Category Archives: Feature

The Sales Force — Working With Reps

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This is the 26th in a number of articles serializing The Sales Force — Working With Reps by Charles Cohon, MANA’s president and CEO. The entire book may be found in the member area of MANA’s website.

“I see your point,” Jim replied. “Two national trade shows probably would bring in a total of 250 sales leads, which typically translates to 25 quote requests. Based on our current hit rate, that would be five new customers. So to be equal in value to two national trade shows, the rep would have to bring in 25 viable quote requests and close … Read the rest

How Presenting Makes Careers

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It’s easy to understand why so many otherwise capable people are distressed, anxiety-ridden, and almost paralyzed if they’re called upon to make a presentation — even a friendly audience of three — let alone 300. They often reveal how they feel by starting out with “I only wish I had more time to prepare” or “I’m not really good at public speaking.”

Unfortunately, what follows proves it. It isn’t surprising that with successful presenters the story is different. We view them as possessing leadership capabilities, as well as being committed, competent, and rising stars. As more than one person has … Read the rest

How to Take a Customer From Hell to Heaven in 60 Seconds or Less

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Every company makes mistakes that could make them lose customers. I don’t care what business you are in, something will go wrong.

But the smart companies know how to recover a customer and turn them into loyal customers for life.

However, less than two percent of companies use service recovery techniques. That’s really bad. All companies make mistakes. All companies have things go wrong. Many companies and most employees run for cover instead of solving the problem.

The problems are only getting worse thanks to social media. If customers aren’t happy, they’ll post the problem on Twitter and Facebook. They’ll … Read the rest

Successful Succession: A Second Time Around

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“With advancing years, a manufacturers’ agent may be confronted with a problem peculiar to the nature of his business. Briefly stated, it is this: What becomes of his business, his valuable customer list, contacts and contracts when he is obliged to retire, or when he dies? Obvious answer: His business is sold.”

That scenario, outlined more than 60 years ago in an issue of The Agent and Representative — now Agency Sales magazine — rings as true today as it did then. And, if there’s any doubt that history repeats itself, have a conversation with Scott Howells, who’s gone through … Read the rest

Achieving “Emotional Favorite” Status

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When manufacturers participated in a week‑long series of MANAchats devoted to the subject of what they need to do in order to get more time and effort from their independent manufacturers’ reps, a number of constants rose to the surface of the discussion:

  • Regular visits in the field with reps firm up relationships.
  • Reps and their principals share in the responsibility for creating and following up on leads.
  • For their part, reps ought to create and share their succession plans with their principals.
  • The establishment and regular meeting of rep councils remains a critical factor in improving relations between manufacturers
… Read the rest

Helping Customers Navigate the Pandemic’s Emotional Challenges

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Now that we’re once again getting open for business, this raises the question of what we’ll be talking about with customers.

Millions of Americans remain unemployed, more are still on furlough, while others are underemployed. Countless businesses are on the brink and others are going over the edge. Too many families will remain in the grasp of financial hardship for months, some for years.

And then there’s coping with upended lives, dashed dreams, sleepless nights, endless worries, mind-boggling stress, as well as the painful after effects of social isolation. In such circumstances, who would dare minimize, let alone turn a … Read the rest

100 Putts to Sales Success — It Takes What It Takes

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From the title you might think this article is about networking on the golf course and having a successful business. It’s not. It actually refers to something I heard Phil Mickelson say on a recent podcast by Ed Mylett.

Ed asked Phil the difference between the top golfers in the world that play on the PGA Tour week in and week out, and those that never quite make it. They’re good enough to still be pros and they do ‘okay,’ but they never break into that top 130 or so that you constantly see on the Tour.

Phil told a … Read the rest

Navigating the Difficult Times

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“Our greatest weakness lies in giving up. The most certain way to succeed is always to try just one more time.” — Thomas Edison

Life in the dynamic and unpredictable business world means that sometimes things will not go according to plan. When a business, country or world is in crisis, it is easy to become trapped beneath a mountain of problems but, in order to succeed, individuals must be motivated and be able to sustain performance during a crisis and times of stress.

