When it comes to describing the strengths and benefits of going to market with independent manufacturers’ reps, reps most frequently cite the relationships they’ve developed and maintained with principals and customers. No exception to that rule is the experience of Trevor Smith, who heads the Southern California‑based Technical Sales Reps, Inc.
As an example, Smith, who maintains that “My whole life has been driven by strong relationships,” describes how a relationship and a belief in going the extra mile for a customer paved the way for him to become a rep.
Prior to his career as a rep, Smith was employed in retail sales. “I began my career in retail sales selling mattresses and barbeque equipment. Anything a customer needed for a better night’s sleep or outside hospitality, I would sell. Holidays were especially busy and one holiday, a woman came in and bought a few thousand dollars of products — a built-in barbeque, smoker, the whole thing. After it had been installed, she returned really upset and let me know how bad the installation experience was. Now, it was against company policy to do this, but I decided to go out and solve the problems myself.
Going the Extra Mile
“My grandfather owned a plumbing company, and I learned from him how to build just about anything. I figured I would just get the job done and satisfy the customer. So, I showed up at the customer’s house on my day off to fix the mistakes our installers made. I was greeted by the husband and got straight to work. Afterward, the man offered me a little bit of money. I can’t tell you how badly I needed and wanted to take it, but I remembered something my grandfather had told me: ‘Always be honorable and keep a good name.’ I refused the money and thanked him for the gesture. I let him know that he had already paid for the products and the proper installation, and it should have been done right the first time.”
In return, Smith recounts, the husband responded, “I know someone who could use a person like you.” What followed was that Smith was put in touch with a company selling rigging equipment and that was his start in outside sales. “For the next 11 years, I sold cranes, rigging, safety equipment, and more.” Following that, he worked for a safety manufacturer for two years before going out on his own as a manufacturers’ sales rep. And, that’s where he finds himself today heading the single-person rep firm for the West Coast.
Technical Sales Reps, Inc., which marked its first anniversary this year, specializes in new equipment sales in the material handling, crane, hoist, rigging, and fall protection industry. The agency’s territory includes California, Nevada and Arizona.
In addition to providing typical independent rep services, Smith also offers safety training for companies he deals with. Under the name Educated Workers, clients can receive on-site training designed to help companies and workers understand construction and manufacturing safety and learn how to create a safer working environment. All participants receive certificates of completion showing OSHA, ANSI or ASME compliance with applicable Federal and State regulations.
Relationships Provide Support
When he describes the beginnings of his agency, Smith again stresses the importance of relationships in his life. “My whole life and the industry in which I work is driven totally by maintaining healthy relationships. I’ve learned through experience that your relationships will carry you through industry ups and downs no matter what issues you face.”
He goes on to say, “The first person I told about my decision to open the rep agency was my wife and her reaction was ‘It’s about time. I’ve always had faith in you and no matter what happens we will be okay, even if we must eat noodles every night for dinner, that’s fine with me.’”
Next came his brother, Blake Smith, from MHI PROS, who inquired what amount of financing he’d need to get up and running for the first six months of his venture. “He told me he thought this was a great opportunity and he’d be happy to support me.”
He continues, “Then there were the manufacturers who let me know that they’d support me if I went out on my own. I was shocked at how many people came out in support of me including the initial lines that I was able to sign on with. My approach to getting lines at the beginning was to make a list of everyone I knew in the product categories I was familiar with. I also began by providing safety training to any number of companies. That provided me with the initial cash flow that I needed to get by. Then, I got one line, and that one line fed into another via referrals.”
Presently, Technical Sales represents six manufacturers. “Of the six lines I represent, I’d classify five of them as requiring pioneering work and one which came to me with established business in the territory.”
Dealing With Pioneering Lines
Speaking of the former — the pioneering lines — Smith offers, “I took them on without any territorial development fees. My attitude was that I was simply happy to have the opportunity to build the business from the ground up. However, I very quickly realized that’s easier said than done. However, Smith does express that he expects the manufacturers to provide plenty of literature and marketing support material. If the manufacturer doesn’t provide this, Smith takes complete ownership and makes the material on his own by providing a line-card catalog. “In addition, when I develop a quote, I expect them to turn it over immediately and be very responsive. I also ask that they communicate well and remain loyal.”
As he continues to grow his business, Smith sees that manufacturers owe it to themselves to fully appreciate what the rep’s value-add is prior to entering into a relationship. “If a manufacturer chooses to go to market with independent reps, they should make every effort ahead of time to learn that a rep is much more than just a warm body in the territory. They can add a tremendous amount of value to the customer.”
And speaking of himself and the value-add his own agency offers, he continues, “As I look at my own abilities and those of my competitors, I’d have to say my competitors are absolutely ‘rock solid’ in what they provide. However, not everyone is as technically oriented or experienced as I am. In addition, many of them represent a lot of lines, and because of that, they know a little about a lot. Since I represent just a handful of lines, I can spend plenty of time on each of them. I strive to be a resident expert for the manufacturers I represent. And, in my opinion, that’s a real benefit to both my manufacturers and my customers.”
He adds, “I’ve spent years building cranes and selling lifting and safety solutions. Solving companies’ problems is what I do.
“My customers are primarily architects, engineers, project managers and business owners. Technical Sales Reps ‘value-add’ is the ability to get into the details of a project.”
Since he’s just marked his agency’s first anniversary this year, Smith is asked what he hopes Technical Sales Reps, Inc. will look like if Agency Sales pays a return visit in five years: “I’d look for me to have a partner in the future and I’d like to see the agency diversified across different industries and product lines. I’ll also have more of an online presence and will certainly enjoy more market share.”
Finally, Smith is asked how and why he became a member of MANA: “I was referred to the association by another rep. His words to me were ‘Be smart. MANA has already done all the heavy lifting for you to be successful. Just follow the road map. Go to their website, learn about the association and become a member. The members of MANA know what questions to ask about being a rep and they have all the answers.’
“I enjoy reading Agency Sales and learn a great deal from what other reps have done to be successful.”
Technical Sales Reps File
- Location: Murrieta, California
- Founded: 2023
- Website: www.technicalsalesreps.com
- Products and Services: Technical Sales Reps provides professional representation for well respected brands who design and manufacturer: PPE, fall protection, hoists, rigging, material handling, lifting devices, rope, packaging and more. TSR also provides on-site technical knowledge for simple and complicated applications.
- Territory Covered: California, Arizona and Nevada
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