Ever wondered who actually turns supplier strategy into real shelf space and steady sell-through? Host, Jacki Lutz, rides shotgun with two veteran manufacturer’s reps, Brad Baker, Senior Vice President at Bill Murray and Associates, and Darrell Wade, Senior Director of Organic Growth for N.A. Williams, who explain how agencies power growth across retailers and traditional distributors, why some brands outsource sales entirely, and what it takes to juggle ten-plus product lines without losing focus. The conversation is candid and practical—less pitch, more playbook—covering the hard tradeoffs, the daily fires, and the moments where trust beats a slick presentation.
They get into the gritty stuff, too. Changeovers and stock lifts aren’t glamorous, but they’re the engine behind new business. From reboxing parts to coordinating deadlines across dozens of locations, the logistical lift is real and so are the results when it’s planned and executed well. Alongside the field work sits a growing data muscle: training programs, analytics, and tools that help reps prioritize programs, prove ROI, and turn spreadsheets into strategy. The best reps bring type A organization and a calm, human touch... asking smart questions, telling the truth fast, and staying consultative even when the pressure’s on.
There’s a generational shift underway, and they talk about how to harness it. New talent brings sharper analytical skills and AI fluency; experienced leaders bring hard-won judgment and deep relationships. The trick is coaching without controlling, letting new reps solve problems their way while reinforcing fundamentals. They also spotlight Right to Repair through the most effective lens: consumer choice. When drivers can choose where and how their vehicles get serviced, the entire ecosystem... from suppliers to shops to reps... wins with better access, better competition, and better outcomes.
If you care about sales strategy, channel partnerships, and the future of the automotive aftermarket, this ride delivers. Subscribe, share with a teammate who lives in Excel and on the road, and leave a review to tell us which part of the rep playbook you’re stealing next.
If you are a Manufacturers' Rep, you can learn more about the Auto Care Association's Manufacturers' Representatives Community here: https://www.autocare.org/networking-and-development/communities/manufacturers'-representatives
To learn more about the Auto Care Association visit autocare.org.
To learn more about our show and suggest future topics and guests, visit autocare.org/podcast
