Good sales representatives are not a dime a dozen. Great sales reps can be made but it is through the marketing (now called branding) of the product line this will happen. Years ago I was told that marketing is the largest cost a product will incur. I did not understand the comment at the time. After working with numerous product lines, each with varying degrees of name recognition, I now see the issues.

So much is important.
1. A sales rep cannot sell what they cannot show. Make sure there is an organized catalog*. This is to show the breadth of the line.
2. A sales rep cannot sell what they cannot show. Sales reps must have current samples to show for quality reasons. Do not overload reps with product. They need small representative items. Retailers want to see the quality they can expect to receive.
3. Ship when you say you will. Nothing kills an order and potentially a product line like changes in shipping. Unless what you manufacture is a commodity, buyers order lines for specific seasons and holidays. Your retailers will get a bad taste in their mouths every time a ship date is changed. Retailers will lose confidence in your line. If you are having manufacturing issues, take everything into account when you release a new ship date so that your reps will only have to update the customer once on that particular item. It is the kiss of death to keep moving ship dates back.
4. Reps are your ears on the ground. If a rep tells you something you don't want to hear, don't shoot the messenger! They are simply conveying what they hear about your product line from customers. Perhaps there is some merit to what they are telling you. Many times this may sound like complaining... but it isn't. Reps hear suggestions about lines constantly. A good rep will communicate this information to you. If you become defensive, your rep will not feel like a member of your "team."

* Online catalogs are fine but what tools will our rep have with them when they are physically in front of the customer?

Well, it is time for this rep to get back to work. I'll write again soon.