As the restrictions related to COVID-19 begin to lift, I would imagine many of us are eager to begin meeting our customers face‑to‑face.

Zoom calls have become the norm, and perhaps many of us can’t wait until this is no longer our only means of communicating with our clients. Given the financial strain many companies are experiencing, however, it is possible that this dream of a zoom-less world is not realistic. So given this, I decided to do some research to learn how to improve my online presentation skills.

As with any presentation, whether it is in person or virtual, … Read the rest

One of the benefits of serving on MANA’s Board of Directors and the Health Industry Representatives Association Board of Directors is that I get to meet and speak with many other manufacturers’ representatives. They have lots of different ways to go to market, and the products they sell serve many different industries — but they all have one thing in common: They are proud sales professionals.

Each of them expresses their professionalism in their own way, and I would like to share with you some things that I have learned about professionalism from my counterparts who span so many industries … Read the rest

Manufacturers have a choice when it comes to selling their products or services. They can hire direct (W2) sales employees or outsource the sales function to independent manufacturers’ representatives (1099 Independent Contractors). Which makes the most sense?

Some people use economics to make the choice. Which alternative costs more?

When you hire a sales employee, you cover their basic compensation (salary, bonus), their health insurance plus all the withholding associated with the compensation (Social Security contributions, Medicare, etc.).

When you outsource the sales function to an independent manufacturers’ representative, you only pay them a commission when they book orders for … Read the rest

“I feel the need, the need for speed.”
— Maverick, Top Gun

It happens every time someone sends you an email. It happens every time someone leaves you a voicemail. It happens every time someone sends you a text.

Every time someone reaches out to you, that sender’s internal clock starts ticking.

• Reply quickly, and what the sender hears is, “Impressive response time, I must be a VIP.”
• Reply soon enough, and the sender hears, “Pretty good, I am among this person’s valued clients.”
• Reply eventually, and the sender hears, “I am not a priority. Maybe I can find a

A fellow sales representative on the West Coast, who happens to sell for the same principal that I do, recently phoned to let me know that the company management wanted to know from her, why I did not want to renew my contract. My initial response to her was “Why are they asking you, and not me?” I guess I shouldn’t have been surprised this took place given everything that has happened over the past two years.

This exchange occurred after my best principal — the one who inquired about the contract, and the one I made the most money … Read the rest

When will the dust settle? What will the “new normal” look like? Although we might have a peek at individual changes, it is not possible to completely comprehend the effect of all the recent changes. That fine‑tuned crystal ball is still not available for general distribution.

Here’s what we know so far about the changes we have seen in the last 13 months:

• The number of available workers continues to decrease. During the pandemic we have lost many caregivers of young children. Women, who make up half the population, are still the main caregivers in families. We cannot afford to

In the ever-evolving relationship between manufacturers’ representatives and their principals, the need to educate one another remains vitally important.

Manufacturers educate reps on capabilities, quality systems, lead times, polices and procedures and best practices that they feel will assist the rep to be more successful in marketing and selling their respective lines. Do we ever stop to think about how important it is for reps to reciprocate this education back to the manufacturer?

Manufacturers should always consider their rep agencies as extensions of their business. The communication should be transparent, open and frequent, for the two sides are truly “partners” … Read the rest

So, you need to find a great rep.
Whether you’re just beginning to establish an independent manufacturers’ sales channel organization or have had one for years, there are some pretty good, well-proven methods for finding great reps to join your sales team. Even our company, Eriez Magnetics, has the need to fill a territory upon occasion, despite our reps’ very lengthy tenures — a 20‑plus year average and several that have been with us over 50 years. Like hiring employees at your own organization, it’s hard work to find the right rep agency with the right fit to represent your … Read the rest

For the past few months I have been wondering what should I write for the “Editorial in the Field” article? Trying to decide on a single topic relevant to this period of economic instability was proving challenging to say the least. And then I re-read Charles Ingram’s September 2020 editorial, “Please Don’t Read This!” It was validating (and ironic, considering the title) to revisit his insights into the importance of promoting your business — even more so during the slow times.

The coronavirus pandemic affected business worldwide, but what did that mean for manufacturing and manufacturers’ reps? Early in 2020 … Read the rest

The wants and needs of a manufacturer and the manufacturers’ representative are aligned: drive revenue, increase profits and manage costs; however, the rep’s role goes beyond these common goals. It is understood that hiring a representative who is paid solely on a commission basis is a cost-effective alternative to marketing and selling any product, but hiring a manufacturers’ representative gives you a lot more bang for the buck.

