How Manufacturers Become Their Reps' Emotional Favorite
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How Manufacturers Become Their Reps' Emotional Favorite

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Why do manufacturers' reps spend more time on a particular principal's line than the line's income strictly justifies? Because that manufacturers' business practices make that manufacturer the reps' ...

Why do manufacturers' reps spend more time on a particular principal's line than the line's income strictly justifies? Because that manufacturers' business practices make that manufacturer the reps' emotional favorite.

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How Manufacturers Become Their Reps' Emotional Favorite Presentation Transcript

  • 1. Charles Cohon CEO & President Manufacturers’ Agents National Association ccohon@manaonline.org (877)626-2776
  • 2. 10% Income, 20% Time. Why?
  • 3. Jack BermanBob Reiss It’s Not Just Business. It’s Personal.
  • 4. 19 Categories It’s Not Just Business. It’s Personal.
  • 5. 2 3 5 19 Categories 1 4 It’s Not Just Business. It’s Personal.
  • 6. • Respect my company and accomplishments. • Make me look good to my customers. It’s Not Just Business. It’s Personal. Rep Company Pride
  • 7. Appreciate the rep rep friendly/part of the family Respect my company and accomplishments It’s Not Just Business. It’s Personal.
  • 8. Appreciate the rep rep friendly/part of the family Communicates quickly and accurately: reports, quotes, samples, answers, quality issues Make me look good to my customers. It’s Not Just Business. It’s Personal.
  • 9. Appreciate the rep rep friendly/part of the family Communicates quickly and accurately: reports, quotes, samples, answers, quality issues Collaborative style Respect my company and accomplishments It’s Not Just Business. It’s Personal.
  • 10. Appreciate the rep rep friendly/part of the family Communicates quickly and accurately: reports, quotes, samples, answers, quality issues Collaborative style Pays on time Respect my company and accomplishments It’s Not Just Business. It’s Personal.
  • 11. Appreciate the rep rep friendly/part of the family Communicates quickly and accurately: reports, quotes, samples, answers, quality issues Collaborative style Pays on time Profitable Respect my company and accomplishments It’s Not Just Business. It’s Personal.
  • 12. Coaches can devise innovative plays designed to fool their opponents, but if teams struggle with blocking and tackling the creativity won't matter. The building blocks of football are blocking and tackling. This is true at the highest and lowest levels of the game. http://www.livestrong.com/article/108549-oneonone-youth-football-tackling-speed/ Blocking and Tackling (from Livestrong.com) It’s Not Just Business. It’s Personal.
  • 13. Emotional Favorite It’s Not Just Business. It’s Personal.
  • 14. Appreciate the rep rep friendly/part of the family Communicates quickly and accurately: reports, quotes, samples, answers, quality issues Collaborative style Pays on time ProfitableTraining Exclusive TerritoriesFun to work with Great Products Sales Tools Synergy Tech Support Understands the rep model Empowering Golden Rule Great Infrastructure Great Marketing Long term approach Skilled presenter
  • 15. The rep you want: • Rep Company Pride It’s Not Just Business. It’s Personal. • Reinforce • Contradict
  • 16. …want LEIA, to be Loved, Encouraged, Inspired and Appreciated. It’s Not Just Business. It’s Personal.
  • 17. If you invest your time, treasure and talent into building "real relationships" with your reps, THEY will kick down walls and set records for you! It’s Not Just Business. It’s Personal.
  • 18. Reps and salespeople want …to KNOW you care and they want to FEEL like they are your PRIZED RACE HORSES! It’s Not Just Business. It’s Personal.
  • 19. The companies who … get an Unfair Advantage… •Are fun to work with. •APPRECIATE the work that we do for them. •Take care of issues (quality, quotes, lead time, etc) quickly! It’s Not Just Business. It’s Personal.
  • 20. • Respected and appreciated by the principal…. • A "member of the family…" • Top-notch support … • Never play games with the (commission) plan, make unilateral changes to it, or be delinquent on payments... It’s Not Just Business. It’s Personal.
