ELGIN, Ill. -- Former owner of A-C Brake in Louisville, Mary Craig Czerwonka, addressed some of the major curveballs that are being thrown in today’s unpredictable marketplace, and how independent sales reps can be prepared for them.

She recently spoke at the annual Heavy Duty Representatives Association (HDRA) Rep and Supplier Breakfast which took place in conjunction with the Mid-America Truck Show.

One of the first questions that she presented to the audience was, “What do you think of the economy?”

• Question: Have you had any customers file bankruptcy in the last 90 – 120 days? Answer: 75 percent of the audience raised their hands.

• Question: Have you picked up at least one new customer this calendar year? Answer: 50 percent of the audience raised their hands.

• Question: Have you had any customers whose sales have increased this year? Answer: 50 percent of the audience raised their hands.

• Question: Have you been thrown a curve ball? Answer: 100 percent of the audience raised their hands.

When faced with a curve ball a person must remember, “Persistence is stronger than failure,” said Mary Craig.

Over the years, as a distributor, Mary Craig has seen some very successful sales reps and some not so successful. She gave a list of guidelines for sales reps to follow in order to be successful with distributors in any economy.

1. Respect and Honesty - A distributor’s and sales rep’s relationship needs to be built on respect and honesty, whether it is addressing issues with a rep or his/her product line face to face, switching up who picks up the check at lunch.

2. Product & Program Knowledge – Distributors’ depend on sales reps not only to educate the owners/managers as to what is new but to educate the salesmen, countermen and service personnel on the features and benefits of purchasing or installing their product over someone else’s.

Distributors also need to know the ins and outs of manufacturer’s programs. They are usually written and distributors normally have copies, but it is still expected that the salesman is familiar with and informed about the programs.

3. Ownership of a Distributor’s Problem – When a distributor has an issue with a factory, they expect the salesman to be the designated runner. A liaison is needed between the distributor personnel and factory personnel, and the distributor wants the sales rep to be apart of the team.

4. Technology – Today sales reps must have a cell phone and an e-mail address on an old fashioned business card, and stay up-to-date on all communication forms, including social networking sites. But batters beware: You can have so many fastballs flying at you with e-mail and the Internet that you may miss more than your share of hits because you are no longer managing your time wisely.

5. Take an Interest in People – If an interest is shown for a person it will help to develop trust and loyalty. If you portray yourself as successful, then others will want to be around you because they want to be successful, too. As they see themselves as successful, then they will make you a success by buying your product or promoting you to their cohorts.

“Don’t be deceived by what is being thrown at you, especially by the nasty curve balls. Stick to your values, practice and be ready for the game. Remember those who are persistent are those who are the winners,” she concluded.