Reps are marketers. They market their manufacturers’ products through various means. Representing more than one line, especially when complementary, opens doors and creates a synergy that can result in leverage for all … Read the rest

In this issue of Agency Sales appears a report on a MANAchat devoted to the importance of market development fees. While such fees have been in practice for some time either as retainers, draws or some other form of agreement between rep and manufacturer, as time has gone on they’ve become more important for a couple of reasons.

First, consider for a moment the current environment that reps are called upon to work in. As MANA can attest, behavioral and business restrictions evolving from the COVID-19 pandemic have resulted in a marked increase in the number of manufacturers seeking to … Read the rest

As the owner of an independent rep sales agency you have signed the contracts, your firm is bringing in good opportunities for your principals and you have a solid business plan to develop and care for your customers in the coming years. At what point then should you begin thinking about your exit plan? I like the saying “Begin with the end in mind.”

Your departure from the business might not be on the horizon but acknowledging that a solid plan brings better results helps to pave the way for the beginnings of succession planning. Reps are the constant in … Read the rest

If, by chance, you happen to manufacture any products similar to what my company does or you’re a rep that sells competitive equipment to ours, please stop reading this article immediately. For the rest of you, there’s a little secret to winning more orders, building brand awareness and gaining market share which our company and our reps have employed during each and every economic downturn and unstable marketplace we’ve all experienced.

Ready? It’s called “promotion.” That’s right. Website development, advertising, public relations, direct communication with customers — those types of promotion. Right now you’re saying to yourself, “I’ve heard all … Read the rest

When you reach out to manufacturers’ representatives and work on creating a business relationship, one topic that comes up in the negotiations is “exclusivity.” Professional manufacturers’ representatives that perform well for the companies they represent will not sign an agreement without some form of exclusivity.

First, let’s define “exclusivity.” Exclusivity means the manufacturers’ representative gets credit for all sales in the defined territory, Yes, that means sometimes they may get credit for an order they played no part in getting. But those orders make up for orders the rep did all the work to earn but didn’t get because the … Read the rest

As a manufacturers’ representative, we are tasked with the responsibility of educating our manufacturers as to what we actually do in the field.

The nature of our “Partners in Profit” relationship gives us the opportunity to provide clarity, while managing the manufacturer’s perceptions about what we do and how we perform in the field to achieve our mutual end goal of increasing sales and profits. Additionally, educating our manufacturers about our activities in the field will allow us to identify and further define their expectations, while targeting our efforts toward maintaining our relationship and position as valued professional business partners.… Read the rest

Wow, what a difference 60 days makes!

Who would have ever thought our business climate would be where it is today looking back just a couple of months ago? The economy was rolling, the manufacturing sector was up, and the workforce employed. Now we have major OEMs shut down, labor force furloughed, laid off employees, and we are dealing with the unknown of how to re-enter the workplace safely and effectively. A lot to think about and even comprehend for small business.

So, what does the new normal look like as we begin to lift the current “stay at home” … Read the rest

Sales are about relationships. Take any sales course today and you learn your purpose is not to get purchase orders but to help customers solve problems. If the customer senses that, they start to trust you and they go on to buy from you.

MANA strongly supports the concept that professional manufacturers’ representatives need to also treat the manufacturers they represent as customers. The relationship you create with your principals needs to be high-trust. When your principal trusts you, you work together as partners. The result? You increase orders, a benefit for both of you.

The same holds true for … Read the rest

Words that should never be spoken by the president, CFO, national sales manager, VP of sales, owner or decision-maker from one of a rep’s top-paying lines.

In reality, though, senior management from one of a rep’s top-paying lines sometimes will question whether or not an outsourced sales force firm really deserves that four- or five-figure monthly check.

Sometimes having a principal question the size of your check is unavoidable. But in other cases, it is an unforced error on the rep’s part for failing to preemptively educate the manufacturer on the value the rep brings to the principal.

For example, … Read the rest

A common topic of discussion among manufacturers’ sales managers, besides the exploits of their favorite sports team, is how to get their reps’ attention for their company — and keep it.

While there are certainly special or unique methods many manufacturers use (no, I’m not sharing our unique ones here), several tips are worth reviewing to assure your company has best practices in place to garner your reps’ attention.

• Treat your rep as a partner in the business of sales

Remember, both the rep and manufacturer have value for each other. The “Us and Them” attitude simply will not foster … Read the rest

Are you hitting your target results for sales, business development, and career aspirations? Hopefully you’ve built out a clear process and are right on track to hit the results you are aiming for.

However, if the answer to that question is “No,” chances are you lack an essential ingredient needed for the continued success of your business.

