REP'S PERSPECTIVE
Why Lighting Manufacturers Use Regional Representation By DAWN DOBERENZ, LC, COLUMBIA PACIFIC SALES Photo Credit: Columbia Pacific Sales
In the lighting industry, products rarely sell on specifications alone. Success depends on market understanding, trusted connections, technical expertise, and the ability to manage a project from design through installation. This is why lighting manufacturers rely on rep agencies as the pathway between factories and specifiers or end-use customers. Rep agencies help expand the factories’ sales force more effectively.
Local Connections
One of the biggest reasons manufacturers need agencies is their exposure to the region. Developing a direct sales team in every territory would be costly. Local Agencies already have established relationships with distributors, contractors, specifiers, and end users in their regions. This gives manufacturers access without the overhead. Industry groups such as NEMRA Lighting Division describe lighting representatives as a key part of the channel because of the strong partnerships & connections.
Technical Expertise
Agents are much more than just a messenger between involved parties on the project. Agent partners often include Lighting Certified specialists on staff that are educated and obtain specific expertise. Lighting has become far more technical than it used to be: today’s projects typically involve controls, commissioning, and sometimes integration with building management systems. Most of the large agents employ controls experts
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designing lighting
that complete field commissioning for the controls projects in the region. Agents are known to have ongoing updates with their factories, so they stay aware of what is new. This training allows for expertise in a variety of technologies which is extended to the market on a day-to-day basis. It’s hard to find an agent partner who doesn’t want to share the knowledge they have obtained! Just a cup of coffee or a lunch date can establish a specification when lighting people get together!
Education
Rep agencies are known for their education efforts. Agents spend time and money keeping their distributors, contractors and specifiers educated on all represented factory lines to assist with proper specifications and installations. This typically comes in the format of sales calls where the agent will show their products in person. Since COVID of course, there are lots of virtual product presentations as well. But