Page 94 - Lighting Magazine January 2019

rep oF thE futurE
“In general, reps should have a nger on the pulse of what is happening in the industry.”
Lighting for the Solar-Powered Home; and Light- ing for [speci c areas such as] Dining, the Kitchen, the Media Room, and Home O ce. In each case, the retailer announces that the session will be conducted by a highly trained specialist (the fac- tory rep).
become indisPensAble
How does a representative become indispensable to the retailer?
 Make regular visits and have regular communication — not just when a sales manager is in town
 Know one incredible thing about each of your lines and teach it on each visit
 View the relationship with the retailer as a partnership
 Retailers and their sta have a thirst for knowledge. Learn the lines technically and then teach them to the retailer
 Manufacturers o en get in their own way and require strong advice from the representative
 Provide value: Visit, teach, show 92 enLIGHTenment MagazIne | January 2019
In general, reps should have a nger on the pulse of what is happening in the industry. They should focus on promoting lines that are on solid ground. Here are a few ideas:
 Focus on showrooms that embrace tech- nology, address the changing retail market, and take your advice
 Pick lines that t with the style, perfor- mance, and controllability required for your region
 A end national shows and be looking for new products/lines
 Do not promote problematic lines; stop sales early
 Focus on lines that are embracing tech- nology and new trends and are likely to support warranty claims
eye towArd tHe fUtUre
So what does the future look like for the represen- tative? The reality is that people will still be selling lighting to people. The controls sector is still a bit of the Wild West as there is a great deal of compatibil- ity assistance required. I foresee enhancements in so ware that will be helpful to representatives, and I also see chatbots being used as a tool to facilitate communication. Advanced transportation options such as high-speed trains and Hyperloop will allow reps to move quickly and allow them to work while in transit. The “Holy Grail” for a representative will be the self-driving autonomous vehicle.
Here is my challenge to you: If you are a manu- facturer, thank your representatives for their contribution. If you are a representative, thank your customers. If you are a retailer, thank your representatives. But please, be sincere. 
Steven J. Parker, LC is an entrepreneur, industry leader, author, teacher, mentor, and licensed captain. He has 36 years of experience primarily with start-up companies in the lighting industry. Steve has spent the bulk of his career in high-tech instrumentation and lighting and is the author of Lighting the Way to North America — from startup to EBITDA.
www.enlightenmentmag.com