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PPB
• APRIL 2016
INNOVATE
The Changing Role Of MLRs:
“I
don’t think the role of the MLR is
changing, but rather technology
has increased the forms of commu-
nication. When I started, I would
drive up to a pay phone to call a
client. Now I can email, text, tweet,
Instagram, Facebook, etc., to fol-
low up or convey a promotion or
special. While these forms of com-
munication are fast and easy, the
greatest form of communication,
for us, is still face to face.”
The Future Of MLRs:
“If you are
a hard worker and get out to see
clients often, then your future is
great. Half of the MLR business is
being there in front of your
clients. The other half is creativity,
follow-up, knowing your products
and providing great customer
service.”
The Biggest Issue Affecting
MLRs Today:
“Trying to convey
the value of the MLR to a company
that has never used one. The
idea of someone selling your
products along with other suppli-
ers’ products on a single sales
presentation becomes discon-
certing until those companies see
results.”
What He Wants Suppliers And
Distributors To Know:
“MLRs
provide a multitude of products,
ideas, case studies and informa-
tion that can help distributors sell
to their clients with confidence.”
Help Him Do A Better Job:
“Distributors can help by buying
more of my products (laughs),
however, it’s my job to make
them happy. I can influence dis-
tributors to purchase more of my
products by providing great cus-
tomer service with the help of my
suppliers. My suppliers and I
need to stay proactive and keep
my customers happy. If all of this
works, everyone is happy.”
Up
Close
With
Tim
Rosica
THIRTY YEARS AGO, ROD
WILLIAMSON
met a guy on a golf
course who invited him to join his
premium rep group and open a
promotions division for the com-
pany. Williamson deftly made the
transition from selling paint sup-
plies to home improvement cen-
ters to launching the promotions
company’s first line of promotional
apparel. With the learning curve
tucked firmly under his belt, in
2008 Williamson opened his own
rep firm, Drake Marketing (the
name pays homage to his love of
duck hunting; a male duck is
called a drake).
Six years later, Williamson joined forces with
fellow rep Bryan Mercer to launch MW Reps. The
pair now represents six supplier lines across Kansas,
Nebraska, Missouri and Iowa.
Much of their time is spent exhibiting at trade
shows in major markets; the two do 30-35 shows a
year including table tops and distributor user
shows, and they share the load—literally. “I haul a
carload of catalogs to the shows and Bryan takes all
the samples,” he explains, with a laugh. “We both
help set up, work the show and tear down.” And
Maddie, Williamson’s red golden retriever, always
rides along to keep him company.
What he loves about the job is that every day
is different. “There’s never a week that’s the
same—I make calls, do shows, organize all the
samples in my garage. There’s not the repetition
that so many jobs have.” To manage all the samples
and catalogs—one of the most difficult aspects of
his job—Williamson had to build a barn on
acreage near his home, an old farmhouse he
bought and remodeled in Pleasanton, Kansas, an
hour south of Kansas City.
Rod Williamson
Partner, MW Reps
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B E S T M U LT I - L I N E R E P
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