Dear Stephen,
I started working for a Steelcase dealer about a year ago and I'm loving it.
My experience before this was as a manufacturer sales rep. I was not proud of the brand I was working for; it was an open line, and the products were mundane. I called on the local Steelcase dealer—they were a big supporter—and I got to know the sales manager, who recruited me. I found the Steelcase dealer environment to be extremely professional, even as a rep of another brand, and I thought the ability to represent Steelcase, even at a dealer level, was better than working for one of the "B" level manufacturers that's not as well known. So far, I am glad I made the switch.
In my short time working here, I've noticed that a lot of the management at this Steelcase dealer, as well as other dealers around the country, come from Steelcase itself. Literally, people who were originally regional managers for Steelcase, or sales reps, and even in one case a VP of Sales, left Steelcase to work for a Steelcase dealer.
While I am loving my new job, I guess it's human nature to contrast and compare what I'm doing now with my former job at a manufacturer and think about "what might've been." I guess I was thinking: If I had the chance to work directly for Steelcase, why would I ever leave—and if I did, why would I go to one of their own dealers? I am still newish to the contract furniture world, just turned 33, this is my second job, so I'm still figuring things out. I'm hesitant to ask our manager why he left Steelcase to come work here; I think it might give him the wrong impression. But I am curious—why would anyone leave a big manufacturer to come work at a dealer?
Signed,
Just Curious
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Dear JC,
Steelcase does not have a monopoly on salespeople who have gone to work at that same brand's dealers. This happens with every brand—MillerKnoll, Haworth, HNI, and of course, Steelcase. The reason, you may wonder? The money!
Working for any of the major manufacturers is a great job. And I have news for you—there are many second-tier manufacturers, perhaps like where you worked before, that also have excellent reputations and people love working at those manufacturers. (And I hate the phrase second tier, so let's say "emerging brands"!) Yet, almost without exception, you know if you work at a manufacturer, you can always make more money at a contract furniture dealer. You see the coin that some of these heavy hitters are making at a dealer, and you say to yourself, "I could do that. I want to make that kind of money..."
What are some differences? With dealers, you are one step closer to the actual customer, and you will find day-to-day business is more intense and more "transactional." Instead of getting a phone call from a dealer asking for an additional discount, you're now the person sitting across from the real deal, the person looking you in the eye and asking you to "sharpen your pencil." That experience can be energizing for some people; not so thrilling for others. Each individual has to self-evaluate and figure out deep down what makes you tick before making this jump from manufacturer to dealer.
If you go to work for the dealer that represents the manufacturer you already worked for, you often have a big advantage because you're bringing with you all the inside information you have on who you need to go to at that manufacturer (intel) like who to contact at the factory for the best discount. Or, maybe, how to get lead times moved up... or how to get a quote done faster for a custom product your customer wants. Dealer owners love this, and for you, it allows you to be more convincing to the dealer's customers! In theory, that makes you more desirable to a dealer's customer or an architect or designer specifier because you bring the pedigree from wherever you worked before: MillerKnoll, Steelcase, Teknion, or Haworth. You had great training from the manufacturer, and I suspect the dealer's customer may trust you more. Again, more sales, more money.
Because of this background and inside information and training from the manufacturer, these sales leaders who work for a manufacturer and then go to work for a dealer usually get higher salaries or higher guarantees because the dealer management considers this to be upgrading their existing sales team. Again, they're usually better trained, with more polish, and the customers see that.
So the answer to your question is that certain talented, ambitious people will leave a manufacturer to go to a dealer because of the potential to make more money. And they usually do!
Good luck with your new job. I'm sure you'll love it.
Signed,
Stephen