What Makes the Best Principals:
A Rep's Checklist

Ron Doherty of Doherty Associates, Inc. has been in the rep business for 16 years. With headquarters in Houston, Texas, his firm sells metal and plastic components to original equipment manufacturers in many different industries.

When asked "What characteristics are shared among the best principals?" he replied, "Every rep that strives to excel has a wish list."

Doherty's wish list includes principals who:
• have well-trained customer service personnel
• maintain good communications with customers and their rep organization
• develop a well thought out marketing (lead-creation) program
• offer excellent technical and field support

In addition, the best principals to work for are those who:
• ship high-quality parts on time
• minimize turn time on estimates
• make timely commission payments

He notes that the best principals will always notify their rep if an issue develops that could affect any of these three areas.

According to Doherty, "Other important characteristics that distinguish the best principals are: keeping industry certifications current, developing and maintaining an effective website, and investing back into the business with a strong desire to be competitive."

The best principals work hard in driving new programs to production and do many things to satisfy prospects and customers. They respect the relationship with reps and customers and recognize the hard work by the rep agency in maintaining business levels and in helping to grow their business.

According to Doherty, "Success is a journey, not a destination. And the same can be said for a good rep/principal relationship."