In addition to MANA, there are well over 30 independent manufacturers’ representatives’ associations. Is this an example of unneeded duplication? Hardly. MANA differs from the others in that it’s what would be considered a horizontal association that serves the needs of independent agents across a variety of industries. The others (e.g., NEMRA, ERA, MAFSI, PTRA, AIM/R, HIRA) promote the profession vertically within their specific-industry niches.

While long advocating the need for independent agents to get together to network, educate and advocate for their profession, MANA has steadfastly maintained that there are multiple ways that these industry-specific organizations can benefit agencies and put forth compelling reasons why reps should consider multiple association membership.

A full 13 years ago an article appeared in Agency Sales entitled “Multiple Association Membership: A Must for Professional Rep Firms.” The reasons for multiple membership were compelling then and not much has changed over the years.

Authored by MANA’s then President & CEO Joe Miller, the article maintained that all too often trade associations rely on the catch phrase of “promoting, protecting and improving the profession” to justify the existence and payment of dues by its members. The fact remains, however, that some organizations do specific jobs better than others. That’s why — in addition to MANA — there are any number of associations that serve the needs of independent manufacturers’ representatives. (It should be noted that the December issue of Agency Sales will examine the services and the value proposition provided to members by MANA.)

Serving Special Interests

Several of the specific industry representative associations are small special interest groups of their own “all-industry” associations that include not only representatives but also manufacturers and distributors. Some of the larger ones form stand-alone associations that may lack the critical mass and budget to be effective in promoting, protecting and improving the rep profession — but they do perform one or more of those functions well.

Among the chief benefits of industry-specific association membership are these:

• Advocacy — When it comes to advocating the rep function to the industry in which a rep works, the industry-specific rep association in general does a great job of communicating the value of the function to two constituencies — the manufacturers and then downstream to the end-user customers. That advocacy translates into action steps for the association in working with manufacturers specific to that industry. Those associations convince manufacturers to go to market with reps or teach them the most effective way to go to market with reps. The end result is that this provides added opportunities for reps to get more lines to represent.
• Networking — Call it getting to know the competition or just plain old networking, industry-specific associations possess the ability for the members to come together in order to discuss common issues and take common action. Then there are the “getting together” opportunities in the form of national meetings and conferences/trade shows that accompany membership in an industry-specific association.
• Matchmaking — Just as MANA provides its Online Rep Locator, the industry-specific associations provide that same function but on a vertical vs. a horizontal basis. In addition, those associations provide consultative assistance for their members in the form of knowledgeable association executives. That consultative help can take the form of guidance when it comes to providing information about manufacturers, legal assistance, insurance matters, and how to run a business.

What MANA Members Think

Adding credence to what has already been said, some MANA members weigh in with their thoughts concerning multiple rep association membership.

According to Danny Collis, CPMR, Collis Group, Inc., Richmond Hill, Ontario, Canada, “I think it is important to cross reference different organizations.” Collis, who in addition to his membership in and service on the MANA Board, is also a member of MAFSI, continues, “Associations have had a tough go of it in recent years mainly because the Internet has so much information available. That’s why I like associating with different ones to get the pulse on different associations and to see if there are different pain points and try to grow from there. I have found out especially from my MANA Board experience that there are a lot of standard issues but also industry-related issues that we all share. Being a member of different organizations lets me keep my finger on the pulse of the profession.”

MANA Board member John Beaver is adamant in his belief that independent manufacturers’ representatives should belong to MANA, but they should complement that membership by joining their industry-specific association. “Not only do I belong to MANA, but also ERA and NEMRA. The benefits to those additional memberships are easily identifiable:

• You have opportunities to meet with people who have like concerns.
• They all communicate information concerning available lines.
• And, you’re able to compare notes concerning trends in your industry.

“In general, it’s just so much easier to gain the information you need about the state of your industry.”

