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The Dr. Revenue “Profile Review” is based on specific criteria for excellence in rep profiles. The accompanying checklist can be used to judge and improve your agency profile.
Score yourself and then plan improvements.
1=weak, 2=fair, 3=good, 4=better, 5=best
Hundreds of profiles have been evaluated using this system — you’ll find it helps.
Every element of the profile review is important. The presentation that your firm makes is critical to your current and future success.
When you begin the review process, think about how you use a catalog or brochure from one of your manufacturers. The rep firm profile should be the keystone of your existence. Every element should be meaningful to you and all of the members of your team.
Don’t go cheap when it comes to developing an agency profile. Finding a talented designer is important. Developing a profile that is an extremely well-done piece of art work is the starting point. Putting your head together with a high-quality writer will get you the type of presentation that makes the profile really effective.
If you don’t have someone who can write well, go looking among freelance writers in your community. If your area has a regional edition of Ad Week, you will probably find someone listed under freelance writers. Or you can advertise on Craig’s List and other social media sites to find someone. The key is to find someone who understands your business and who is a good listener when you and your team talk about your business.
The typical independent representative firm does not want an advertising agency. Rep firms do not spend enough money to be of interest to agencies. They, like independent manufacturers’ representatives, work on commission of 15 percent.
Get Started
The checklist that follows provides you with a very good starting point. Each topic of your profile needs to be addressed. Your writing should be simple and direct. When you are writing about “facilities description,” for instance, just tell your reader: “We have a 3,000-sq.-ft. building located just outside of Jonesville. We have a 300-sq.-ft. training facility where we conduct sessions for our own team and for key customers for the purpose of increasing knowledge of our more technical products.”
Simple, direct language is the answer to a rep profile. Good photographs make the profile look professional and attractive.
What Do You Do to Build Business?
Your business is about building business for your manufacturers. Conducting training and working hands-on with your manufacturers’ products are critical to your success. Communicate to your readers about this part of your business.
Trade Shows and Lead Follow Up
Talking about your trade show participation and the way you handle leads gives your readers a feel for your approach to the business.
Contact Reports
How do you manage your sales force? What do the individual salespeople do to track their business and plan their approach to development? Do you have a sales manager who oversees the sales process?
Endorsements Are a Big Deal
Collecting letters and commentary from customers and principals are critical elements. It is important to have third-party comments on your firm as a part of your presentation.
Total Package
Using the profile checklist that follows as a tool for judging your firm’s performance is a great way to position your agency for improvement. First you develop the profile. Second, you live up to your own expectations.
The bottom line is that every agency has only one thing to sell — sales. Knowing your approach and presenting your team as a focused business development organization are the most important tasks you have to perform.
Agency Profile Checklist
- Quality of Graphics
- Completeness (covers it all)
- Historical Presentation
- Statement of Territory
- Facilities Description
- Statement of Synergy — Line Fit
- Presentation of Current Principals
- Endorsements by Principals
- Endorsements by Customers
- Success Stories — Statement of Accomplishments
- Tools of the Trade Presentation
- Lead Headline Statement
- Operating Procedures Review
- Trade Show Review
- Web Presence — Effectiveness
- Forecasting
- Training of Personnel
- Contact Reports/Procedures
- Direct Mail Programs —Customer Communication
- Overall Feel
% Total score (100 points possible)
MANA welcomes your comments on this article. Write to us at [email protected].
