Toy Fair Times:
How long have you been working with independent sales reps and supermarket brokers?

Richard Gottlieb:
I have been consulting on the subject of sales for the last seven years, and have been in the sales industry for 30 years.

Toy Fair Times:
What is the biggest mistake that you think manufacturers make in choosing a representative?

Richard Gottlieb:
Not making sure what a representative's "lead" line is. The "lead" line is the most important line that a sales representative has. It determines with which accounts and which buyers the representative spends most of their time and energy. If a representative's lead line is a puzzle line, then you can bet that the representative spends most of their time with the puzzle buyer. Therefore, if a manufacturer has an upscale doll line and the representative's lead line is a puzzle line, that representative may call principally on accounts that do not sell high priced dolls. In the accounts that the representative does call on, he or she may have a very limited, or even no relationship with the doll buyer. No dolls get sold, because they never go in front of the buyer.

Toy Fair Times:
Are there any other mistakes that you see occurring?

Richard Gottlieb:
Yes, assuming that because a representative is good at selling an established line they will also be good at pioneering a new one. Pioneering takes time, patience, and a love for challenges. Therefore, make sure that the representative has a history of successfully pioneering lines before you hire them.

Toy Fair Times:
What about asking the territory's major buyer what he or she thinks?

Richard Gottlieb:
That can be tricky. Many buyers either won't or can't give you a name. It's against company policy, or they don't want to favor anyone. You may have particular difficulty getting this kind of information from a buyer if they don't know you. If they will tell you, then of course it's a real plus.

Toy Fair Times:
In general, do buyers prefer to be called on by independent representatives or house sales people?

Richard Gottlieb:
Good question. I started doing what will be the first of an annual State of the Sales Industry Survey. I asked manufacturers, buyers, and sales representatives to fill out a questionnaire about their opinion of the quality of sales. Sixty-two percent of buyers responded that they preferred house sales people. That's a big number. There is, however, a very strong loyalty among some of the buyers toward independent sales representatives. One buyer told me, "We have four or five key independent sales representatives who are key to our company. They allow me to work with fewer people that have a better understanding of our company."

Toy Fair Times:
Did your survey reveal any other information that our readers should know?

Richard Gottlieb:
Yes, Forty-seven percent of presidents of responding manufacturers felt that their sales representatives were highly knowledgeable about their product line. Only ten percent of representatives and ten percent of buyers agreed.

Toy Fair Times:
What do you think that means?

Richard Gottlieb:
I have information on, literally, hundred of sales representatives and most are pretty smart and work very hard. Therefore, I think manufacturers need to do a better job of training the people who represent them.

Richard Gottlieb gave permission to republish this article. He can be
reached at Richard Gottlieb & Associates, Inc. Telephone: 888-234-8846 or 646
344 1864 or email him at  Richard@usabizexpert.com His web-site address is  www.usabizexpert.com

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