The job isn't exactly about selling the product, it's about opening new markets, worldwide. Once that's done, the product channels are open and selling/ordering product is handled at a different level. I don't blame them for wanting someone with the chops to grow the business by expanding the dealer network. It's nice if they know drums, but more important that they know finance, logistics, etc. With the right person, it's a small step teaching them what they need to know about the product. But primarily, it's their job to discuss business, not drums.
Reps discuss drums with distributors, retailers, and occasionally customers as they come across them in stores, and yes, they need an intimate knowledge of the product. Typically, they're also players, which makes those discussions more pleasant and informative. I know several reps for several companies, and I believe all of them play. I subbed in a band with a rep for KMC (was Kaman) and he's a great horn player, and very knowledgeable about the products he reps. I think he knows more about Sabians than I do after 20 years erndorsing them!
Bermuda