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50 PCB007 MAGAZINE I JULY 2025 There's no one-size-fits-all sales model, no silver bullet, no plug-and-play team that magically deliv- ers results. But when business owners, presidents, and sales VPs stare at stagnant numbers or missed targets, they frequently ask me, "Dan, should we go with reps or a direct sales team?" This is the wrong question. Instead, ask, "What structure gives us the best shot at profitable, pre- dictable, scalable growth, for our business, in our market, and with our strengths?" The Myth of 'Either-Or' Sales structure isn't about preference; it's about performance, market fit, and execution. The best model for you is the one that consistently gets you in front of the right customers, at the right time, with the right solution. Instead of making it a philo- sophical debate, treat it like a strategic decision. What Are You Selling—and to Whom? If you're selling complex, high-ticket solutions with long sales cycles—products that require trust, edu- What Sales Organization Is Right for Your Business? cation, and hand-holding—a direct sales force may make the most sense. Your product and sales cycle benefit from full-time folks who live and breathe your value proposition. But if you're selling commodity, catalog, or spec-in items and need coverage across doz- ens of OEMs and contract manufacturers, outside sales reps are likely a better option, especially if they carry complementary lines, have deep con- tact lists, and are already walking the halls of your dream customers. If you're in a niche industry—defense, aero- space, or semiconductors—where credibility, com- pliance, or existing contracts are critical, know who your buyer is and how they buy before deciding who should talk to them. The Truth About Reps Remember, manufacturer's reps are not mercenar- ies; they are entrepreneurs, business owners, and risk-takers. They are also not magicians, miracle workers, or babysitters for a broken product or a