Everyone has to be selling the agency all the time.

Positioning the agency for significant market success is a 24/7-365 job for everyone from the receptionist to the president. Looking for opportunities to backsell principals should be a never-ending target — everyone at the agency should sell the agency to everyone who comes in contact with the rep firm as a customer, customer salesperson, customer’s customer and, just as important, the employees and prospective employees of the rep firm.

Also, most essential, principals who are looking for representation in the rep firm’s territory. The profile is the first element of the rep firm’s marketing and business development package.

The use of the profile with current principals should be mandatory with all team members. No sales manager or key employee of the principal should be without a copy of the profile. Someone should walk the principal personnel through it and explain the focus of the rep firm.

Focus on the Profile

A rep firm should develop a tight focus on an outstanding profile. The size and scope of this document with the same information repeated on the website forms the crux of being successful for both the short and long run.

What Is in the Profile?

The profile should be outstanding graphically. It is vital that the firm hire a solid, creative graphic artist or a graphic arts agency to produce a document that is the equal of any profile/brochure any rep has anywhere.

“Brochure” is a good way to think of the profile. The lines the firm represents all have catalogs and websites. Some may be good, but a few are outstanding.

It is the outstanding materials that the rep firm should emulate. The designer must be creative but also practical. Fancy type or reverse printing are not necessarily good for a rep firm profile.

Solid Facts and Clear Communication

The profile needs to be very clear and easy to read and understand. Size is not important if the profile is complete and well done. A good copywriter is vital to be a part of the effort if the leader of the profile development program is not a professional writer.

The text of the profile must read well to anyone picking it up. The profile has to communicate in words and pictures the key facts about the rep firm, the markets the rep firm serves and the territory the sales team works.

People in the Forefront

Personnel are important in the profile. The section on “our people” should cover all of the personnel. Good photos and short but well-focused text are key — who they are and what they have accomplished.

The Line Card as a Part of the Profile

The line card is a vital part of the profile. The line card positions the rep firm. What companies are represented? How do the lines fit together into a cohesive whole? How are the lines segmented by various parts of the industry? For example, a rep firm with cutting tool lines might also have safety equipment or other MRO products.

The line card tells the rep firm’s story. Does the firm represent the prestigious, major lines in the industry or mainly secondary lines?

Territory is a Critical Part of the Rep Firm Story

What geography does the rep firm serve? Does the firm have all lines in all territories? What is the market for the products the firm represents? If it is available, citing data for the territory, the TAM (Total Available Market) is valuable. Share of market is another data point that is good for inclusion in the profile.

Historical Review of Success Stories

What has been accomplished for specific lines, growth, market penetration, customer development, etc. are essential to telling the rep firm’s story of success.

Endorsements by Principals and Customers

Short, focused comments from sales managers or the VP of Marketing of key principals who write or let the rep firm write a quick complimentary message are most effective in a good profile.

The same is true for key customers. If the customer company has a recognizable name, hopefully an industry leader, this is powerful for the reader.

Internal Procedures, Controls, Marketing and Customer Support

Providing a look at how the rep firm works is a powerful part of the profile. The reader needs to know that the rep firm is a substantial, well-financed professional in its operations and support for its customers.

Summary and Review

Finally, reiterate the key points of differentiation for the rep firm. What makes this firm different better and worth looking at as a prospective representative for the reader’s company?

The profile is meant as an icebreaker. It is the best foot forward for the rep firm.

Good luck and good selling with a great profile and other tools.

MANA welcomes your comments on this article. Write to us at [email protected].