Page 48 - Lighting Magazine - August 2013

The Role of Reps

Having technology does not mean that we don t
visit customers. We still need to travel our terri-
tory. When I came back to repping in 2009 (afer
working full-time for a manufacturer as a national
sales manager), I made it a point to always be in a
dealers showroom in the heat of the day I live in
Arizona to show I cared.
The cost of doing business for a rep has certain-
ly risen, for example, the cost of gas. Theres also no
such thing as a $4 sandwich on the road anymore or
a $15 hotel room that youd feel comfortable sleep-
ing in. Back then, you used to mail or call in orders
and it could be a six-week turnaround. The wheels
[of business] turned slower in every way.
Some things haven t changed over the years.
Real estate and sales pressure for the dealer are
still the same, and as a rep you still need to be avail-
able, be knowledgeable, and be commited to the
long-term relationships in the industry. Thats the
same in 2013 as it was in 1979. If you don t pay aten-
tion to a customer, why would they continue to be
your customer? There is still a core requirement of
siting down face to face with your customers and
TOM UNDERWOOD, CLMR
SAGUARO MARKETING GROUP establishing/maintaining that relationship.
PHOENIX, AZ I just hired a young partner, David Wood,
who has 10 years of experience as an electrical
contractor. He has also worked for major lighting
distributors, calling on builders.
technology = eFFiciency I was one of the frst reps to undergo the CLMR
Ive been a rep since July 16, 1979. Before that, I rep certifcation from the American Lighting Asso-
had a lighting showroom for nine years. I really en- ciation (ALA). I think the CLMR accreditation has
joy the industry and started out as a sub-rep for value. It helps agents hone their skills for the light-
David Felber out of Southern California, who had ing industry and helps a rep clarify to a customer
accounts such as Lavery, Halcolite, and Nulco. I why this lighting is a Mercedes, and another is a
also had a lot of specialty tool accounts. This was Yugo. There are nuances to selling lighting that the
before the home centers, so I called on all of the CLMR training provides. I would like to think that
hardware stores. the CLMR holds as much value to the factory as it
having Back then, reps had huge territories like all of does to the rep, just as Id like to think that having
technology California, Nevada, and Arizona. Back then, there a rep who is an ALA member holds just as much as
does not weren t fax machines, cell phones, or GPS. I never weight as being an ALA-member factory.
mean lef the house without four quarters in my pocket Im encouraged by the state of the industry.
that we so I could stop along the way at payphones to make As much as we are living in an instant society, re-
don t visit calls and catch up on messages. lationships are not instant. Creating a successful
customers. Without a doubt, technology has given reps relationship still takes years in the making. I ofer
we still greater efciency to do our jobs. We live in an my customers availability, product knowledge, and
need to instant society. When a customer calls my cell merchandising. I was the frst rep to have a full-time
phone, they know that if I don t answer the phone,
merchandising person on staf in Arizona. When it
travel our Ill return that call within an hour. Accessibility is comes to my agency and the lines we represent, we
territory. an important issue to the dealer. I still hear stories sell it, hang it, fx it, and train your staf.
from retailers who tell me that its been three or Ive been in the lighting industry for 43 years
four days or more before they ve heard back from and over that timeframe, its diferent and yet its
a rep. not. Its the same and yet its not. But its still fun.

46 enLIGHTenment Magazine | august 2013 www.enlightenmentmag.com