Without a more complete understanding of reps, many manufacturers fall prey to a few myths. Here are the following three myths: 1. Reps are a channel. 2. There is a break-even point of commissions to go direct. 3. Getting increased mind share from the rep results in sales growth. The manufacturer-representative 'marriage' needs to have lots of time in the pre-selection, interview and hiring phases, much like hiring a very high-level key employee. Elements include an evaluation of complementary lines, an accurate matching of customer base and targets, a matching of company philosophies, and that overall 'feel good' chemistry. The best reps are communication experts and ultra-multitaskers.