As the voice of manufacturers’ representatives in the PHCP-PVF industry, the Association of Independent Manufacturers’ Representatives (AIM/R) continues to evolve in step with the needs of its members. At the helm of this year’s efforts is President Michelle Lewnes-Dadas, CPMR, who is also president of Preferred Sales. She is a longstanding member of the organization and a dedicated champion for manufacturers’ reps and their role in the industry. 

We sat down with Lewnes-Dadas to hear her insights into the initiatives AIM/R is championing, the challenges and opportunities facing reps today, and how the association is creating meaningful value to help its members succeed in a rapidly changing marketplace.

The Wholesaler: Michelle, you have been involved with AIM/R as a member, a board member and now as the association’s president. Please tell us about the most significant initiatives AIM/R has launched or completed in the past year, and how it has advanced the role of the manufacturers’ representative.

Michelle Lewnes-Dadas: Over the last 18 months, AIM/R developed what the board has called “Reverse Councils” with Winsupply, Ferguson and Hajoca. We decided that AIM/R should have a direct relationship with these organizations to better understand their language, organizational structure and the role reps have for each of them. We plan to share this insight through our educational offerings to membership (i.e., conference and AIM/R On Tap) with the intention of further aligning the rep community with these partners and to continue to enhance our collective relationships. 

These Reverse Councils have been well-received, and both sides have learned an immense amount about each other’s businesses. This initiative is in its infancy stage. We look forward to continued development with plans to extend these councils with additional wholesalers across the country. We believe it will pay huge dividends on both sides with strengthening the rep/ wholesaler relationship. 

TW: Can you share any new goals or strategic priorities the organization has set for this year, and what prompted those shifts in focus? 

Lewnes-Dadas: In our last strategic planning session, one area of improvement we identified was how we communicate and interact with our membership through our association management system (AMS), which also drove the backend of our website. 

Our old system did not allow us to be as user-friendly with our membership as leadership desired. Registration for conference and updating records was a very cumbersome project. We had many contacts who were no longer with companies, causing information to not be received by the right individuals within our membership. 

As a result, we developed a task force that shopped various systems to determine which one would best fit our needs and our budget. In the end, we selected a platform that we feel will be more equipped to support us in the future with many self-service benefits that a member can now manage from the AIM/R’s website. 

TW: How is AIM/R continuing to elevate the value and visibility of the independent rep in today’s rapidly changing marketplace?

Lewnes-Dadas: AIM/R continues to champion the role and value of the independent manufacturers rep across the plumbing, HVAC and PVF industries through its four strategic pillars: Outreach, Resources, Education and Events. Our goal is to make sure the rep is not only seen in our industry but also heard as we are vital part of it. 

AIM/R hosts manufacturer and wholesaler councils throughout the year, partners with industry publications and is active in other industry associations. Through this outreach, we create pertinent rep-focused articles for publication with our industry press partners and content for our educational initiatives such as our monthly e-learning opportunities, AIM/R On Tap, to continue to advocate and enhance the role of the rep in our community.

We also offer services such as our annual Benchmarking Survey, which provides data-driven insights to help reps measure performance and adapt to market shifts. 

Signature events such as the Annual Conference and Principal’s Reception foster and elevate the rep function within the supply chain, equipping attendees with the tools, training and networking to thrive and lead their organizations. 

AIM/R also invests in leadership development through programs like the Bill Freeman Memorial Fund, which supports reps pursuing CPMR certification.

TW: How is AIM/R supporting reps in navigating challenges such as manufacturer consolidation, shifting channel dynamics or evolving customer expectations? 

Lewnes-Dadas: AIM/R is equipping reps to thrive amid industry disruption by fostering adaptability, collaboration and continuous learning. The greatest asset we as an association have is our network of experienced reps who offer peer mentorship and real-world guidance to navigate evolving expectations of our partners (customers and manufacturers). AIM/R’s commitment to leadership development, through  Leaders of Tomorrow/Today and CPMR, ensures that the next generation of reps are prepared for the future and equipped with a network of their own. 

AIM/R also strengthens rep-manufacturer relationships by promoting open communication, trust-building, and shared accountability — all themes from our roundtable discussions. In a rapidly changing marketplace, AIM/R remains a vital advocate, empowering reps to lead with confidence, deliver value across the supply chain and meet the demands of today’s and tomorrow’s customers. 

TW: Looking ahead, where do you see the greatest opportunities for reps to grow and differentiate themselves, and how is AIM/R helping them get there? 

Lewnes-Dadas: The greatest opportunities for reps lie in becoming indispensable strategic partners, offering not only sales performance, but insights into the market and industry for our key stakeholders in the channel. As product lines consolidate and digital channels expand, reps who differentiate themselves through technical expertise, system design, data fluency/analytics and relationship-building will lead the way. 

AIM/R is helping reps prepare for these opportunities through a multipronged approach. The Leaders of Tomorrow/Today program prepares the next generation of reps to navigate complex business challenges with confidence while also reinforcing the professionalism and longevity of reps. We constantly challenge our content for our educational platforms, our Annual Conference and AIM/R On Tap, to make sure we provide content for our larger members, along with our smaller ones, to advance their positions in the marketplace. 

We are increasing the caliber of talent of our speakers at the conference and looking outside of our industry to provide new insights on the way to go to market and innovative approaches, challenging the “old norm.” 

TW: The Annual Conference is always a home run, from its many networking experiences to takeaways that can be implemented immediately in one’s business. Can you give us a glimpse into this year’s conference: what is the theme and how is it being supported? 

Lewnes-Dadas: This year’s conference, themed “Working on Your Business… and Not Just in It,” focuses on elevating professionalism and fostering growth in any business climate. Every session equips attendees with strategies to advance their companies.

Keynote speaker Gino Wickman, creator of the Entrepreneurial Operating System (EOS), will lead a workshop-style session on the EOS , providing a clear framework for focus and execution. 

We also spent some time developing content this year based on the survey results and attendee feedback. Other sessions include building an inside sales team, enhancing your brand through marketing, an artificial intelligence workshop, and rep-led discussions on buy-sell agreements, succession planning and healthcare funding.

Additional highlights feature an economic update by Chris Kuehl of Armada Corporate Intelligence, a discussion with Hajoca/EMCO to gain a better understanding of their structure and collaboration opportunities, and a review of the member benchmarking study.

This year’s campus-like venue will encourage constant peer interaction and focused learning over three days, with quiet spaces for small group discussions and networking.

For more information on the group and its events,  visit www.aimr.net.