Some distributors call them the 28s. They’re the 28-year-old field reps from manufacturers who make $28,000 a year and will probably stay on the job for 28 months. You can tell by the sarcastic tone in their voice that they’re not being complimentary.

Distributors become understandably frustrated when manufacturers send undertrained, inexperienced reps to provide field support for distributor salespeople. More often than not, the distributor spends his valuable time training the rep, only to have that rep move on to greener pastures.

One way distributors demonstrate their value to customers is by giving them access to product manufacturers with applications expertise who can help solve problems on the plant floor, on a construction site or other workplace. When that “expert” is a greenhorn masquerading as a product specialist, the distributor loses face with the customer, and it becomes harder to get a future appointment.

Dispatching one of its 28s into the field is no way for a manufacturer to add value.

Providing sustainable job site solutions often requires a seasoned professional with enough experience to understand the nuances of an end-user’s business. It also means seeing the sales call through to a satisfactory conclusion. Manufacturers can’t send a rep into the field and assume their job is accomplished. They need to remain in communication with the distributor and end-user until all parties are satisfied that they’ve arrived at an effective and efficient solution.

The 28s have their place. Their knowledge base will grow, and eventually, some of them will even replace the more experienced field sales reps. Until then, manufacturers must figure out a better way to provide their distributors with the field support they deserve.

This editorial appeared in the March/April 2008 issue of Progressive Distributor. Copyright 2008.