MANA cities success at Hannover fair

Agency Sales,  Aug 2002  

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The results were a case of quality over quantity as MANA completed its second year of participation in the Hannover Fair in Germany this spring. The quality vs. quantity measurement evolved from the view of MANA's representatives at the week-long trade show. They maintained that while the number of visitors at the MANA booth may have been down slightly this year compared to last, corporate decision-makers were much more noticeable and approachable this year.

The Fair, the world's largest industrial technology exhibition, regularly boasts attendance of 300,000 and 7,500 exhibitors from more than 70 countries. MANA's delegation was led by Jerry Leth, manager of membership; George Hayward, manager of international development and Walter Krammer, manager of European development.

Networking opportunities were plentiful for the MANA delegation as they met with the representatives of several European organizations to promote the use of manufacturers' representatives by European manufacturers.

MANA's Hayward maintains that there was a much higher awareness of MANA at this year's gathering. "In addition, several organizations proactively sought information and assistance from MANA. The acceptance and apparent desire to 'partner' with MANA were appreciated considering the association's relatively short time in developing its international presence."

This year's success owed much to last year's attendance, according to Hayward. "We profited from what we did last year and learned a lot on how to truly benefit from this huge show," he explains. "Our main goal in traveling to Germany is to solicit foreign manufacturers that are already committed to marketing their products in North America. Since they already possess that commitment, they are now looking for manufacturers' agents to sell their products, and that's where we come in."

Among the activities performed by the MANA delegation were to demonstrate the association's online directory. "That's a capability we added this year, and the interest was great. Manufacturers were impressed with the ease with which they could locate reps in North America."

The delegation also did a good amount of networking with various organizations including the United States Embassy in Berlin, the International Union of Commercial Agents and Brokers (IUCAB), of which MANA is a member, various European trade associations and a representative from the Thomas Register of European Manufacturers.

Hayward explains that "it was exciting to visit with people in our booth and educate them concerning not only MANA but manufacturers' representatives in general. Our conversations were a constant source of information for us and reminded me a bit of a line from a song in the movie `Pocahontas.'

It goes `You learn things you never knew [that] you never knew.' It was a constant exercise and was very helpful to us."

Seconding the positive comments Hayward has concerning the Hannover Fair, MANAs Leth adds that this annual participation in the event is an excellent example of the globalization strategy contained in the association's long-range strategic plan. "We were in attendance for the express purpose of communicating to European manufacturers that MANA is a resource that can assist them in locating outsourced sales professionals as they continue their efforts to impact the North American marketplace."

He adds that the networking activity he and other MANA representatives participated in served as an example that the association's strategy is working. "2001 was our first year in attendance at the Hannover Fair, and it served as a learning experience for us. This year we put to use much of what we learned. We were able to contact individuals ahead of time and meet with them personally this year. After the meeting, we followed up by communicating with everyone we met and covering many of the issues addressed during the meeting."

Leth adds that it was gratifying that "so many European manufacturers had a real working knowledge and appreciation for how independent manufacturers in the United States work. They were very comfortable with the concept that reps are independent businesspeople representing multiple lines and operating within an exclusive territory."

Copyright Manufacturers' Agents National Association Aug 2002
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