Category Archives: Editorial in the Field

MANA and Mentorship — The Ripple Effect

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To those of you reading this, I will begin with a brief apology: I’m sorry, but I have purposely chosen an already-covered topic. Despite its being six months later, I could not let Charley Cohon’s retirement go by without some kind of acknowledgment. In addition to all that he did for MANA (see VP/GM Jerry Leth’s June 2024 article for a start), I find myself compelled to share a more individual perspective. I can’t even begin to guess where my rep firm (MARN, Inc.) or I would be had I never known him; his influence was … Read the rest

MANA List of Rep-Savvy Attorneys — Free Consultation

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One of your benefits as a MANA member is access to a list of attorneys who have been recommended to MANA as being experienced and knowledgeable about the manufacturers’ representative business and laws that govern rep-principal relationships. Go to one of them when you need help with finalizing an agreement with a manufacturer.

They also provide an annual free half-hour consultation.

The purpose of this short consultation is to enable you to get a quick answer to a general legal question. It is not intended for you to get detailed legal advice or services such as … Read the rest

Where Does All the Time Go?

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Recently a conversation I had with a few fellow reps resulted in an interesting and useful exercise — examining how I, as a rep, spend my days. This exercise was really an outgrowth of the larger question: “Where does all the time go?”

Well, here goes! Here’s a partial list of what I do on a given day:

Selling — Speaking directly to customers obviously remains the number-one activity that a rep must perform. Some conversations are short and others, depending upon the details, are quite lengthy. Many of the conversations I have with customers … Read the rest

Your MANA RepFinder Profile

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I help many of our manufacturer members do RepFinder® searches to create lists of manufacturers’ representatives they can contact to see if they are interested in selling their products or services.

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Most, but not all, of the results that come up look attractive but I also see a fair number of results that are unlikely to be contacted by the manufacturers.

For example, when the manufacturer downloads the results into an Excel file, a number of cells in the “ProdSerDesc” column are blank. The first thing the searcher does is to delete those with blank “ProdSerDesc” cells. If you … Read the rest

WomenReps 2024 — Bringing Women Manufacturers’ Representatives Together

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For most of my career, attending one of my principal’s sales meetings or other rep-focused events meant that I was the only woman in the room. Later in my career, I began The Business Women’s Circle®, a collaborative peer business networking group with only women in the room.

But if you drew Venn diagrams of those groups’ attendees, I was the only union. So, I decided to launch a meeting where the Venn diagrams would overlap 100 percent, a rep-focused event with only women in the room.

With Jerry Leth’s help, MANA’s “A League of Their Own” (ALOTO) … Read the rest

What Do They Think of Us?

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A European perspective of the American rep

The world of commerce is getting smaller and it is becoming quite commonplace for overseas manufacturers to seek out American representatives. For this editorial, I interviewed a number of European sales managers who have been in charge of worldwide sales for several decades and I asked for their unfiltered opinions on their experiences and opinions on using American manufacturers› representatives. While the discussions were wide‑ranging and covered much of the same ground as one might expect from any global sales managers, some were specific to the uniqueness of working with a North American … Read the rest

With Gratitude for a Job Well Done

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Charles Cohon, MANA’s president and CEO since 2011, retires at the end of June. As someone who works at MANA, I want to say that those who hired him in 2011 made an outstanding and excellent choice. Thanks to his leadership skills, the MANA of today differs significantly in a positive way from when he took over.

During his tenure, he created a long-term strategic plan with the help of a strategic planning committee. We retained Mary Byers, coauthor of Race for Relevance, to help in this process, and the implementation of the plan resulted in a significant improvement … Read the rest

Relationship Reviews — Strengthening the Partnership Between Manufacturer and Rep

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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

What to Look for When Searching for Manufacturers’ Representatives to Represent Your Company

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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

Customer Service Basics

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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

MANA — A Wonderful Rep Resource

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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

Are You Planning to Sell Your Manufacturing Business?

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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

Delegate to Elevate

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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

There’s Value in Trade Show Participation

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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

Has a Principal Recently Terminated Your Agreement?

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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

A Shrinking World Is an Opportunity to Expand the Rep’s Line Card — Part 2

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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

A Shrinking World Is an Opportunity to Expand the Rep’s Line Card — Part 1

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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

What It Takes to Be a Successful Sales Representative and Business Entrepreneur

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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

How to Effectively Use Trade Shows as a Complement to Market Strategy

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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

Not the Only Woman in the Room Anymore

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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

Eight Elements of a Powerful Partnership

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“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 or Give Up!

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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 Networking Breakfast and Rep Contract Discussion

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.

Dan Beederman, MANA’s legal counsel, made a presentation on rep contracts.

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

Choosing an Automated Email‑Marketing Platform

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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

How We Communicate With Each Other Has Changed

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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

What Makes a Great Principal?

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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

How to Successfully Sell Through Independent Reps

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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

How Manufacturers’ Representatives Interact With Customers Has Changed

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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

Meeting the Challenge — Building and Maintaining Relations With Customers Who Are Burned Out

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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

Working On Your Business Not In Your Business

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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