1
Why do manufacturers’
reps sometimes spend
20% of their time on lines
that only represent
10% of their income?
Charles Cohon
CEO & President
Manufacturers’ Agents National Association
ccohon@manaonline.org
(877)626-2776
Sands Expo an...
• Monthly
• 84 pages
all color
• The only
business
magazine
just for
reps and
principals
3
• Business Telephone Counseling
• Legal Telephone Counseling
• iToolbox monthly Email newsletter
• Updated Special Reports...
• Agreement Guidelines
• Commission Protection Act Library
• Mentor Program
• Manufacturer Training
• RepFinder & LineFind...
www.manaonline.org/member/midlanticenterprisesinc
6
10% Income, 20% Time. Why?
7
Jack BermanBob Reiss
It’s Not Just Business.
It’s Personal.
8
2
3
5
1
4
It’s Not Just Business. It’s Personal.
19 Categories 9
• Respect my company
and accomplishments.
• Make me look good to
my customers.
It’s Not Just Business. It’s Personal.
Rep ...
Appreciate the
rep
rep friendly/part
of the family
Which aspect of Rep Company Pride?
It’s Not Just Business. It’s Persona...
Appreciate the rep,
rep friendly, part of the family
Respect my company and
accomplishments, or
Make me look good to my
cu...
Appreciate the
rep
rep friendly/part
of the family
Respect my company and accomplishments
It’s Not Just Business. It’s Per...
Appreciate the
rep
rep friendly/part
of the family
Communicates
quickly and
accurately:
reports, quotes,
samples,
answers,...
Appreciate the
rep
rep friendly/part
of the family
Communicates
quickly and
accurately:
reports, quotes,
samples,
answers,...
Appreciate the
rep
rep friendly/part
of the family
Communicates
quickly and
accurately:
reports, quotes,
samples,
answers,...
Appreciate the
rep
rep friendly/part
of the family
Communicates
quickly and
accurately:
reports, quotes,
samples,
answers,...
Appreciate the
rep
rep friendly/part
of the family
Communicates
quickly and
accurately:
reports, quotes,
samples,
answers,...
Some people try to find things in this
game that don't exist; but football is
only two things: blocking and tackling.
-Vin...
Emotional Favorite
It’s Not Just Business. It’s Personal.
20
The rep you want:
• Rep Company Pride
It’s Not Just Business. It’s Personal.
• Reinforce
• Contradict
21
…want LEIA, to be Loved,
Encouraged, Inspired and
Appreciated.
It’s Not Just Business. It’s Personal.
22
Reps and salespeople
want …to KNOW you
care and they want to
FEEL like they are your
PRIZED RACE HORSES!
It’s Not Just Bus...
The companies who … get an
Unfair Advantage…
• Are fun to work with.
• APPRECIATE the work that we do
for them.
• Take car...
Request Free eBook by Email
It’s Not Just Business. It’s Personal.
25
Not Emotional Favorite
It’s Not Just Business. It’s Personal.
26
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...
better prices or terms
than I am empowered to
give.
It’s Not Just Business. It’s Personal.
They give my customers
28
They don’t listen to my
input, and afford me no
respect for my
experience.
It’s Not Just Business. It’s Personal.
Communic...
goals or have no
shared goals or
expectations.
It’s Not Just Business. It’s Personal.
They don’t set realistic
30
don’t understand the
rep business.
It’s Not Just Business. It’s Personal.
They hire regional
sales managers who
31
customer service
department.
It’s Not Just Business. It’s Personal.
They have a poor
32
It’s Not Just Business. It’s Personal.
1. Ship on time .
2. Pay commission on time.
3. Tell the truth.
4. Understand the r...
Principals who:
It’s Not Just Business. It’s Personal.
1. Expect too much from the
rep in terms of collecting
bills.
2. Ta...
1. Have too many “house
accounts” in my territory.
2. Have poor follow-through
and don’t pay attention to
detail.
It’s Not...
1. Have too many “house
accounts” in my territory.
2. Have poor follow-through
and don’t pay attention to
detail.
3. Hide ...
Why are certain lines
favored over others?
It’s Not Just Business. It’s Personal.
37
1. The principals treat us like
partners.
2. We know the products and are
therefore comfortable selling them.
3. Commissio...
1. The principal responds
promptly.
2. The products are of good
quality.
3. The factory is easy to work with.
4. Customer ...
1. Principals meet delivery
commitments.
2. Personal relationships with
the principal.
3. Good catalogs and selling aids.
...
1. Fits synergistically with our
other lines.
2. Principal is customer-oriented.
3. Good income potential.
4. Reasonable p...
What should a mfr.
do to get maximum
attention from reps?
It’s Not Just Business. It’s Personal.
42
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...
What should a mfr. do to get
maximum attention from reps?
It’s Not Just Business. It’s Personal.
1. Monitor customer servi...
1. Publish a newsletter reporting
rep successes.
2. Minimize reports and
paperwork.
3. Set mutual goals with reps.
It’s No...
1. Pay maximum possible commissions
and be fair on split commissions.
2. Provide best sales tools possible.
3. Establish a...
Inspect!
It’s Not Just Business. It’s Personal.
Don’t just expect.
47
Conclusion
• The #1 driver of manufacturers’ rep
performance is the manufacturer’s attention
to “blocking and tackling.”
•...
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Why Do Manufacturers' Reps Sometimes Spend 20% of Their Time on Lines That Represent Only 10% of Their Income?

