Issue link: https://www.e-digitaleditions.com/i/314415
6 FEDA News & Views Industry Insights What Makes a Great Rep? Thomas Wienclaw, President TriMark S.S. Kemp tomw@sskemp.com R ecently, two members of our Executive Management Team and I were asked to attend a manufacturer's rep sales kickoff and training meeting. They wanted us to speak on the topic of what makes a great manufacturer's rep. What should be expected of them? What should be the dealer's role? What improvements do we, as a dealer, need to see in the future? Here is my Top 10 list of the characteristics of the best reps: • Provides accurate and timely quotes • Makes frequent or regular visits with a purpose • Knows all the departments and producers in the company • Provides leads • Follows up • Helpful and available when problems arise • First to bring us new products or marketing materials • Brings solutions • Meets with all new sales-oriented employees regularly to introduce themselves and their line card, and assists in employee product knowledge training. • Honest Our division, in particular, fosters an environment with reps that allows them easy access to our entire team. We meet often and try to connect them with key people within the organization that they should reach out to on a regular basis. We are honest and communicate in a transparent manner. We don't ask for extra discounts to line our pockets but rather only ask, if needed, to obtain a piece of work. We also consider all points, so when we do ask for some help, it is a quick process. Most importantly, the level of trust we share with our best reps is key in sustaining a productive relationship. Often, reps will approach us with questions as to why sales are down in a certain category. Those are the conversations that are such a waste of time. We need reps that realize sales are down in a category and come up with suggestions or ways to improve sales. In other words, demand creation. Lastly, as one of the younger presidents in this industry, I have noticed an alarming issue within the industry. Key players throughout the channel (in supplier, rep and dealer organizations) are getting older with few noticeable succession plans in place. I think rep groups that focus on the following three things in the next five years will be the most successful: technology, speed and succession planning, or more specifically, getting talented youth in the organization. Manufacturer reps have a place in our industry's distribution channel and, like dealers, need to focus on the industry's future to stay ahead of the curve and avoid extinction. Manufacturer reps have a place in our industry's distribution channel and, like dealers, need to focus on the industry's future to stay ahead of the curve.