The changing objectives of supply chain buyers and the Internet have combined to erode the value of traditional, product-pushing, channel reps. In today’s world, the challenge for reps will be in adapting and acquiring new skills before they fade away.
The Trends and Current Realities
Since 1980, there has been a huge and ongoing reduction in and consolidation of factory reps in all major channels. The 1990s first saw the behemoth Wal-Mart change the game when it requested that suppliers switch out area reps working on commission for executive-led supply chain teams with the power to enter into new collaborative supply chain solutions.
Continue reading 26. Channel Reps: It’s Time to Reinvent Your Cost/Benefit Value!