Evolving Role of Reps




WELCOME TO OUTDOOR UNIVERSITY®
      The Evolving Role
   of the I d
    f h Independent R
     ...
Evolving Role of Reps
Evolving Role of Reps


                    Presenter




Brad Werntz
Pemba Serves, I
P b S         Inc
Evolving Role of Reps


  The Evolving Role of the Independent Rep
                 Will Cover

• The Rep Job: Where reps ...
Evolving Role of Reps


   The Evolving Role of the Independent Rep




A Metaphor: Surfing The Changing Seas
          Re...
Evolving Role of Reps




Modern sales reps do a lot of
                p
    different things…
Evolving Role of Reps



We’re O The Road…
 e e On e oad
Evolving Role of Reps



We’re On The Phone…
 e eO      e o e
Evolving Role of Reps



We’re In Front O The Co pu e
 e e       o Of e Computer…
Evolving Role of Reps



We Work O Relationships…
 e o On e a o s ps
Evolving Role of Reps



We Manage Our Business…
 e a age Ou us ess
Evolving Role of Reps



And We Work O Infrastructure.
  d e o On        as uc u e
Evolving Role of Reps


          It’s Hard To Do It All
We tend to do those things that are urgent, or “next.”
Evolving Role of Reps


     It’s Hard To Do It All
    We can’t be everywhere at once.




Cell phones and laptops only t...
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.
   ...
Evolving Role of Reps

We All Tend To Focus On Strengths
 Improving strengths only yields i
 I     i    t    th    l i ld ...
Evolving Role of Reps

We All Tend To Focus On Strengths
   Eliminating
   Eli i ti weaknesses results in huge gains.
    ...
Evolving Role of Reps


  The Evolving Role of the Independent Rep




A Metaphor: The B
  M    h Th Best M l Of Your Life...
Evolving Role of Reps




A Different Approach
 The Question of Multiplication


                    Most Reps Clone Thems...
Evolving Role of Reps




A Different Approach
 The Question of Multiplication

                    We’ve Divided Our Duti...
Evolving Role of Reps




A Different Approach
 The Question of Multiplication


                    Work-load is divided ...
Evolving Role of Reps




A Different Approach
 The Question of Multiplication


                    Work-load is divided ...
Evolving Role of Reps




A Different Approach
 The Question of Multiplication

                    We Each Work With Just...
Evolving Role of Reps




A Different Approach
 The Question of Multiplication


                    We Each Work With Jus...
Evolving Role of Reps

                    Inside The Triangle
Our T
O Team Players Include:
          Pl      I l d
Human...
Evolving Role of Reps

                   Inside The Triangle
And Several B t
A dS      l Bots…
       Sponsorship Requests
Evolving Role of Reps

                   Inside The Triangle
And Several B t
A dS       l Bots…
     Sponsorship Requests...
Evolving Role of Reps

                   Inside The Triangle
And Several B t
A dS       l Bots…
     Sponsorship Requests...
Evolving Role of Reps

                   Inside The Triangle
And Several B t
A dS       l Bots…
     Sponsorship Requests...
Evolving Role of Reps

                   Inside The Triangle
And Several B t
A dS       l Bots…
     Sponsorship Requests...
Evolving Role of Reps

                   Inside The Triangle
And Several B t
A dS       l Bots…
     Sponsorship Requests...
Evolving Role of Reps

                   Inside The Triangle
And Several B t
A dS       l Bots…
     Sponsorship Requests...
Evolving Role of Reps

                   Inside The Triangle
And Several B t
A dS       l Bots…
     Sponsorship Requests...
Evolving Role of Reps

                     Inside The Triangle
And Several B t
A dS        l Bots…
     Sponsorship Reque...
Evolving Role of Reps

                      Inside The Triangle
And Several B t
A dS        l Bots…
     Sponsorship Requ...
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
       H...
Evolving Role of Reps


