Page 60 - Lighting Magazine August 2018

Does size Matter?
“I view every
relationship
as a three-
legged stool
— our manu-
facturer, our
customer,
and us. None
of those legs
can stand
without the
other two.”
—Richard Alan
the lines we represented more exposure to the design community.
Going forward, I believe there will be fewer strong independent reps, just as I believe there will be fewer — yet larger — lighting showrooms, and fewer — yet larger — independent electrical distribution branches.
A merger may be a necessity for some, but there are many factors to consider. For my mother and I, we had strong relationships with great lines we had represented for years, and those lines were expanding to other product categories that opened up di erent customer types. We were not invested in the commercial market at the time and were trying to compete in a market where some- one else was the “Big Dog” or expert. For us, a merger was a win-win.
 Richard Alan: A rition is the driver of most mergers. There are fewer reps because people just aren’t coming into this business. There is such a need, and we’ve been asked by manufacturers to open up other states. There aren’t many entrepre- neurs out there, and most Millennials don’t want that type of responsibility. So in the future, I think there will be fewer – but bigger – agencies. We’ll be taking on new roles, performing new tasks, and representing more lines than ever.
EM: WHAT uLTIMATELy MAKEs AN AGENcy succEssfuL IN TodAy’s MArKET?
 Andy Burns: It comes down to: Relationships, the quality of manufacturers you represent, the value and uniqueness they o er, plus long hours, luck, and hard work.
As a commissioned sales rep, you must provide a service and education that warrants and justi es that to your customer. I believe local showrooms are a necessity and education must be in the fore- front of showroom owners’ minds to capture as much business as possible by educating custom- ers on why they should buy from local experts versus online. Reps have an absolute value that is needed in the showrooms, electrical distribution branches, and at the speci cation level.
 Jon McMahan: Having a focus on “add- ing value to the equation” and seeking be er methods and technologies, plus investing in our infrastructure. We want to help everyone maxi- mize e ciencies so they can focus more energy
on their passions and customer relationships. We are constantly improving the quality of our ser- vices, reporting, marketing, and feedback to our vendors.
 Richard Alan: It’s all about a willingness to help. I try to solve their pain points; if they need anything done, I will do it — whether that means sweeping their oors or training their team. I want to be my customers’ solution.
We work hard, focus on our job, and service our customers’ and manufacturers’ needs. I don’t take that for granted, and I don’t rely on our solid relationships. We go all the way with customers – vertically and horizontally – and do it with passion.
I view every relationship as a three-legged stool — our manufacturer, our customer, and us. None of those legs can stand without the other two. It’s our job to help the other two legs maintain their balance. We want to protect the margin of the manufacturer and the overall pro tability of the showroom — and while we’re at it, ensure that the end user is ultimately happy with their product and its value so they’ll help keep all of us a oat with repeat business and word-of-mouth referrals.
 Kris Quackenbush: Establishing and main- taining relationships will always be paramount to being successful in business. If you are going to make it in this business, your relationships – along with your distribution base and vendors – are the single most important component that will deter- mine your success.
Our relationships have been built by working hard, running our agency with integrity, servicing the heck out of our customer base, and following through on our word. I believe that most people still want to know, trust, and receive a personal touch from those they do business with — despite their pre-occupation with texting, emailing, and constantly looking at their phones.
EM: WILL rELATIoNsHIps sTILL bE IMporTANT IN A MorE dIGITAL/ELEcTroNIc WorLd?
 Andy Burns: I’d credit relationships to about 90 percent of my success. I believe success really hinges on the relationships you build, regardless if you have been building them for years or are just beginning. That said, you still have to provide relevant products and consistently build trust with the people you work with and for.
56 enLIGHTenment Magazine | august 2018
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