toystories
New Manufacturers:
Best Practices for
Working with Sales Reps By Tami Murphy, Grand Prix International
S
elling to customers across the country can be daunting. How do you keep your company top of mind for your retail customers, how do you track when your retail customer will need a reorder, and how do you keep them up to date on new products, specials, inventory, and other relevant topics? You can do this with an inside sales team who will add to your overhead, or you can hire independent sales reps across the country who get paid as they sell. Neither way is wrong, a company just needs to decide which is the better option for them. If your company decides having independent sales representatives is the correct path, then here are the basics to get you started on a successful journey with your independent sales team. Baseline Premises 1. You want to scale your business and you don’t have the desire or perhaps the human resources and/or the financial resources to do it internally. Independent sales reps are the best avenue for you to grow your business. 2. Independent sales reps are your partner, not the enemy. Besides you and your loved ones, they want your business to succeed the most. BE THEIR PARTNER!
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3. Keep in mind, as the manufacturer, you have three customers to keep your product line in front of: • Sales representative • Retail buyer • Consumer Respect, Communication, and Responsiveness are going to be the foundation of a good working relationship with your independent sales team. Set the stage on how you will work together. I cannot stress enough how important communication is between you and your sales reps. 1. Work with each rep group principal to establish the best method to communicate with their group. Here are some options: • Is it bi-weekly/monthly newsletters to principals? • Quarterly calls with principals? • Monthly newsletters to all reps? • Quarterly call to check in with each rep? 2. Set sales goals with your rep principal’s input. Have regularly scheduled meetings with the rep principals to discuss the progress of their team on reaching their sales goals. Work together on any
adjustments and support that are needed for the rep group to meet their goals. 3. Set up an advisory board of sales reps to meet monthly or quarterly. Use this advisory board for input on sales promotions and new products, and for them to share what’s going on with independent retailers. 4. Don’t forget what information your sales reps can provide you. They are your “boots on the ground.” They will see trends, find out what retailers are worried about, know what stores are doing for events, and a host of other things you want and need to know about the specialty retailer. Status Check on the Basics It is your responsibility as the manufacturer to provide the tools your sales reps need to properly sell your product line.
October 2021 • astratoy.org
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9/28/21 12:17 PM
