In Europe, manufacturers’ representatives are called “commercial agents.” And each year the Internationally United Commercial Agents and Brokers (IUCAB) chooses an exceptional commercial agent to receive IUCAB’s annual “George Hayward Award.”

This year’s winner Peter Feigl, of Peter Feigl Handelsagentur in Austria, gave an extraordinary acceptance speech. With Peter’s permission, we are reprinting his speech in Agency Sales magazine:

My name is Peter Feigl, I am 40 years old and I’m from Linz in Austria. At the beginning of my working life, I made an apprenticeship as a mechatronics. Then I became a field manager. And now I am a very successful commercial agent in the field of paints, varnishes and adhesives. I sell them to the industry and wholesalers.

Now you are probably wondering how I got here? I would like to tell you a little story:

Just imagine a dog and a fox. The dog gets the same amount of food every day. On the one hand, the dog enjoys a comfortable life but on the other hand, the dog is chained and has to carry out instructions from his owner. He is not free! For me, the dog is the symbol of the sales employee in a company.

And then there is the fox. The fox has to look for his own food every day. On bad days, the fox is starving because there is no food at all, but on good days he catches a rabbit and on perfect days he catches a bear. First of all, the fox is free and can determine his own success. To me, the fox is a symbol of the commercial agent.

I was a dog for long time when I worked as a sales employee. But I got rid of my chains and became a fox. I was convinced that I would be successful and wasn’t afraid of being hungry. Of course, there were times of starvation. At the beginning I was satisfied with little food. But being smart like a fox, I learned very fast. Nowadays, I can enjoy a great dinner very often!

To me, commercial agents are all like foxes. If we see a nice dinner coming, we are smart and very fast.

Keep on living a successful and independent life as a fox. I feel very honoured to get the International IUCAB Award! Thank you for the George Hayward Award! I’m very proud to be a commercial agent.

From www.iucab.org

The Internationally United Commercial Agents and Brokers (IUCAB) International Agent of the Year “George Hayward Award” was created by the Executive Committee of IUCAB following the passing away of George Hayward, the first elected U.S. vice president of IUCAB, in May 2009.

Hayward was the founder of United Sales Associates, an agency business firm in the safety/industrial marketplace which he started in 1982, based in Cincinnati, Ohio. He was the recipient of dozens of awards and recognition for outstanding service by the many associations in which he participated. He gave much of his heart, time and friendship to everyone in our profession and was one of the most involved and engaged agents, doing so selflessly.

Hayward served IUCAB as vice president from 2001 until 2008 when he made his farewell speech at the IUCAB Annual Delegates Meeting in Berlin.

Hayward’s son Tom Hayward later served as MANA’s chairperson and as a director on MANA’s Board of Directors.

The “George Hayward Award” was created in honor of his unsurpassed dedication to ensuring quality performance of commercial agents and his passion and persistence for continuing education.

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