One of MANA’s highest priorities is helping manufacturers’ reps and manufacturers develop mutually profitable, interdependent, and long‑lasting relationships. Part of the process includes relationship reviews — manufacturers’ representatives and principals should constantly be reviewing each other’s performance with the goal of improving the relationship.

Improving the relationship involves both of you. On our own, we fail to see how others perceive our performance. We think we do okay, but unless someone comments on how we do something, we never know. We may do something we think is fine and it drives the other party nuts. They do not say anything, … Read the rest

To be successful in sales requires creating high-trust relationships with customers. We like to buy from those we know and trust. When you search for manufacturers’ representatives to represent your company, you want to find those with high-trust relationships with the customers for what you supply. They created those relationships by helping the customers with the other products they represent that do not compete with what you supply.

How do you create that list of other products? If you already work with independent manufacturers’ representatives, check out their line cards for the companies they represent. Not working with manufacturers’ representatives … Read the rest

Did you ever notice that when you pick up the phone to make a doctor’s appointment, call your insurance company, call a retail store or just about any company, you almost always get some kind of automated system? The message often states that “We are busy taking care of another customer, but your call is important to us, and we will be with you as soon as possible. If you don’t wish to wait, we can call you back. Press one for a call-back or press two to stay on the line.”

Many times this turns into phone tag. Now … Read the rest

Recently, I was attending a MANA function with many other manufacturers’ representatives and my peer group from various industries across the U.S.

During the conference, we held an open forum Q&A and amongst the group were many single person agencies or simply rep agencies seeking advice or counsel. The discussion included topics like representative-principal contracts, succession planning, acquiring new lines, buy‑sell agreements, marketing techniques and the many other areas we all face running a manufacturers’ representative agency in today’s environment.

As I sat and listened to the discussion and each rep’s carefully thought-out reply, one common theme was apparent: the … Read the rest

As a manufacturer who partners with manufacturers’ representatives, we hope you create relationships with your manufacturers’ representatives that work well for both of you and last a long time. Your manufacturers’ representatives create high‑trust relationships with customers who then purchase what you supply because of that trust, and as a result, your business becomes profitable. A win‑win for both.

History indicates that not an insignificant number of those who purchase manufacturing businesses who outsource the sales function to independent manufacturers’ representatives terminate the manufacturers’ representative agreement following the completion of the sale.

Why might they do this?

They look at … Read the rest

The tasks business owners shouldn’t do and how AI and virtual assistants can help independent manufacturers’ reps.

In the ever-evolving landscape of entrepreneurship, independent manufacturers’ representatives play a crucial role in driving business growth and success for their factories. These owners have a unique set of challenges and opportunities, often wearing multiple hats to ensure the smooth functioning of their ventures. However, in the pursuit of efficiency and productivity, it’s essential for business owners to recognize the tasks they should avoid and harness the power of AI-driven tools like ChatGPT and virtual assistants to optimize their operations.

Running an independent … Read the rest

Edited by Stephanie Bray

While we may not be 100 percent back to the pre-Covid normal, things have opened up and face-to-face events are happening again, just as MANA Board Chair Tommy Garnett’s May 2023 editorial shares with us (and encourages us to participate in). As a longtime colleague of Garnett’s, I consider him something of a mentor and role model; perhaps my enthusiasm for trade shows is at least in part due to him.

My previous article mentioned how successful MARN’s post trade show campaign was without covering the value of the trade show itself. And while following up … Read the rest

It’s not uncommon for me to get phone calls from MANA manufacturers’ representative members who start the conversation by telling me a long-term principal they’ve worked with just notified them they were terminating the relationship.

When they tell me that, I then ask, “So, how long has the new guy been working there?” In 100 percent of these calls, the answer is, “There has been a change in management.”

If the new owners have experience with manufacturers’ representatives and understand the value manufacturers’ representatives provide, they would not have canceled the agreement. If they are new to working with manufacturers’ … Read the rest

This is a two-part editorial solely focused on the subject of representing principals from overseas.

In Part 1 of this editorial, we covered some of the soft skills associated with working with overseas companies such as holiday schedules, language and U.S. geography. In this month’s editorial, we cover some of the “harder skills” that the rep must take into account. I have narrowed this down to my top three. These include contracts, shipping terms, and harmonized tariff codes.

1. Contracts/Agreements

At the best of times, contract negotiations can be tedious, time-consuming and potentially expensive if the contract has to go … Read the rest

Representing overseas principals can be a very enriching and rewarding experience. It involves all of the skills associated with representing a domestic principal plus some additional skills that one needs to be sensitive to​​ before signing up with an overseas principal.