  • 21. …“treat everyone as you would like to be treated" or "do unto others as you would have them do unto you" works every time. It’s Not Just Business. It’s Personal.
  • 22. Training is key. You lose (reps’) interest if they cannot explain your products. Show that your organization needs them and you are willing to give full support. I guarantee they will be your partners forever! It’s Not Just Business. It’s Personal.
  • 23. ManaEbook.com It’s Not Just Business. It’s Personal.
  • 24. Not Emotional Favorite It’s Not Just Business. It’s Personal.
  • 25. If I do too much business, they might: It’s Not Just Business. It’s Personal. 1. Replace me with in-house personnel 2. Cut the commission 3. Shrink my territory.
  • 26. better prices or terms than I am empowered to give. It’s Not Just Business. It’s Personal. They give my customers
  • 27. They don’t listen to my input, and afford me no respect for my experience. It’s Not Just Business. It’s Personal. Communication:
  • 28. goals or have no shared goals or expectations. It’s Not Just Business. It’s Personal. They don’t set realistic
  • 29. don’t understand the business. It’s Not Just Business. It’s Personal. They hire regional sales managers who
  • 30. customer service department It’s Not Just Business. It’s Personal. They have a poor
  • 31. It’s Not Just Business. It’s Personal. 1. Ship on time 2. Innovate enough new products 3. Tell the truth 4. Understand the rep business Principals who don’t always:
  • 32. Principals who: It’s Not Just Business. It’s Personal. 1. Expect too much from the rep in terms of collecting bills. 2. Talk to my buyers without keeping me in the loop.
  • 33. 1. Have too many “house accounts” in my territory. 2. Have poor follow-through and don’t pay attention to detail. 3. Hide problems. It’s Not Just Business. It’s Personal. Principals who:
  • 34. Why are certain lines favored over others? It’s Not Just Business. It’s Personal.
  • 35. 1. The principals treat us like partners. 2. We know the products and are therefore comfortable selling them. 3. Commissions are fair in rate, amount, split, and are paid on time. It’s Not Just Business. It’s Personal. Why are certain lines favored over others?
  • 36. 1. The principal responds promptly. 2. The products are of good quality. 3. The factory is easy to work with. 4. Customer acceptance. It’s Not Just Business. It’s Personal. Why are certain lines favored over others?
  • 37. 1. Principals meet delivery commitments. 2. Personal relationships with the principal. 3. Good catalogs and selling aids. It’s Not Just Business. It’s Personal. Why are certain lines favored over others?
  • 38. 1. Fits synergistically with our other lines. 2. Principal is customer-oriented. 3. Good income potential. 4. Reasonable paperwork requested. It’s Not Just Business. It’s Personal. Why are certain lines favored over others?
  • 39. What discourages reps? It’s Not Just Business. It’s Personal.
  • 40. 1. Slow response - lack of enthusiasm. 2. Lack of support and understanding. 3. Late payment of commission. 4. Unreliable products and/or delivery. It’s Not Just Business. It’s Personal. What discourages reps?
  • 41. 1. Poor product training. 2. Not competitive 3. Regional Managers a) Micro-manage b) Too aggressive c) Lack product knowledge It’s Not Just Business. It’s Personal. What discourages reps?
  • 42. 1. Excessive unprepared factory visits. 2. Management by intimidation. 3. Unrealistic quotas and budgets. It’s Not Just Business. It’s Personal. What discourages reps?
  • 43. 1. Poor product training. 2. Constant turnover in personnel, including regional managers. 3. Untrained inside people Rude, hostile. 4. Difficult to work with. It’s Not Just Business. It’s Personal. What discourages reps?
  • 44. What should a mfr. do to get maximum attention from reps? It’s Not Just Business. It’s Personal.
  • 45. 1. From the top down, I would instill and monitor an attitude that we are a team and that the rep is our partner. It’s Not Just Business. It’s Personal. What should a mfr. do to get maximum attention from reps?
