Progressive Distributor - Do you use or abuse manufacturer sales reps?

Do you use or abuse manufacturer sales reps?

Are your meetings with manufacturers’ reps a waste of your time? Here’s practical advice for using factory reps to your fullest advantage.

by Tom Jobes

One of your many functions as a distributor is hosting manufacturer sales reps. When they arrive at your door, you may react in one of two ways. Oh great, I need that person. Or, I’m too busy, but send them in anyway.

Unfortunately, the second (and most common) reaction usually leads to a visit that is a waste of time for you and the sales rep. Unwilling to waste time, you take control of the meeting and either don’t listen to what he has to say or tell him you don’t have time for him. So he rushes through a presentation and packs it in for another day, wondering what he has to do to get through to you.

The problem is you haven’t formed a partnership. You have needs, and he is a resource you must learn to develop. If you recognize the manufacturers’ sales rep as a valued resource, he can become important to your business.

Start by making a list of your responsibilities. Then put them into columns titled “Things I can do” and “Things I need help with.”

Now, look at the lists and see if there are things on the “I need help” list that the sales rep can help you complete.

These might include: Replace dirty or torn packaging on inventory items, return defective items, handle shipping problems, or schedule, pull and ship annual stock return. Let your imagination run wild. My list includes 37 items, all of which require action by the sales rep.

This may seem like a one-way street, but in fact, both of you benefit. Don’t forget that the goal is to sell more product. Any actions you or the sales rep take to make that happen is a positive move toward increased sales and a better partnership. The key is to get away from the talking mode and into the action mode.

When you evaluate your sales reps, which ones are the most helpful to you? It’s usually the reps that actually do something. Reps that do nothing but give lip service usually don’t realize there are tasks they can help you perform. It’s not that they don’t want to help, the problem is they don’t know how.

The rep must know what is expected of him and when services are required. Have reps notify you in advance of their sales calls so that you have time to prepare for their visit. If the rep has a viable agenda, make it part of your meeting.

There are times when a rep would like to meet with you but you aren’t available. Don’t let this be an opportunity lost. Have them take time to train your inside salespeople, examine your stock for appropriate inventory levels or iron out shipping problems with your vendor.

Whatever needs to be done can be, if both sides of the desk know your needs.

Select a rep that you feel needs to get more active in your business and discuss your needs. As you feel more confident using this approach, broaden your scope to include more reps. Remember, you are doing this to get more done, not to take up more of your time.

Start now and start small. Make your list easy.
1. Return defective goods.
2. Check inventory for proper, clean packaging.
3. Dress up display in sales area.
4. Inform of new catalog items.
5. Train new inside salesperson.