Why Lighting Reps Carry So Many Lines: Understanding the Multi-Line Strategy in Today’s Market
By Geoffrey Marlow, Marlow Advisory Group Where lighting representatives once carried a couple of dozen carefully curated manufacturers, today’s reps routinely represent 80, 100, and even 120+ product lines. This expansion reflects calculated strategic responses to fundamental industry changes driven by evolving specification practices, risk management needs, and complex channel dynamics. The Multi-Name Specification Revolution…

