Believing In Reps Since Dirt Was Discovered

Agency Sales,  Dec 2005  

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When Eriez Magnetics, Erie, Pennsylvania, was recommended as a manufacturer to join the list of "Perfect Principals," here's how one rep attested to their commitment to independent manufacturers' representatives: "They have been working with reps since dirt was discovered, and some of their reps go back that far."

The Search For The Perfect Principal

Last year, MANA asked its members for recommendations of manufacturers they work with that exhibit the qualities of respect, understanding, quality products and service, leadership, communication, integrity, and a partnership mentality. What we were looking for were descriptions of manufacturers that fit the mold for the kind of marketing partner reps are constantly seeking. We were deluged with responses. In June 2004, Agency Sales magazine began a series of articles on the perfect manufacturer. Each month, as we report on those manufacturers, we will add to the list.

* Angola Wire Products, Angola, Indiana. Products: Welded wire subassemblies, baskets, display racks, laser cut and formed steel.

* Manth-Brownell, Inc., Kirkville, New York. Products: High-volume screw machine, machining services and CNC.

* Specialty Screw Corporation, Rockford, Illinois. Products: Cold forming, non-standard engineered fasteners.

* Bradford White Corporation, Ambler, Pennsylvania. Products: Water heaters for residential, commercial and hydronic space heating applications.

* Empire Comfort Systems (ECS), Inc., Belleville, Illinois. Products: Space heating, fireplace and outdoor products.

* Emseal Joint Systems, Ltd., Westborough, Massachusetts. Products: Comprehensive line of expansion joints, joint sealants and gaskets.

* Teledyne Hastings Instruments, Hampton, Virginia. Products: A complete line of vacuum instruments and flow instruments.

* Birchwood Casey, Eden Prairie, Minnesota. Products: A variety of gun care products for professional gunsmiths, shooters and collectors, including gun-cleaning solvents, stock finish, bluing, lubricants and rust preventives.

* Remington Arms Company, Inc., Industrial Products Division, Lonoke, Arkansas. Products: Industrial ammunition, industrial kiln guns.

* Legend Valve & Fittings, Inc., Shelby Township, Michigan. Products: Valves designed specifically for the professional wholesaler and contractor.

* Powers Scientific, Pipersville, Pennsylvania. Products: A broad range of environmentally controlled chambers to meet researchers' needs.

* SJE-Rhombus, Detroit Lakes, Minnesota. Products: Liquid level control, and electromechanical and microprocessor-based control panels.

* Scot Forge Company, Spring Grove, Illinois. Products: Custom open die and rolled ring forgings.

* National Products Company, Louisville, Kentucky. Products: Wood kitchen cabinet and commercial casework products.

* Howden Buffalo, Camden, South Carolina. Products: Custom-engineered air movement equipment for many industries and applications.

* Helwig Carbon Products, Inc., Milwaukee, Wisconsin. Products: Carbon brushes, brushholders, constant force spring assemblies, mechanical carbons, quick disconnect terminals and mounts, sliding contacts and electrical contacts.

* Jordan Valve, a division of Richards Industries, Cincinnati, Ohio. Products: A variety of products including pressure regulators, back pressure regulators, temperature regulators, pneumatic and electric control valves, sanitary valves and accessories.

* Niagara Cutter, Amherst, New York. Products: Standard and special cutting tools including solid carbide, diamond coated, high-speed steel, cobalt and milling cutters.

* PIAB USA Inc., Hingham, Massachusetts. Products: A variety of vacuum products.

* Eriez Magnetics, Erie, Pennsylvania. Products: Advanced technology for magnetic, vibratory and metal detection applications.

The fact that the Erie, Pennsylvania-based manufacturer has a long track record with reps is bound to get anyone's attention, but there's more to the story than longevity. Our attention was further piqued when Charlie Ingram, Eriez Magnetic's vice president of sales and marketing, detailed the company's rep philosophy at the MANA/NEMRA Keystone 2005 conference in Louisville, Kentucky. He followed up on that presentation by describing how the company set up and continues to run a successful rep council. An article on that subject appears on page 6 in this issue of Agency Sales magazine.

In terms of working with reps "since dirt was discovered," Ingram notes that the company currently works with 36 agencies throughout the United States. "The average length of service for our agencies is close to 20 years, and we have three agencies that go back more than 50 years."

As to why Eriez Magnetics has made such a commitment to the rep way of going to market, Ingram explains that "obviously, employing a direct sales force is very expensive. Reps are a variable cost and provide us with an efficient and economical way to reach our markets." That's not all, however. "If you're a national or an international company, it's absolutely impossible to make contact with the customer base you're interested in with a direct sales force. Reps provide you with the local knowledge you need, certainly well beyond what a direct salesperson could provide. Reps know the specific features of your market, thereby giving you the best chance for success."