Its likely that your relationships and sales with AIM/R-affiliated reps are stronger than those with non-AIM/R reps—and that’s no coincidence. By partnering with AIM/R -affiliated reps, IMARK Plumbing distributors can trust they are working with knowledgeable, experienced professionals who are deeply committed to delivering exceptional service. That is what AIM/R refers to as the “AIM/R Rep Advantage.”
AIM/R, much like IMARK Plumbing, provides a robust support network designed to empower reps to succeed in an ever-changing market. Reps with company members of AIM/R regularly come together to share best practices, ensuring continuous improvement in their roles. The association is dedicated to helping its members thrive by providing valuable resources and support, ensuring that no one feels isolated while navigating the complexities of business challenges.
Ongoing Support for Rep Success
AIM/R functions similarly to IMARK Plumbing in supporting manufacturers’ representatives. Just as IMARK Plumbing assists distributors in managing and improving their business operations, AIM/R helps its members navigate the complexities of running a successful business, all while ensuring they remain effective, efficient and professional in their sales roles.
Both organizations recognize the importance of community and continuous development, which is why AIM/R, like IMARK Plumbing, hosts an annual conference. These events offer invaluable networking opportunities, educational seminars and a platform for idea exchanges. Additionally, AIM/R’s monthly On Tap webinars delve into key business topics—such as employee retention, healthcare and succession planning—equipping reps with the information they need to succeed.
AIM/R’s Rich History and Role in the Industry
AIM/R’s roots can be traced back to the 1950s and 1960s, when it emerged from the AIM Manufacturers Association to address the challenges faced by rep firms. Historically, reps were often seen as secondary players in the sales process, with manufacturers and wholesalers receiving the bulk of the attention.
AIM/R’s mission has always been clear: to elevate the role of reps, promote professional development and improve their position within the supply chain. Over time, AIM/R has worked tirelessly to raise awareness of the value reps bring to the industry and to ensure their contributions are fully recognized.
Growing with the Industry: A Professional Commitment
Today, AIM/R stands as a prominent trade association that is dedicated to the growth and success of independent manufacturers’ representatives. AIM/R reps constantly strive to improve their business practices, offer valuable services and ensure their professional growth.
Jeff Blair, president, Barclay Sales Ltd. and an AIM/R executive committee member, sums it up well: “People choose to become a member because they want to improve business and become a better rep. AIM/R reps become better at business and serving the supply chain.” This commitment to continual improvement helps AIM/R members stay at the forefront of the industry.
Advocacy and Strengthening Relationships
In addition to supporting its members’ professional growth, AIM/R also plays a critical advocacy role for the entire rep community. The association aligns closely with manufacturers to ensure that reps are providing top-tier service to their wholesale partners.
For many IMARK Plumbing distributors, AIM/R members serve as their primary point of contact when dealing with manufacturers. As AIM/R Executive Committee Member and President, WHB, Jon Wiggs, CPMR, CPSC points out, relationships with AIM/R reps are typically stronger than those with non-AIM/R reps because of their deep commitment to providing knowledgeable, professional service and cultivating strong partnerships with distributor clients.
Raising Awareness and Strengthening Relationships
AIM/R Executive Committee Member and President, Cooper New England Sales, Scott Cooper, CPMR, CPSC, stresses the importance of raising awareness about the role of reps in the industry: “Being featured in this issue of IMARK Today is a step in the right direction... We’re working hard to raise awareness about reps, what they do and the value they bring to the channel.”
AIM/R’s ongoing efforts are focused on promoting the professionalism of its members and showcasing the vital role they play in the success of the supply chain. This awareness helps foster stronger relationships within the industry, benefiting both reps and distributors.
Building Strong Rep/Manufacturer Relationships
A successful rep/manufacturer relationship depends on consistent communication, trust and accountability from both sides. Clear and open communication about expectations, strategies and investments is essential for alignment. Trust allows both parties to engage in honest, sometimes difficult conversations about what’s working and what isn’t. Accountability ensures that issues are addressed and improvements are made. When these principles are in place, growth accelerates and challenges can be overcome effectively.
A strong relationship with the right manufacturer’s rep can help manufacturers quickly gain market share. In fact, AIM/R often serves as a competitive advantage in the marketplace for them. Each year, AIM/R recognizes an outstanding industry leader with the AIM/R Golden Eagle Award, celebrating a manufacturer who exemplifies the core values of working collaboratively with independent manufacturers’ representatives to drive product success.
Navigating the Changing Landscape
The business landscape is changing rapidly, driven by the rise of digital tools and datadriven decision-making. Reps, once the primary source of information on new products and programs, are now tasked with educating clients on how these systems work. Rather than simply delivering information, reps must now ensure their clients understand the tools and processes at their disposal. AIM/R members have embraced these changes, incorporating technology and data-driven insights to enhance their services. Through the association’s networking and best-practice sharing, reps are equipped to stay ahead of these changes and remain adaptable in the face of evolving market demands.
Consolidation and Professional Growth in the Rep Industry
As the rep industry continues to evolve, consolidation has become a growing trend. Many AIM/R members are expanding their firms to manage larger requests from customers and manufacturers. This expansion has led to the incorporation of new marketing and communication strategies, allowing reps to handle larger, more complex operations. AIM/R, in turn, continues to prioritize professional development, offering its members opportunities to refine their skills and gain new knowledge. The AIM/R Bill Freeman Memorial Fund, for example, supports aspiring reps in accessing financial resources for educational opportunities and the Certified Professional Manufacturers Representative (CPMR) and Certified Professional Sales Consultant (CPSC) certification.
AIM/R’s Role in the Industry
AIM/R’s leadership is built on a foundation of passion and commitment to advancing the role of reps within the industry. As Michelle Lewnes-Dadas, CPMR, AIM/R president and president of Preferred Sales Inc., explains, “It is an honor to serve in these roles. We are chosen through a thorough interview and application process because of our passion to advance the organization.” This dedication ensures that AIM/R remains a strong voice for reps, advocating for their professional growth and recognition within the supply chain.
Partnering for Success
For IMARK Plumbing distributors, recognizing the value of AIM/R and its members is essential for building stronger, more effective partnerships. By collaborating with AIM/R reps, distributors can be confident that they are working with skilled professionals who are dedicated to delivering exceptional service.
In an industry that is constantly evolving, such partnerships are more crucial than ever. So, the next time a rep approaches your sales counter, take a moment to ask: Are they an AIM/R Rep?
By fostering these connections, distributors and reps can continue to strengthen the supply chain and ensure long-term success.
About AIM/R: The Association of Independent Manufacturers Representatives, Inc. (AIM/R) is dedicated to enhancing the quality and value of professional manufacturers representatives in the plumbing, heating and cooling industry. AIM/R is the advocate and the voice of manufacturers’ representatives. The association delivers premier educational programs and opportunities to advance their knowledge, standing, and professionalism; strengthens and diversifies AIM/R’s communication to members; develops future leadership for the association; and grows membership. Contact AIM/R at info@aimr.net or at 630.942.6581.