Robert Bernardo

The website for Robert M. Bernardo & Associates, Inc. (rmbaa.com) is deceptively simple. The visitor looking for details about the Port Townsend, Washington-based agency will find the following:

RBA Inc. operates as Brokers, Sales Agents, Consultants, and Procurement Agents. With over 35 years of successful history in the building materials industry in the U.S., Canada, Mexico, Africa, Europe and Asian Markets.

RBA Inc. Specializes in Sales, New Business Development, Management, Sales Management, and Team Building.

They are also known for their experience with Negotiation, Marketing Strategy, Sales & Marketing, International Sales & Procurement, Distribution Strategies, Governance, Start‑up Consulting, Transportation, Logistics Management, Customer Relations, and Strategic Planning.

That’s it.

It’s really only by speaking with Bernardo himself that the true breadth and depth of Bernardo’s and the agency’s capabilities are revealed.

Bernardo, who began his sales career in the ladies’ apparel business in his native Canada, explains that “As early as my 20s I was working as in independent rep in the clothing industry. By my mid 20s I went on straight commission and that basically set the tone for my life. I love being on commission only. That’s what separates those who are happy being employees from those willing to make sacrifices for their future success. It’s really something that you have to have in your genes. You’ve got to have an entrepreneurial flare or a fire in your belly if you’re going to be a successful rep. When I hit my early 40s, I felt I was tapped out and saw no upside for myself. I saw where my career path was taking me. I realized that wasn’t really going to work for me.”

Pursuing Opportunity

He continues, “There’s certainly nothing wrong with being average and making average money, but I wanted more. I saw that there were plenty of opportunities in the United States. That’s why I came here.”

Armed with that philosophy Bernardo explains that “The single biggest issue about being an ‘ex-pat’ Canadian as a rep in the United States is that the venue doesn’t matter. What’s important are your knowledge of the industry you’re in and the ability to network with others. If you lack either ability, you might as well stay home. Thankfully I found that I’m good at both. That’s why I don’t stay home.”

He adds that it’s just as important to get along with people. “I’ve found that your educational level isn’t really that important, but what is important is that people like you. Customers buy from people they like.”

Accompanied by his entrepreneurial spirit and fire-in-the-belly attitude Bernardo made the move to the United States and at the same time changed industries. “Based on an early career history of working in the Canadian gypsum business, I gravitated to building materials including gypsum, stucco and concrete masonry, and paving.” And that’s where he finds himself firmly positioned today.

“Thankfully I had a mentor in the industry in Portland. I began working for someone else and after a few years went into the business for myself.”

If there’s anything Bernardo had in common from day one with his fellow independent reps it’s the fact he had to attract principals to his agency. “MANA was certainly a part of what I was able to achieve. It was thanks to another rep in Portland who turned me on to the benefits of MANA. I’m still a member after all these years. The association has been good to me. I got two lines that I have to this day through the association.

No Substitute for Hard Work

“In addition, to obtain business I attended every trade show I could. I walked the floor and talked to everyone. When I found that some companies weren’t ‘repped’ locally, my approach to them was quite simple. I just let them know that I could grow their business where they didn’t have any business previously.”

The RBA, Inc. of today is, according to Bernardo, a one-man operation although he does make limited use of sub agencies. “I’ve morphed into becoming a trader. In that capacity I work for large lumber companies. Our job is to pull all the logistics together when it comes to getting building products and then delivering them to customers.” He adds that a good deal of his business results from his contacts in Canada and Mexico and his knowledge of NAFTA. “When the NAFTA agreement was signed the flow of products and services became seamless. I was able to take advantage of that.

“In addition, I’ve got to admit that I love big commodity elephant hunting. I find with the commodities I work with that it takes the same amount of work to make a large commission as it does to complete small commission work.”

This year, as the agency marks its twentieth anniversary in business, Bernardo notes that among the changes he’s seen in the rep business in his industry is the fact that “There’s hardly anyone doing what I do anymore. Most of the older reps have retired and very few young people are getting into our business. I think I’ve got a pretty good sense as to why this is the case. You’re simply not going to get people to gravitate to the business while they’re in their 20s or 30s. For someone to be successful you really have to have an established track record and that takes time. You’ve got to build your name and reputation and that will really take you into the middle part of your career. On top of that, not everyone is a risk taker. Too often their goals are tied to cash flow. They’re married, have kids and debt and don’t want to take a chance. That’s the difference between them and me.”

Technology/Social Media

If a relative scarcity of reps doing what he does is one change that he’s seen, another is the use and impact of technology and social media. While admitting that he doesn’t use social media all that much, it has had an impact on how and what he does. For instance, “I’ve got customers who won’t communicate with me over the phone. All they want to do is text. Texting is also replacing e-mail. And, while I understand why (e-mail tends to get lost in spam), it can be frustrating. I’ve even got one customer who relies on texting so much that I’ve got to let him know we’ve got to talk in order to finalize deals.”

Finally when he’s asked what attributes a rep needs to possess if he’s going to be successful over time, Bernardo is quick to offer that “Too often salespeople make the mistake of spending too much time and energy to get liked by their principals and customers. Here’s what they should be doing — focus on delivering results for them. If they do that, then they’ll have earned all the respect they need in the eyes of the industry.

“And last, I’d say a major talent a rep has to have is to the ability to listen. This is something that can take years to understand. Remember we all have one mouth, two eyes and ears. Use them all proportionately.”

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