Today’s Turbulence from the REPS’ Perspective

The roller coaster ride to Christmas is proving to be both heady and horrifying for the specialty toy industry.

Our independent reps are challenged every day to maintain market equilibrium. To find out how they’re coping with our businesses’ biggest challenges during the busiest time of the year, Sandy Ruben polled reps from across the country. Here is the essence of their discussion.

“Asales rep’s role has become more difficult as he or she dedicates more hours to individual, personal, one-on-one, customized sales presentations. By necessity, it takes more time today to demo and explain game instructions or how a new product works. Instead of sitting down with retailers, opening up a box to let them play with the product, and getting their immediate reaction, we now need to make videos of ourselves playing a game, unboxing, and assembling a new toy. Then, we need to fully describe workings, attributes or instructions of each and every item. It can be exhausting.” from AV

“Our greatest value as reps is knowing our product lines very well and how they fit in with a store’s mix. We should be experts on our lines, and be able to offer advice based on that knowledge. I see online ordering as another tool that a customer can use, not as a replacement of the value of a rep. Some stores appreciate the option of online ordering, but it’s only one aspect of the sales process.” from TL

“Although the computer is a handy tool, most buyers still love a paper catalog and a sales rep that will not let them make a purchasing mistake.” from RJ

“Navigating online ordering can be overwhelming. Many retailers do not have enough time to order effectively. While websites have endless information, reps are time savers. They know their customers’stores, are able to identify products that are great for it, and they value the relationship.Arep tells a curated story that a website/catalog can never do.” from JD “There are some in our community who feel that a sales rep in 2021 just sits in his/her workout clothes at home waiting for orders to arrive.

“Since the advent of digital ordering, our position as sales representatives has absolutely changed! My objective is to be a business consultant, not just a sales rep. It’s not just about carrying the bags and being face-to-face, especially during the pandemic. It’s about taking good care of the customers who have been so loyal. That means chasing product for them, emailing them reminders of specials and free-freight deals, re-stocking a fixture using a photo they sent, following up on everything for them … the trust that we’ve built with our sweet customers is vital.” from CC

“We handle returns, defectives, shipping issues, and all other customer service problems. Companies have, for the most part, pushed all of this back onto the reps as their responsibility. We handle all credit-related processes. We must now complete credit apps, gather W9s, copies of state-issued seller permits, pursue past-due balances, pricing discrepancies and more.

“This year, especially, we have been overwhelmed with pricing changes (some companies more than once), and these have all come at us sporadically. It has forced us to constantly update our systems and circulate the changes around to our sales associates and customers. Store owners have a very difficult time keeping track of all this, especially those on a POS system. Without our diligence, there is no way customers could keep things straight, So, in turn, our diligence saves our manufacturers from having to manage what would otherwise be a nightmare.

“We inventory, merchandise, promote and sometimes act as salespeople in the store, answer the telephone, stock shelves, and check-in orders. We get lunch for the storeowner because frequently he or she is the only person working.” from NL

“Much of what makes this whole thing work is friendship and trust. Both are vital to a strong working relationship.” from SR