What is a Manufacturer's Rep??
By Jerry Kraft – JTH Lighting Alliance
JerryK@JTHLighting.com
After 17 years of working with the great folks at SECOA I felt a need for change in my career. I had moved to JTH Lighting Alliance, a lighting manufactures representative agency (AKA Rep). As I was talking to folks, telling them about my new position I found that I was constantly explaining what a Rep is and does. I would begin by telling people “The core of what a Rep does is in the title; “manufacturer's representative.” We act as local representation for a collection of manufacturers from around the county.” JTH is a manufacturers representative for the lighting industry, not just theatre lighting but architectural as well.
But then the questions would start…
Why don’t manufacturers just have their own people represent them?
When companies are starting up this is often what they do. But as they grow and sales increase it becomes impractical to maintain dozens of field offices to keep up a local presence. A Rep company brings industry knowledge and local connections to the table.
Do rep’s only support one manufacture?
Typically representing only one manufacture is fiscally impractical. They will represent multiple, typically complimentary, line of manufactures. This is called the Rep’s Line Card. It’s a list of the manufactures product lines they represent.
So I can buy fixtures from you?
No, fixtures and controls must be purchased through a dealer or electrical distributor.
Oh, you sell to the dealers…?
Nope, the dealers and distributors buy directly from the manufactures and sell to their clients.
So what do you sell?
Without sounding pretentious, service.
That only sounded mostly pretentious. I got it, you guys repair the equipment.
Again no. But we do help arrange for service through either the manufactures technical services or independent local service companies. There are some of us who have worked with the gear a lot who can also help out in a pinch.
OK… So what do you do?
Well… we’re helpers.
Helpers?
Yeah helpers.
I can wait to hear this…
When an architect or engineer is planning a new building, we assist them, matching the needs of the design to the proper technology. We help them by introducing them to new products and technologies that provide the multiple solutions for their client. We also help coordinate functionally between multiple system and manufactures.
I think I’m following you…
Another example, a university lighting designer hears that company XYZ just debuted a new product at the last trade show, but they couldn’t go because they were stuck in tech’s for that stupid musical with the little red head who can never find her mark and… anyways. They would love to see a demonstration of this unit. They can call the Rep and they will visit the school and help them out.
But my favorite dealer does that for me already.
Which is great and we love that. But not all clients have tight relationships with a dealer. Or sometimes they would prefer to have a demo without having to involve dealers.
But doesn’t that take away sales from the dealers?
Not at all. Remember all the purchases must be made through dealers.
Anything else?
Part of our work is to help the electricians when a project is under construction. There are too many lighting and controls systems for these guys to keep straight. We are there to help them pull the right wires and make the correct connections and in general make that part of the project go smoothly.
So you’re a helper.
Yep, think of a manufacture representative as another tool in your tool chest. We take all types of calls for our manufactures from early project planning to arrange service years after a project is complete. We are a helping hand that is ready to guide you every step of the way.
OK, that last part was really cheesy
Yeah, you’re right.