When it comes to marketing an independent manufacturers’ rep agency, the number-one weapon appears to be the existence of an effective, professionally developed website. That was the consensus from a group of MANA members who participated in a week-long series of MANAchats devoted to the subject of marketing your manufacturers’ representative business.

At the outset of the conversation about rep websites, the point was made that approximately 80 percent of MANA members have websites that are easily found by manufacturers who access the RepFinder^®, MANA’s online directory. “Basically, if a manufacturer is seeking representation, they’ll usually eliminate those reps who don’t have a website. That allows them to zero in on the 80 percent that do and through their websites they can easily learn who else a rep represents, and who their customers are. They also can determine the rep’s sense of purpose and learn about the rep’s relationships with their customers.”

Perhaps one rep put it best when he said, “The first thing any agency needs is a website — that’s what manufacturers are looking for. And when putting the site together, you must make sure that it represents the areas of business that they want to address and to sell their product into. Ask yourself ‘Does my website translate my agency’s value to the marketplace?’ If it does, then you’ve done your job well.”

Adding to that advice, another rep admitted that “I’m one of the most digitally impaired people here. Even with that handicap, I’ve made it a priority to have a professional website. And I’m quick to promote the site through the rep association that I’m a member of.”

A 21st Century Business

A third rep added, “I was previously with a manufacturing firm that sold through reps. In addition, I’ve worked as a consultant. That experience has shown me the importance of a website. If anything, it lets manufacturers know that you’re conducting business in the 21st century. A website is the most important piece of marketing that you could have. The absence of a website actually sends a pretty weird message to the industry you serve.”

Finally, another rep explained that “We hired a millennial who went to school to learn digital marketing and she quickly ramped us up to where we should be. Now we’re up to date with social media, email blasts, and a monthly newsletter, all of which have allowed us to gain a bit of visibility not only among manufacturers, but with our customers.”

While continually stressing the importance of a website, virtually all of the chat participants added that there’s more than just a website that keeps their name front and center with existing and potential principals. For instance:

• Relationships —

Perhaps the best advice offered on the value of communicating the strength of your relationships was offered by one rep who said, “From the day I opened my doors I was taught to let manufacturers know about my relationships with customers. I’ve made it a habit to tell them I’m not there just to take orders. Rather, I’m there to serve as a consultant and problem solver. That way I’ll build a level of trust with my customers, and they’ll be more inclined to come to me when they need something.”

• Backselling —

“It’s imperative that we always let our principals know what we’re doing for them.” That was the message from one rep when the topic switched to the importance of backselling. He continued, “It’s not unusual for the manufacturer to look at their financials and see how the rep is making more than they make. They don’t always appreciate the fact that the commission check doesn’t just go into the rep’s pocket. Rather, the majority of it is going to the expenses devoted to running the agency. That’s why you have to keep them informed of the good job you do and let them know how much it cost you to do that job.”

Another rep added, “We fully embrace the backselling concept. We’re in regular communication with our principals. We send out a quarterly update report to remind them of what we do. It’s really nothing extensive, but rather it provides them with a few metrics that are specific to their products and our activities on their behalf.”

An outgrowth of a backselling effort was described by one rep who explained, “When we have a prospective principal contact us, I always make it a point to schedule a meeting and have all of my salespeople in, so the principal is immediately exposed to our level of expertise. That first interview always allows us to make our best impression.”

A continual flow of information is a major part of backselling, according to another rep. “We’re always letting our manufacturers know what accounts we have in place and how many contacts we have with them. We regularly do email marketing that lets our principals know what’s coming. This has been very effective for us.”

• A synergistic line card —

“We’re very careful about the lines that we go after. We only want to add lines that are consistent with the business we’re currently conducting. There’s a natural fit for the lines we go after.”

Another rep added that “We have a very selective line card, and we like to think we have a very professional web page to publicize the line card.”

• Succession plan —

One rep offered that while he does have a succession plan in place, he’s never had a manufacturer ask about it. “However, I’ve always made it a point to let manufacturers know I have one. So, while they may not ask about it and they don’t necessarily keep it in mind, by my communicating with them I think it provides them with a certain amount of comfort going forward.”

Another rep noted, “In my case, I’m a one-man operation. As a result, I’m constantly in touch with my manufacturers to let them know what’s going on with the agency. I keep them apprised of my goal to bring on someone, or whether my plans call for me to join with another agency. Really, it’s just all about the future and letting them know what’s in store.”

Finally, in a bit of a plug for the information that can be found with MANA, another rep explained, “While I don’t necessarily plan on leaving the business right now, my husband, who is 69, is planning on phasing out. As a result, I’m working on a plan. Interestingly, I’ve been able to find a great deal of information on the MANA website and in articles in Agency Sales magazine.”

• References —

Never underestimate the importance of references from both manufacturers and other reps that you might know. That message was delivered loud and clear by chat participants. One rep explained that he has a list of manufacturers that he is confident “will let prospective principals know what I can do for them. On that list you want to be sure to have some of your longest tenured principals who can attest to what you’ve done in the past. In addition, you also want to have some of your newer principals who can share information about what attracted them to you. It’s all about greasing the skids with prospective principals.”

• MANA membership —

“We’ve found that our membership in MANA has been a major marketing tool for us. Manufacturers that are committed to the rep business model know that membership in the association is a sign of our professionalism.”

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

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List of MANAchat Participants

MANA wants to thank the following members for their contributions to the “There’s More to Marketing Than Just Having a Website” Agency Sales magazine article. They made these contributions by participating in a MANAchat — these online virtual meetings create a platform where members exchange information on how to successfully operate their manufacturers’ representative businesses. Jack Foster, Agency Sales magazine editor, wrote the article using the information and knowledge these members provided during the MANAchats.

Thank you! We sincerely appreciate the time you took to participate in the MANAchats
and particularly the information and knowledge you shared.

Mark Casey
Baselodge Group
Panorama Village, TX

Terry Campbell
Campbell Equipment Company
Cleveland, OH

David Morrissey
DMT Instruments, LLC
Crystal River, FL

Matt Ruhland
57 Systems
Cary, IL

Patrick Burns
Finn & Conway, Inc.
Bridgeview, IL

John Wagner
Focused Sales Associates
Milton, MA

Kathleen Ackerly
Foust Marketing, Inc.
The Woodlands, TX

Vicki Taylor
Handy Tech Group, Inc.
Chapel Hill, NC

Jamie Callihan
JLC Industrial, LLC
Amelia, OH

Jim Stetson
Kahl Stetson, LLC
Wilmington, DE

Marshall Maguire
Maguire Technologies
Salisbury, MA

Joel Blake
Marketing Tech
Denver, CO

Michael Miller
Force-RPM Sales, Inc.
Addison, IL

Scott Bush
Pacific NW Pump & Process, Inc.
Bickleton, WA

John Walsh
Power Process Engineering
Novi, MI

Jeff O’Harra
Prime Resource
San Jose, CA

Tom Hoarty
Process Control Products
Burlington, MA

Jeff Berger
RCOM Incorporated
Plymouth, MN

Richard Wickizer
Wickizer & Associates, LLC
Woodland, WA

Mike Bryk
RMB Specialties, Inc.
North Royalton, OH

Ben Schroeder
Schroeder Sales Co.
Maple Grove, MN

Kelly Perkins
The Farm AV
Dallas, TX

Jennifer Jambrosek
The Whittemore Co.
Addison, IL

Ellen Dyar
Yorston & Associates
Middletown, DE