article was published in the November 2023 edition of NTEA News.
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.
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.
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.
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
- High frequency of customer contact
- Long-established relationships
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 (firstname.lastname@example.org) with
- Cherry Sales Associates Inc. (LaGrange,
- Cree & Cree Inc. (Dallas, Texas)
- Equipment Marketing Inc. (Bound Brook, New
- H & W Marketing Inc. (Exton, Pennsylvania)
- J.J. O’Connell Co. Inc. (Richardson, Texas)
- Mink Heavy Duty Sales Inc. (Shawnee Mission,
- Sherman-Pearson Co. (Cleveland, Ohio)
- T-W Sales Inc. (Lucas, Ohio)
- Timco Sales Inc. (Wickliffe, Ohio)
- Upstate Sales Ent. (Skaneateles, New York)
Chris Seiwert — Mink Heavy Duty Sales
- Vice Chair
Chris Cherry — Cherry Sales Associates Inc.
Rick Whitlock — H & W Marketing Inc.