The Evolving Role of the Independent Rep




A Metaphor: What Makes A Boot?
   The Leather Or The ...
Evolving Role of Reps


      Three Roles of the Independent Rep




 SALES
Focus: Products
Activity: Calls, Tradeshows, V...
Evolving Role of Reps


      Three Roles of the Independent Rep




 SALES                 SERVICE
Focus: People
Activity...
Evolving Role of Reps


     Three Roles of the Independent Rep




 SALES                SERVICE            MARKETING
Foc...
Evolving Role of Reps


  Three Roles of the Independent Rep




SALES         SERVICE          MARKETING



             ...
Evolving Role of Reps


       Three Tasks of the Independent Rep


 Have Something To Say
 Tools: Blogs, Newsletters, Fac...
Evolving Role of Reps


       Three Tasks of the Independent Rep


 Be Real People
 Tools: Twitter, Skype, Chat, Text, Fa...
Evolving Role of Reps


      Three Tasks of the Independent Rep


 Ask For Action
 Tools: PEMBAsurveys, PEMBAprodeals, PE...
Evolving Role of Reps


         Three Tasks of the Independent Rep


Ask For Action: What better call to action than maki...
Evolving Role of Reps


   Roles and Tasks of the Independent Rep




  SALES          SERVICE          MARKETING




BROA...
Evolving Role of Reps


  The Evolving Role of the Independent Rep




         The Middleman’s Tale:
Traffic Merges Ahead...
Evolving Role of Reps


   The Evolving Role of the Independent Rep

                    Review
• The Rep Job: No longer a...
Evolving Role of Reps


   The Evolving Role of the Independent Rep

                 Resources
• Verde PR’s Rep U.
• Our ...
Evolving Role of Reps




       Questions?
            Brad Werntz
           608 250 2400
           608-250-2400
      ...
Evolving Role of Reps
Evolving Role of Reps




Join us for the next Outdoor University® Webinar

 The Art of Feng Shui in Specialty Retail
   P...
Evolving Role of Reps




Thank You
Th k Y
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The Evolving Role of the Independent Rep

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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.

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The Evolving Role of the Independent Rep

  1. 1. Evolving Role of Reps WELCOME TO OUTDOOR UNIVERSITY® The Evolving Role of the I d f h Independent R d Rep
  2. 2. Evolving Role of Reps
  3. 3. Evolving Role of Reps Presenter Brad Werntz Pemba Serves, I P b S Inc
  4. 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. 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. 6. Evolving Role of Reps Modern sales reps do a lot of p different things…
  7. 7. Evolving Role of Reps We’re O The Road… e e On e oad
  8. 8. Evolving Role of Reps We’re On The Phone… e eO e o e
  9. 9. Evolving Role of Reps We’re In Front O The Co pu e e e o Of e Computer…
  10. 10. Evolving Role of Reps We Work O Relationships… e o On e a o s ps
  11. 11. Evolving Role of Reps We Manage Our Business… e a age Ou us ess
  12. 12. Evolving Role of Reps And We Work O Infrastructure. d e o On as uc u e
  13. 13. Evolving Role of Reps It’s Hard To Do It All We tend to do those things that are urgent, or “next.”
  14. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 26. Evolving Role of Reps Inside The Triangle And Several B t A dS l Bots… Sponsorship Requests
  27. 27. Evolving Role of Reps Inside The Triangle And Several B t A dS l Bots… Sponsorship Requests E-Mail Newsletters
  28. 28. Evolving Role of Reps Inside The Triangle And Several B t A dS l Bots… Sponsorship Requests E-Mail Newsletters Tungle
  29. 29. Evolving Role of Reps Inside The Triangle And Several B t A dS l Bots… Sponsorship Requests E-Mail Newsletters Tungle PEMBAsurveys
  30. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 41. Evolving Role of Reps Three Roles of the Independent Rep SALES SERVICE MARKETING ?
  42. 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. 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. 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. 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. 46. Evolving Role of Reps Roles and Tasks of the Independent Rep SALES SERVICE MARKETING BROADCAST ENGAGE ACTION
  47. 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. 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. 49. Evolving Role of Reps The Evolving Role of the Independent Rep Resources • Verde PR’s Rep U. • Our PEMBAway content.
  50. 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
  51. 51. Evolving Role of Reps
  52. 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
  53. 53. Evolving Role of Reps Thank You Th k Y

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