Distributors design the dream sales rep: What are the best - and worst - attributes?

Agency Sales,  Jul 2003  by Esch, Mary

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The following article is adapted from one that appeared in Marketfocus magazine. The information is reprinted here with permission from the IMARK Group inc., Oxon Hill, Maryland. IMARK is a member-owned marketing group made up of more than 180 independently owned electrical distributors throughout the United States. Member companies serve their local customers at more than 950 branch locations. With more than $6 billion in combined sales, IMARK Group members represent the second largest electrical distribution entity in the United States.

Granted, the content of this article is aimed primarily at a distributor audience; however, the attributes that are enumerated here cross industry lines. The independent sales representative that works in any industry would do well to heed the advice offered here.

The electrical distribution business is all about relationships - with customers, suppliers, other distributors. Strong, healthy partnerships are essential for success. And one of the key partners in a distributor's day-to-day business dealings is the supplier's sales representative. A good rep enhances your business not only from a sales and marketing standpoint, but also on the operational side where transactional costs are of critical importance.

"They're an integral part of the industry and what we do," said Langdon Scott, general manager of Peninsular Electric in West Palm Beach, Florida. "In my 35 years in the business, it's been a pleasure to associate with guys who share the same thoughts and ideas as we do about how we ought to go to market."

Every distributor has horror stories about bad reps-the ones who fall down on price or delivery promises, fail to inform you of new products, waste your time with pointless sales calls, drag their feet on return goods authorizations, or even divulge confidential information to your competitors.

But there are also excellent reps who work diligently and intelligently to increase sales and reduce costs for you, your customers, and your suppliers. Given the option, those are the reps distributors prefer to do business with.

What are the attributes of an acceptable supplier rep? What elevates a rep to star status? What's the unforgivable sin that leads you to take your business elsewhere? IMARK members have definite opinions on the subject. Reps who are willing to take a bit of constructive criticism in order to improve their business relationships with distributors would be wise to take heed.

Focus on Fundamentals

"First and foremost, reps need to focus on the fundamental things," said Logan Hill, vice president for sales at Roden Electric in Knoxville, Tennessee. "That is, please answer your phone calls. Help us solve problems. If we give you an order, don't let it sit on your desk. Enter it quickly. Keep our pricing up to date. Visit us on a timely basis. And please, make an appointment."

"The guys that really do well are the ones that manage their time and organize their visits," said John White of KE Electric Supply in Mount Clemens, Michigan. "If they make an appointment and come in with the relevant material in front of them, it makes the time more productive."

"The ones that I like to deal with are honest and straightforward, number one," said Bob Schmidt, vice president of purchasing of Braid Electric in Nashville. "That's extremely important. I have too many people who are pushy, who don't want to take no for an answer, who aren't looking out for your best interest, who aren't going to tell you the truth."

An ability to solve difficult problems is high on Jim Tobin's list of attributes for the ideal rep. "They also need to follow through on what they've committed to do," said Tobin, vice president of Stoneway Electric in Spokane, Washington. "Falling down on commitments is the kiss of death with me."

The best agencies are those whose owners are active in the business community and know building owners, builders, and manufacturers, said Bill Durkee, president of Walters Wholesale Electric in Signal Hill, California. "These are the ones that are involved in actually building opportunities, that work with us to develop leads," he said.

Who's Your Customer?

Hill knows the distributor-rep relationship from both sides, having worked as a supplier sales representative on the road for 15 years and then in sales management for a couple of vendors for 10 years.

"I've been on the distributor side for five years now, and I've learned a lot," Hill said. "I just wish that, when I was with a vendor, I'd had an insight on so many things I see now. Things like the importance of working with the end users."

A basic problem with many sales reps is that they focus on the distributor rather than the end user, Hill said.

"When I was in sales management for a manufacturer, we'd ask, 'Who is your customer?' And, invariably, the young salesmen would raise their hands and say, 'The distributor.' Well, that's not true," Hill said. "The customer is the one using the products."

The distributor should be in partnership with the vendor in getting the product to the customer, Hill said. "We should not be viewed as the customer for our vendors. But that's a very difficult concept for a lot of them."