-by Ken Lambert, CSI, CSL
If you have a son or daughter who is in high school or college (or perhaps in the military or something else) would you encourage them to become a building product representative? There are different variations of this role, including a sales representative, territory rep, architectural rep, etc. But, they all are fairly similar, and for this article we will just group them into one- and use the acronym “BPR”. I wanted to write this article for CSI and really delve into the growth and market of the BPR, what is changing, and how to get into this kind of role. For me, I have some significant experience in building product sales- but I wanted to ask some current experts and building product sales “stalwarts” from the Northeast Region of CSI. I want to thank those that helped me, in providing their feedback. Below are my interview questions and some of their (anonymous) responses:
1. Does your company require a 4-year college degree in order to be hired for a BPR position? If so, in your opinion what is a good major for a college student- prior to becoming a BPR?
4-yr degree is not required but helps build credibility. Students would be well advised to develop strong communication skills, both written and verbal. English degree, communications. Also consider science-based degrees, environmental science as sustainability is a part of most product’s pitches.
No, we do not require it if the person has the appropriate job experience. If they are new to the industry, we would prefer a college degree.
YES. The best candidates are business majors or anyone interested in architecture engineering or construction management. We have however found that the four year degree is very important to weed out participants that may not have a good handle on the many software programs required to keep good habits.
We do not require a degree. A candidate with industry experience, architectural schooling / background, contractor or jobsite construction experience will be considered more strongly.
I don’t consider it a necessity but in my humble opinion it is not a strike against a candidate. Having a 4-year degree shows an effort to stick to something.
2. What is your estimate on the average total compensation (Base plus commissions/bonuses) at your company for a mid-level BPR, nationally? Rough estimate please.
Entry level about $50K, which can develop to an unlimited amount. Business results drive compensation. Sell more = make more.
$100k.
125k-175k range.
We will pay enough to live and a little extra while the candidate builds his/her pipeline and ultimately gets raises or bonuses reflective of performance. Everyone should be able to have money to live and should understand pay for performance.
$160k/ year.
3. Do you see AI limiting BPR job opportunities over the next several years? Why/ how?
AI can hide weak written communication skills, and can replace the necessity to contact a rep for technical assistance. However AI cannot replace a relationship. Relationships allow problems to be resolved.
Yes, many companies are looking to slash their sales teams in hopes that AI will replace many of their duties. This would mean that there will be fewer salespeople covering larger territories with the assistance of AI. I do not subscribe to that point of view.
A little, the knowledge that AI can quickly gather cuts the BPR out a little on the “influencing the spec”, however the BPR represents more than just knowledge that can be found elsewhere, a BPR acts as a concierge and consultant of sorts and merely “quickly reviewing” information that AI might dredge up is no solution to many real-world issues.
Not really.
Yes, based on my experience dealing with the younger architect crowd. Sales was a more personal experience for my generation than it is for the younger professional crowd. I believe that at some point AI will assume much of the customer service role of today’s BPR.
4. Across your company, what is the average age of a BPR?
We have 2 groups, those 30 and under, and those 60 and over. The old guys are leaving in the next few years, and the young folks are not ready.
36. This is because our older salespeople are retiring, and we are bringing in new folks to the industry. Our industry lost a significant number of people in the 2008 crash and the subsequent recession, who never returned to the industry. As a result, there is a 10+ year group of people missing from the trades, architecture, and manufacturing.
Definitely that Gen X and Millennials representation is light- with a gap in there of talent moving up the ranks.
50 years old.
58.
5. Must one have some onsite construction experience in order to become a successful BPR? Must one have worked within a design firm to become a good BPR? What is your experience with this?
Jobsite experience is always helpful, but can be acquired in the course of selling. A quality rep can inform and persuade from the jobsite to the board room. These are skills that can be developed.
No. We train our new salespeople and help them learn the industry, which includes jobsite visits. Give me someone with 90% enthusiasm and drive, combined with 10% product knowledge, any day over someone with 90% product knowledge but only 10% enthusiasm and drive.
Yes, OR they need to have a working theoretical knowledge from having studies or worked in a related or similar environment. “Context to jobsites” and familiarity is extremely important to us!
Both are hugely beneficial- but the right person can overcome.
No on both. In my opinion a good BPR must be willing to understand their products and their customers’ needs. Being a damn good listener helps.
6. How has being a BPR changed over the past 3-4 years? (If at all.)
The change is the rapid evolution of product development. Successful reps sort the best from the bulk and deliver it to their customers. Too many younger designers rely on the web for product information.
The attention span of those we are trying to reach is significantly shorter than it was before. People do not answer their phones from numbers they don’t recognize.
It has moved to less in person, harder to influence the spec because of changing delivery methods that include more parties in the design (Delegated Design vs Design assist) phase of the newest project delivery methods that rely on the contractor to pick the system rather than the spec writer. Faster projects, less “design time”, less influence with a relationship to one party in the chain of custody.
Relationships are becoming very valuable.
COVID. Some smaller architect offices virtually disappeared when firm ownership realized that their staff could work from home. This also affected larger firms to a lesser degree. It is more difficult to reach out to stay in ‘casual’ contact with design professionals.
Contractor relationships and dynamics were virtually unchanged by COVID.
7. For a recent college grad, how should one go about trying to become a BPR?
Networking. Go to local CSI, AIA, HBA functions and meet people. Be a great people person, engage and ask for help. Also ask what they can do for someone else. Be a servant leader. Do the work, meet people, ask for referrals, be memorable. Find companies that employ reps, read their website, see what they say about themselves. Do they align with your goals? Which ones?
Find a company with values you agree with, and work your way up through Customer Service or other roles. Be clear to the company that you want to learn and want to be a salesperson. The faster you learn the products and the way the company works, the quicker you will earn yourself a sales role.
Speak directly with the companies you would like to work for. Understand the potential by speaking to working reps.
Get the CDT and understand division 1, specifications and assemblies. Know your competition better than they do.
8. Other last thoughts and suggestions:
The image of the traditional salesperson is no longer accurate. Gone are the days of someone selling you something you don’t want.
The work can be a whole bunch of rejection, heartache, loss, abandonment and betrayal. Each project can play out like a Greek Drama, however for a certain type of person it can be incredibly rewarding to represent/sell “real and tangible” things that eventually become part of the built environment.
Product limitations (not attributes) are the most important part of a manufacturer product rep. We have pretty pictures, websites, youtubers and glossy literature so attributes are covered. If there was a failure on the last job, what happened and why? How can it be prevented? Exactly what is in the new version of the code? What will be in the next version? How can design teams improve design for no change in cost?
It appears that we are transitioning from a ‘seller’s market’ to a ‘buyer’s market’ for employees. It will be interesting to see how this changing landscape plays out for employees, and employers.
