In 2019, when Jo-Anne Hernandez opened the doors to her agency, Business Lazo, little did she know she was going to run headfirst into Covid-19 and the problems and challenges that accompanied the pandemic. However, armed with the entrepreneurial zeal that is mandatory for reps, she’s successfully come out the other end to today head the Princeton, Massachusetts-based agency.

Business Lazo, LLC, is a sales, consulting and marketing company. The agency is a certified minority- and women-owned business with more than three decades of sales, consulting and marketing experience. According to Hernandez, “Our agency’s expertise spans from startups to Fortune 500 companies, catering to domestic and international corporations. We’ve established fruitful partnerships with industry leaders such as Microsoft, Intel, H&R Block, Targus, Hallmark, and Nickelodeon. Collaborating with these organizations, we have successfully executed sales strategies and managed programs encompassing OEM and retail sales. Our track record of working alongside top players in the industry has equipped us with valuable insights and knowledge, which we remain eager to bring to the table.”

If that is where Business Lazo is today, here’s how it got there, according to its founder and CEO: “I embarked on this journey driven by a need I observed in the business landscape — a need for genuine, transparent and authentic partnerships. Throughout my career, I’ve witnessed countless instances where companies have taken advantage of others, exploiting their vulnerabilities. This unsettling reality propelled me to act and create a solution.

“My mission was clear: I aspired to empower entrepreneurs to achieve success and guide larger corporations in their expansion endeavors across diverse industries. I firmly believe that the business world could benefit immensely from fostering true partnerships built on trust, integrity, and mutual growth. Thus, my company was born with the vision of reshaping the corporate landscape, one honest partnership at a time.”

Facing the Pandemic

Looking back to her agency’s beginnings, Hernandez explained, “In 2019, I embarked on an entrepreneurial journey as a solo founder of the agency. Little did I foresee that my path would serendipitously intersect with the formidable global challenge of Covid-19, which had a particularly profound impact on the retail sector where I operate.

“As businesses in my sector faced unprecedented challenges, I confronted a unique set of obstacles. The pandemic demanded a swift pivot and a profound realignment of my strategic approach. To meet the challenges the pandemic presented, I adapted rapidly, reassessed my tactics, and engineered solutions to navigate the ever-evolving retail industry landscape.

“I leaned heavily on my reserves of resilience and resourcefulness to chart a new course. I initiated a robust campaign to enhance our vendors’ online presence, diversified our business channels, and tailored our services to meet the evolving needs of companies transitioning to e-commerce and remote operations.”

She continues, “As a solo entrepreneur, I remained committed to our business customers, providing them with the support and guidance they needed in order to navigate the complexities of the pandemic. This period of profound transformation underscored the enduring value of true partnerships, even when it’s a solitary individual forging those connections.”

As she looks back over her experience of the past four years, Hernandez notes that “I take pride in the indomitable spirit and unwavering resolve that carried me through the turbulent waters of the pandemic. As I continue this journey, I am dedicated to serving our customers with trust, transparency and commitment. I tirelessly work to impact the retail sector and ensure that our business partners receive the exceptional service they deserve.”

Specialization

In order to explain the sector in which Business Lazo specializes, Hernandez maintains that it’s essential to consider the factors that influence the agency’s retail specialization.

Here’s a breakdown of the process:

• Identifying a Niche — “Typically, I begin by identifying a specific niche or industry that aligns with our expertise, interests, or market opportunities. This often involves market research to identify sectors with unmet needs or emerging trends.”
• Assessing Expertise — “I assess our team’s expertise and capabilities. Specializing in a field usually requires a deep understanding of the industry, its challenges, and its unique requirements. We may have team members with relevant experience or seek to hire experts in the chosen field.”
• Client Demand — “Client demand plays a significant role in our decision to specialize. If we already have clients or potential clients in a specific industry, we prioritize specializing in that area to better serve those clients and leverage existing relationships. It’s important to note that we do not engage in specialization that involves competing products or conflicts of interest with our existing clients.”
• Commitment to Excellence — “We specialize in committing to excellence within that niche by investing in ongoing training, staying updated on industry trends, and building a reputation as an expert in the field.”
• Network and Partnerships — “Establishing relationships with key players in the industry can be crucial. We may partner with industry associations, influencers or complementary businesses to gain credibility and access to a broader client base.”
• Tailored Services — “Specialization often leads to developing tailored services and solutions specific to the industry’s needs. This can be a significant selling point for clients looking for specialized expertise.”

Continuing with the importance of the specialization that her agency offers, Hermandez maintains that specialization offers several advantages:

• In-Depth Knowledge — “Our commitment to specialization means that we profoundly understand the product(s) we choose to work with. This depth of knowledge empowers us to deliver highly precise and effective solutions tailored to the unique requirements of our clients.”
• Competitive Advantage — “Being specialists can set an agency apart from generalists and attract clients (exclusively from referrals) looking for expertise in their industry.”
• Better Results — “Specialization often leads to better results because we understand the nuances and challenges of the industry.”
• Niche Marketing — “It’s easier to market services to a specific niche and build a reputation as a go-to expert.”
• Higher Fees — “We can charge higher fees due to our expertise and the value we bring to clients.”