Contrary to the oft-quoted saying, “Curiosity killed the cat,” curiosity about yourself, your business, customers, business trends, etc., allows you to anticipate challenges and opportunities. That anticipation allows you to stay more than one step ahead of the competition. It could even open … Read the rest

During the last decade, we saw many changes. Our activity level substantially increased and how we communicate with each other continues to evolve (social media, texting). Like a “New Year Resolution,” how about creating some “New Decade Resolutions” to help adapt to these changes?

The challenge you face relates to your activity level increase. What motivates you to take time from your busy schedule to invest in making plans on what changes you need to make to adapt? To get you out of the rut in which you find yourself and on to a different path, one that leads to … Read the rest

Businesses invest countless hours and dollars to identify, target and educate their customers. Ultimately though all leads emerge as foundlings left at the doorstep of the sales funnel. They are left waiting to be adopted, nourished, and finally molded into our customer. Orphan leads should be potential or repeat customers. They are the key to our business success.

In the sales funnel, leads are heaped into the pipeline to be organized, sorted, qualified, contacted, and transformed into strong, profitable customers. The process is not always quick and obvious, nor are the performers clearly identified, prepared and responsive.

It’s no wonder … Read the rest

Management likes to use the word “merged.”

This scenario has played out for me several times, and I’m pleased to say I’ve benefited more than I’ve lost — the key is being proactive. Yes, sometimes you will lose; it’s just the way the cards play out. Rather than simply giving up, I suggest you come up with a strategy and work the plan.

First, the assessment: did the merged company use manufacturers’ representatives or, worse yet, a direct sales force? If it’s a direct sales force, you may want to consider visiting the management team to discuss the advantages of … Read the rest

The relationship between a manufacturer’s inside sales staff and the representing agency is one of the most crucial elements in creating mutual success.

Inside sales serves a dual role; first, they must provide support and service to the customer and secondly, they have to champion the rep and their efforts. Several key factors play a role in this model: communication, recognition, support, and the rep model being accepted as an extension of the manufacturer.

Communication must flow both ways and consist of timely written and verbal dialogue. It is incumbent upon the representative to keep the inside sales staff fully … Read the rest

We have all been there — it’s 1:30 p.m., the car is hot, the A/C still cooling down the sweltering interior. The taste of a wolfed-down lunch lingers as you growl at Siri or Google to please dial the correct number. It is Thursday, the customer from this morning’s call is irritated because their shipment is late, and you have approximately 10 minutes to call the factory and try to resolve the late shipment before your 1:45 p.m. conference call which you will take while driving to your next appointment (for which you are already running late due to the … Read the rest

How many times have you encountered a manufacturer’s, customer’s or government’s process and asked yourself, “Why is this process so difficult? Why is this process so bureaucratic? Why is this process making our lives more difficult?”

I have yet to dig into any broken or lengthy process and find that it exists exactly as it was designed many years before. It is always the evolution of sometimes many years of tweaks and changes to cover a perceived weakness or loophole in the original design. Sometimes peeling back the onion and trying to fix it becomes impossible because of the tangle … Read the rest

So you’re a manufacturer and you want to develop new business, grow your sales, perhaps in a new geographic territory, new industry/market, or maybe you have a new product to launch. What are the factors any good manufacturer should consider to maximize the likelihood of success?

Just like when a manufacturer and rep join forces when they first begin working together, developing new business requires setting realistic expectations. The reasons most often cited by manufacturers and reps alike for representation agreement termination has to do with misunderstood expectations by the two parties involved. When you both get it right up … Read the rest

Cold calling — It can seem like an old fashioned and inefficient task. I would imagine that most salespeople enjoy other contact points more than this one. So why do it? When it is used as one of the many methods to interact with customers, I find that there is value in cold calling. I have defined five steps that have helped me over the years put it to good use.

Like all sales tools, you apply it when it can show value in getting you to a specific result. Defining your goal should be your first step; lay out … Read the rest

A recent film, Arrival, presented a tale of potential catastrophe from disruptive change requiring massive adaptation. Aliens have suddenly arrived on earth, their presence mysterious: potentially benign but possibly threatening.

Confronted with a new normal, we had to find the right people with the proper abilities to adapt. The aliens offered us a “gift,” but we had to translate their reality to ours. We argued among ourselves whether that the gift was a tool or a weapon.

Ultimately, in the movie, we learn the gift was a tool, and that tool was the alien language and alien sense of … Read the rest

Why is this important? We all know the definition of insanity, where we keep doing the same things over and over again and expect the results to change. To change the results, we need to act differently.

We can change in a couple of ways. Go with our gut instinct and hope it turns out okay. The alternative? Get guidance from an experienced person, someone who knows and understands the issue, and use this knowledge and experience to significantly improve results.

What makes this so challenging in today’s world is we are all so busy we don’t have time for … Read the rest