Increase Your Sales by Using Independent Sales Representatives

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Increase Your Sales by Using Independent Sales Representatives

Why would I be interested in using Independent Sales Representatives?

Simply put, to achieve more sales, faster, and at lower cost than other methods.

While Independent Sales Representatives or Manufacturer's Reps are not right for all circumstances, their outstanding advantages could be right for you. Especially, if you need to take your company into new markets or grow existing markets with a lower up-front cost.

What is an Independent Sales Representative?

An Independent Sales Rep, also known as a Manufacturer's Rep, is an independent business composed of sales, marketing and customer service professionals, representing at least two related but non-competing products in a well-defined territory, and primarily compensated through commissions. The Principal can be a manufacturer, distributor, importer, or service provider.

An Independent Sales Rep is not the same as "inside" sales, showroom sales, or telephone sales. An Independent Sales Rep may use showrooms, trade shows or the telephone to interact with customers. But their primary focus is to work face-to-face with customers, often traveling to meet with them to show products and services, close sales, provide training and solve issues. Commonly, Independent Sales Reps carry complementary product lines and cover a territory suited to effective coverage of the account base.

What is a Sales Agency?

A Sales Agency, also known as a Rep Agency, offers a management structure and a team of two or more Independent Sales Representatives. Sales Agencies generally operate regionally. Just as in the case of an Independent Sales Rep acting in a solo fashion, sales agencies sell multiple product lines that do not compete with each other. Sales Agencies sometime have a provide showroom space as part of their services.

What is a National Sales Force?

A National Sales Force is the combination of any inside sales capability plus outside Sales Agencies plus Independent Sales Reps, along with administrative and support personnel who jointly cover a country. It is common to build up to a National Sales Force incrementally, with only one or more regions in the beginning. Expanding coverage to more regions, and eventually to a full National Sales Force depends upon success in the regional markets.

To what extent do manufacturers use Independent Sales Representatives?

According to the Research Institute of America, from 50 to 80 percent of U.S. manufacturers use Independent Sales Representatives, depending upon the industry.

How do I know if there are Independent Sales Reps or Manufacturer's Reps in my industry?

Virtually every industry has Independent Sales Reps. For example: Agriculture, Mining, Utilities, Construction, Manufacturing, OEM, Wholesale, Distributors, Retail, Transportation, Information, Finance, Insurance, Real Estate, Rental, Professional Management, Administrative & Support, Waste Management, Educational, Health Care & Hospitals, Medical, Pharmaceuticals, Entertainment, Recreation, Hotel & Motel, Food & Restaurant, and Public Administration.

How does using Independent Sales Reps or Manufacturer's Reps increase sales?

The major reason that Independent Sales Reps can increase sales is because they carry multiple lines. When more than one line is brought to the customer, sales can be made more effectively and at lower cost. The sale of one product can "trigger" sales of other products. With multiple lines, reps see more customers in their territory than inside salespeople. Thus a broader, better-defined customer base is created. The result is more sales and better market penetration.

What are the other advantages of using Independent Sales Reps or Manufacturer's Reps?

* Principals can enter a new market quickly and cost-effectively. The Rep brings his existing customer base. The Rep knows his territory and has his own established network of both buyers and other Reps. For new companies who are still seeking to create their place in the market this feature is vital.

* One product sale can "trigger" other product sales.

* Reps are paid for results, leading to a highly motivated sales force.

* Sales costs are known.

* Provide better focus in their territory due to familiarity with local preferences. Reps quickly identify new product opportunities, whereas an inside sales force may take months or longer to make that identification.

* Reps have local acceptance. They are familiar to their customers and trusted by them. They often live in their community. So they have a vested interest in their products and customers, whereas inside salespeople may not.

* Provide more objective ideas for product improvement and more objective customer feedback on new products because they do not work for the Principal. Customers feel confident in sharing information with them about changes and opportunities in the market. Customers who would hesitate to bring valuable input directly to inside sales staff will openly share with Independent Reps, including both suggestions and criticism. This openness further motivates the Rep.

* Provide quick response to customer issues because of close physical proximity. Customers may also feel that it is easier reach the local Reps.

* Provide consultative selling, customer service, product demonstrations, product and sales training, sales analysis, credit reporting, market research, market development information, product quoting, and current product improvements, new product development, and participation in sales meetings, trade shows and conventions. Some may also offer showroom displays.

* Alert Principals to new developments in their territory that could affect their lines.

How does an Independent Sales Rep get paid?

