WINTER 2016

70 THE DISTRIBUTOR’S LINK
GLOBALFASTENERNEWS.COM
by JOHN WOLZ EDITOR
editor@globalfastenernews.com
WHY DO CERTAIN MANUFACTURERS GET
MORE ATTENTION FROM REPS?
A manufacturer’s rep may have 10 lines, but “for some
reason one manufacturer gets 20% of the rep’s time,” a
reps’ association executive said during a conference in
conjunction with the National Industrial Fastener & Mill
Supply Expo.
Why? More important than money for manufacturer
reps is knowing their manufacturer “cares and feels like you
are their prized race horse,” said Charles Cohon, CEO of
MANA – the Manufacturers’ Agents
National Association.
A rep may “crawl over broken
glass” for the preferred manufacturer,”
he added. “It’s not just business, it’s
personal,” Cohon said of reps favoring
certain manufacturers. “It’s how they
feel about the manufacturer.”
Among the reasons reps may favor
a company: “Respect” of the agent by
the manufacturer, Cohon said. “They
make me look good to customers.”
The preferred manufacturer will use
a “collaborative style. The principals
treat us like partners,” Cohon explained.
There is a difference between
manufacturers who “reinforce” the
agent vs. “contradict” the agent with customers. Also the
preferred manufacturer develops a personal relationship
between principals.
Manufacturers must understand that reps have their
own company pride – “especially because they probably
started their rep agency,” Cohon noted. “Keeping reps
happy means a manufacturers get an unfair advantage” over
the other lines a rep has, he pointed out.
Of course the basics count too: Make a quality product
and ship on time, Cohon summarized. The manufacturer
needs to “communicate quickly and accurately with reports,
quotes, answers, quality and handling issues.”
The preferred manufacturer “takes care of issues
quickly,” Cohon added. Manufacturers need a good catalog
– or website, Cohon said. “That is a selling tool.”
“And, oh yes, pay reps on time,” Cohon added.
The manufacturer needs to understand the rep needs to
make a profit. “They don’t expect you to work for free.”
BUSINESS FOCUS ARTICLE
CHARLES COHON, CEO OF MANA –
THE MANUFACTURERS’ AGENTS
NATIONAL ASSOCIATION.
Cohon’s Advice To Manufacturers
Working With Rep Agents
•
the loop.”
• •
When communicating with the customer, “keep the rep in
“Tell the truth. Don’t hide problems such as not being
able to meet a shipping date. Be transparent,” Cohon advised.
Don’t expect too much bill collecting by reps.
“Don’t have too many ‘house accounts’ in the rep’s
territory,” Cohon urged. “Some may be
necessary, but those should be the
‘exceptions’.”
• Training is important. “We need to
know the products and therefore are
comfortable selling them.” Training
needs to be regular and not just one time.
• Reasonable paperwork. If you require
paperwork of reps, “then read it.”
Cohon cited a rep who month after
month inserted the Indiana fight song on
the second page and the manufacturer
“never noticed. He noticed only when
paperwork wasn’t submitted.”
• Cohon suggested having a “reps’
council” of the top four to six reps to “fly
in to talk and create a joint report.”
What Hurts A Manufacturer With Reps?
“Reps don’t want to worry that they’ll be replaced with
in-house personnel, cutting corners or shrinking their
territory,” Cohon cited.
Or, “they give my customer better prices or terms than
I am empowered to give,” he added. “That undercuts the rep.”
“They hire a sales manager who doesn’t understand the
rep business,” Cohon warned.
“They don’t listen to my input and afford me no
respect.”
“They don’t set realistic goals or have no shared goals
or expectations.”
Announcing annual sales goals needs to be in January
– not November, Cohon said. “Set mutual goals at the
beginning of the year vs. surprise goals.”
Cohon summarized that what a manufacturer needs to
do are “things you want to do anyway – the basics.”
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