Curated Post by Jack Foster at Agency Sales Magazine
It’s true that manufacturer representatives will do lots of research and planning, and think they know the best way to sell a new product. But reps also listen to marketing and production teams before forming a complete strategy.
Since they’re the ones on the receiving end of manufacturers’ new product launch efforts, independent representatives are more aware than anyone that there’s a right way and a wrong way to get the job done.
Speaking to that subject, Bob Cangemi, Straight Up Consulting, Washington, New Jersey, maintains that the mistake too many manufacturers make when introducing new products is that they push a new product because they’ve made the decision ahead of time that customers need it. “What should be done,” he stresses, “is to have the company marketing department lead the sales department…”
