Manufacturer reps: More engaged than ever

By Jenny Yu.  

Two industry veterans discuss the evolving role of manufacturer representatives in today’s technological landscape. 

Manufacturer representatives have long served as a vital link between manufacturers, distributors and contractors. In a recent Roofing Road Trips® episode, Heidi J. Ellsworth spoke with Jim Rizzo of PermaBond and Randy Chaffee, RCS Influencer and owner of Source One Marketing, to explore how the rep role has evolved and why relationships remain at the center of roofing and metal construction. 

Jim brings 45 years of roofing industry experience to the table, bringing with him a knowledge of spanning product innovation, national sales networks and emerging technology. From introducing modified bitumen products and ice and water shields to developing EternaBond, Jim has seen the rep model transform firsthand. “I've been in the industry for a while; I’ve worked with reps, I've hired reps, I've been a rep,” Jim shared. “It’s fun to go through this with guys like Randy who are out there doing their thing.” 

He explained that consolidation among distributors has made the job more complex. “To get products into QXO and the big guys, it’s harder,” Jim said. “They've got to work the back-end deals. They’ve got to do more training and demos and get more engaged with contractors because that’s where it’s at today.” 

Randy agreed, stressing the importance of adapting to the times and technological trends in order for reps to stay relevant. “I've been around the industry for almost 50 years, and my latest mission is converting everybody to use more digital, more virtual,” Randy stated. “For reps or salespeople out in the field, there's a lot of great technology that we can use as a force multiplier.” 

Randy’s experiences led him to write a book focused on his lessons learned while bridging the old-school relationship of building with modern virtual engagement. “The book starts with lessons from my dad about being true to who you are,” Randy shared. “Then I walk through my journey from old school to new school into more of a hybrid version of showing up, whether it's on screen or in person.” 

Both Jim and Randy agreed that despite changing tools and technology, people remain at the core of the business. “The reps are the keystone to that relationship with the contractor and the distributor and the architect,” Jim expressed. “These reps today, they have to be more engaged than ever.” 

Listen to the podcast to learn more about why manufacturer reps still matter.