Never have reps been more needed in the outdoor industry. If retailers are to be the cultural ambassadors and flesh-and-blood connections to real consumers, reps must be the grand wizards, the witch-doctors, the story-tellers. For our vendors, we’re the ear-to-the-rails, boots-on-the-ground force that is otherwise lacking in an increasingly digital world transformed by social media and market disruption.
Reps need to have huge skill-sets to do what we do. We're rare, and valuable.
Meanwhile, reps have three main jobs: We sell, we service, and we market. We also have three work stations: The phone, the computer, and the steering wheel (sometimes even at the same time, with a cup of coffee and a burrito in our laps for good measure.) Juggling our job duties while transitioning from one work-station to another - and often from one time-zone to another - is beyond challenging: It's not sustainable, nor scalable.
It's time to look at the model we've been using and figure out what's next. What is next? We'll discuss this while looking at how new technologies and media habits can broaden our reach and effectiveness while conserving our most valuable resource: Our time and attention.
Werntz, founder of Pemba Serves, Inc, a sales agency that has been servicing the upper Midwest for almost twenty years, has over thirty years of experience in the outdoor industry. Pemba Serves was a finalist for the OIA Industry Innovator award in 2007; Brad was recognized in 2009 as one of the ten inaugural SNEWS® Power Players.
3. Evolving Role of Reps
Presenter
Brad Werntz
Pemba Serves, I
P b S Inc
4. Evolving Role of Reps
The Evolving Role of the Independent Rep
Will Cover
• The Rep Job: Where reps have worked and
worked,
what they’ve done.
• A new structure for a scalable, sustainable
business.
• Three Roles and Three Tasks for a modern rep
business.
• Some metaphors for discussion.
• Wh t’ ahead, and where t go f more
What’s h d d h to for
information.
5. Evolving Role of Reps
The Evolving Role of the Independent Rep
A Metaphor: Surfing The Changing Seas
Repping Moves from Job to Business
pp g
6. Evolving Role of Reps
Modern sales reps do a lot of
p
different things…
12. Evolving Role of Reps
And We Work O Infrastructure.
d e o On as uc u e
13. Evolving Role of Reps
It’s Hard To Do It All
We tend to do those things that are urgent, or “next.”
14. Evolving Role of Reps
It’s Hard To Do It All
We can’t be everywhere at once.
Cell phones and laptops only take us so far.
15. Evolving Role of Reps
It’s Hard To Do It All
We
W can only f
l focus on one thing at a time, really.
thi t ti ll
Multi-tasking doesn’t work, long-term.
16. Evolving Role of Reps
We All Tend To Focus On Strengths
Improving strengths only yields i
I i t th l i ld incremental results.
t l lt
17. Evolving Role of Reps
We All Tend To Focus On Strengths
Eliminating
Eli i ti weaknesses results in huge gains.
k lt i h i
18. Evolving Role of Reps
The Evolving Role of the Independent Rep
A Metaphor: The B
M h Th Best M l Of Your Life
Meal Y Lif
Who Was Your Waiter?
19. Evolving Role of Reps
A Different Approach
The Question of Multiplication
Most Reps Clone Themselves
This Results In “Columnar”
Columnar
Business Structures
Problems:
1. Hard to find people.
2. Expensive.
3. Multiplies inefficiencies.
4. High risk.
5. No back-up.
20. Evolving Role of Reps
A Different Approach
The Question of Multiplication
We’ve Divided Our Duties
This Results In A “Stratified”
Business Structure
Stratifying Helps Us To:
1.
1 Find
Fi d people.
l
2. Manage costs.
3.
3 Improve synergies.
Impro e s nergies
4. Negate risk.
5.
5 Multiplies back up
back-up.
21. Evolving Role of Reps
A Different Approach
The Question of Multiplication
Work-load is divided by skill-set
and focus.
Field People:
1. Highly credible & dynamic.
2. Do sales presentations,
clinics,
clinics and demos
demos.
22. Evolving Role of Reps
A Different Approach
The Question of Multiplication
Work-load is divided by skill-set
and focus.
Office Staff:
1. Highly organized &
effective.
2.
2 Make calls, do follow up
calls follow-up,
and work in support of
field efforts.
23. Evolving Role of Reps
A Different Approach
The Question of Multiplication
We Each Work With Just About
Every Account
One Way Or Another…
We Run Like The “Triangle
Offense In Basketball.
Offense”
24. Evolving Role of Reps
A Different Approach
The Question of Multiplication
We Each Work With Just About
Every Account
y
One Way Or Another…
We Run Like The “Triangle
Offense
Offense” In Basketball
Basketball.
There’s Always Somebody
Available To Put The Ball In The
Hole.
