The Rep Explained & Understood - Caitlin Mulligan

Why can’t you just get a price for a light fixture? What exactly does a lighting rep do? In this eye-opening episode, Sam sits down with Caitlin Mulligan to break down the architectural sales channel and shed light on the critical but often misunderstood role of manufacturers’ reps in the design and construction industry.From the pricing complexity of architectural products to the behind-the-scenes hustle for every purchase order, Caitlin explains the challenges, responsibilities, and realities of being a rep—and why it matters to designers, architects, and engineers alike. Whether you’re an emerging designer, a seasoned architect, or curious about how materials actually get procured, this conversation pulls back the curtain on the sales process, so you can work smarter and build better relationships with reps. Key Topics Covered: ✅ Why pricing a light fixture is more complex than you think ✅ The role of a manufacturer’s rep in the sales channel ✅ How reps support designers, architects, and engineers ✅ Why reps are tied to specific territories—and how that impacts projects ✅ How reps get compensated (and why they sometimes don’t) ✅ The hidden challenges of getting specified and staying specified ✅ The rep’s role in custom product modifications and technical support ✅ How reps influence product innovation by relaying market needs ✅ Why communication and transparency are key to mutual success