  • 46. What should a mfr. do to get maximum attention from reps? It’s Not Just Business. It’s Personal. 1. Monitor customer service people to respond promptly 2. Maintain good product training on a regular basis. 3. Mail commissions on time - same day each month
  • 47. 1. Publish a newsletter reporting rep successes. 2. Minimize reports and paperwork. 3. Provide extra commissions as incentives. 4. Set mutual goals with reps. It’s Not Just Business. It’s Personal. What should a mfr. do to get maximum attention from reps?
  • 48. 1. Set mutual goals with representatives. 2. Pay maximum possible commissions and be fair on split commissions. 3. Provide best sales tools possible 4. Establish and listen to Rep Councils. It’s Not Just Business. It’s Personal. What should a mfr. do to get maximum attention from reps?
  • 49. Why do you get MORE than your fair share from some Reps? It’s Not Just Business. It’s Personal.
  • 50. 1. Dollar income they receive on our line. 2. Success with our line. 3. Potential for the future. 4. Factory Support we give them. 5. Personal Relationships. It’s Not Just Business. It’s Personal. Why do you get MORE than your fair share from some Reps?
  • 51. 1. Product Training. 2. Synergistic Lines. 3. Prompt Communications. 4. Easy-to-sell Products. 5. Competitive Pricing. It’s Not Just Business. It’s Personal. Why do you get MORE than your fair share from some Reps?
  • 52. Why do you get LESS than your fair share from some Reps? It’s Not Just Business. It’s Personal.
  • 53. 1. Not as Big as Other Lines 2. Poor Synergy With Other Lines 3. Too Many Lines 4. Rep Not Interested in Long Haul It’s Not Just Business. It’s Personal. Why do you get LESS than your fair share from some Reps?
  • 54. 1. General Lack of Enthusiasm 2. Poor Communications 3. Our Neglect 4. Poor Penetration 5. Bad Relationships It’s Not Just Business. It’s Personal. Why do you get LESS than your fair share from some Reps?
  • 55. What indicates that reps are giving you more than your fair share? It’s Not Just Business. It’s Personal.
  • 56. A lot of activity as indicated by: 1. Phone calls 2. Sample Requests 3. Questions 4. Applications - etc. It’s Not Just Business. It’s Personal. What indicates that reps are giving you more than your fair share?
  • 57. A lot of activity as indicated by: 1. Increasing Sales 2. Consistent Growth 3. New accounts 4. Good lead handing 5. Requests for Factory Visits It’s Not Just Business. It’s Personal. What indicates that reps are giving you more than your fair share?
  • 58. What indicates that reps give you less than your fair share? It’s Not Just Business. It’s Personal.
  • 59. What indicates that reps give you less than your fair share? It’s Not Just Business. It’s Personal. 1. Tardiness in returning calls 2. Lack of product knowledge as seen by confusion, dumb questions, overlooked applications.
  • 60. 1. Not asking the questions they should need answers to. 2. Contrived customer visits on the arrival of the principal. It’s Not Just Business. It’s Personal. What indicates that reps give you less than your fair share?
  • 61. What are your people doing to get MORE than their fair share? It’s Not Just Business. It’s Personal.
  • 62. 1. Improved product training. 2. Increased territory visits - jointly planned. 3. Sending more technically trained people in the field to help reps and customers. It’s Not Just Business. It’s Personal. What are your people doing to get MORE than their fair share?
  • 63. 1. Freer flow of samples. 2. Participation in Regional Shows 3. Newsletters on Products and Applications 4. Recognition/Rep of the Month. 5. National Sales Meetings It’s Not Just Business. It’s Personal. What are your people doing to get MORE than their fair share?
  • 64. 1. Reduced Paperwork 2. Weekly phone calls 3. Regional Managers are spending more time with less active reps. 4. Commission Incentive programs. 5. Performance Reviews It’s Not Just Business. It’s Personal. What are your people doing to get MORE than their fair share?
  • 65. Inspect! It’s Not Just Business. It’s Personal. Don’t just expect.
  • 66. Charles Cohon CEO & President Manufacturers’ Agents National Association ccohon@manaonline.org (877)626-2776