More than 15 years ago, long-time MANA-member Harry Abramson authored a series of articles for Agency Sales magazine focused on the importance of perfection. Before he was done, Abramson, who founded Electronic Salesmasters Inc., more than 40 years ago, had tackled the subject of perfection from the vantage point of the rep, principal, customer and other perspectives. While Abramson retired from his agency in 2015, he is still “hands‑on” in his capacity as a consultant to ESI.

Beginning this month and following up in June and July, Agency Sales will be revisiting the subject of perfection as it applies to the rep, principal and customer, respectively. At the same time, Abramson has agreed to offer his comments as they pertain to this ongoing discussion of “perfection.”

At the outset, however, Abramson noted that the drive for perfection remains a constant in the life of the independent manufacturers’ representative. “Perfection is something we all should strive for — and why shouldn’t we? Isn’t it part and parcel of everything we do in our lives?”

In his article devoted to the “Perfect Rep,” Abramson zeroed in on several areas that he maintained were of prime importance for the rep to be perfect.

“Can-Do” Attitude

The perfect rep believes that he is in control of his own destiny, even though he is interdependent on his principal. He does not have frivolous excuses for losing the business, but a “game plan” to win it the next time. He feels that he is in command of both his business and personal life. He is keenly aware of his limitations and takes responsibility for his actions. He sets goals and has a strategy to achieve them. He collaborates with distributors, principals and customers. He does not try to control them — only influence them in the best interest of all parties.

Time Share/Mind Share

The perfect rep creates the feeling that each principal is his most important line and receives the majority of his time. Minimally, each line does receive its “fair share.” Perfect reps allocate time for each principal and thoroughly pre-plan appointments with key decision-makers. They are mindful of selling more than just products. They track and communicate all “design wins” and losses. They invite principals into the territory when there is a major opportunity or problem. The perfect rep is proactive and not just reactive. They are time management experts — they have to be! The perfect rep has a perfect understanding of R.O.T. (Return on Time). Time is the rep’s only inventory and each hour must be allocated wisely.

Abramson introduced the concept of “emotional favorite” as it applies to time share/mind share when he said, “I embrace those principals who have empathy for our challenges and our problems. That shows that they truly care about me and I want to reciprocate.”

Communication

Why is it that the most common threat of imperfection has always been “communication?” This applies to suppliers (principals, distributors and representatives.) The irony is that we now have the best communication technology the world has ever seen but keep in mind that imperfect people are chartered with the responsibility of using and maintaining it.

The perfect rep is the ultimate communicator. He provides prompt responses to customers, principals and distribution partners. He submits reports and forecasts in a timely manner. His phone is answered by people who care and voice mail is used only during off hours. He has ample landlines, cell phones, pagers and the soon-to-be-obsolete fax machines. He fully utilizes e-mail and documents everything. The perfect rep informs his partners of problems and issues as they happen and does not wait to document issues and problems in monthly reports. His entire team communicates although he uses his inside staff for details while conserving precious selling time for the outside sales team.

As an addendum to his thoughts on communication, Abramson added that “As I watch and observe younger people in the business, the practice of communication has greatly changed. They are so inner-dependent on e-mail and texting that they don’t talk as much as they should to customers and principals. I think communication is becoming a missing ingredient and without personal relationships we’re going to lose loyalty. If that’s the case, selling is going to become that much more challenging.”

Face-to-Face

The perfect rep recognizes the importance of e-mail as a communication tool, but doesn’t lose sight of the importance of direct, face-to-face contact. This applies to interacting with all supply chain partners — especially customers! Rapport and strong relationships are developed over a desk, not over cyberspace. The perfect rep realizes that passion and enthusiasm for their products cannot be effectively conveyed via a cold e-mail transmission. Nothing takes the place of “pressing flesh” (handshake) when it comes to assuring a customer that they’ll get the right product or service on time and perfect (we hope).

Advocacy

The perfect rep is the ultimate advocate for his principal. He tells and sells their customers on the fact that their imperfect principal is indeed “perfection personified.” Is this a bad thing? No, that’s precisely what professional reps are paid to do. The perfect rep also promotes and advocates distributor participation in as many transactions as possible, if distributors are part of the supply chain in his territory. The perfect rep understands the distribution function as well as his own. However, the rep should receive the same degree of advocacy from the distributor and principals as he gives. It’s called reciprocity, or more simply stated — mutual respect!

