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Tracing its roots back to the 1930s, Vernon Bitzer Associates has been in its current operating form since 1951 when Vernon R. Bitzer founded the agency and began representing Watts Regulator Co. David Steele, Patrick Daly and Richard Tarr are the fourth ownership group of the agency and are very proud that they still represent Watts 74 years later, one of the longest Watts reps in the country.
Located in Warminster, Pennsylvania, the 21-person rep agency covers eastern Pennsylvania, southern New Jersey and Delaware with a 12,000-square-foot warehouse. The current ownership group brings a background of diversity to the agency: Daly comes from the manufacturer side, Tarr comes from the wholesaler side, and Steele has historic rep ties. This provides the agency with a perspective of the different market segments.
We sat down with Steele, Daly, Tarr and Marketing Coordinator Sarah Hignett to discuss what makes their agency unique and how being part of AIM/R has helped them in their business.
Alan Cohen: How did you get involved with AIM/R?
Dave Steele: As a young owner in 2015, I was encouraged by other Philadelphia-area rep owners to get involved and attend a conference. Albuquerque was my first conference, and I’ve been “hooked” ever since.
Jessica Kolaitis: What could Vernon Bitzer not be successful without?
Patrick Daly: Our people. Caring for our customers gets us the purchase order. It’s not a people vs. product agency. We must care about the people, not necessarily the product.
Cohen: What advice would you give to someone entering the industry?
Steele: Come in with an aptitude to learn. Our job is to teach you the industry; your job is to learn. If we are doing our job, we will keep you. It may not be the sexiest industry, but it’s made up of great people, and you will find the industry a great place to call home.
Sarah Hignett: Be patient. There is a steep learning curve, but if you show a willingness, you will eventually experience a level of comfort.
Cohen: What does Vernon Bitzer get out of its AIM/R membership?
Daly: The networking is priceless. It has a family feel. The association is made up of high-level professionals looking to raise the level of the rep channel as a whole. There is a concerted effort to make the manufacturer know that going to market with reps is, without question, the best way to build a long-standing successful marketplace. It’s one big family mixed in with a lot of fun.
Kolaitis: What does the industry look like 10 years from now?
Steele: Change will continue, but change creates opportunities. Our inside staff is no longer considered customer service; we are all inside sales. We must become more technical. We must work the last mile for our manufacturers. We will be asked to be more service-related after the sale. We will be forced to evolve. We need to take a risk as disruption occurs. Retirements and lack of workforce will be challenging, but this will again create opportunities for the rep community.
Alan Cohen, CPMR, is vice president of sales at Rich Tomkins Co. and Jessica Kolaitis, CPMR, is vice president of operations at Tim Morales and Associates.