Distributor Sales Reps & Manufacturer Sales Reps: Both Hold Great Value For Future Selling Success

Although differences can exist in their approach to sales and helping end-users find the best products and systems available, there remains an important place for both in-house distributor sales representatives and manufacturer sales representatives in today’s jan/san and related distribution landscape.

LifeSpaces Innovation Group, LLC Vice President Jay Munroe explained that many distributor sales reps work with hundreds of local customers and a set catalog of products, whereas manufacturer sales reps often focus on specific new products for their distributor clients from different manufacturers.  A focus on innovation from such new products is included.

It can be challenging for a distributor sales rep to become well familiar with a myriad of products and product categories available to them today, according to Munroe. By conducting research and sifting through the many products within various market segments, manufacturer sales reps can narrow product selections to a few key items from specific manufacturers. A manufacturer sales representative will be less effective if he/she introduces products that are redundant to the distributor. Therefore, such reps are often basing their own experiences and research to make sure products are fresh, unique and innovative for their distributor clients.

Helping distributorships that have consolidated and become larger is another way manufacturer sales reps can provide added value through the introduction of products that focus well within specific areas of the country and local culture. In other words, such reps can communicate the regional priorities within a distributorship’s expanded reach. This focus can be accomplished with the assistance of a distributor’s own sales managers, Munroe explained, and is another example that it’s not an “either-or” proposition between distributor sales reps and manufacturer sales reps. Both are increasingly important in today’s drive to better satisfy end-user customers with a growing focus on better products and greater innovation.

The challenge, Munroe reiterated, is helping distributors keep innovation front of mind with new products and systems, while pivoting away from tendencies of just settling for the status quo. He noted there is often innovation happening in other market segments which distributors may not be fully aware of on a consistent basis. That’s where manufacturer sales reps can really help.

Strength In Numbers

Just as there are distributorships located in different geographic regions, servicing various types of end-user clients, there are also many kinds of manufacturer sales reps — often focusing on specific segments of the cleaning and related industries. Therefore, it can be beneficial for distributors to work with more than one manufacturer sales rep.

Munroe re-emphasized that distributor sales reps and manufacturer sales reps both play key roles in helping a distributorship not only service current clients but finding new avenues of business growth in an ever-changing business landscape. The true merit of a manufacturer sales rep is providing specific value in certain segments that distributors shouldn’t forget about. That is often done on a regional basis.

He added that as technology expands in jan/san and related segments, including advances made by artificial intelligence (AI) in inventory management, SKU and product control will be considerably affected for the better. However, consultative selling must always get the priority if companies are going to continue to be sales led, and not reactionary in the market.

Despite the influx of such technology, Munroe does not see the worth of consultative selling being diminished in the years ahead, but that there will be an even greater demand for in touch sales. In fact, such selling will only increase in importance rather than being viewed as redundant. In other words, there will be much value in distribution for distributor sales reps and manufacturer sales reps’ continual collaboration to provide proactive solutions for customers — the sort of consultation that provides real value to the way customers work and that improves sales.

LifeSpaces Innovation Group was formed to change the entire industry with new innovation, helping to change the world and for people to think more proactively in this great industry today. We strive today coast to coast in leading the industry with cutting edge solutions for our valued clients who are open to the latest ideas with “world changing innovative solutions.” Jay and Jeff Munroe, LSIG staff, and the entire Munroe family are here to assist and provide cutting-edge products, technologies, and solutions for businesses today and in the years to come. Visit: lifespacesinnovation.com.