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It's Only Common Sense: Be a Great Rep

Editor's Note: To listen to Dan's weekly column, as you've always done in the past, click here. For the written transcript, keep reading...Last week we talked about what it takes to get the most out of your reps. This week, as promised, we’re going to flip the coin and look at the other side of the issue: What it takes to be a great rep and what you can do to delight your principals and, more importantly, develop a win-win partnership with them--one where both parties win more business and make more money.

First, get over it. You may have been taken advantage of in the past, but that was then and this is now. A number of great board shops are out there and they know how to treat reps well. These companies have had a very successful run with independent sales reps and they are worth considering when looking for a good board shop to represent. Not all shops are bad; many of them do very well and are very good.

Here's an example: I know of one company that has 95% quality and delivery. It is completely customer-focused and also provides one of the best value PCB packages on the market today. The best part is that its customers love the company; many customers have been with this company for all 30 years it's been in business. This shop pays commissions weekly! This company is just one of the many that work very well with reps. So, have hope ye bold reps: Great opportunities exist in the PCB world, if you have the right principal partner.

But it's a two-way street and you must be prepared to do your part. Here are seven things you can do to be an outstanding partner to your board shop principal:

1. The old "Golden Rule" applies here: Treat your principal as you would want to be treated. Be open, honest, fair, and upstanding. Then you can expect the same in return.
2. Be prepared to work. The biggest complaint that board shop owners and sales managers have about reps is that many of them have reached a point where they don't want to perform lead generation, cold-calling, and prospecting. They just want to handle their existing accounts or, worse, the accounts they want you to give them. This is not going to fly. If you're a rep, you are a salesperson and salespeople look for new business. Just about anyone can manage accounts; winning them is the hard part.
3. Stop talking about how much it costs to be a rep. We know it's expensive, but, like every other business, it is high-risk/high-reward. If you’re not comfortable taking the risk you should get a direct job where your expenses will be covered.
4. Believe in your principal. If you don’t believe with all of your heart that you are selling for the best board shop in the business, it will show. Your customers will feel it and your principal will feel it. Make sure you're selling a product you can be proud of.
5. Stay cool under pressure. Stuff happens--that’s just the way it is in every business. Don’t panic: A good shop will work it out and solve it--they don’t need you jumping in their face and calling in every five minutes to check up on operations. If you truly believe in the good shop you represent, have enough faith in them to know they will take care of business.
6. Be accountable. Do some reporting, help the sales manager with his forecast, work to develop account strategies, and participate in sales meetings. It’s all part of being a great partner and a great asset to your principal.
7. Be there for the long haul. Be committed to your principal and provide value whenever you can.

And finally (I always underpromise and overdeliver), treat everyone with the utmost respect--from the inside sales team to those building the boards and shipping the boards. Treat everyone in the company with respect. Each one of them is as important as you are.

There's still good money to be made selling PCBs if you're willing to be committed and spend the time and effort needed to make it work. It’s only common sense.