Many people respond to a crisis by being overwhelmed by stress, which turns to fear. It … Read the rest

The Sales Force — Working With Reps

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This is the 25th in a number of articles serializing The Sales Force — Working With Reps by Charles Cohon, MANA’s president and CEO. The entire book may be found in the member area of MANA’s website.

William continued to explain the manufacturer’s costs, “Now, variable overhead, material cost and outside processing all are attributable to the new business. In-house sales costs and general and administrative costs are just like the fixed overhead: they are sunk costs that were already committed whether or not this new job was written, so I am going to strike through those dollar amounts as … Read the rest

Managing Your Most Important Business Contacts

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You know that old saying: “Keep your friends close and your enemies closer.” Perhaps we could add another clause: “…and keep your references closest of all.”

One of my readers recently asked me “to write an article about work and business references in this age of business closures, people moving on, etc.” The reader mentioned that he had lost a few references lately. One had moved, changing his email address and phone number, and couldn’t be found. Another relocated to China. A third one retired and no longer seemed interested in talking about anything that reminded him of life before … Read the rest

Business Strategies: Utilizing the Gift of Slow Times

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Among recommendations I would make for effectively handling changes wrought by the pandemic is to instill a set of practices that would keep you, personally, at the top of your game.

With that in place, the next question has to do with your broader responsibilities. What about your business or organization? Are there some things you should be doing to prepare your business for life on the other side of social distancing?

A Digression

We have been here before. As a nation, as individuals, and every level of society in between, this level of confusion and anxiety is not new. … Read the rest

Six Secrets of Powerful Proposals

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One of the biggest frustrations I hear from my clients is the amount of time and effort it takes for them to put together proposals; particularly those that don’t end up winning the business.

Unfortunately, the standard approach to making client proposals usually involves describing your products or services, including some corporate background, adding a few references, and finishing with pricing information. This is the last approach you want to take. It practically guarantees you’ll miss the mark. And worse, preparing and delivering these kinds of proposals soaks up significant time and resources that could be better spent elsewhere. Here … Read the rest

Process, Procedures and Professionalism Sustains Agency Success

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As Jobst, Inc., marks its 42nd anniversary this year, Michelle Jobst looks back 12 years to when she bought the agency and emphasizes that what she really purchased at that time was “good process, procedures and professionalism” to run a sales firm. And it’s those elements that continue to serve as a metaphorical three-legged stool that has sustained the agency over the years.

Walter Jobst Associates was founded in 1978 by Walter Jobst, Michelle’s father. The business started out of his home, where he and his wife “Kitty” worked together for many years and raised a family.

Michelle Jobst grew … Read the rest

Agencies Face Uncertain Future — Like Everyone Else

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Near the initial onset of the COVID‑19 pandemic The New York Times’ columnist Tom Friedman was interviewed on one of the cable news networks. In the course of the interview, Friedman made the point that once things settle down and there’s a bit of normalcy, he expects an explosion of remote learning to take place.

While not directly related to the rep’s lot in life, Friedman’s point resonated during the course of a conversation Agency Sales magazine had with a 16‑year veteran teacher who ramped up his remote learning efforts to stay in touch with students earlier this year.

Here’s … Read the rest

Kick It Up!

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What to do? This is being written in the middle of the COVID‑19 shutdown. Business is practically zero. Commissions will dry up very soon, and when they will start being paid again is very questionable.

Some of the most well-financed manufacturers will pay on time. But, what is your team going to do to make commissionable sales quickly when you can get out in the market, again?

Manage the Details

The winners are the people who manage the details.

The big question is whether the independent reps are willing and able to attack their market.

How Do You “Attack”?

The … Read the rest

Will the Customers Come Back?

