As I looked through the MANA directory recently, I was very surprised at the number of rep firms that do not have websites.

This is either the case of a rep not updating their directory listing, or that they still do not have a website. I hope it is the first case and not the second.

Do you have business cards? A line card? These are ways you market your firm with the people you come in contact with. A website is the way you market your firm to the world.

I have noticed in the last few years that almost every initial contact with a prospective principal begins with an exchange of websites, just like you exchange business cards in a face-to-face meeting. The information gathered from looking at each other’s website forms the basis for future discussions of compatibility.

Websites are a simple requirement of today’s business world. They do not need to be ellaborate, complicated, flashy or ex-pensive. A basic one can often be done for under $200. Virtually every local college has students wanting to gain experience in web design, or you can buy some simple software and create your own. You don’t even need to be listed on a search engine, but this way you have something you can refer people to.

Your website should include the fundamentals: your history, expertise, territory covered, market specialization, and the key manufacturers that you represent. It should also demonstrate what makes your rep firm unique in your industry and in your territory.

Do some “creative borrowing.” Go to the MANAonline Directory and take a look at rep websites in your industry or in your territory. What do you like? What don’t you like? Call the reps who have ideas you like and solicit their advice on how they created their site and who they used. You will be amazed at how happy they are to share the information.

If you want your rep firm to be treated as a business and not just a hired gun, then act like it, and get into the modern world with your website.