with principals that Spearman says technology has made the job much easier than in the past. He notes that with all the avenues available to communicate with principals regarding what’s going on in the territory, there’s no reason for the proactive rep not to keep manufacturers informed. “Naturally, principals want to know what’s going on in the territory, but just as the rep, they don’t want to get bogged down with a lot of reports. I usually fill that need by sending them a blind carbon on any reports that I write. He adds that “Except for one company (which compensates me for written reports), I don’t provide call reports. My numbers, which generally show 20-40 percent growth, speak for themselves. However, if something important is going on, you can be sure I let my principals know about it.”

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Why MANA?

When Brandon Spearman opened his agency doors three years ago, he knew that in general he was going to be working alone. As a result, “I realized I had to make myself a part of something bigger. I completed a search on the Internet for rep associations and MANA was by far the best place for me.

“Naturally some of the information (e.g., U.S. rep and tax laws) don’t really apply to me in Canada, but the basics of how to survive and thrive as a rep have been very helpful. Especially useful have been the association’s series of webinars and articles on sales techniques in Agency Sales.”