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When we narrow down the current COVID‑19 economic situation, we’re all in the same boat.

No matter who we are or what we do, getting back to doing business hinges on having customers. Whether we like it or not, there’s no guarantee they will be there. Although it may be disconcerting, here’s why:

  • Some customers will decide they don’t need us. Their situation will have changed and they’ve moved on.
  • Others will have found new solutions. Competition will be fierce with appealing options popping up everywhere.
  • More customers than we dare imagine will have simply disappeared, whether individuals or companies.
… Read the rest

From Doormat to Diplomat: How to Enhance Your Status in Your Customer’s Eyes

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It was a lesson in humility I’ll never forget.

Decades ago my first real job after graduating university was selling accounting systems door to door to businesses. After several days of making little progress, I finally had a manager agree to walk me to his office to hear my pitch. Following him, I said, “Thanks, I really appreciate your time.” He turns, scowls at me and asks, “Why, is it not worth my time?” He’s dead serious. It occurred to me that I was being too grateful and too deferential to a potential customer.

How about you and your team … Read the rest

The Sales Force — Working With Reps

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This is the 24th in a number of articles serializing The Sales Force — Working With Reps by Charles Cohon, MANA’s president and CEO. The entire book may be found in the member area of MANA’s website.

“I didn’t see a ‘Life of Part/Life of Program’ clause in the agreement, and I’d like to see it added,” William replied.

“What is that?” Jim asked. He felt the discussion between William and Joe was not going well, and he was hoping to interject himself as a mediator.

“Most reps and manufacturers refer to it as a LOP/LOP clause,” said William, “and … Read the rest

Tips for Selling More in Any Market or Economy

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Back in 2009, while we were still in the throes of a difficult recession, I wrote an article with (almost) the same title. Well, some things have changed and some haven’t, so, here’s an updated version which applies to the current situation.

Don’t Let Anything Outside of You Be Your Excuse

After a tough day or some difficult sales calls, it’s easy to blame a host of things other than yourself. If you do, people will hear it in your voice and you’ll sell less. This attitude will also demotivate you, which will lead to working less. In tough times, … Read the rest

Advice for Contacting Prospective Clients

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We don’t want to be tone deaf when we talk to current or prospective clients, but that doesn’t mean our communication should lack substance.

Hard-sell tactics are not typically effective, and they are even less so in times like this. Because of that, some people are recommending that client communication should be soft, sensitive and relationship-centric, such as this:

“Hey, I’m just calling to check in with you and see if you’re okay. I’m thinking of you and wanted to see how you’re doing. I know this is a difficult time to make decisions, so just know that I’m here … Read the rest

Being Proactive — Internally Customer‑Driven

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Is everyone in your organization customer driven and high performing? Is everyone working on all eight cylinders and providing the most positive experience possible? Every organization and every employee is in customer service. From the boardroom to the warehouse, there is no exception — customer service is everyone’s job.

For many businesses, their approach to customer service is to respond to the problems as they arise. This reactive method might satisfy the customer, but it won’t surprise or delight them. Instead, imagine if you could solve problems before customers had to call you. Or even better, if you could address … Read the rest

Feeling Comfortable as a Rep

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As Ken Russell-Murray looks back over the history and growth of his agency, he recalls that when he opened his doors in 1995, “I wasn’t apprehensive or nervous at all.” That’s probably the best frame of mind to have when making a major career change — and the years of success that have followed have proven him correct.

According to Russell-Murray, who heads ElectraSpec, Inc., “When I made the decision to open my own agency, for nine years I had been traveling throughout Canada and the Eastern United States as the sales manager for an electrical manufacturer. When the company … Read the rest

Facing the New Abnormal

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At the conclusion of a week of MANAchats devoted to the subject of effectively communicating with principals and customers in the midst of the COVID‑19 pandemic, the 38 MANA members who participated agreed on a number of subjects.

