Does your rep firm deliver?

The rep firm is an “outsourced salesforce.” Of course, delivering sales and earning commissions are basic. But what else is important to the manufacturers that are represented by a rep firm?

In my mind, this presupposes that the people running the rep firm have a broad vision of their responsibilities, their value-added services, and products they “sell” to the manufacturer.

The rep is in the field at least four days a week. Reps see customers and communicate with customers constantly. The rep firm provides one or more “branch offices” for the manufacturer. This constant communication provides the basis for the added-value communication from the rep to the manufacturer.

But, too often we hear:

• “Those guys never call.”
• “We have no idea what they are up to.”
• “We don’t expect reports, but it would be nice to hear from them and learn what they are seeing.”
• “We just introduced an important new product, but our reps really haven’t said anything to us about the reception they are getting.”

From the rep’s side of the equation it is often felt that:

• “They don’t want us to bother them.”
• “Our principals already know everything that is going on.”
• “The regional manager doesn’t communicate with us.”

The Mushroom Theory in the Rep Business

For years it was felt that reps should communicate as little as possible and just keep their comments as minimal as possible. This is a “loose lips sink ships” approach to communicating with principals so they can’t misinterpret anything and blame the rep.”

Experience Tells a Different Story

After 50 years of working with reps and being involved with their ups and downs, I have many stories that refute the mushroom theory.

Magnificent Recovery!

One of the best is about a large rep firm that lost a major line. This line represented more than 20 percent of their commission income. In their industry there were very few other lines that could produce as much commission income quickly.

An opportunity to present to the VP of sales and marketing of one of the really good lines occurred. As a part of his presentation, the very successful leader of this firm provided many examples of how his firm does business. He proceeded to show the VP and his cohorts different forms and systems that the rep firm employs to assist customers and to support their manufacturers. One of the forms was an “Industry Bulletin!” form they had created to communicate important news items to all of their manufacturers. The sample that he showed the VP interviewer provided some significant news about a major customer of the rep firm and the prospective manufacturer.

The instantaneous response from the VP was “We didn’t know that!” This very sophisticated, smart, great salesperson and company leader responded very coolly, “Well, if we represented you, you would have known it a week ago.”

Did this one tool close the sale and get the line for my clients? No one knows. It definitely goes to show the power of communication as a tool for backselling a rep firm to the manufacturers they represent.

Tools Are Part of Communication

The marketing and sales tools for the rep firm to sell itself are an important part of the communication program.

Start With the Line Card

Reps have a “package” that they sell. They are constantly taking advantage of the power of multiple-line selling.

Your line card provides an overview of your business in a totally professional manner. Whom do you represent and why? How do you present these lines and your history with these manufacturers? Nothing is more important than your package of lines and your reputation with them.

Your reputation is with the manufacturers and the customers. Communicating the progress you are making with customers is one of the powerful eyes-and-ears benefits you provide to your manufacturers. But, how often do you communicate specific information about customers and your sales efforts to your manufacturers?

A message from you about a specific customer, a call one of the salespeople made, the details of the discussion and further steps that are going to be made to secure new or more business is an eyes-and-ears communication that builds respect and trust with the manufacturers you depend on for income.

And, all communication should be recorded and tracked in the CRM system. Being able to say when and how often your firm gave feedback is a powerful tool that heads off the “We never hear from those guys….” complaints from the manufacturer.

Profile — What Does Yours Do to communicate Your Firm to Your Principals?

All of your communication with your market — principals, prospective principals, customers, prospective customers, employees, and prospective employees — is focused in your profile.

Is your profile complete? Does it present a solid, professional image of your firm? Is it graphically exciting and a pleasure to read? Is it something you are very proud of?

Are Your Emails Totally Professional?

The bottom line is that angry, upset, critical emails can do more to subvert your business than anything else. An email complaining to one of the bosses in overly direct, very critical terms can do more damage than a big order does good.

Summary

This has been a fast overview of your communication to your principals. This is a subject that deserves much study and careful planning. It is important for your principals to know you and your team are:

• Alive.
• Doing the job for them.
• Planning great success for the future.

Good luck and good selling. Never forget you are their eyes and ears!

Be sure to download your complimentary copies of Dr. Revenue’s new book, Multiple-Line Selling — How to Make the Right Moves. Available free to all MANA members, download and start reading your copy today!

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