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It’s not unusual for MANA headquarters and Agency Sales to receive phone calls or other communication from manufacturers that are frustrated with their efforts to get reps’ attention. A typical comment follows: “I’m a relatively small manufacturer and am having difficulty locating reps who do not already have a complete line card. What is it that these reps are looking for in a manufacturer?”

Indicative of the fact this is an ongoing concern, last May as a part of its regular teleforum presentations, MANA addressed the subject under the title “How to Get Them to Call You Back.” Jointly conducted by MANA’s Vice President & General Manager Jerry Leth and SalesWise’s Nicki Weiss, the teleforum began the conversation by dividing manufacturers that seek representation into three categories:

• Manufacturers that can be viewed as “role models” in that they “get it.” They know that what they’re engaging in is a “partnership” that has to work well for both sides if it is to be a sustained and beneficial relationship.
• A second group might be those who are fairly new to working with reps but appear to be committed to the rep-model in terms of bringing their product/service to market.
• Finally, there are those manufacturers that might be typified as fitting into the “My way or the highway” category. Commenting on this group, MANA’s Leth noted that “these are manufacturers that reps don’t want a relationship with.”

Manufacturers as Role Models

As he considered the three categories of manufacturer, Leth emphasized how important it was for manufacturers to let reps know from the very beginning that they fit into that first category of “role model.” He explained how important it was for “Manufacturers to fully explain their product or service and to go to lengths to let reps know how the relationship can work for both of them.”

As he placed manufacturers in three categories, he went on to divide reps into those who are truly professional and those who aren’t. “All reps aren’t created equal,” he maintained. “Some — many for that matter — are really professional and do an excellent job for themselves and their principals. At the other end of the spectrum, however, some reps are people who couldn’t hold their jobs as salespeople for manufacturers. Those are the ones you don’t want to sign up.”

The point of the discussion, however, remained how to get the attention of prospective reps. “If you want to sign up really good reps, you have to show yourself as a professional. Reps are looking for business partners and you’ve got to be able to communicate the fact that you are interested in a partnership.”

Following the “9 Steps”

As an aid to communicating the concept of a partnership with a rep, Leth referred the teleforum participants to the MANA member website where they will find “9 Steps to Becoming a Quality Principal.” Specifically, he directed manufacturers to the important information included in steps one and two entitled “Understand the Manufacturer-Manufacturers’ Representative Relationship” and “Select the Right Manufacturers’ Representative,” respectively. Accompanying those steps — and all nine steps for that matter — is a complete list of resources and articles that will assist the manufacturer in their relationships with reps.

In describing the benefits manufacturers can derive from those two steps, Leth explained that “step one provides the manufacturer with an understanding of how the relationship is supposed to work. Step two goes into how to select the right representation and touches on the interview process emphasizing how important it is for the rep and manufacturer to get to know each other via engaging in a thorough interview. The seven steps that follow include:

• Create fair and balanced written agreements.
• Develop trust and open communications with manufacturers’ reps.
• Form rep councils to improve the rep-manufacturer relationship.
• Create mutual action plans and how to grow territory sales.
• Set up territory visits for maximum benefit.
• Run impactful sales meetings.
• Develop missionary territories.

Leth continued by advising manufacturers to visit the MANA website and follow these nine steps to market themselves to their audience of reps.

Solving the Problem

As a follow-up to the MANA teleforum last year, Agency Sales bounced this problem off a couple of reps, here’s a typical response and some advice for such a manufacturer: “It’s hardly uncommon for a manufacturer such as yourself to have a problem getting the attention of a rep.

“Because we’ve heard this concern from so many manufacturers it’s understandable how frustrated they are when they don’t receive feedback from reps — specifically when the manufacturer is inquiring if they are interested in carrying their line of products. Sure, it’s a problem, but perhaps it’s a problem for which there are partial solutions.

“Often it’s not a case of the reps being impolite or uninterested. Rather, the fault may be in the manufacturer’s approach to the rep. In making that approach, there are a few things to consider. For instance:

“Selecting independent manufacturers’ representatives you want to conduct business with — The strength of the rep’s effort in the marketplace is directly related to his ability to present a synergistic approach. In other words, can he offer — via a complementary line of products — a systems’ solution approach to customers’ and prospective customers’ problems? What this means is that even before contacting a rep, the manufacturer should determine if an initial product is complementary to the other product lines the rep is already carrying. This can be done by checking the rep’s website or his profile in his association’s directory. It makes no sense for the rep to take on a product that may carry little or no appeal for his existing customers.

“It could be that manufacturers are receiving no response from reps in this case because early on the reps determine that the product offering can offer him and his customers very little synergy.

“The professional level of your approach — Is the manufacturer’s approach to the rep contained in a form letter or email? Sending a simple one-page letter or an email without going into detail to explain what your line does and what markets you’re looking to cover won’t get the job done. If that’s the case, keep in mind that reps receive many of these inquiries all the time. It’s up to the manufacturer to put his best foot forward to get the rep’s attention. To truly attempt that, why not carefully select the reps you approach and then customize your initial approach? That way, the rep will recognize the fact that you’ve done your homework and feel more inclined to respond — either positively or negatively. But, at least you’ll know where you stand.

“Treating prospective reps as customers — Getting the rep’s attention at first is similar to getting the attention of a prospective customer. With a customer, you have to convince him that you can solve a problem or capitalize on an opportunity before he agrees to see you. With an agent, you have to convince him that there is good potential for mutual profit before he will invest his time in an interview. Having done that, you can drop the kid gloves approach and begin discussions as potential partners.”

More Advice From Reps

• Look for some of the newer, smaller agencies. Chances are they will be more likely to perform some pioneering work for you if your product or service complements the lines they currently represent.
• Make sure that you have solid marketing materials so potential reps will understand what benefits your product has compared to anything else in the marketplace.
• Communicate with some of your current customers in order to determine if they already have reps calling on them. There’s a chance these reps may also be a good fit for your product.
• Take the initiative and offer higher commissions or even a retainer for a specific period of time.

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