Several years ago a MANA member was quoted in these pages as saying, “The popular misconception concerning independent reps is that all they have to do is make calls and follow up.” If there’s any putting that belief to rest, it’s in the practice of Jo-Ann Hernandez, who heads the Princeton, Massachusetts-based Business Lazo.
Hernandez and her agency were profiled in the January 2024 issue of Agency Sales magazine. While that profile focused on the operations and philosophy of her agency, what it didn’t mention was some of the unique product lines that she represents, and that’s where we learn that there’s so much more to the job than just making calls and following up. What’s needed is a true attraction to a product line combined with a creative approach to serving the territory.
In the course of a MANAchat late last summer, Hernandez mentioned to the participants on the chat how her agency had contacted military and local police agency K9 units to partner in the marketing and sale of its Monster K9 dog toys. Here’s what pointed Hernandez in the direction of that product line: “I’ve always wanted to get involved in the pet product category and I love dogs, so this was a natural for me.”
Best Products Available
The agency’s commitment to this product line can be read on the agency’s website, which states: “By combining Monster K9’s commitment to producing virtually indestructible toys with Business Lazo’s strategic sales and consulting services, we aim to enhance the well-being and happiness of pets everywhere. Together, we are dedicated to bringing exceptional value and satisfaction to pet owners,
ensuring that our furry friends receive the best products available on the market.”
Subsequent to her description of Business Lazo dog toy marketing efforts, the agency website (www.businesslazo.com) also shows the agency represents another unique product line — Rinnetraps reusable mousetraps — a video of which went viral on social media websites, according to Hernandez.
When asked what makes her agency appealing to top-tier manufacturers, Hernandez explains, “There are a few key factors I consider. First and foremost, it’s about understanding your strengths — identifying the niche you serve and the unique value of your product. For example, I’m already representing a natural pest repellent, so I seek out complementary products that can enhance the existing lineup. It’s about creating a cohesive portfolio that adds value to both the manufacturers and the customers I serve.”
She continues, “Building strong, lasting relationships is also crucial. I’m not just interested in selling products. I’m focused on forging partnerships that benefit everyone involved — manufacturers, customers, and my agency.”
Seeking Principals
Hernandez concludes, “I don’t wait for manufacturers to come to me; I actively seek them out. And once I find them, I’m committed to working closely with them to achieve mutual success.”
Contacted while she was in attendance at a trade show in Arizona, Hernandez continued, “There are countless potential prospects out there, often working out of their garages. Now, they’re at a point where they need to figure out how to grow their businesses. Some of these prospects aren’t even aware of what independent manufacturers’ reps can offer, while others may have had less-than-ideal experiences with reps in the past. As a result, they end up trying to manage everything by themselves.”
Once Hernandez partners with a manufacturer for these unique products — especially compared to the OEM products many reps typically handle — she sees a wide-open market. “These products have great potential, particularly for hardware stores and other retail outlets that cater to specific customer needs.”
“I won’t align myself with anything I’m not genuinely interested in or don’t believe in,” Hernandez states firmly. Speaking about Rinnetraps humane mouse traps, she explains, “There are better, more humane ways to get rid of mice than poisoning them, which can lead to unintended harm, like predators eating the poisoned mice and dying as a result.
“As we grow older, our perspective on the world often evolves. I am committed to maintaining integrity in my work and refuse to profit from selling products that don’t align with my values. It’s essential to approach each day with dedication and a focus on making a positive impact in the world.”
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