Without angering my clients who pay me for this valuable advice, I’ll offer this one valuable tip, plus a few example questions to get your juices flowing.

If you want to succeed, yes, hire a sales rep.  Here’s why.

As a buyer, I was called on by the following three groups of people:  Sales account managers, sales representatives (also known as vendor reps or manufacturer reps), and proprietors of smaller product companies.

What is the difference between these three groups?

Sales account managers are typically employed by large manufacturers that have a pre-existing relationship with a major retailer.  These are companies like Proctor & Gamble, Munchkin, Hasbro or even lesser known names.  They have years (decades, even) of experience selling to large retailers and have teams dedicated to each retail account.  They usually have a satellite office near the HQ offices of major retailers so they can meet with the buyers at the drop of a dime.  They have data and resources dedicated to supporting that retailer’s business.

Sales representatives resemble sales account managers in almost every way except they are not employed by the manufacturer.  Instead they are hired by the manufacturer and typically represent several manufacturers.  They key thing to note about both account managers and sales reps have the experience to know what buyers look for and can help develop sell-in strategies.

Proprietors of smaller product companies are probably folks like you.  They are just breaking into national retailers or figuring out how to.  They have a very lean sales support or do the sales yourself.

Sales Rep's, Account Managers or me.  Who should do the sales for your product line? And what the heck is the difference between these three groups? We answer these questions and more below! 

• Sales account managers are typically employed by large manufacturers that have an existing relationship with a major retailer.  These are companies like Johnson & Johnson, Mattel, or even lesser known names.  They have years (decades, even) of experience selling to large retailers and have teams dedicated to each retail account.
• Sales representatives (similar in roles as brokers or distributors) resemble sales account managers in almost every way except they are not employed by the manufacturer.  Instead they are hired by the manufacturer and typically represent several manufacturers.  They key thing to note about both account managers and sales reps is that they have the relationship with buyers and can get new products in front of them.
• Proprietors of smaller product companies are probably folks like you.  They are just breaking into retailers or figuring out how to.  They have a very lean sales support or do DIY-sales.