Loyalty

There doesn’t seem to be as much loyalty in our great industry as there was in the past. Relationships are seemingly not as important as the “bottom line” — not good? The perfect “superheroes” are truly loyal and respectful to their supply chain partners. Open and honest relationships must be promoted, honored and valued. Good business ethics must be the standard operating procedure. Perfect reps realize that in order to thrive they must strive to work together and build solid and loyal partnerships.

Succession

The perfect rep plans for succession — not too early and not too late. The principal/owner of the perfect rep firm has hired people with the “right stuff,” who are capable of taking the organization forward after his retirement. If he made the correct choices, the agency will continue to grow and flourish. If he made the wrong choices, the destiny is clear — they will flounder and perish.

Selling Products vs. Relationships

The perfect rep in the 21st century will primarily focus on selling relationships and offer product solutions second. Product knowledge is easily accessible from the Internet, and ironically reps are no longer essential to disseminate product information. The perfect rep understands and masters account culture and has strong relationships with the “movers and shakers.” He has a clear view of his own relationships and that of competition. In regard to products, he has a firm grasp of his competitors’ advantages as we well as his own. He remembers that products become obsolete and relationships last forever.

Limited Line Count

Today’s rep really does want a limited, synergistic line card for which he can generate a reasonable income and comfortable lifestyle. Additionally, all reps want fair and stable commission rates and no “house accounts.” The lower the rates, the more lines a rep is subject to have. The perfect principal understands this aspect of the rep business. The perfect rep does not take on more lines for the sake of it, but only out of necessity. When he takes on additional lines, they are always synergistic with existing principals.

Line Conflicts

The perfect rep has no line conflicts, but in the real world minor conflicts occur. Nonetheless, conflicts develop as a result of the product line expansion of some principals. The perfect principal understands these situations and does not make major issues of minor conflicts. Major conflicts obviously have to be dealt with in a non-emotional, business-like manner. The perfect rep reports line conflicts, regardless of degree, as soon as they happen. The perfect principal is reasonable and does not overreact. There is never a question of integrity regarding product line conflict with the perfect rep.

High-Tech Reps

Like it or not, today’s perfect rep is a high-tech organization with slick software systems that track opportunities, have account management, sales analysis, create RFQs, quotes, sample requests and even do databasing. If you don’t have it yet — think about it. If you don’t get it — shame on you. If you don’t care — you’re in the wrong business. If I sound harsh, sorry, but this is the 21st century and the era of the computer. If you don’t know what I’m writing about, your electric company may have already turned off your lights.

According to Abramson, “We’ve got to remember that high-tech does not necessarily translate into high-touch. One of the things that any salesperson has to aspire to is the ability to interpret body language. That’s something that can’t be done via technology.”

Market Awareness

Just because the rep resides in his own territory doesn’t mean he has market awareness. However, the perfect rep has a keen knowledge of where to sell his principals’ products. He knows the potential total available market and the served available market. The perfect rep maintains a database of this information to share with his perfect partners — principals and distributors. I hasten to add that the reverse is also true in a perfect business world. The marketing trio doesn’t keep secrets — they share their “marketing awareness.”

All-Star Staff

The perfect rep has an all-star team — that means each team member is perceived as the very best in their prospective marketplace or account. Their principals and customers view them as “the best” and wish they employed the same caliber of individual. They are respected throughout the industry and sought after by competition. The perfect rep is humble, competent and confident. They are all-stars on the business front as well with family, community and their religious faith. To that point, they are honest and ethical to a fault.

Negotiating

The perfect rep must master the skill of negotiating — this means with their principals as well as their customers. Most reps are proficient in their selling skills, but sometimes fall short on the important matter of negotiating. This especially applies to contracts and commission rates. Remember the Chester Karrass mantra: “In business you don’t get what you deserve, you get what you negotiate.” The perfect rep remembers this and is not negatively predisposed. He presents himself as a professional business person and not just a salesperson.

Productivity

The perfect reps are the exceptional performers. They have spectacular selling skills. They get to the ultimate decision-makers and make the perfect presentation for the perfect product and service that they sell. They personify professionalism. They overcome objections and ultimately close the sale at a price that the customer feels is fair and makes their principal happy. What more can you ask? The obvious! The perfect rep has perfect principals, who will ship perfect products on time through perfect distributors.

In conclusion, Abramson emphasized that “Even after refreshing our respective memories on the importance of striving for perfection, the question remains how can and should an independent manufacturers’ representative maintain that level of perfection. Reps must continue to ask questions and more important than anything in the entire spectrum of selling is that they must be good listeners. They must communicate that they are there to provide greater value to principals and customers. Their message should be that ‘I am here to contribute in as many ways as possible.’”

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