The Independent Sales Rep typically is credited for all sales in his territory, and is paid the commission stated in a written contractual agreement, sometimes called a "Sales Representation Agreement." Payment is due only after the sale is closed.

The Independent Sales Rep operates a independent business, with its own sales and administrative staff. This business is responsible for all related operating expenses, including staff compensation, employee benefits, advertising, auto, insurance, office equipment, taxes, technology, travel, and so forth. These costs must be paid out of the gross commission received by the Rep.

Doesn't the Independent Sales Rep or Manufacturer's Rep add cost?

No. Using Reps can actually save money for the customer. A Principal must have a sales force. Using an Independent Sales Rep is a form of outsourcing the sales function. Just as with the well-known practice by many companies to outsource such functions as manufacturing, information technology, and accounting, using Reps is outsourcing.

To compare the cost of the inside sales force with the outsourced sales force, the overhead "burden" of the inside sales force must be included. For example, what may appear as a yearly cost of $75,000 for a salaried inside Sales Professional has a true cost of 2.0 to 2.5 times that amount, or $150,000 to $188,000 when the overhead "burden" is included. Examples of such costs are administrative support, auto, commission, office space and related costs, employee benefits, holidays, technology, and travel. Another intangible cost that is minimized is the Principal's legal exposure, because Reps handle the cost and liabilities associated with their own employee selection, training, compensation, discipline and termination.

The bottom line is that using Independent Sales Reps reduces fixed costs and spreads those costs over multiple lines. A single sales call for many products saves everyone time. If all Principals had to sell all their products and services via an inside sales force to all territories, the additional cost to the economy would be mind boggling.

Can Independent Sales Reps or Manufacturer's Reps serve as distributors

Generally the Independent Sales Rep is not a distributor. However in some cases the Principal may require that the Rep takes ownership of the product and resell to the customer. In this case that Rep would be functioning as a Distributor rather than an Independent Sales Rep.

Why don't all Principals use Independent Sales Reps or Manufacturer's Reps?

Many Principals who could benefit from using Independent Sales Reps who do not yet sell that way have misconceptions about the method, or about inside sales forces, or both. Another reason could be that they prefer to have complete control over the sales force.

How many lines should an Independent Sales Rep or Manufacturer's Rep carry?

Reps handle as many lines as necessary to present a sufficient portfolio of products and services for their customer base and to provide sufficient profits for themselves. By carrying multiple lines the Principal shares in the costs of a unified sales organization, as described in detail above. When the Rep is selling the line of another Principal, a positive relationship for the lines of all represented Principals is being established.

Will my Rep help build my business -- or just be an order taker?

If sales could be successfully made via promotion and advertising by themselves, neither an inside nor independent sales force would be needed. However, because Reps are only paid by commissions, they cannot depend only on the sales support efforts of the Principals. They have to go beyond the Principal's efforts to develop and implement their own incentive programs which are tailored to their own territories and customer base.

How much commission is the Independent Sales Rep or Manufacturer's Rep customarily paid?

Commission rates vary by industry over a wide range, with the majority between 5 - 20% of gross sales.

How much commission dollar does the Sales Agency actually keep?

The Sales Agency keeps approximately 40% of commissions received. The remaining 60% is paid as compensation.

How Can I Find Independent Sales Reps, or Manufacturer's Reps, or Sales Agencies?

1. There are several online services that provide cost-effective access to Independent Sales Reps.

About the Author: Jeff Simon RSS for Jeff's articles - Visit Jeff's website For over twenty-five years, Jeffrey Simon has been professionally active in financial management, information systems management, software development, and project management. Most recently he has been a founder and principal owner of RepHunter, Inc., a successful startup conducting business over the Internet. During the last two decades he has been employed by GE Capital, and has consulted for clients including American Express, CIGNA, IBM, and Xcel Energy. He has conducted advanced technology training in the international enviroment, including seminars attended by representatives of the U. S. Government, the Canadian government, the British government, NATO, Boeing, DuPont, Exxon, General Electric, Grand Metropolitan, Hewlett-Packard, IBM, Monsanto, Siemens, Westinghouse, and numerous other major corporations. His recent interests include the application of artificial intelligence to analysis of the stock market. Jeffrey was graduated from the University of Minnesota Summa cum Laude in Mathematics, and holds an MBA from Pepperdine University. He may be reached at jas@rephunter.net. Click here to visit Jeff's website More from Jeff Simon Whats the Big Deal About Independent Sales Reps Features of a Marketing Agreement How Can I Find Independent Sales Reps or Sales Agencies What Independent Sales Reps Should Expect From Their Principals Tips for Working with Independent Sales Reps

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