Just as with so many of his fellow reps, the COVID-19 pandemic has to a large extent taken long-time MANA member Sid Ragona out of the field; but Ragona has hardly disappeared. Instead, while still tending to his rep duties, today he also can be found in a series of YouTube videos covering a number of topics impacting what reps do on a daily basis.

A simple YouTube search on the name “Sid Ragona” will reward interested parties with discussions of:

• Mastering Zoom.
• Elevate Your Zoom Meeting to New Heights.
• Ten Tips to Becoming a Manufacturers’ Rep.
• Home Office Basics.
• Sales! Ten Tips in Under 10 Minutes.
• Ten Tips on Negotiation Techniques.

In explaining how and why he took the step into YouTube presentations, Ragona, who heads Ragona Scientific, Pittsford, New York, admits that he’s been dealing with bit of a “double whammy” in that both the pandemic and the purchase of some of his principals by larger companies working with a direct sales force have impacted him.

No In-Person Visits

He explained, “Because of the type of equipment that I sell (instrumentation for nanotechnology and bionanotechnology), there’s a need for in-person demonstrations. Given the restrictions of the pandemic, that’s not possible. While I’m looking forward to 2021 and staying in touch with principals and customers, things are moving along slowly. At the same time, I thought putting some presentations together on YouTube might be helpful to others.

“As for viewing my list of videos, there are not many and the first few about how to use Zoom are positively cringeworthy, but you have to start somewhere.”

Ragona continued, “In addition to being an independent rep, I am a SCORE (Service Corps of Retired Executives) mentor, and normally give presentations on sales, starting your own business, negotiation, creating business models, etc. Obviously, because of Covid, I can no longer conduct workshops, meet clients in person, or show up to meet customers; therefore, I switched to Zoom. The only problem with using Zoom in the beginning was that the majority of people did not really know how to use it. That’s why I decided to make a short ‘rough-and-ready’ video on how to use the technology.

“This turned into two presentations — shortcut keys and screen share. If visitors access them, I’d maintain the information is good but as you will see, it was just my laptop camera and microphone, so nothing very special. So this is how it started — a video on how to use Zoom to make it easier for people to communicate with me.”

With that as the beginning, he noted that “From there it progressed. Several SCORE mentors told me that most of their clients didn’t see themselves as salespeople and they had a negative opinion of sales as a profession. Thus, I moved on to make a short 10 tips in 10 minutes on sales, which a number of people told me was very useful. Since then I have upgraded my equipment (i.e., camera, green screen, microphone, lighting, etc.) This, in and of itself, has made a difference when I speak with clients or customers.

In addition to providing information on how to use Zoom, Ragona said, “I often get asked how to start a rep business, and I have advised dozens of people over the years. As a result, I also made a ‘10 in 10’ on how to become a rep. One of the tips I emphasized was to ‘Join MANA!’”

A viewing of Ragona’s presentations provides a good deal of information that is familiar to MANA members. For instance, in his video devoted to “Home Office Basics,” any rep can relate to his advice that includes these tips:

• Be sure that your home office is in a room you want to be in. Make sure it’s free from house traffic, and don’t hesitate to play your favorite tunes. “That’s good for you and important for the rest of the household.”
• Establish physical boundaries between the office and personal life.
• Establish time boundaries. “Know when you are going to start work, when you will finish, and the length of breaks.
• Be sure to get exercise and physical movement.
• Don’t be afraid to use the word “no.” For instance, “I’d like to help but can’t right now. I’ll be available after 4:30 p.m.” Remember, there are polite ways to say no.
• Boost productivity with on and off switches. With the off switch, that means “off” email, phone, social media sites. “The world won’t come to an end when you switch off.”
• Be sure to have video conferencing equipment. The most basic elements are a laptop with a camera. From there you can add more advanced equipment.

Starting an Agency

Once he acquaints viewers with the nuances of working from a home office, Ragona switches his focus a bit when he offers information on “How to Start a Manufacturers’ Rep Business.” In this video he offers a number of points that — while familiar to MANA members and manufacturers — provide critical guidelines for individuals interested in pursuing a career as a rep:

• Reps carry several lines, receive no salary and depend upon commissions for their income. “This is a good sales solution for many growing companies.”
• When starting an agency, you need savings to temporarily support yourself.
• Surround yourself with mentors.
• When starting your agency, pick a market niche you’re familiar with — and find manufacturers in your market niche to rep. “When it comes to sales, it’s who knows you.”
• Define your territory and make sure to represent synergistic product lines.
• Care for the companies that you represent and remember that “You’re running a business. You are now a business person in sales.”
• Finally, and importantly, “Join a trade association (e.g., MANA). The cost is worth every single penny.”

Remote Selling

Given the restraints on travel and personal sales calls imposed on the rep profession by the pandemic, Ragona goes on to offer a number of practical tips on communicating and selling remotely. In two YouTube videos (“Mastering Zoom” and “Elevate Your Zoom Meeting to New Heights”) he digs into some basics that reps may not be familiar with.

According to Ragona, “Because of Covid, everyone is moving to Zoom or other means of virtual communication. As that was happening, it began to irritate me that it seemed as if no one really knew how to effectively use it. During every session you’d have someone asking ‘Can you hear me now?’ People are constantly getting mixed up on how to share a screen. They simply weren’t prepared for their Zoom sessions. My thinking was why don’t I make a quick video on how to use Zoom? My approach was simple: If you’re having a difficult time effectively using Zoom, this information might be helpful.”

A good deal of the information contained in the two videos related to Zoom, revolve around proper Zoom etiquette. Ragona observed that “A majority of people are using a laptop to conduct business. One of the first mistakes is the positioning of the computer. Too often, you’ve got the camera looking up the user’s nose. Also, when the camera is pointed upwards, you’re going to see double chins, eyes half closed and a glaring light positioned in back of the users. Then there’s the matter of what can be seen in the background. This is all related to poor planning and poor etiquette.”

On top of that there’s the problem with people participating in Zoom calls on their cell phones. “Among the worst experiences I’ve had are when people are listening on their phones and not paying attention to what’s visible on the screen.

“All you wind up seeing are their stomachs or chins. It’s a little bit like looking at a horror movie.” He addresses these and other concerns in the videos.

Looking to the Future

With several videos successfully under his belt, Ragona looks to the future when he says, “We can’t really be sure as to when things are going to return to what we think is normal. One thing we’ve learned, however, is that in the short term being able to communicate virtually is a real positive. I’ve had several customers tell me that while they were apprehensive about whether this type of communication would work, many feel what we’re doing is actually better than showing up in person.”

He adds however, the for the time being this is the way to go. “Once you learn how to do it, you can take the steps needed to be professional.

“In short, I started this because of the need to use Zoom only to find out most people did not how to use it effectively, so I made some videos on how to do it. I am now accustomed to the knowledge that the worst video you ever make is your first one and the second worst is the second one and so on.”

In conclusion he says, “Anyone brave enough to put themselves out on the internet via YouTube is leaving themselves open to critical comments. I’ve naturally had some comments on how to make the presentations better. Basically, I know that a lot of what I’ve done can be improved upon. At the same time, I know that I’ll never get it perfect, but I’ll never stop trying. The best thing about this is that I’m having fun doing it.”

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