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Why do manufacturers' reps sometimes spend 20% of their time on lines that are only 10% of their income? Because it's not just business, it's personal. Learn how you can become a rep's "Emotional Favorite" and get more of that rep's time than your commissions to that rep really justifies.

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Why Do Manufacturers' Reps Sometimes Spend 20% of Their Time on Lines That Represent Only 10% of Their Income?

  1. 1. 1 Why do manufacturers’ reps sometimes spend 20% of their time on lines that only represent 10% of their income?
  2. 2. Charles Cohon CEO & President Manufacturers’ Agents National Association ccohon@manaonline.org (877)626-2776 Sands Expo and Convention Center, Las Vegas 2: 15 PM October 24, 2013 2
  3. 3. • Monthly • 84 pages all color • The only business magazine just for reps and principals 3
  4. 4. • Business Telephone Counseling • Legal Telephone Counseling • iToolbox monthly Email newsletter • Updated Special Reports • Webinars & Teleforums What is MANA? 4
  5. 5. • Agreement Guidelines • Commission Protection Act Library • Mentor Program • Manufacturer Training • RepFinder & LineFinder • “Member In Good Standing” Page What is MANA? 5
  6. 6. www.manaonline.org/member/midlanticenterprisesinc 6
  7. 7. 10% Income, 20% Time. Why? 7
  8. 8. Jack BermanBob Reiss It’s Not Just Business. It’s Personal. 8
  9. 9. 2 3 5 1 4 It’s Not Just Business. It’s Personal. 19 Categories 9
  10. 10. • Respect my company and accomplishments. • Make me look good to my customers. It’s Not Just Business. It’s Personal. Rep Company Pride 10
  11. 11. Appreciate the rep rep friendly/part of the family Which aspect of Rep Company Pride? It’s Not Just Business. It’s Personal. 11
  12. 12. Appreciate the rep, rep friendly, part of the family Respect my company and accomplishments, or Make me look good to my customers? It’s Not Just Business. It’s Personal. 12
  13. 13. Appreciate the rep rep friendly/part of the family Respect my company and accomplishments It’s Not Just Business. It’s Personal. 13
  14. 14. 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. 14
  15. 15. Appreciate the rep rep friendly/part of the family Communicates quickly and accurately: reports, quotes, samples, answers, quality issues Collaborative style It’s Not Just Business. It’s Personal. Respect my company and accomplishments 15
  16. 16. 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. 16
  17. 17. 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 It’s Not Just Business. It’s Personal. Respect my company and accomplishments 17
  18. 18. 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 18
  19. 19. Some people try to find things in this game that don't exist; but football is only two things: blocking and tackling. -Vince Lombardi It’s Not Just Business. It’s Personal. 19
  20. 20. Emotional Favorite It’s Not Just Business. It’s Personal. 20
  21. 21. The rep you want: • Rep Company Pride It’s Not Just Business. It’s Personal. • Reinforce • Contradict 21
  22. 22. …want LEIA, to be Loved, Encouraged, Inspired and Appreciated. It’s Not Just Business. It’s Personal. 22
  23. 23. 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. 23
  24. 24. 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! Did any ask for more money? It’s Not Just Business. It’s Personal. 24
  25. 25. Request Free eBook by Email It’s Not Just Business. It’s Personal. 25
  26. 26. Not Emotional Favorite It’s Not Just Business. It’s Personal. 26
  27. 27. 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. 27
  28. 28. better prices or terms than I am empowered to give. It’s Not Just Business. It’s Personal. They give my customers 28
  29. 29. They don’t listen to my input, and afford me no respect for my experience. It’s Not Just Business. It’s Personal. Communication: 29
  30. 30. goals or have no shared goals or expectations. It’s Not Just Business. It’s Personal. They don’t set realistic 30
  31. 31. don’t understand the rep business. It’s Not Just Business. It’s Personal. They hire regional sales managers who 31
  32. 32. customer service department. It’s Not Just Business. It’s Personal. They have a poor 32
  33. 33. It’s Not Just Business. It’s Personal. 1. Ship on time . 2. Pay commission on time. 3. Tell the truth. 4. Understand the rep business. Principals who don’t always: 33
  34. 34. 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. 34
  35. 35. 1. Have too many “house accounts” in my territory. 2. Have poor follow-through and don’t pay attention to detail. It’s Not Just Business. It’s Personal. Principals who: 35
  36. 36. 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: 36
  37. 37. Why are certain lines favored over others? It’s Not Just Business. It’s Personal. 37
  38. 38. 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? 38
  39. 39. 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? 39
  40. 40. 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? 40
  41. 41. 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? 41
  42. 42. What should a mfr. do to get maximum attention from reps? It’s Not Just Business. It’s Personal. 42
  43. 43. 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? 43
  44. 44. 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 44
  45. 45. 1. Publish a newsletter reporting rep successes. 2. Minimize reports and paperwork. 3. Set mutual goals with reps. It’s Not Just Business. It’s Personal. What should a mfr. do to get maximum attention from reps? 45
  46. 46. 1. Pay maximum possible commissions and be fair on split commissions. 2. Provide best sales tools possible. 3. 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? 46
  47. 47. Inspect! It’s Not Just Business. It’s Personal. Don’t just expect. 47
  48. 48. Conclusion • The #1 driver of manufacturers’ rep performance is the manufacturer’s attention to “blocking and tackling.” • Low-cost and no-cost activities can get you more of a rep’s attention than an expensive incentive program. • The key to success? Put yourself in the rep’s shoes and treat the rep as you would choose to be treated. 48

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