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If there’s any single area of agreement between independent reps and manufacturers it’s that finding the right marketing partner is not a task to be taken lightly. Over the years the pages of Agency Sales have been replete with case histories and anecdotal testimony that long-sought-after matches turn out to be those that are hardly made in heaven. In addition, panel discussions and overheard conversations at industry meetings have detailed speed bumps in the rep-principal relationship and ultimately an understanding develops of how difficult creating a good match can be.

There is hope, however.

Considering the match-making process first from the reps’ perspective, there are many things that the rep should consider as options in the search for quality principals. Based on conversations with a number of reps who have successfully navigated the principal-search process, some of the more productive steps a rep should consider are:

•   MANA membership — While the majority of Agency Sales’ readers are already members of the association, reps should always keep in mind the benefits that the organization provides — and perhaps more importantly take advantage of them. For instance, an agency’s appearance in MANA’s Online Directory will result in attraction from manufacturers worldwide. Association membership also instantly exposes new reps to new manufacturers who are searching for reps in their fields of interest.

The ability to mine MANA’s Online Directory for prospective principals in a rep’s industry can’t be understated. Located in the directory are more than 600 manufacturers who go to market with reps.

•   Networking — The value of networking with existing principals, rep peers and existing customers cannot be overstated. Reps that don’t directly compete with you and manufacturers currently conducting business with your agency serve as excellent sources for referrals. Then there are your current customers. Customers will alert you to their needs for certain products. If they’ve had positive experiences with principals in the past and those principals don’t have current representation in your territory, chances are the customers will let you know about them.

•   Trade shows — This falls under the networking discipline. These shows provide an excellent opportunity to meet and establish relationships with prospective principals.

•   Advertising — Agency Sales magazine and more vertical publications serving the rep’s specific industry are ideal locations to advertise your interest in representing various product lines. Also, take advantage of the various printed and online directories that list manufacturers in specific industries.

•   News columns — Regularly read the new appointment and promotion columns of publications serving your industry. When new appointments appear for a company that manufactures products that sound interesting, make contact with the new person to alert them of your interest.

•   New contracts — Local business publications serve as the ideal source for information concerning major new products in the territory. Once that information is made public, the rep should research potential suppliers of the products that will be needed for the projects.

Considering Prospective Principals

Once these and other steps are completed the rep then has to make some decisions regarding the prospective principals they come into contact with. What about the manufacturer’s:

•   Philosophy toward reps — Does top management truly believe in going to market with reps? Is there a “rep champion” on staff? What level of inside support will the manufacturer provide for the rep?

•   Stability — In these days of mergers and consolidations, what is a manufacturer’s position in the marketplace? Does he have staying power? How long has the manufacturer been in business? What does the future look like?

•   Relations with reps — Solicit information from other reps that work with a manufacturer concerning their relations with reps. Do they employ a rep council?

•   Commission practice — Before firming up any relationship with a manufacturer, the rep should know how and when he will be paid. Other things to keep in mind here are the manufacturer’s attitude toward written/verbal contracts; the manufacturer’s practice when it comes to house accounts; shared territorial development fees; post-termination compensation.

•   Synergy with your current product line — The rep should be seeking a manufacturer’s product line that complements what he currently represents. At the same time, he wants products that his customers want and need and products that will present opportunities in new markets with new customers.

•   R&D reputation — Time and again reps maintain that a manufacturer’s stream of new products is the direct result of a fine-tuned research & development effort — and that’s just what a rep is looking for.

The Manufacturers’ Perspective

If the aforementioned are just some of the steps reps seeking lines should follow, there’s plenty for manufacturers to do as they seek professional representation.

•   Just as it was recommended that reps join MANA, that can be a good first step for manufacturers. As an Associate member of MANA, manufacturers can avail themselves of MANA’s Online Directory that contains detailed information on the association rep membership. Rep firms are classified under approximately 140 different product/technology/market classifications. Associate members have online access to this database in order to search by region and product classification.

     Agency Sales, the association’s monthly magazine, reaches MANA’s entire membership and provides Associate members with the opportunity to place targeted ads for reps at discounted rates.

MANA’s website (www.MANA online.org), provides a wealth of information about reps and manufacturers as well as reports on rep profession trends and developments.

MANA’s Manufacturers’ Seminar (the last session of which took place in May) offers manufacturers looking for reps detailed information concerning finding, selecting and working with reps. An important part of the seminar is the question-and-answer format that allows manufacturers to delve into the details of working with reps. Information concerning additional seminars will appear in Agency Sales and on MANA’s website.

In addition to MANA membership there are a number of steps manufacturers should take to assist them in their search for representation. Consultants and representative search firms usually have access to rep databases. In addition, various industry-specific representative associations (ERA, PTRA, AIM/R, NEMRA, etc.) generally represent the “cream of the crop” of the professional outsourced sales profession. A manufacturer usually has to qualify for admission and join the rep trade association as a manufacturer member in order to gain access to the rep members of the association.