PCA Magazine Fall 2019

62 PCA The Magazine | SEPTEMBER-OCTOBER 2019 PREMIUMCIGARS.ORG H Your Sales Rep: Friend or Frenemy? | BY LARRY WAGNER The Industry HOW DO YOU FEEL about your local sales reps? Are you glad to see them, or are you more inclined to groan and roll your eyes as they’re about to darken your door? Seriously, the relationship you have with with your manufacturer’s representative(s) can be helpful in increasing sales, or it can put a real dent in your ability to successfully merchandise your business. The difference lies in your attitude toward that individual, and how you choose to utilize this valuable tool in your arsenal.