“In summary, we specialize in a particular field based on various factors, including expertise, client demand, industry trends, and a commitment to excellence. Specialization allows us to provide more targeted services, often leading to a competitive advantage in the market.”

Similar Concerns

If that’s the process and philosophy that Business Lazo uses to attract and serve its markets, it does so keeping in mind many of the same concerns that other rep firms face. For instance, according to Hernandez, “One of our foremost concerns is managing cash flow to ensure a steady liquidity stream, particularly during lean periods. Receiving timely payments from our valued clients is vital to this financial equilibrium. Late payments or extended payment terms can introduce cash flow challenges that may impede our ability to meet financial commitments on time.”

And that’s not all: “Then there’s the matter of finding and retaining skilled employees which is obviously vital for business growth. Worries about recruiting and retaining top talent can be a significant concern. Another concern is disruption in the supply chain, whether due to natural disasters, Covid, geopolitical issues, or other factors that can affect our business’s ability to deliver products or services. And finally, there’s the concern with economic downturns, inflation, interest rates, and other macroeconomic factors that can impact our business operations and profitability.”

In the course of serving the retail marketplace, Hernanadez explains that she has had some experience in receiving retainers or shared territorial development fees from principals when there is no existing business in a territory. As she explains: “Establishing a fair and equitable arrangement in these situations is important to ensure a balanced commitment from both parties. This balance fosters a mutually beneficial partnership and helps maintain a healthy and sustainable working relationship throughout the development and distribution process.”

On another subject directly related to relations with principals she explains her views on sharing the agency’s future — or succession — plans with principals: “Business and succession plans are often considered internal documents and are not typically shared by us with manufacturers or other external parties. These plans often contain sensitive information about our company’s strategic direction, financial forecasts, and leadership transitions, which may not be suitable for external disclosure. However, there can be exceptions. In some collaborative or joint venture arrangements, sharing certain aspects of business plans, especially those directly related to the partnership or manufacturer’s role, may be necessary for effective collaboration and alignment of objectives. It ultimately depends on the specific circumstances and agreements with the manufacturer.”

Staying on the subject of relations with principals, when she’s asked if there’s anything she as a rep wishes manufacturers were a bit more appreciative of concerning what the rep brings to the table, she responds, “Manufacturers should place a greater emphasis on recognizing and appreciating several critical aspects of independent sales representatives. These include the significant time and resources reps invest in understanding products, markets and customers, their wealth of industry knowledge and relationships and the valuable market insights and feedback they provide. Manufacturers should also value the role of reps in expanding into new markets and acknowledge the cost-effectiveness of working with them.

“Furthermore, manufacturers should appreciate the passion and advocacy reps bring to their brands and recognize the vital feedback loop they create, which aids in product enhancement and innovation.”

Looking Back

As she looks back over her career as a rep, Hernandez admits to having faced a few surprises she didn’t necessarily anticipate. “Indeed, my career as a sales representative has brought its fair share of surprises and unexpected turns. There have been instances where products I believed would perform exceptionally well didn’t meet expectations, while others that seemed less promising were unexpected successes.

“Additionally, I’ve been pleasantly surprised when vendors I represented offered me opportunities to work directly for them, which I consider a great compliment to my work.

“The Covid-19 pandemic introduced unprecedented challenges and surprises, fundamentally altering the way business was conducted and requiring rapid adaptation. All these experiences have underscored the dynamic and unpredictable nature of the sales and representation field.

“Reflecting on my career and the years spent with my company, I’d have to acknowledge that there are indeed changes I would make in hindsight. Specifically, I would prioritize a more rigorous client vetting process to ensure we partner with financially stable companies capable of sustaining business growth. I would also implement a policy requiring retainer fees as a standard practice. These adjustments would safeguard our agency’s resources and efforts and underscore the value of our time and service in the client-agency relationship.”

Why MANA?

In conclusion, in a nod to her agency’s membership in MANA, Hernandez explains, “I found MANA through industry networking and research, and I decided to join for several compelling reasons. First and foremost, MANA provides a valuable platform for networking and connecting with other professionals in the industry. That’s something that is crucial for building relationships and staying informed about industry trends. Additionally, the association offers a wealth of resources, advice and information tailored to the needs of independent sales representatives like me. Their commitment to providing education and support for reps has been evident during my short time as a member. The knowledgeable and caring principals of the association have been excellent resources, offering guidance and insights that have proven highly beneficial in my 20+ years of experience as a sales representative. I’ve been thoroughly impressed with MANA’s commitment to enhancing the success and professionalism of reps in the field.”

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The Business Lazo File

• Location: Princeton, Massachusetts
• Year Founded: 2018
• Website: www.businesslazo.com
• Services: With 25+ years of experience and a track record of working alongside industry giants, we’re your trusted partner to save you time & money. Our services, including sales representation, consulting, and vendor management, are tailored for your success.
• Trade Associations: Member of Massachusetts Chamber of Commerce, GLG Insights — GLG Expert, SCORE Mentor, Certified MBE and WBE / Minority & Women-Owned Business Enterprise

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