Sales-Reps
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Sales Representation

Having deep and wide account relationships with all the major players, Highlands is well-respected in the industry.

Let us use our experience to build insight and strategy directly into your brand. With our laser focus on meeting the consumer’s needs, we’ll bring you sales and support using technology, marketing aids, and the best reseller list in the industry. Working together, we’ll develop streamlined strategies that benefit both resellers and distributors to demonstrate value and quickly penetrate the market.
Articles
Heres-what-I-see

Here’s what I see

August 28, 2017

Like everyone, my professional life is surrounded by emails, texts, meeting requests, tweets, blogs, newsletters, not to mention phone calls from robots, making travel plans, political solicitations, fundraisers, marketing flyers, market research, and Mom.  It’s truly hard to know what’s an important message or what’s not.  Even your refrigerator can send you information, so it’s easy to understand how important opportunities can get overlooked.  

The dealers I support go through the same challenges every day.  Compounding matters, they exist in a highly competitive marketplace from local and global players, online retailers, and others expanding into their space.   This is the backdrop, and why my dealers are looking to manufacturers and rep groups to bring an edge, something new and exciting that can generate growth.  

This means meetings - lots of meetings.  Unfortunately, rather than present new growth opportunities, most only offer newer versions of what they already have.  Dealers kindly sit through their 20th lunch and learn of the month, eat yet another turkey sandwich, and fully intend to “get back with them soon.”  Even presentations can taste like spam.

I take a different approach.

To me, relevant category insight and high-quality, innovative products are vital to selling a solution.  Add-in deep experience and an ability to relate to their challenges and the requirements of the end-user customer, and you now have their trust.  When I bring my satchel of information and solutions to a meeting, dealers know we’ll create many viable options that will move the needle.  As I see it, the solution had been there the whole time -- it’s just the formula had not yet been revealed.  By working collaboratively, we always find something the dealers’ salespeople can present that appears truly customized to them. 

Best yet, this approach makes people look forward to our meetings. Whether it’s purchasing, the sales manager, field reps, or the owner, all pay attention as they know I won’t waste their time with unimportant topics or opportunities.  That’s half the battle.  Part marketer, part salesperson, part scientist.  Consultative expertise coupled with great brands, an expansive product line, and marketing savvy can unearth fantastic opportunity.  And let’s face it, if my dealers are selling more and I helped them do that, I am proud, satisfied, and rewarded.

Laughter and lifelong friendships help too.  

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Angie Tuerck
Account Manager
ThePromiseOfUpselling

The Promise of Upselling

April 19, 2017

For some time, the traditional OP industry has been bifurcating.  Non-traditional suppliers are enjoying incremental volume, reasonable profitability, and a new market with new customers.  Traditional main line OP suppliers, on the other hand, are finding it treacherous.  Too many competitors, customer RFQ’s, and apathy among dealers add up to an increasingly challenging channel. 
 
As Highlands was conceived in the traditional OP space, it’s painful to witness so much dysfunction.  While there are some shining examples of growth and success, the entire channel is under duress.  The most frustrating part is that everyone resorts to the same bag of tricks - dropping price and further lowering cost of goods.  That just takes everyone down. 

How did we get here?  Generally, large resellers have had the most influence on category health, and many have changed their SOPs with merchandising wielding a larger influence.  Couple that with a lack of product/brand differentiation and oversupply in many categories, and we find ourselves awash in mediocrity.  Unless we can sell more volume to offset the lower cost, this is a zero-sum gain.  Consolidation may create opportunity for the strongest to sell more into a declining market, but let’s be clear it’s a declining market especially if your product is dependent on paper.  To regain footing, we must dramatically change how we do business.  We have no choice.  

As I see it, the only way out is a focus on upselling.  If we can’t sell more units, we must make units sold more valuable.  To do that, we need to alter our story and how we target the consumer.  Identifying consumer needs, building a compelling value proposition against that need and then properly targeting that consumer must be at the heart of any program. 

At Highlands, we work across the leadership of our largest partners to push this message - and it’s working.  It’s requires us to be extremely proficient in back-end program structure because that’s where the value lies.  We also help refocus product lines to illustrate the benefit of bundled solutions and efficient product assortment.  We help them leverage data - theirs and the reseller’s - to show both what they’re missing.  We help them to embrace online solutions, not shy away.  We help grant access to field sales to create cross-selling and upselling opportunities.

It’s time to re-build profitability and influence.  The programs we’re implementing are doing just that.  Working the traditional market with new approaches, while encouraging the players to do things differently, will work.  We’re seeing it work.

Bob_Ogara

Bob O'Gara
CEO