Manufacturers Are Not the Problem

If you’ve ever felt misunderstood by a manufacturer, you’re not alone.

Too often, agency owners find themselves frustrated, reporting more, explaining their value again, or fielding requests that feel more like employee oversight than partner collaboration. And it’s easy to pin the blame on the manufacturer. “They just don’t get it.”

But here’s the uncomfortable truth: if this pattern keeps happening, the real issue might not be their expectations, it might be how you're framing the relationship from day one.

Many manufacturers still approach reps like an extension of their W2 team. They want control, daily updates, and full visibility. But reps aren’t employees. You’re running a business.

So why do so many agency owners allow their reps to be managed like employees?

Because they haven’t fully stepped into the role of business leader. Until you draw clear lines, educate your partners, and assert your model, you’ll keep bumping into this friction.

This isn’t about pushing back. It’s about stepping up.

Here’s what leadership looks like in this context:

• Own the education. Most manufacturers don’t understand the rep model and that’s okay. Show them. Frame your agency as a strategic partner, not a subordinate.

• Set the rules early. Define reporting cadence, decision boundaries, and the shared goals. Don’t wait for tension to force the conversation.

• Shift the spotlight. Move the dialogue from tasks to results. Manufacturers care about traction. Show them where you’re creating it.

• Check in like a partner. Regular strategic reviews (not just data dumps) remind them you're both in this to win.

This is how real partnership starts by leading it into existence.

Manufacturers don’t define your agency’s role. You do.

If you’re tired of being treated like a vendor, start leading like a business owner.

This kind of shift doesn’t happen by accident, it’s a leadership choice.

If you want help navigating difficult manufacturer dynamics or resetting the way your agency shows up in those relationships, I’m here to talk.

Let’s strengthen how you lead, so you stop managing tension and start building traction.

Chris Atwell
Sales and Mindset Coach
Mindset-Conquest