NTEA’s MSRC: A resource for manufacturers seeking field sales support

This article was published in the November 2023 edition of NTEA News.

In the North American truck equipment industry, most manufacturers sell their products through distribution channels. For some, though, all sales are direct, while others opt for a mix of direct and distributor sales.

How do manufacturers establish and maintain relationships with end users of their products? Manufacturer sales representatives can be part of the solution. Like distributors, they add value as a result of their knowledge of customers within a particular geographic region. Essentially, sales representatives can be a company’s outside sales force.

From the perspective of a manufacturer that chooses to establish a contractual relationship with a sales representative, they are working with a partner, not an employee. This can be advantageous in terms of cost. The sales representative is responsible for human resource issues such as health care, and manages all documentation related to local, state and federal taxes.

MSRC is an NTEA operating division organized for the sole purpose of providing a resource for NTEA manufacturer members seeking field sales support. MSRC members are vetted for their expertise and skillsets unique to the work truck industry. To connect with an MSRC member, visit ntea.com/msrc.

MSRC members typically represent multiple product lines covering a range of products sold into the work truck market. As a result, sales representatives are exposed to a variety of application markets. The knowledge base gained from such broad experience offers a level of technical expertise that extends beyond any one specific product. Other attributes of MSRC members include:

  • Cultural familiarity (generally live in the region)
  • High frequency of customer contact
  • Long-established relationships

How to join
Membership is open to any NTEA member — individual, proprietorship, partnership or corporation — involved in the sales representation of manufacturing firms in the truck equipment industry. To join, download a membership application at ntea.com/msrc. Email Steve Latin-Kasper (stevelk@ntea.com) with questions.

MSRC members

  • Cherry Sales Associates Inc. (LaGrange, Georgia)
  • Cree & Cree Inc. (Dallas, Texas)
  • Equipment Marketing Inc. (Bound Brook, New Jersey)
  • H & W Marketing Inc. (Exton, Pennsylvania)
  • J.J. O’Connell Co. Inc. (Richardson, Texas)
  • Mink Heavy Duty Sales Inc. (Shawnee Mission, Kansas)
  • Sherman-Pearson Co. (Cleveland, Ohio)
  • T-W Sales Inc. (Lucas, Ohio)
  • Timco Sales Inc. (Wickliffe, Ohio)
  • Upstate Sales Ent. (Skaneateles, New York)

MSRC officers

  • Chair Chris Seiwert — Mink Heavy Duty Sales
  • Vice Chair Chris Cherry — Cherry Sales Associates Inc.
  • Treasurer Rick Whitlock — H & W Marketing Inc.