After 5 plus decades on this planet, and over 75,000 hours in the foodservice equipment Industry, I find myself wondering “What the hell do I know, anyway?”
I’m not talking about factoids, like the optimal commercial kitchen width (17’), or where the best square pizza in the area can be had (formerly Gloria’s Pizza in Flushing, now Spumoni Gardens in Coney Island). Nor do I mean the proper height for installing wall backing, the proper size of a grease trap, or how many seats can be squeezed into a given dining room.
No, I am talking wisdom here. These days, the “why” of what we do is more important to me than the “what”. It’s an existential question at its most basic.
The manufacturer’s rep is an enigma to all especially to him or herself.
Who are we? Educators, salespeople, marketers, financiers, brokers, answer-men?
Armed with an arcane knowledge base (I can say “I don’t understand Mandarin” IN Mandarin!), I travel around “preaching the gospel” of the factories that I happen to represent at the moment. Still, I find it difficult to articulate my business purpose. My Dad went to his grave never fully understanding what exactly it was that his only son did for a living.
As a rep, we are often maligned by our partners in the industry which we serve. A dealer that I worked for once called reps “coupon clippers”. The factory “pukes” (AKA Sales Manglers) call us “rep-tiles”! The popular misconception of a rep being a glad-handling golf course regular might sometimes be well-founded. Unfortunately for me, I don’t even know how to play.
What value then do we add to the supply channel? As an officer of MAFSI, Manufacturers’ Agents to the Foodservice Industry, I am keenly aware of the extensive list of services that we provide - we’ve got several white papers on that subject alone. But what does it all boil down to?
Our compensation is based on territory sales, but that’s a poor barometer of our worth. We aren’t paid to make anything, fix anything, finance, deliver, or track anything. We’re paid to market. But we’re not marketing agents.
What I do know, is my territory & many of the people in it. And that’s something that even Willie Loman would be proud of.
Unlike Willie Loman, though, I have been fortunate to actually live the American Dream. Our foodservice industry is life-sustaining and vibrant. I know that it still gets my blood pumping, gets me up early every day, and keeps me going ‘til late.
What the hell do I know? I know that my life is good because of my life-long association with the foodservice equipment and supplies industry!
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