PPB April 2016

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36 • PPB • APRIL 2016 INNOVATE
The Changing Role Of MLRs:
“Rep/distributor partnerships
used to be based on personal
relationships. Now they are
based on responsiveness,
insights and the business savvy
we can offer our customers. It’s
not really about products. It’s
about finding the right solutions.
We all know that a smooth and
reliable sales process beats
products in the long term, and
our role is to facilitate that
process.”
The Future Of MLRs: “It isn’t
an easy job but there are many
new opportunities if we are will-
ing to embrace change and
innovation.”
The Biggest Issue Affecting
Multi-Line Reps: “Our chal-
lenges are reflective of the entire
supply side’s concerns about
cross-channel selling and how
merchandise is sourced. The sup-
plier/rep/distributor model must
be a true partnership to help our
customers compete effectively
and find new ways to grow.”
What She Wants Suppliers And
Distributors To Know:
“Premium reps provide tremen-
dous value in helping promotional
consultants navigate the brands
their clients love and want. A
recent Incentive Research
Foundation survey found that 75
percent of small businesses buy
merchandise incentives online or
at retail. If our distributors are
not providing premium products
to their clients, the client is buy-
ing them somewhere else. Reps
can help [distributors] win that
business.”
Help Her Do A Better Job:
“Distributors can help by digging
deeper in their discovery ques-
tions about projects. Don’t just
ask me for a specific product.
Tell me how the product is being
used and provide all the relevant
details. Describe the demo-
graphic of the recipient. How
many do you need and when?
Does the gift need to get
through airport security to fly
home on a plane? We might
offer a far more appropriate idea
for you than what your client
requested. Suppliers can help by
understanding the speed at
which distributors work and the
need for urgency, responsiveness
and reliability.”
Tina Berres Filipski is editor of
PPB.
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