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Spotlight on agents: Daniel Kerdachi

Honesty when dealing with customers is the secret of Daniel Kerdachi’s success as agent and distributor. No matter how tempting it might be to paint a brand’s performance with a brush dipped in sugar, or to conveniently gloss over problems, he always makes sure that his customers get truthful answers — even if it is not what they want to hear.

“I make sure that my customers are always kept informed about what the brands are doing from a marketing perspective and also about new products and services that may be introduced.

“My customers appreciate my honesty and most times I offer them a solution should there be a problem,” he says.

After completing a B.Comm-degree at UCT, Kerdachi had jumped at the prospect of joining Reebok in 2000 as marketing manager in Durban. “I was keen to join the industry because I love sport and fashion and the business that consumes it,” he said. “I also enjoy working with retailers and the corporate customers who share a similar passion to me.”

He gained valuable experience working for former Reebok owner Roy Eckstein and Bruce Joubert, who had joined Reebok as CEO, having been marketing manager for Coca-Cola in SA. Joubert subsequently bought Reebok SA.

After three years Kerdachi took the bold step of becoming an independent agent by selling Bergmaster sleeping bags, backpacks and rainwear into the local market. Despite the fact that it was not an easy time for local manufacturers, it was clearly a step in the right direction for a young and enthusiastic salesman. Two years later he took over the ownership of Bergmaster Products, specialising in manufacturing rainwear. Among his successful lines are rugby supporters’ rainwear for most of the franchises. During the past six years he has also expanded his agency business, Flamingo Sales & Export, with top clothing and footwear brands like Airwalk, Diadora, Everlast, Skins, Havaianas, K-Swiss and Vans, sports brands like Gilbert and TK, boardsport brand World Industries and motor cycling brand Alpinestars.

“I am currently the agent for the brands K-Swiss, Vans, World Industries, Airwalk and Alpinestars,” he says.

He says he managed to grow his agency business as well as run a distributorship because he works with a great team who understand his customers’ requirements. But, he admits, it is no easy task.

“I have systems in place to handle the distribution, which allows me to continue with the challenges of being an agent. I definitely spend more time on my agency business than on my distribution business.”

Part of the time is spent on the road, travelling all over the country to see customers.

“Customer service and honesty are at the top of my list,” he explains his business philosophy.

“I have very good relationships with my customers.”

Anyone who wants to become a successful agent needs to set aside plenty of time for customers and have the patience to attend to their needs, he says. “All customers are different and have different wants and needs. You need to be flexible and anticipate what your customers need.”

He also believes that it is important to choose the brands you work with carefully and make sure that the brand owners and local distributors share the same principles as you and your customers.

“It will make working together so much easier if you have mutual respect,” he says.