Growing Your Sales Force Through Independent Sales Representatives

Develop and maintain relationships with customers around the globe by connecting with independent reps.

Selling your product, service or business offering to your local market or small group of customers will strongly limit what you can sell. Let’s face it everyone in business wants to increase their business. The problem facing all businesses today is simply stated, “How do I grow my business in a cost effective
efficient manner?”

Independent sales representatives have been an excellent method for small to medium size businesses to reach potential customers around the country and the world. Business is most successful and enjoyable when there is a face associated with the product, service, or business offering. The business transaction is no longer an impersonal interaction over the phone or internet but rather a personal engagement between people who know each other.

Any business growth idea requires a strategy. Developing and maintaining independent sales and marketing representatives starts with a plan which is directed towards geographical areas where business potential exists, or current customers requiring closer attention. This strategy has five basic components which are necessary in locating, educating, and establishing your company with representatives.

As a company manager or owner you need to be able to specifically describe your product, service, or business offering to potential rep candidates. Along with that description you need to identify your ideal customer. The potential customer profile is critical in establishing an efficient sales direction to those organizations which offers the greatest business growth and profit opportunities.

The next step is to solicit reps in the areas you have targeted. The most efficient way to accomplish this search is through national and international organizations. A routine method of search involves reviewing directories, for example Directory of Manufacturers’ Agents published by Manufacturers’ Agents National Association or Canadian National Register of Manufacturers’ Agents and Distributors. Internationally a good place to start is with the trade consulate for a specific country.

Once you have located and selected an independent sales representative a contract with commission agreement is an essential business requirement. The contract should outline all legal aspects to the agreement; the territory, the commission schedule, commission payment terms, and business exclusions.

Educating new reps on your product, service, or business offering is critical to their success in promoting your company to potential customers. When the rep has a clear understanding of what your company offers, the business they generate should be a close match to your company’s capabilities.

The reps you engage to work with you throughout the county or world need to be managed. Each rep needs to forecast sales, demonstrate sales activity through proposal inquiries, and communicate results of pricing, estimates, and requests. Measuring results from each rep is critical to achieving sales and marketing strategies for your company.


Working with reps is the most cost effective way to increase sales and reach customers who are outside your local market. The only time you pay a commission is when a product, service, or business offering is delivered and paid in full. The rep is an independent contractor without the usual employee benefit costs. If the sales production does not meet the agreed upon expectations the contractual agreement provides a short term resolution for change in territory representation.

I have developed a number of tips, tools, techniques, and resources to help improve the sales and marketing efforts of business. Please contact me for a no obligation review of your company’s sales and marketing process.

Mark Marlin received a Master of Science Degree from the University of Wisconsin-Milwaukee. He has held a variety of increasingly responsible positions as account manager, regional sales manager, divisional sales manager and owner of a manufacturers’ representative sales organization.
Mark’s sales and marketing consulting business helps small to medium sized organizations improve sales performance and drive business to the next level.