"I Work for a Manufacturer and I Hate Dealers! Does That Make Me a Bad Sales Rep" - 08/07/19 Edition
Stephen Says Column
Dear Stephen:
I am a territory manager for a manufacturer. I just need to get this off my chest. I hate dealers!
I recognize a dealer’s place in the market and that they are, for better or worse, a necessity for my business. I just do not like dealing with them. I won’t name names but time and time again I find our major dealers are borderline abusive in the way they treat me, our salespeople, showroom managers, assistants and even their own clients. My question has been decades in the making but I really cannot fathom how these dealers feel comfortable interacting with others in the way that they do. It usually starts with the owners then weaves it way down to everyone that works there.
Most recently, I had to give an answer to our major dealer they did not like. Upon hearing the answer, this dealer went straight to my boss (the vice president of sales) and then to our CEO looking to get a bigger discount and to simply change the facts of a situation to work in their favor. I have spent a career paying lip service to my dealer counterparts in many good faith attempts to build positive relationships. It seldom works. Senior management at my company can’t stand most of the dealer principals either, yet we still smile and pat their backs at NeoCon. It seems like we are just yessing them to death. Is it a necessary evil? Sure, but it is one that I can’t suffer much longer.
I find it ironic dealers make so much money, live in the biggest homes and drive the fanciest cars but everyone in the industry can smell their classless stench from a mile away. There is a reason why most end users, customers and design firms want to stay away from them whenever possible.
Is this situation ever going to change? I have been working in furniture since I got out of college but I’m now in my 40s, and I am considering leaving the industry over this one issue. Any thoughts? I really cannot take this dynamic any longer.
Signed,
Dealer Hating, Manufacturer’s Rep
Dear Hater:
Tell me how you really feel!
The age-old, love-hate relationship between dealer and manufacturer has pretty much never changed, and I am unsure if it ever will. While it can be hard and will certainly wear down people on both sides, keep in mind there are nuances to the animosity.
For example, it really makes a difference if the product you manufacture is A&D oriented (such as Herman Miller, Steelcase or Haworth) as opposed to dealer oriented (such as HON, AIS or Global). An A&D product is better controlled by the manufacturer and is in more specific demand. When it comes to controlling specifications for mid-priced furniture, however, the dealer really does hold the cards.
Not all dealers are obnoxious or rude — many of them are reasonable and kind. I have heard complaints almost exactly like yours countless times over the years, and there really isn’t much I can do or say about it. Most dealers are financially very successful and likely won’t change their ways, however, I do think there is a lot of room for dealers to step things up and potentially become even more successful through the building of good faith relationships. I’ve put some thought into this and here is my advice to dealers on how to build stronger relationships with manufacturers:
Stop cc-ing everyone on the email. When you have a problem to work out, deal with your rep only. Cc-ing everyone in the company up to the CEO is seen as bullying and childish. It just serves to burn bridges and start problems. Don’t kid yourself into thinking you have friends higher up the food chain. The CEO may dislike you just as much as the rep. You must have figured that out by now.
Always have the nerve to write the email yourself. Nothing is worse than an officious email coming from your sales assistant. If you have an issue, address it directly.
Stop taking credit for a sale you did not get specified just to get a discount. If you are asked to bid on something, don’t expect a special favor or discount if you cannot prove responsibility for the specification. Every dealer is trying the same thing and in the end, nobody wins.
Try being nice for a change. Granted, the manufacturer’s sales rep does not seem to work as hard as you and your people (I am the first to admit it), but they do not deserve to be treated like a flunky. Even when mistakes are made, approach the situation with kindness and empathy. You will do better in the long term.
Dealers, I know you are rich. I see the Tesla and the Rolex. I know about your fancy vacation homes. None of this matters much if you can’t be a decent human being. It starts with manufacturers not wanting to work with you, and it ends with customers not wanting to buy from you. Especially the A&D community. Don’t kid yourself. Once the sale is finished, the manufacturers have no problem gossiping about what a pain you have been to the A&D firm on the other end. Sooner or later, this is all going to come around and bite you in the butt.
Dealerships are one of the few B2B models that has not changed much in the modern era, and it has made them stale and out of touch. They don’t realize the next Uber-like game changer may be around the corner. I don’t know what it is or what it will look like but if dealers cannot learn to adapt and play nice, I have no doubt the manufacturers and their customers will eventually find a way around them. Keep your eye on Herman Miller and its new leadership and eye toward emerging technologies in the marketplace. Fascinating new business models are being developed every single day. The world is changing, and it is about time the furniture industry changes with it.
But back to you, Mr./Ms. Dealer Hater. As far as your career plans ... like I said, are you kidding? You’re going to change your entire career because a dealer hurt your feelings!? Toughen up and learn some better communication skills. And hey, if you can’t beat them, join them. Go work for a dealer, and maybe one day you too can own a Tesla, too.
Best,
Stephen
You can send your workplace questions to Stephen at: StephenSays@bellow.press
Questions selected to be answered, will appear in this column. Please use the Subject: Stephen Says for all emails. Stephen Viscusi is a bestselling author, television personality, and CEO of The Viscusi Group, global executive recruiters located in New York. Follow Stephen on Twitter @stephenviscusi. Like Stephen on Facebook and follow him on LinkedIn.
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