AIM/R Welcomes a New Member into Hall of Fame

Wednesday, Sept. 18, 2024, Glen Ellyn, Ill. – The Association of Independent Manufacturers’ Representatives (AIM/R) has inducted the newest member to its Hall of Fame – Chuck Michel of Michel Sales Agency (MSA).

One of the founding members of AIM/R, Chuck Michel had a career spanning four decades in the manufacturer’s representative business. He began working at MSA in 1945 after returning from World War II. As his son, Kelly Michel recalls, “He was like a lot of returning servicemen…ready to work and start a family.”

That readiness led to a long career and a vision that launched AIM/R with several of his colleagues. He served as the third President in AIM/R’s history.

Kelly shared the thought process behind AIM/R’s founding, “In the 50’s and 60’s, many rep firms were treated as a cost of sales and nothing more. There was limited respect from some manufacturers, and wholesalers were treated as the “go-to” with manufacturers. AIM/R was formed from the AIM Manufacturers Association that folded. The Rep component, AIM/R was cast off and went on its own.

At National Conventions, Reps’ name badges said “Guest.” It really burned Chuck, that Reps were not valued as a necessary part of the sales process. A group of Reps from all parts of the USA, decided that to earn that respect and ensure their future, AIM/R would have to be the home to sharing best practices and learning from their peers.”

Chuck passed on many lessons to his family and colleagues within MSA, as Kelly recalls. A key lesson he imparted on his team: Treat everyone in the business with respect and courtesy… especially competitors…because you’ll never know when that will come full circle to help you.

Chuck had a visionary mindset that became part of the MSA culture. “In the 60’s, people were remodeling and adding on to their homes. It was clear to Chuck, what products were needed and he helped put our manufacturers and Michel Sales in the hardware chain plumbing merchandising business,” said Kelly.

Chuck leveraged his involvement in AIM/R to continue growing as a business owner. Kelly shared, “The longer AIM/R was around, the better Chuck became as an owner. He learned the “Golden Triangle”. You must have good, Legal, Banking and Accounting for your business to be successful. If one leg is not strong, your business has a great chance of failing. Many operational tools shared by other Reps, were implemented at MSA which fostered our continued growth.”

Kelly shared one of his favorite stories from working with his father that tied back to core principles of Chuck’s business approach: partnerships and trust. Kelly recalled a time when Chuck resigned their largest line and biggest seller for the MSA team because of inconsistent payment practices with the manufacturer. As Kelly recalled, “It’s a two-way street. If you can’t have partnerships and trust, MSA will not be interested…period!”

When asked what Chuck’s topic of discussion would be if he were a modern day AIMR speaker, Kelly shared, “Chuck would spend time on succession planning and sharing best practices.

He knew, many of the people in the Assoc were winners and willing to share good and BAD things. Chuck knew nothing happens without a good, profitable sale for the manufacturer. Do that, and the manufacturer might reinvest in their business, and make more products for you to sell!”

Chuck Michel’s Hall of Fame honor was accepted by Michel Family members attending the annual AIM/R Conference in Nashville, TN, including Rick Michel, Matt Michel, and Danny Michel

About AIM/R
The Association of Independent Manufacturers’/Representatives, Inc. (AIM/R) is a trade association dedicated to enhancing the quality and value of independent sales representative agencies serving the plumbing, HVACR, kitchen & bath, waterworks, and irrigation markets. AIM/R is the advocate and the voice of manufacturers’ representatives. The association delivers premier educational programs and opportunities to advance their knowledge, standing, and professionalism; strengthens and diversifies AIM/R’s communication to members; develops future leadership within their agencies and the association; and actively grows membership to become even more inclusive industry-wide. For more information, visit https://www.aimr.net.

Media Contact:
Stacey Woldt, AIM/R Executive Director
630.942.6581
staceyw@cmservices.com