APSP Quarterly - Spring 2008 - (Page 23)

B Y M I C H A E L R E E D, A S S O C I AT I O N O F P O O L & S PA P R O F ES S I O N A L S T HE EPIC STORY OF Wyatt Earp, the deadly quick draw who turned legendary lawman, clearly demonstrates how the right person with the right skill set, when properly motivated, can produce outstanding results. Throughout the years, variations of Earp’s story have inspired countless western films in which local townspeople retain outsourced talent to help them achieve desired results. The spirit of Wyatt Earp lives on in the pool and spa industry. Sure, today’s gunslingers carry BlackBerrys rather than Colt revolvers, but the focus, skill, and professionalism portrayed by those early western heroes is still very much alive. Today’s hired gunslingers are the manufacturers’ representatives who serve as field sales personnel for industry suppliers and a valued knowledge resource to the professionals who put endproducts into the homes of pool, spa, and hot tub owners. Manufacturers’ representatives – also referred to as manufacturers’ agents or rep firms – are independent providers of field sales and marketing services. Firms manage a portfolio of related, but non-competitive product lines, and sell under a long-term contractual arrangement within a specific geographic area. The model follows similar examples of outsourcing such as employee benefits management, facility maintenance or human resources. Rep firms focus on sales-related competencies and allow the companies they represent to dedicate resources to improving the manufacturing process. “We leverage our relationships and knowledge of the territory for the benefit of the manufacturers we represent,” explains Gene Fields, a veteran industry rep who also serves as chairman of the APSP Board of Directors. “Our principals can focus on improving the manufacturing process while we develop sales through a network of customers we already know.” Manufacturers’ representative firms come in all shapes and sizes. There are small defined-focus firms that specialize in specific product lines or concentrate on the pool and spa industry, and larger fi rms that offer full service marketing and bonded warehouse services. The level of service a rep firm offers can be adjusted to fit the specific needs of the principals the fi rm works with. “There’s a misperception that rep firms are small organizations, and that’s simply not the case,” explains Jami Pittman, a manufacturers’ rep who also serves on the APSP Board of Directors. “There are many examples where the rep firm is significantly larger than the manufacturer and can therefore dedicate more resources to the sales function.” In movies, the gunslinger often mysteriously appears at the last minute to the town it comes to serve. In real life, manufacturers who are considering outsourcing field sales should take the time needed to consider several key factors when evaluating rep firms. Is the firm committed to best practices? As with any outsourced solution, firms that specialize in field sales should clearly demonstrate expertise in their core competencies. Rep firms should be on the cutting edge in terms of collaborative sales approaches, relationship management, market analysis, and systemized processes for turning leads from various sources into sales results. Reps who are active in industry associations will be more in tune with trends and market changes that may affect the manufacturing process. Does the firm have a strategic plan? Because the outsourced sales relationship is a long-term one, it is vital that strategic plans of the partners create ongoing synergies. A defined strategic plan that contains provisions for continued growth will help ensure that the rep fi rms’ plans are consistent with those of the manufacturer. Does the f irm have established territor y relationships? A ll rep firms continually work to find new customers for their product lines, but the immediate benefit of carrying non-competitive products is that it allows a firm to take new product offerings to its existing customer base. Does the firm carry a complementary product line? Professional ethics, loyalty to principals and sound business practices prohibit rep firms from SP RING 2008 | 2 3

Table of Contents Feed for the Digital Edition of APSP Quarterly - Spring 2008

APSP Quarterly - Spring 2008 Contents President's Message Chairman's Message International Awards of Excellence Spotlight Quality and Innovation If You're Still in the Pool Business, You're Leaving Money on the Table Gunslingers for Sale-s Can Pool Builders Hedge a Tough Year With... Hedges? Creating a Shared Vision: An Interview with PoolCorp CEO Manny Perez de la Mesa Grow Boating Initiative Helps Industry Imagine a Better Tomorrow First Ever CBP of the Year Award Presented at Inaugural CBP Recognition Dinner Safety Department News & Resources Advertiser's Index

APSP Quarterly - Spring 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.