At the Mann Group, our client mix is equally divided between Retailers and Brands who sell to Retailers. This puts one group of people squarely in the middle: Sales Reps. You know, those folks who must answer to three bosses: The Brand, The Sales Agency they work for, and The Retailer. So, we hear comments like “My Sales Rep is Lazy” all too often. 

But is that fair? Probably not. The perception is they show up just in time to make a sale, collect a commission, get back in their Porsche and ride off into their next vacation. Look at the reality: Most sales reps have a large territory in which they represent their brand’s interest. Since they often can’t make a living from the commissions of only one retailer or one city, they often are servicing several cities/states.  These multi-state territories require hours in a car and many nights in a hotel away from home. With up to 200 individual doors to cover it’s a physical impossibility to be at each retailer more than once or twice a year. 

Even so, reps are vital to the commerce of both brands and retailers. When performed well, lasting relationships are formed, and retailers find a trusted advisor to offer insight, context, perspective and solid business advice that’s hard to find. 

So, to you Reps who are tuned in, here are some best practices that are proven to maximize your relationships—and your bank account!

1. Email excellence- Email is often the lifeblood of your retailer relationship. But remember this: Your retail clients receive hundreds (thousands!) of emails every day. If your emails always say, “Just checking in…” or “Following up on your order…” don’t be surprised if your emails receive no response. If you’re not offering anything—and just asking for something—those emails may not be your client’s priority. Do this instead: always give something to your retailer when you send an email. Attach an interesting podcast you’ve listened to, an appropriate article on a topic that could interest them. Make this a habit and your retailers will make sure they never miss your emails. Win-Win!
2. SMS excellence- Texts are now more favored than emails or even phone calls. Texts usually let you know when they’ve been read. Texts can likely achieve a quick response. Texts are informal….less need to add punctuation or even complete sentences. Here are some tips: keep it friendly. Keep it short. Attach relevant links or photos. Most of all, be sure you are responsive when retailers text you!! In the world of text communication, you can make all clients feel they’re your most important account. 
3. In Store visits- Three years ago we surveyed 100 retailers and asked, “what’s your number one complaint about reps?” Their overwhelming answer—Dropping in without an appointment. Despite the fact that your retailers want to see you more frequently, it can be very aggravating when they don’t know you’re coming by. Even a text message, with a confirmation, that is sent the day of your visit will be seen as professional and considerate. If you’re reading this and rolling your eyes, touch base with a few retail accounts and ask their opinion…
4. Showing the line- When you are showing the new season’s product line, show only the products that are right for the retailer you’re with. Going for hours showing everything, whether it’s relevant or not, is inconsiderate and indicates you don’t know your client very well. Customize the presentation. 
5. Get your hands dirty- Very few things warm a retailer’s heart like seeing a rep working with their product. If the retailer gives you permission, this can be as simple as straightening the sales floor display, organizing the backstock, or identifying missing sizes or colors. 
6. Invest in the team- Retailers are super busy, understaffed and often overwhelmed with projects they are behind on. You can help by training their staff. Product knowledge, sales training, visual merchandising, etc. are needed in every retail location. Carve out an extra 30 minutes and work (even one-on-one) with sales floor staff. I promise you’ll be building trust and the client will reward you with future orders.

Back to the previously mentioned retailer survey—We also asked, “what do you want from your Sales Reps?” Here were their overwhelming top three answers:

1. I want my rep to Listen more.
2. I want my rep to understand my business.
3. I want my rep to offer me business solutions.

So, we certainly know that sales reps are not lazy. But there are ways they can refine their efforts in the best interest of their business—and your clients. You can start with these tips today!