Are you ready to compete for the line?

In one of Charley Cohon’s most recent “Three‑Minute Business School for Representatives and Manufacturers,” he tells a story about a sales manager looking to set up a national rep network.

It is a good story with several good examples of “things to do,” but several other points need to be made.

A thoroughly professional rep firm needs to look at the market situation through very disciplined glasses. In order to be ready, remember: When preparation meets opportunity — the definition of luck! A rep firm in today’s marketplace has to have a total package of marketing and promotional tools.

What Goes Into a Rep Firm’s Selling Package?

1. Your line card.

After recently spending 30 days developing a professional line card for a mid-sized rep firm, several facts become clear to me:

• Graphics count. Working with an excellent graphic designer makes the line card more effective visually and makes it easier for the sales reps to use the line card as a tool for marketing the rep firm.
• Organization is key. The way you chose to organize the lines you represent tells a lot about your firm. There is no “one way” to organize the lines, but you should consider making the organization more than just an alphabetical listing. How are the products used? How do buyers look at these products? How do these lines work together in a synergistic way within the buyers’ world? How do you use the line card to maximize the obvious advantages of multiple-line selling?
• What is your plan for creating impact with the line card? The line card is a sales tool on many levels. Clear presentation of the line card to customers is first and foremost. If you are interviewing for a new line, explaining how you present the line card to customers is a great way to demonstrate the quality and strength of your rep firm.
• Backselling the line card to your principals. As a key part of a new business presentation, treating a prospective principal as if you already have the line is a powerful way to demonstrate the value of your rep firm. Showing the prospective manufacturer how his or her line fits with your other lines is a way to leverage the multiple-line advantages you can offer that manufacturer. You need to remember that aside from your reputation and experience in your market, your package of lines is the most powerful argument for assigning a new line to your firm.

2. Your profile.

The profile is the equivalent of your “catalog.” It clearly presents all elements of your business. Starting with the territory, the profile can include history, reps in the field, strategy and more. It is an overall picture of the rep firm.

One of the most important parts of the profile is commentary from existing principals and customers. A few good quotes go a long way toward convincing a prospective principal that your firm is the right one for them.

Stories of success are also of value in the profile. You may not be able to give exact figures about the growth of one or more lines, but you can provide graphs and charts to demonstrate the growth and market penetration that your team has achieved. You create an opportunity for the prospective principal to ask questions about specific lines and for you to tell your story.

How you do business is another important part of the presentation in your profile. What is it about your organization and the way you are organized that makes your firm the right one for this highly profitable principal?

3.  Video or PowerPoint.

A truly professional (short) video is a strong sales tool. Video is less common and therefore more powerful. PowerPoint is decent and can be very convincing, but being able to run a five to seven minute, well produced, professional video presentation of your rep firm is a great way of enhancing your presentation and sending the prospective principal away with a high-profile view of your firm. In addition the video demonstrates subtly that you are a truly professional marketing organization that has a plan for marketing your firm in addition to marketing the products you represent.

It is vital that you make it clear that you are not looking for a lot of lines. You only want the best lines. And you want those lines in all territories.

Yes, taking on a good line with good commission income is a big success, but maintaining an “all lines — all territories” approach is a critical element of longer term success.

4. Presentation skills and quality presentation.

You want the presentation of your rep firm and your potential for the prospective principal to be the best presentation that the folks from that manufacturer hear at any time from any rep firm. How does your presentation become the best?

• The first thing is organization. Who is presenting? What part of the program does each of your people handle?
• Who finishes the presentation by asking for the order? Getting help with the presentation from a local speech coach, business consultant, professional presenter is a solid idea which will pay dividends.

If you are using PowerPoint — get the slides done by a professional designer who knows PowerPoint and who knows what colors to use, what sizes, how to limit the amount of content on any one slide. Make your presentation the best!

5. Take-aways?

What are you going to give the guests? How are you going to package the materials? Obviously the interviewers should get business cards from everyone they met.

The line card and profile should be given to each of the visitors.

Sending the video (or a link to the video) by e-mail is a nice touch so everyone can see it again.

A copy of your organization chart may be effective to demonstrate the way you are organized and how you manage your sales force.

Packaging the materials in a die-cut folder or two-pocket folder, either custom designed, or embellished with a sticker of your logo, is an important final touch so the principal’s team goes away with a feeling of completeness and comprehensive organization by your rep firm.

Being ready and totally professional goes a long way toward making your presentations to prospective principals successful — this means dollars in your pocket. Take the time and put in the effort to be the best presentation and best materials the principal’s team sees — anywhere, anytime!

Good luck and good selling!

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