A little over 10 years ago when Jon Crowley extended an invitation, we’re not sure he expected Agency Sales to take him up on it. But now, 10 years and seven months later, here we are.

Jon Crowley at the 2017 American Water Works Association Cal-Nevada Spring Conference, Anaheim California.

At the end of a profile of his agency, Charles P. Crowley Company, he said “If you come back and visit us in just a couple of years, you’ll see that we’ve continued to grow and to take advantage of all the opportunities that are available to us.”

Was he right with his optimistic prediction?

In the March 2007 issue of this publication, the agency was described as a family-owned firm established in 1932. “It was founded by Charles P. Crowley Sr., a Stone & Webster engineer from Boston, Massachusetts. Crowley, who was sent west in 1924 to build the first Edison steam plant in Long Beach, California, founded the business and operated it for several years as a single-person agency near downtown Los Angeles. The headquarters for the business remained in Los Angeles until 1955, when it moved to the City of Commerce. The location remained there until 1995, when it relocated to San Dimas. Finally, the agency settled into its present location in 2004 in Irwindale, California — just 21 miles northeast of its original location.

“Management of the agency passed to Paul Crowley in 1962, and to Jon Crowley in 1993.”

On the occasion of Agency Sales revisit to the Charles P. Crowley Company this year, Jon Crowley took the opportunity to consider what’s happened during the last 10 years and to answer the question as to whether his prediction has been accurate.

Taking Advantage of Technology

“What I predicted 10 years ago was perhaps a bit of a broad promise,” explains Crowley. “But over the years, I can say that we’ve done our best to take advantage of technological advances that have allowed us to do our jobs better.

“Some would maintain that advances in technology might be a step in limiting — if not eliminating — the rep’s role, but that hasn’t been the case with us. Specifically we’ve done an effective job of using technology to communicate with principals and customers. We reach our customers with a range of newsletter and e-mail blasts, a variety of marketing materials and introduce them to our new principals. In addition, we’ve made use of YouTube videos to provide customers with our principals live product training.

“In general, technology has allowed us to follow procedures we’ve had while maintaining the face-to-face presence we’ve always enjoyed with prospects and customers.”

The Charles P. Crowley Company’s staff celebrates its 85th year in Southern California.

Customer Relationships

An example of that face-to-face contact that Crowley touts was shown earlier this year when the agency conducted its own miniature trade show. “Over a two-day period we invited all of our customers to attend product demonstrations and training conducted by 10 of our principals. We’ve done this before and it’s always been a big draw. Our principals especially like it because it provides them with a captive audience to learn about their products. In addition, the show lets us know that our customers value it because if you can accomplish that here in the Los Angeles area with all the traffic woes we have, it can work and be of value anywhere.”

With close to a quarter of a century under his belt as an independent rep, Crowley emphasizes how important that type of in-person contact is with customers and principals. “It’s important to learn all we can about both of them — just as it is important for them to be knowledgeable about our value-add.”

He adds that if there’s any single thing he’s learned over the years about principals, it is that “No one size fits all. It’s critical for you to learn all you can about their story. Is the company family owned or part of a much larger corporation? Is it a subsidiary? Is it publicly traded or privately held? How old is the company? What’s the length of time that they’ve worked with reps?

“The answers to all these questions will impact the relationship you have with manufacturers.”

Getting to Know Principals

At the same time, he emphasizes how important it is for the rep to communicate to the principal exactly what he does and what challenges he faces in the field. “Manufacturers should be educated as to the number of dead-end streets reps have to travel in order to make a successful sale. They’ve got to know about all those challenges to counter balance all the successes we talk about. There are any number of leads that go nowhere, quotes that die and myriad other functions reps perform that don’t result in sales.”

Crowley got a head start in that area of communication when he wrote a graduate school page paper comparing a career in sales to the game of golf. “We’ve got to do our best to let manufacturers know that sales can be a long process. It’s a little bit like the long walk you take while playing golf. Your shot off the tee is similar to what you need to do to find prospects. Your short game — getting to the green — is just like your preparation for the bid process. However, all that work is for naught if you three putt and don’t close the deal.”

The Charles P. Crowley Company obviously has been making its putts and closing the deal as it celebrates its 85th anniversary this year. Crowley is quick to point in the direction of his agency’s MANA membership when he speaks about his company’s longevity. “We truly value our membership. We never fail to learn something in the pages of Agency Sales and it was through our membership in the association that we learned about the CPMR program.”

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