‍Strengthening Networking Abilities

Networking is at the heart of the shoe industry’s collaborative spirit. Encouraging both retailers and reps to build and maintain robust professional networks leads to more opportunities for business growth and innovation. Networking events, industry conferences, and online communities provide platforms for industry professionals to share insights, learn from peers, and forge strong relationships. These connections help individuals in our industry foster a more cohesive industry.

Enhancing Skills

Ongoing training and education are vital for professionals, whether those are retailers or reps, to stay ahead of industry trends and advancements. Programs focusing on product knowledge, sales techniques, customer service, and market analysis can significantly enhance effectiveness. Skilled reps can better advise retailers, ensuring the right product fit, reducing markdowns, and boosting customer satisfaction.

Raising Performance Standards

Setting high performance standards ensures all reps consistently deliver their best. Clear benchmarks for success, regular performance evaluations, a culture of continuous improvement, and improving communication skills drive reps to excel. High standards lead to better service for retailers, more accurate and efficient operations, and stronger sales results. Reliable and well-informed reps build trust with retailers, resulting in long-term, successful partnerships.

Benefits to the Shoe Industry and Retailers

Improved Sales and Customer Satisfaction: Skilled and knowledgeable reps can better match products to retailers’ needs, reducing markdowns and enhancing customer satisfaction. This leads to stronger sales and healthier profit margins for everyone involved.

Innovation and Growth: A well-networked sales force can quickly disseminate new ideas and innovations throughout the industry, fostering creativity and forward-thinking.

Stronger Partnerships: High performance standards and a commitment to excellence strengthen relationships between reps and retailers, leading to long-term success and mutual benefit.

Career Development and Job Satisfaction: Investing in the development of sales reps improves their performance and enhances job satisfaction and career prospects, leading to a motivated and dedicated workforce.

Training and Mentoring

Raising the skills, networking abilities, and performance standards of wholesale sales representatives is crucial for the continued success and growth of the shoe industry. By investing in these key areas, we can ensure a more dynamic, informed, and effective sales force, which will benefit the entire industry, including retailers. Every participant in a transaction needs support from the other side to perform their responsibilities correctly. For wholesale reps, this support often means providing accurate and timely data to help them understand what worked for you and what didn’t. Supporting our vendor reps with the business tools and resources they need ensures they can operate efficiently and effectively, ultimately benefiting everyone involved.

National Shoe Travelers (NST)

Recently, a wholesale rep buddy asked if I would use my column to write about the National Shoe Travelers (NST), an association of wholesale shoe representatives. Believing in strong partnerships and supporting everyone at the table, I eagerly agreed. Through this process, I learned some important details about NST:

What:

• Formerly known as World Shoe Travelers or Shoe & Accessory Travelers Association, National Shoe Travelers is a membership organization dedicated to representing and enhancing the abilities and well-being of traveling sales representatives in the footwear and re-lated goods industry.

• NST is a dynamic, evolutionary organization that continually delivers benefits, services, and education to enrich the lives and careers of its members.

• Motto: Reps Helping Reps

Who:

Membership is open to traveling wholesale sales representatives who derive 80% or more of their income from the shoe business.

Benefits of NST membership, average savings of $1200:

• Mentorship and Networking

• Scholarships

- Opportunities for scholarships for qualified applicants for up to 4 years.

• Office Supplies

- Office Depot Discount Membership for Merchandise and Printing

• Mailing and Shipping Services

- Fed Ex Discount Program

• Legal

- A program for access to General Counsel

• Financial Assistance Program

- Opportunities for disaster and emergency assistance for qualified applicants.

• Insurance

- A life insurance policy comes with every membership.

- Medical Emergency Insurance (Traffic Assist)

• Traffic Assist/Medical Emergency Insurance

Summary

Focusing on raising the skills, networking abilities, and performance standards of wholesale sales representatives ensures a vibrant, successful, and forward-thinking shoe industry. This investment benefits the entire industry, especially retailers, by providing better service, fostering innovation, and building stronger partnerships. Everyone in the industry should support the National Shoe Travelers Association’s efforts on behalf of the wholesale sales representatives.

Commentary

Although there has been some talk about bypassing or eliminating regional wholesale reps, I do not support this idea. A good rep’s ability to guide an ac-count to the right shoes reduces markdowns, improves buyers’ understanding of the brand, and boosts sales. If you still run seasonal events with a rep, I congratulate you—these events can be highly effective when properly planned and executed. n

For more information on National Shoe Travelers, please visit www.mynst.org.

Alan Miklofsky is a semi-retired shoe industry veteran and contributor to Footwear Insight. This is his 13th consecutive article for Footwear Insight Magazine. After a 40-year award-winning career as a retailer and long-term board member of the NSRA (which included a stint as its Chairperson), Alan is currently a business consultant working with independent shoe retailers. You can find out more about Alan by visiting his LinkedIn profile.