From his vantage point as a member of three rep associations, Beaver says he’d urge others to follow a similar course. “Naturally, I advise reps to join MANA because its services in terms of training and information are great and the magazine is spectacular. However, they should follow up by not only joining their industry-specific association but make sure that they participate. That’s the only way they’ll truly get value from their efforts.”

Selectivity is an approach advocated by John Knott, president, JD Technologies, LLC, Middleton, Massachusetts, when he discusses the subject of rep associations and industry-specific rep associations in particular. MANA member JD Technologies is also a member of HIRA. “The industry-specific associations are especially effective for agencies such as ours that rely on referrals and conduct a great deal of networking and prospecting. When it comes to the organizations an agency should consider for membership, however, I’d urge them to be very selective. Choose a few that you are passionate about, join them, and perhaps more important, get involved in their activities.”

He adds that the industry-specific organizations can also be very effective when it comes to identifying industry trends and allowing members to keep up with changing technologies.

At the same time an agency may consider membership in an organization such as HIRA, Knott also advises how important it is to maintain membership in MANA. “As agencies grow older and more mature, there might be a thinking that they don’t need MANA any more. That’s hardly the case.”

Annual conferences and networking with reps from the same industry are two of the primary benefits MANA member Steve Williston points to when he discusses his membership in AIM/R. Williston, who heads S. Williston Sales Co., LLC, East-Greenwich, Rhode Island, notes, “Attendance at the association’s annual meetings provides us with a great opportunity to network and learn from other reps in our industry. At the same time, we’re exposed to legal subjects and other meaningful topics that directly affect our industry.”

He continues that membership in an industry-specific rep association can be especially beneficial to new agencies. “Despite the expense of membership and attendance at meetings, there’s much to be learned during the agency’s beginning years and that’s a time when this type of membership is very useful.”

MANA Execs’ Views

Emphasizing the fact that MANA has historically touted the many benefits of multi-rep association membership, two of MANA’s executives offer their thoughts on the subject.

When he commented on the benefits of agencies having membership in both MANA and an industry-specific association, Jerry Leth, MANA’s Vice President & General Manager, emphasized the point that by joining two associations, “Manufacturers’ representatives greatly increase the number of potential principals to consider as marketing partners.” He adds that “When they join an industry-specific manufacturers’ representative association such as ERA or NEMRA, they’re able to access best practices, knowledge and information unique to that market. They also attend those organizations’ annual conferences that most industry-specific associations conduct for networking and educational opportunities.” Specific to the benefits of being a MANA member, he notes, “When they join MANA, they access online educational resources that help them operate their businesses in a more professional manner that results in higher profitability, regardless of the products or services they sell.”

A final vote in favor of multiple association membership is cast by Charles Cohon, MANA’s President & CEO who says, “The thing I’ve noticed about rep associations is that the good ones focus their resources more and more on their core competence and unique selling proposition. They focus their resources on the areas where they can provide world-class benefits to their members. No one has the resources to squander in areas where their offering will be lukewarm instead of world-class.

“That’ why in the case of market-specific rep associations, the plumbing rep association, for example, focuses on things that are unique needs of plumbing reps, and the power transmission rep association focuses on things that are unique needs of power transmission reps. And MANA — what we’d term as a horizontal association — focuses on things that are common across all aspects of the rep business: a world-class magazine (Agency Sales) devoted to all aspects of the rep business that no single-market rep association could afford to duplicate; a library of commission protection acts that apply to reps in all industries that a single-market rep association could not afford to duplicate; a specimen rep agreement that a single-market rep association could not afford to duplicate.”

He sums up the view in favor of both MANA and industry-specific association membership by noting that “MANA and other rep associations do the rifle-shot things that they can do better than anyone else, and no one is blasting shotguns at every rustling tree branch hoping to hit something that may or may not be there.

“That’s why I believe, it is important to belong to your market’s rep association to get market-specific expertise, and it is important to belong to the rep industry’s association (MANA) for the resources no industry-specific association could duplicate.”

MANA welcomes your comments on this article. Write to us at [email protected].