Establishing and maintaining relationships were the ultimate magnets that attracted Marilyn Kahler to a career as an independent manufacturers’ rep. That was 36 years ago and according to Kahler, the attraction is the same today as it was back then.

Marilyn Kahler joined Tri-Fab Solutions in 1986 as the business development manager and today is president of the company.

Today Kahler heads Tri‑Fab Solutions, headquartered in Scottsdale, Arizona.

Opened in 1973, Tri‑Fab Solutions was founded by Ron Shinn as a company to supply custom mechanical components to a wide range of industries throughout Arizona. With the expansion of maquiladoras in Nogales, Sonora, Mexico, Tri‑Fab Solutions was one of the first representative firms to help secure product for OEMs in the early 1980s. Kahler joined the company in 1986 as business development manager, she acquired the agency in 2008 and is now president of the company.

Detailing the path she followed to become a rep, Kahler recalls, “I was working as a Realtor. I knew Ron Shinn and I liked the business model of his agency. In real estate you build a single relationship with every individual transaction. As a rep, I liked the idea of creating business relationships that were going to last for a long time.” Kahler adds that if anything has surprised her during her lengthy career as a rep it’s the fact that “so many strong relationships and friendships have developed over the years.”

A Normal Schedule

“In addition to my attraction for building relationships, I was also searching for an opportunity to have more normal work-week hours. As a real estate agent, you’re always working when everyone else is off and that includes most nights and weekends. I wanted to create my own schedule.”

Kahler hardly approached her new career unprepared. “Aware of the fact that I was beginning something entirely new, I realized I needed to learn about mechanical sales. I completed a college semester of blueprint reading for the machine trade taught by an engineer from Allied-Signal/Honeywell. I also visited all the companies that Tri‑Fab represented. I did that not only to learn the process to make the custom components but also to meet all the people I would be working with on a steady basis. In the interim, I also lined up companies to pursue when I felt I was ready to make my first call. I completed a lot of legwork, which took about a year to prepare. Then I made my first sales call.”

And that first call remains memorable to this day. “It was horrendous. Ahead of time, Ron told me not to worry and that I wouldn’t be asked to review blueprints and asked exactly how the parts would be made. Sure enough, I get there and those are exactly the questions I was asked. With all my prepping, I was able to answer the questions satisfactorily and the company became a long-time customer. Ron had told me it was probably an instance of me being tested as a woman by the customer.

The subject of women as reps is discussed for a moment by Kahler. “Back then, reps serving in my industry were predominantly male. Now things have changed, but I recall being the only female repping a company that worked with 60 reps. Whenever we had a meeting, the principal always addressed the reps as ‘Here’s all the guys — and Marilyn. I have to admit my principal was fairly protective of me. It was a very positive beginning for me.”

She adds that in the more than over a quarter of a century that she’s been a rep the situation has changed and today she sees many more women involved in the industry.

The Impact of Technology

Having more females serve as reps is hardly the only change she’s seen over the years. “I’ve seen plenty of other changes notably today with the widespread use of the web and email. Over the years, quite a few people have shown a preference for using email as a way of communicating vs. phone calls/in-person visits. I think customers are overwhelmed with work and don’t always have the time for visits/phone calls.”

Recalling the beginning impact of technology on her job, Kahler says, “I can remember getting my first computer and thinking that learning how to communicate via email is just something else I’m going to have to learn. I went back to college for computer classes. Before the pandemic, customers still had an interest in going out to lunch with reps but now very few have the time or desire. Then there’s the subject of fax machines. I actually subscribe to a fax service, but with the move from fax to email and text messaging, all I get is advertising now. That service would be something I’m thinking of cancelling.

“Another change we’ve had to deal with is the difficulty in getting to see people in person. That really came to a head during the pandemic when almost all in-person meetings disappeared. I’d add that it was really a bit unnerving when during the pandemic you’d call a company, there was no one there to answer the phone and pertinent people were not in the dial-by-name directory. Plus, there are plenty of engineers/purchasing personnel who like working from home and are not interested in getting together or lunch. The pandemic has had a major impact on the business. So, if we’re talking about change, that’s something that’s happened and it’s difficult to engage in relationship building and face-to-face meetings when people are hard to find or don’t work out of the office.

“I feel like we’re coming out of this and more and more companies are opening up to visits, with the exception of some of the larger corporations.”

Returning to Normal

Kahler emphasizes that it’s an ongoing concern to be able to “transition from the pandemic back to a more normal and consistent business environment.”

Obviously, an important part of getting back to normal includes ensuring that she and her agency have a well-established line card with good, solid companies.”

Her philosophy for choosing the principals on Tri‑Fab Solutions’ line card is best stated as follows: “I want the best companies to represent. I also want us to enjoy working together with mutual respect.” She continues that in general she eschews seeking shared territorial development fees or retainers. “I’m willing to develop a territory without any monetary incentive but for doing this I want a three-year non-cancellable agreement with a new principal.”

When it comes to locating new or prospective principals, Kahler emphasizes that “MANA, along with the Internet and referrals, remain great sources for searching for new lines. I’d say the same when it comes to principals finding Tri‑Fab.”

And once Tri‑Fab locates a prospective principal, or a prospective principal contacts the rep firm, Kahler echoes a theme that many reps have expressed in the past when it comes to a manufacturer’s understanding of what a rep does: “It would be great if all recognized what it takes for a rep to bring on new customers. It’s not just one sales call — it’s many. I keep in mind that it’s 10 plus calls before I get real opportunities — sometimes many more. In addition, it would be great for principals to realize the value of our strong customer base we’ve built over the years. Our customers trust us and are more willing to give a new manufacturer to the company a chance to conduct work with them. It’s all about long, trusting relationships.”

Returning to the subject of MANA, Kahler notes, “I don’t really remember how we found MANA but when we did, we immediately saw the value in joining. The association has been a great help with our getting a better standard agreement with current principals and to present to potential principals. And, now that I think about it, I really need to spend more time reviewing and using MANA’s website for all the other good information that is on it.”

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