The Rep of the Future: Part 3, the Role of Sales and Marketing Wavebreak Media/Thinkstock

The Rep of the Future: Part 3, the Role of Sales and Marketing

Editor’s note. To help its rep and manufacturer members understand the impact of the sea changes affecting the rep’s role in the electrical market and to provide a roadmap for future growth in our evolving market environment, the National Electrical Manufacturers Representatives Association (NEMRA), Portsmouth, N.H., asked Farmington Consulting Group (FCG), Farmington, Conn., to survey independent manufacturers reps, electrical manufacturers, electrical distributors, electrical contractors and other buying influences on what they think about the rep’s role today and in the future. FCG’s first Rep of the Future study for NEMRA was published in 2009. That study and the 2015 study, which was released at the annual NEMRA conference in February, explored five critical areas for reps in today’s market: strategy management, technology, marketing, talent management and demand creation. Electrical Wholesaling publish excerpt of this study in its February and March issues, and in this issue the final excerpt will take a look at the news sales roles reps will need to develop. You can contact the authors at 860-678-4402 / [email protected] or  [email protected] Part 1: The Rep of the Future Part 2: Sales Technology and Demand Creation

Rep sales forces will need to be restructured and re-trained to target specific types of customers and to provide more technical product information. We think reps’ sales organizations will undergo significant restructuring within the next five years. The rep of the future will need to add technical resources that align with the products and markets upon which the rep agency plans to grow. These technical resources, in addition to supporting end users (contractors, end-

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