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'Tailor-Made' Programs: A Pay-Off For Both Reps and Manufacturers

One manufacturer learned about the pitfalls of offering the same marketing/promotion programs to all of its reps. "Thankfully, we've always been pretty good about listening to what our reps tell us. We began to get an earful from several of them when they complained about how we were rolling out some marketing plans. While we had done a great deal of preparation for the program, we didn't do what we should have in terms of getting their advice."

"As a result, we shouldn't have been surprised when we didn't get the results we were looking for. None of our reps were bashful about letting us know that what we were doing might work for some territories, but it wasn't what they needed, and the ...

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