The Importance of Sales Representatives and Education in the Fastener Industry
Kyle Lindsly-Roach, Director of Sales & Marketing, and Jo Ann Morris, Managing Partner at E-Z LOK’s Southwest sales representative firm, Desert Distribution, recently discussed several topics related to the fastener industry. Their conversation covered the changing sales representative landscape, how reps support both principals and accounts, the influence of online purchasing, and the value of industry associations and educational programs.
Talking about recent changes in how sales representatives do business, Morris said, “It’s shifted to more complex selling and that’s all for the good. I think manufacturers need strategic partners. Reps need to be experts in the products that they sell.” She added that the role of a rep is not simply to take orders. It also involves training, troubleshooting, and providing engineering support to R&D teams.
Lindsly-Roach agreed with Morris. He noted that while sales rep roles once centered on order taking, today the rep acts as a true partner and an extension of the manufacturer’s sales team. He emphasized that manufacturers rely on a strong rep network who “…knows the product, knows the end user, the customers and distributors and can carry the sale from start to finish.”
Regarding how sales reps manage their product lines, Morris said they must understand the product, the customer, and the customer’s needs. This includes identifying the right opportunities for each manufacturer while serving as a technical resource for every account. Because reps carry multiple complementary product lines, they often become a complete resource for assembly hardware and tools.
On the manufacturer’s side, Lindsly-Roach pointed out that reps serve as the customer-facing part of the business. They need training on the product, its applications, and the industry base. His regular calls with the company’s sales reps help him identify and remove barriers to selling. Morris added that these discussions also help her understand her principals better and stay informed about product developments. Both agreed that video meetings are convenient, but nothing compares to in-person interaction. That is one reason trade shows and industry association events remain strong in the fastener industry.
When asked about the impact of online purchases on sales reps, Morris viewed it as positive. Online ordering saves time and simplifies the customer experience. It does not affect her work because she sells through relationships, technical support, and engineering collaboration. Lindsly-Roach shared a similar view. He noted that E-Z LOK focuses on larger projects that typically do not go through online channels.
According to Morris, industry associations play an important role because they provide education, insight, and relationship-building opportunities. She supports this belief by serving as the Managing Director at the Fastener Training Institute. Kyle added that associations help with networking, camaraderie, and sharing business ideas, along with offering educational opportunities.
Morris also noted that as industries become more digital, trade shows and association events offer essential in-person experiences. “I also think it’s great for employee retention and for nurturing younger employees or newer employees to expose them to what’s available in the industry.”
On the subject of training, Morris highlighted the need for product, technical, and quality education for employees and engineers. “On the employee level, the more someone knows about the fastener, the more confident they’ll be selling it, identifying opportunities for application and understanding how it works.” She continued, “I don’t think there’s a lot of education on how fasteners work for the end user and there should be.” As Managing Director at the Fastener Training Institute, she explained that the group conducts ongoing classes ranging from basic introductions for non-engineers to webinars and multi-day programs on fastener performance, alloys, coatings, and engineering physics.
A mechanical engineering graduate himself, Lindsly-Roach admitted he knew little about fastener specifics before entering the industry. He strongly supports continuing education. He earned his Certified Fastener Specialist™ (CFS) designation two years ago and encourages others to pursue training. Kyle concluded by saying, “Education is key and it’s a great opportunity we have with the Fastener Training Institute and other channels to be able to learn more.”
About E-Z LOK
E-Z LOK is a leading manufacturer and master distributor of threaded inserts for metal, plastic, and wood. Inserts for metal include solid wall and helical wire-thread inserts. Inserts for plastic feature press-in and ultrasonic/heat stake designs. Inserts for wood include die-cast zinc alloy options for softwood and brass knife threads for hardwood. Many installation kits are available and include drill bits and tools. E-Z LOK is a third-generation family-owned company. Founded in 1956, it sells primarily to North American OEMs, end users, and the DIY market through industrial distributors.
Kyle Lindsly-Roach, E-Z LOK Sales and Marketing Director, and Jo Ann Morris, E-Z LOK Managing Partner at the company’s Southwest sales representative firm, met to share both of their various insights pertaining to the fastener industry.
