# Building Stronger Relationships With Your Manufacturing Reps w/ Chris Atwell

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2026-07-07
- Length: 31m
- Episode: 317
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2026-07-07-building-stronger-relationships-with-your-manufacturing-reps-w-chris-atwell
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-019eef72-542c-705b-b0f5-3d8cc9ffea21

## Summary

Chris Atwell, founder of Mindset Conquest, explains why manufacturers often mistakenly evaluate their independent rep agencies based on activity metrics like call volume rather than revenue-generating pipeline. He argues that tracking opportunities with dollar values and shared revenue targets creates a more predictable growth relationship than reactive 'milk runs' or simple activity reports. Atwell also outlines his book Momentum by Design, which focuses on clarity, energy, and momentum for agency owners.

## Chapters

- [0:35](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2026-07-07-building-stronger-relationships-with-your-manufacturing-reps-w-chris-atwell#t=35) Introduction: Chris Atwell and Mindset Conquest
- [3:50](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2026-07-07-building-stronger-relationships-with-your-manufacturing-reps-w-chris-atwell#t=230) Atwell's Career Path and Health Scare
- [10:46](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2026-07-07-building-stronger-relationships-with-your-manufacturing-reps-w-chris-atwell#t=646) The Problem with Activity Metrics
- [16:49](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2026-07-07-building-stronger-relationships-with-your-manufacturing-reps-w-chris-atwell#t=1009) Proactive vs. Reactive Territory Visits
- [20:00](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2026-07-07-building-stronger-relationships-with-your-manufacturing-reps-w-chris-atwell#t=1200) How Reps Prioritize Manufacturer Lines
- [23:23](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2026-07-07-building-stronger-relationships-with-your-manufacturing-reps-w-chris-atwell#t=1403) Enabling Reps and Avoiding 'Verbal Diarrhea'
- [26:04](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2026-07-07-building-stronger-relationships-with-your-manufacturing-reps-w-chris-atwell#t=1564) Mistakes in Rep Management and Book Launch

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

established companies

## Mentioned

- Mindset Conquest (company)
- Momentum by Design (other)
- Gorilla 76 (company)
- Purolator (company)
- Granger (company)
- ITW Construction Fasteners (company)
- Campus IPEX (company)

## Related episodes from other shows

- [#205 - CPG Brokers 101 with Matt Merson](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-15-205-cpg-brokers-101-with-matt-merson) (The Startup CPG Podcast)
- [111: Selling & Growing Your Product at Retail Stores](https://hardwarepodcasts.com/podcast/product-startup/2022-01-26-111-selling-growing-your-product-at-retail-stores) (Product Startup)
- [#215 - Ask-Me-Anything with Sales Pro Matt Merson](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-09-23-215-ask-me-anything-with-sales-pro-matt-merson) (The Startup CPG Podcast)
- [148: Why Your Manufacturing Business Should Be Boring with Marc Bowers, Executive Director of St. Louis Makes](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2023-08-08-148-why-your-manufacturing-business-should-be-boring-with-marc-bowers-executive) (Manufacturing Happy Hour)
- [Rethinking Trade Shows and Dialing in Your Value Prop with Jose Palomino](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2022-03-08-rethinking-trade-shows-and-dialing-in-your-value-prop-with-jose-palomino) (Manufacturing Happy Hour)

## Citing this page

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