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Manufacturer's reps recruitment

Industrial marketing services

The use of manufacturers’ agents or manufacturers’ reps to represent and sell for manufacturers is a common method for the manufacturer who cannot afford or does not want the hassles of a direct sales force.

However, finding and contracting with a truly high performing manufacturers’ rep or agent is not a simple task based on the information provided to us by manufacturers on a weekly basis. Since, 1967, Koch Group consultants have been working with our manufacturing or industrial service provider clients to find high performing reps for them. Over the years, we have developed a proprietary methodology for identifying, screening, interviewing in-person, selecting, and contracting with high performing reps. These activities are augmented by preparing and then ensuring the manufacturer is capable, and ready, to support the agents or reps he contracts with so a true mutually beneficial, long-term, relationship is developed.

• Agent or rep recruitment steps
• Common agent or rep support activities
• Create a long-term relationship

Agent or rep recruitment steps

Our manufacturers’ rep or agent methodology includes some, or all, of the following 21 steps:

1. Evaluating the existing sales and distribution structure (optional).
2. Evaluating agency sales performance vs. territory potential (optional).
3. Interviewing existing agencies (optional).
4. Determining the target market - by industry, Standard Industrial Classification (SIC) codes, North American Industrial Classification System (NAICS) codes, or geographic area.
5. Developing an agent qualification profile.
6. Developing a list of prospects from Yellow Pages, agent associations, trade associations, customers, prospects, and many other proven electronic and hard copy resources.
7. Developing a one-page, comprehensive, agent or rep-recruiting letter.
8. Contacting potential agencies via the letter and phone.
9. Qualifying potential agencies that express interest.
10. Developing materials required to conduct multiple, 90-minute, agent/principal meetings and interviews.
11. Arranging the meeting and interview site, handling room requirements, and scheduling agency interviews.
12. Maintaining agent or rep interest before the meeting and interviews via letter, phone, fax and e-mail.
13. Interviewing, evaluating the agencies or reps with the client and then recommending the best candidates to the client.
14. Providing contracting assistance with selected agencies or reps.
15. Developing initial training session requirements (optional).
16. Assisting with agent training (optional).
17. Evaluating or developing required sales programs - quotation, lead and inquiry handling (optional).
18. Designing agent activity monitoring and control systems (optional).
19. Managing the new agents (optional).
20. Designing successful long-term communication programs (optional).
21. Developing systems to maintain on-going agency or rep contact and follow up with principal.

Our experience has shown us that high performing reps or agents are not very interested in taking on a new line, especially one that may require pioneering or new market development activities for the principal – unless the rep perceives the principal offers a unique or synergistic opportunity to him or the principal is ready to really support required rep activities. In any one-year, Koch Group consultants may communicate with over a thousand reps and meet face-to-face over a hundred agencies.

If a manufacturer or industrial service provider really wants to learn how to support reps or manufacturers’ agents properly, excellent market success can occur. If a principal believes that little support is required to develop new sales opportunities through reps or agents, they are mistaken and they will become frustrated using reps or agents.

Common agent or rep support activities

We recommend that our client principals do everything they can do to support high performing agents or reps. If a principal does not provide at least some reasonable support activities, the agent or rep will lose interest in representing the line, and probably quite quickly. They may keep the line because it is generating commissions from business turned over to them, but they will not actively solicit new business opportunities.

Following is a list of some of the most common, and expected, rep or agent support activities listed alphabetically:

• Agent start-up stipend
• Agent travel – to key target accounts
• Commission program – possibly with escalating commissions based on sales volumes or performance
• Direct Mail Program
• Lead generation and distribution
• Order and commission reporting
• Professional brochure and leave-behind materials
• Professional web site to drive traffic and create leads for critical company keywords and phrases.
• Sample program – depending on the products sold or services offered
• Training program – in-house program, and field programs at agency locations

Create a long-term relationship

Many principals make the mistake of just “getting” an agent or rep. Koch Group can “get” a rep in a few hours, but we won’t. Our goal is to work with the principal to find, screen, meet and interview, and then contract with the strongest available rep or agency in a specific geographic area or market that will develop an excellent income stream for both parties over a long mutually-beneficial relationship.

Contact us if you would like more information on our manufacturers' agent or manufacturers' rep recruitment activities or any of the industrial marketing services we offer to manufacturers. Please use our contact form, email us at info@kochgroup.com, or call us at 630-941-1100.

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	Koch Group, Inc. Industrial Marketing Solutions For Manufacturers 129 Fairfield Way, Suite 219 Bloomingdale, IL 60108 Phone: 630-941-1100 Email: info@kochgroup.com
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