  • It should come as no surprise that no one felt the end is in sight, nor could they predict when the logistics of how they conduct business might ever return to the way they used to.
  • “Staying in touch” — by any means possible — with principals and customers is now more important than ever.
  • Relationships remain the foundation for the rep
… Read the rest

What to Do in the Current Environment

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After 54 years on the planet, and almost 33 in business, I know two things:

  • This will be over at some point.
  • A few organizations will come out of this with a stronger, healthier business while the others come out of it anywhere from “okay” to “out-of-business.”

If you want to be in the first category, here’s what to do.

Note: The “stronger and healthier” mentioned above doesn’t refer to companies that will automatically grow from the current crisis.

How to Excel in the Current Environment

Everything goes in cycles. The stock market, the economy, real estate — you name … Read the rest

The Only Message Customers Want From You

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It only took the pandemic a couple of weeks to turn it all upside down — including marketing and sales. And along with it has come an endless tsunami of email messages flooding consumer email mailboxes. It was war, with 50 percent to 80 percent off sales, “Lowest prices ever,” “Free shipping — Free returns,” “Final Markdown,” “Sale ends in 4 hours and 17 minutes,” and BOGO offers.

It seems like a domino effect — emails to customers from well-meaning businesses streaming to smartphones and computer desktops. One company starts it, and everyone else follows with their version of the … Read the rest

Manufacturers’ Representative Provides Support for “Made-in-America” Effort

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One year comfortably into his retirement, an Ohio rep was reminiscing about his 27-year career as an independent rep when he settled upon one especially fond memory.

“As I look back over my career as a rep, there’s one incident that’s especially important to me. I was able to assist a small Ohio business to gain a higher percentage of a world-wide market and at the same time to grow as a ‘Made-in-America’ company. While what I went through to help both the manufacturer and the customer sounds a bit complicated, principally because I had to devote a lot of … Read the rest

The Sales Force — Working With Reps

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This is the 23rd in a number of articles serializing The Sales Force — Working With Reps by Charles Cohon, MANA’s president and CEO. The entire book may be found in the member area of MANA’s website.

The agreement excluded Troothe’s two big accounts. Jim was uneasy about sending it to William, but Joe Troothe had been specific that he didn’t want to give up any existing accounts to the new rep.

William asked about the totals in the territory, and Jim said, “It’s $250,000, but once you exclude the two house accounts, it’s more like $50,000.” Jim had shared … Read the rest

How to Get Bigger by Being Smart

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Agency size matters — there are ways to position your rep firm to look and feel bigger and more powerful.

In a previous article we discussed the larger, more powerful rep firms — “power reps” — what they have and what they do.

Now, let’s talk about your average size — the five salespeople, two inside support personnel firm. You don’t need to do everything a power rep firm does to compete for the good lines. Many manufacturers who are looking for a new rep in your territory do not have the powerful marketing and sales management systems of the … Read the rest

Intentional Networking: Effective and Efficient Steps to Success

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Ever wonder why some people are so powerfully connected, are the first to hear about great opportunities, and earn more quality referrals? The answer may surprise you.

To attract more success in business, you don’t have to network more; you just have to network more intentionally. This means becoming more focused, engaging, trusted and memorable. And not necessarily with more people, but with “your people” — meaning the people who naturally bring the most value into your world.

After years of experience and study, we’ve discovered your networking success boils down to nine critical steps. Here they are for you, … Read the rest

Searching for Reps

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Ten years ago, before Charley Cohon became MANA’s CEO, he wrote this article suggesting that manufacturers could use data mining to find reps.

When this article was first published, routine data mining was mostly a tool for big businesses. Now that data mining is common in medium and small businesses, this article may resonate more with manufacturers now than it did in 2010, so we are reprinting it in this issue of Agency Sales magazine.

Special thanks to Michael Roemen, sales channel manager for MANA‑member 9Wood, an architectural product manufacturer in Springfield, Oregon, whose recent MANAcast interview reminded us of … Read the rest