I have close to two decades of experience representing overseas companies and during that time, I have made many lifelong friends. I have always been fascinated and most times pleasantly surprised by the many subtle differences between representing domestic and principals from different countries. While there are differences between different countries and continents, I have distilled my list down … Read the rest

Recently I was reading the article in Agency Sales magazine entitled, “The Talk Part 2,” by Russ Sorrells. After reading the article, not only did I strongly agree with what I read, but I wanted to share personal experiences of how exercise, good nutrition, and mental health play such an important role in being a successful business entrepreneur. Additionally, after working 23 years in business operations for eight different companies, and operating L.S. Wilson & Associates, Inc., for 25 years this September, I wanted to share what personality traits I feel make a good sales representative.

What personality traits make … Read the rest

If there is any common challenge that reps cite as they continue to enter the post-Covid sales and marketing environment, it’s that it has become ever more difficult to reach prospects and customers.

Long-tenured reps recall the days of being able to reach prospects via their cold calls when existing customers would readily be available in their offices. Today, however, buying decision makers no longer populate offices as they did prior to the pandemic. While many of them continue to work at home, others that do come into the office have been able to avoid contact with the outside world … Read the rest

Last year’s Agency Sales articles about MANA’s 75th anniversary allowed me to mull over how MANA, the rep industry, and I have been reinvented over and over during my 29 years as a manufacturers’ rep. I am excited to share my perspective with you on these changes.

When I became a manufacturers’ rep, this was already a great industry, and MANA was its acknowledged gold standard. Today our industry has become even better, and I am proud to say that MANA remains its most important supporter and resource. I know I am not alone in this thinking.

My rep journey … Read the rest

“No one can whistle a symphony. It takes a whole orchestra to play it.” — Halford E. Luccock

MANA’s “Partners in Profits” philosophy has contributed to so many successful rep-manufacturer relationships that when I saw research giant Gallup Inc.’s recent “Eight Elements of a Powerful Partnership” article, I knew it would be a valuable resource.

According to Gallup, those eight elements are complementary strengths, a common mission, fairness, trust, acceptance, forgiveness, communication, and unselfishness. Let’s drill down and see how those elements build and support great rep-manufacturer relationships.

• Complementary Strengths

Reps’ strengths include local market knowledge, access to local decision … Read the rest

Follow-up is the most cost effective and underutilized marketing tool available to a sales force in just about every single industry; however, effective follow-up is considerably more involved than simply sending one or two emails to see if the prospect responds.

While marketing is an important aspect of any business, there is no point in undertaking any form of marketing initiative if there is not first and foremost a well-thought-through follow-up plan that has the buy-in of the sales force. Simply put, it’s follow up or give up. In fact, a marketing plan with no follow-up plan is simply akin … Read the rest

MANA’s Board of Directors recently sponsored a very well-attended networking breakfast with MANA members and MANA’s staff close to O’Hare airport.

After breakfast, Daniel E. Beederman, MANA’s legal counsel, made a presentation on rep contracts. The presentation was followed by additional networking and Q&A with MANA’s Board, staff, and Beederman.… Read the rest

Edited by Stephanie Bray

Maybe it’s “third time lucky,” but this editorial, I knew what we were going to write about. Possibly because back in 2020, we told you: “Next up? Evaluating the automated email-marketing platform that directly integrates with our new CRM to streamline our efforts.” Well, we not only evaluated it — we committed to it!

Any manufacturers’ rep worth their salt knows that keeping in touch with customers and prospects is critical. Things change all the time, and if you don’t stay on their radar, you miss opportunities when those changes happen. But how in the world … Read the rest

I owned and operated a manufacturers’ representative business back in the last decade of the last century. How I communicated with my principals (and vice-versa) differs from the communication options available today. Back then we used landline phones, fax machines and the U.S. Postal Service. Manufacturers’ representatives were asked to fill out “call reports.” Needless to say, more options exist today, such as emails, texts, virtual meetings, social media, and online CRM reports. Life is definitely more complicated.

One thing has not changed and that is the need for good, open communication between manufacturers’ representatives and manufacturers. Manufacturers and manufacturers’ … Read the rest

I recently saw the movie Elvis, the story about the rise and fall of Elvis Presley. There is a man in the movie by the name of Tom Parker (“The Colonel”), played by Tom Hanks. The Colonel latched on to Elvis because he could see early on how talented he was. The Colonel, of course, had ulterior motives for connecting with Elvis, but I won’t tell you what those were in case you want to see the movie yourself. The Colonel took 50 percent of all the money that Elvis made. Needless to say, he “used Elvis.” As I … Read the rest

Selling through independent manufacturers’ representatives can be a very rewarding business partnership if a few key areas are taken into consideration.

The first step is for the manufacturer to understand the rep-principal model. MANA can serve as a great resource for those manufacturers who have never gone to market using reps. Insight into a rep’s role of selling in a defined geographical region, handling synergistic but non-competing lines and adding value through applications engineering assistance are just a few areas of responsibility in which MANA can serve to educate.

