Training the Regional Sales Manager | Agency Sales Magazine

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Some regional sales managers have little or no experience with reps. How do you educate them and make them an ally?

It’s very common for reps to face a new regional sales manager for at least one of their major lines every year. And, it is probably safe to say that often they are not very knowledgeable about your business and how they are supposed to work with you. Some may even think that the job is to “manage” you.

Sometimes a regional manager is well acquainted with the real beneficial activities they can contribute to your rep firm and their manufacturing company employer, but that is often not the case. Many regional managers have no experience working with rep firms. Where do you start?

Obviously, you don’t want an adversarial relationship, but you know it is important for the regional manager to understand your business, how you work, what you mean to customers. Sometimes the regional manager doesn’t really understand that the customer is more yours than he is a customer of the manufacturer. Many don’t appreciate the value of your time in the territory. Perhaps you just look like a bunch of fat cats who make too much money, play a lot of golf and drink a lot.

Disabusing a regional manager of these notions takes diplomacy, time and patience. Starting on the right foot requires some diplomacy.

Begin With Your Profile

The easiest way, in my opinion, is to start with a copy of your profile and a cup of coffee. Asking the new regional manager to sit down with you and go over your firm’s profile and line card is an easy way to break the ice and to show respect while making it clear that he or she needs to learn about your firm.

A High-Quality Profile Can Work Miracles

Many regional managers don’t really understand the rep business and don’t appreciate the size and scope of what you do. The profile, if it is a really good job, gives the regional manager something to look at, something to understand, and something to start to build respect and appreciation.

The profile can make the regional manager more alert to some of the key issues in the rep business and your day-by-day work for his bosses, the manufacturing company.

What Is Your Relationship Going to Be?

Perhaps there was a good, or even exceptional regional manager that this manager is replacing. Perhaps this regional manager is working for the previous regional manager who is now sales manager or VP of sales. There is always a way to fit the new regional manager into the whole picture of the manufacturer whom he or she represents.

“Represent” Is Key to the Relationship

The regional manager represents their manufacturing company to you. The regional manager needs to know that you have a very successful business that is not dependent on the line he or she “represents” for a living. Yes, it may be a big piece of commission income and a valuable part of your package of lines, but you won’t die if you don’t have that line tomorrow. At the same time, you want to keep the line and establish a good relationship with the regional manager.

Your need to explain how you do business, how you are organized, who is part of your team, where they come from, education and experience.

In addition, the regional manager needs to know how you are invested in your support team and activities to back up the people you have out in the field calling on your customers.

The Customer Belongs to Both of You

This may be the most important part of your discussion. You should explain the territory to the new regional manager. It is confusing for someone coming in cold. Helping the new regional manager understand where the business comes from, who are the key players and who is responsible for the future of the territory is a vital part of your introductory discussion.

Investing 20 Minutes Can Pay Off Big for Years

Getting off to a good start with a new regional manager is very valuable. It can save you a lot of time in the future. It can save you from aggravation with a rookie regional manager. It can prevent misunderstandings. Taking the time to walk the new regional manager through your profile and your business can and should pay off very quickly in a very positive way.

Good luck and good selling!

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