How to get the most of a sales agent

For companies who sell through distributors and brokers, the key to success lies in the effectiveness of the broker relationship. It’s very easy to get into a new partnership / distribution agreement – and in my experience it’s ten times harder to actually make the relationship work.

Here are a few tips to help you pursue the right distributors, and create an effective business relationship:

1. Negotiate for exclusivity within the range of products the agent carries

• You don’t want an agent who sells a competitors products

2. Never give territorial exclusivity to an agent

• Keep your options open
• You want sales agents to get as much trial and error experience as possible, and quickly

3. Equip agents with the best-selling tools you can provide

• Agents deal with many products – make yours easy to deal with
• Provide tools that work independently for agents.

4. Bring agents together regularly (quarterly or semi-annually) to exchange ideas, successes, and failures

5. Be top of mind

• Keep in touch with bi-weekly emails, phone calls, updates of products and services, and successes elsewhere in the company
• Look for agents who are proven and have strong sales skills and integrity