Next, it is important to find the right partner. MANA has … Read the rest

There is no doubt that how salespeople interact with customers differs now than just a few years ago. Not just due to the COVID‑19 pandemic — it changed even before that. Technology and younger generation customers with different values impacted salesperson/customer relationships. Meeting with customers in‑person became a greater challenge.

Obviously, to remain successful in the new environment, you must adapt and make changes. Here are some thoughts to help guide you to the new “New.”

First, believe that we live in an abundant world and we have choices. Are all your principals collaborating with you as “Partners in Profits” … Read the rest

I don’t know about you, but I’m noticing my customers are burned out and maybe even showing some signs of Post-Traumatic Stress Disorder (PTSD).

Perhaps you’ve noticed it also. Salespeople serve on the front lines to the customer and are better able than anyone else to identify issues firsthand. The deep relationships we have been carefully developing over time allow us to measure the customer’s pulse during each visit. That is a gift — and it’s one we should share with our customers.

So, how do we support and build trust with our customers at a time when they do … Read the rest

The catch phrase “working on your business and not in your business” is almost ubiquitous these days and can be found in just about any article or podcast discussing entrepreneurship.

The term was first coined by Michael Gerber decades ago. The rationale behind the advice was derived from the fact that not all people that start business are actual entrepreneurs. In fact, most are not. Instead, they are skilled technicians that have mastered a craft and have decided to set up shop, despite having little or no knowledge of what it takes to start, manage and grow a business. This … Read the rest

Last year was called “The Great Resignation” and the “Big Quit” because waves of unhappy employees quit their jobs. And all the indicators suggest that this year won’t be different.

Some of these people are jumping right into new jobs, but many are giving themselves time to recover, reflect, relocate geographically and consider new career paths. Seeing so many people taking a breath and considering their options took me back to the days when I did the same and discovered my calling as an independent manufacturers’ rep.

As many people evaluate their options, this seems like the right time to … Read the rest

One thing that’s guaranteed in life — things change. Sometimes the changes are significant. For example, just look back at the past two years. Life today differs significantly from what it was in 2019. Other times, the changes are gradual, sometimes so gradual we fail to notice.

In the manufacturers’ representative world, the companies the manufacturers’ representatives work with change. The company name remains the same, but it’s no longer the same company you signed up with 10 years ago. The same applies to the manufacturers’ representatives the manufacturers work with. In some cases, the changes are positive and the … Read the rest

Recently I was going through some older business records to see what I could discard. There were copies of commission checks from two principals that I no longer represent.

Principal One terminated me and I terminated with Principal Two. Principal One informed me that I was not bringing in enough new business. This was when the market crashed in 2008. Prior to the market crash everything appeared to be fine. I was never told that I was not performing and there was concern on the principal’s behalf regarding the need to develop new customers. On the contrary, I was actually … Read the rest

Edited by Stephanie Bray

Just like the last time, I found myself wondering: “What should I write for this editorial?” Trying to pick an apropos topic (not already covered by my fellow board members!) was proving challenging yet again. We thought about continuing our story from last January (after all, we did share many things with you) and, in some ways, that is what we have done here.

Like everything in life, there are two sides to the coin, and no change ever comes without its downside. New manufacturing lines bring their own particular issues; new software requires the burden … Read the rest

In a crazy year with plenty of uncertainty, the WomenReps 2021 conference was conducted in Bloomington, Minnesota, in July. Even forest fires in the northern part of the state did not stop the event. It was a much-needed connection point for women in the sales representative business.

Women from around the country spent several days discussing their businesses’ roots as well as the current and future direction of their businesses.

This fourth Annual Conference had a mix of new and previous attendees from Colorado, California, North Carolina, and Minnesota. WomenReps 2021 participants included: Karen Jefferson, Rocky Mountain TSG; Julie Defee, … Read the rest

Long-lasting relationships between manufacturers and representatives are beneficial to each party and the customer as well. This relationship begins when the manufacturer reaches out to the representative and solicits professional representation in a specific area or on an account-by-account basis.

The information exchanged in this initial dialogue will help both sides develop an enduring foundation that can be built upon as each company grows. In this phase, representatives will decide whether to engage with the manufacturer or not. There are several things a manufacturer can do to prepare for this initial communication to ensure they find the representative best suited … Read the rest

My dad was, and continues to be, a great mentor for this second-generation manufacturers’ representative firm owner. Over the years, he has imparted a great deal of wisdom gleaned from years on the road and refined by countless hours of reflective windshield time prior to the days of cell phones and satellite radio. One of those kernels of wisdom, along with one of his prognostications, have both been at the forefront of my mind when thinking about how to best do business in this brave new world in which we find ourselves post-Covid. The wisdom is more of a mantra … Read the rest