H l
25. Evolving Role of Reps
Inside The Triangle
Our T
O Team Players Include:
Pl I l d
Humans (We Think)
A General Manager
Three Brand Managers
An Office Manager
A Marketing/Systems Manager
Field Service People
Interns (Dozens Over The Years…)
And Several Bots…
26. Evolving Role of Reps
Inside The Triangle
And Several B t
A dS l Bots…
Sponsorship Requests
27. Evolving Role of Reps
Inside The Triangle
And Several B t
A dS l Bots…
Sponsorship Requests
E-Mail Newsletters
28. Evolving Role of Reps
Inside The Triangle
And Several B t
A dS l Bots…
Sponsorship Requests
E-Mail Newsletters
Tungle
29. Evolving Role of Reps
Inside The Triangle
And Several B t
A dS l Bots…
Sponsorship Requests
E-Mail Newsletters
Tungle
PEMBAsurveys
30. Evolving Role of Reps
Inside The Triangle
And Several B t
A dS l Bots…
Sponsorship Requests
E-Mail Newsletters
Tungle
PEMBAsurveys
Exit Reports
31. Evolving Role of Reps
Inside The Triangle
And Several B t
A dS l Bots…
Sponsorship Requests
E-Mail Newsletters
Tungle
PEMBAsurveys
Exit Reports
PEMBAbeta
32. Evolving Role of Reps
Inside The Triangle
And Several B t
A dS l Bots…
Sponsorship Requests
E-Mail Newsletters
Tungle
PEMBAsurveys
Exit Reports
PEMBAbeta
Custom Crowd-Sourcing
33. Evolving Role of Reps
Inside The Triangle
And Several B t
A dS l Bots…
Sponsorship Requests
E-Mail Newsletters
Tungle
PEMBAsurveys
Exit Reports
PEMBAbeta
Custom Crowd-Sourcing
Prodeals
34. Evolving Role of Reps
Inside The Triangle
And Several B t
A dS l Bots…
Sponsorship Requests
E-Mail Newsletters
Tungle
PEMBAsurveys
Exit Reports
PEMBAbeta
Prodeals
Custom Crowd-Sourcing
Multi-Territory Management
35. Evolving Role of Reps
Inside The Triangle
And Several B t
A dS l Bots…
Sponsorship Requests
E-Mail Newsletters
Tungle
PEMBAsurveys
Exit Reports
PEMBAbeta
Prodeals
Custom Crowd-Sourcing
Multi-Territory Management
Social Media (Blog, Facebook, Twitter, Flickr, and Delicious)
36. Evolving Role of Reps
Inside The Triangle
Verde
V d PR H Lit ll W itt Th B k O S i l F S l R
Has Literally Written The Book On Social For Sales Reps…
37. Evolving Role of Reps
The Evolving Role of the Independent Rep
A Metaphor: What Makes A Boot?
The Leather Or The Last?
Leather,
38. Evolving Role of Reps
Three Roles of the Independent Rep
SALES
Focus: Products
Activity: Calls, Tradeshows, Visits, E-Mail Newsletters, Etc.
Competition: Vendors, Centerstone, EDI, Others.
39. Evolving Role of Reps
Three Roles of the Independent Rep
SALES SERVICE
Focus: People
Activity: Clinics, Count & Fills, Visits, Problem Solving.
Competition: 3.5, Dealers, Inventory Management.
40. Evolving Role of Reps
Three Roles of the Independent Rep
SALES SERVICE MARKETING
Focus: Ideas
Activity: Merchandising, POP, Events, Demos
Competition: Ad & PR Agencies, Get Out More, ????
41. Evolving Role of Reps
Three Roles of the Independent Rep
SALES SERVICE MARKETING
?
42. Evolving Role of Reps
Three Tasks of the Independent Rep
Have Something To Say
Tools: Blogs, Newsletters, Facebook, RSS Feeds, Twitter
Reach: >10,000 individual hits per month
>10 000
BROADCAST
43. Evolving Role of Reps
Three Tasks of the Independent Rep
Be Real People
Tools: Twitter, Skype, Chat, Text, Facebook, Flickr
Reach: 7 of our top 10 states are in our territory
territory.
BROADCAST ENGAGE
44. Evolving Role of Reps
Three Tasks of the Independent Rep
Ask For Action
Tools: PEMBAsurveys, PEMBAprodeals, PEMBAbeta
Results: Metrics follow-up growth lower expenses
Metrics, follow up, growth, expenses.
BROADCAST ENGAGE ACTION
45. Evolving Role of Reps
Three Tasks of the Independent Rep
Ask For Action: What better call to action than making a sale?
BROADCAST ENGAGE ACTION
46. Evolving Role of Reps
Roles and Tasks of the Independent Rep
SALES SERVICE MARKETING
BROADCAST ENGAGE ACTION
47. Evolving Role of Reps
The Evolving Role of the Independent Rep
The Middleman’s Tale:
Traffic Merges Ahead, Prepare to Yield
g , p
48. Evolving Role of Reps
The Evolving Role of the Independent Rep
Review
• The Rep Job: No longer a job, but a business.
• We face challenges in being scalable and
sustainable.
sustainable
• There’s competition for our slot.
• Define our niche, or have it defined for us.
niche us
• What’s ahead: Mergers, the end of
commissions (?), things we can t conceive…
can’t
• Where to go for more information…
49. Evolving Role of Reps
The Evolving Role of the Independent Rep
Resources
• Verde PR’s Rep U.
• Our PEMBAway content.
50. Evolving Role of Reps
Questions?
Brad Werntz
608 250 2400
608-250-2400
brad@pembaserves.com
www.pembaserves.com
http://pembaway.pembaserves.com
p p yp
52. Evolving Role of Reps
Join us for the next Outdoor University® Webinar
The Art of Feng Shui in Specialty Retail
Presented by: Beth Cochran, What’s Up PR
Cochran What s
Wednesday, September 8
2:00 - 3:00 p.m. (Mountain Time)
pm
