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Publisher's Column

I stand corrected!
I have slammed manufacturers' representatives in some of my past columns. After getting input from some manufacturers and suppliers, small and large, and having had an opportunity to interact with a few representatives myself, I have come to the conclusion that good manufacturers representatives do play a significant role in our (or any) business. The problem, I think, is that there aren't many good manufacturers representatives. In the past, I was ready to throw the baby out with the dirty water.

However, if a company makes a concerted effort to locate and appoint quality representatives they can set up an infrastructure for strong sales and continued growth. A network of good representatives is like having a dynamic sales force that is reimbursed purely on performance basis. How can you beat that!

Manufacturers and suppliers should appoint representatives after due deliberation by getting input from retailers from the territory that the representative is going to cover. Ask the retailers if the representative is in constant touch with them, brings new products to their attention from the companies that they currently represent. Also, find out if the representative ever stops by to meet them personally or makes specific suggestion on how to merchandise or display his product lines. Manufacturers and suppliers should also get a reference from other manufacturers about the representative they are considering. Find out if the representative under consideration has increased sales for them. Due diligence will pay off in the long run.

When companies take on representative to promote their products, they also take on the responsibility to effectively back up their representatives. I have heard many stories where a manufacturer/supplier expected the representative to generate mega sales but never provided them with samples, color brochures, current prices, or lists of discontinued items.
Again, I stand corrected...I have come to know some great manufacturers' representatives recently!

Naresh Dewan
Publisher