You need to put certain information in front of prospective sales agents for them to be able to evaluate whether they are interested in the agency opportunity.
- Your basic company details – name, brands
- Contact details: names, phone numbers, email, web addresses
- Products / services details
- Pictures & logos (if appropriate)
- Target market details (extremely important yet often overlooked)
- Geographical area
- Agent specification (skills, experience, contacts, qualifications, etc)
- Background company information
- Details of the agent package – what is in it for the agent?! Commission rate, lead generation, existing accounts, exclusivity, etc.
- Other relevant info
Then you need a method and medium in which to present this information to them…
Usually this is the most cost-effective way, providing you use the right media.
- Specialist – eg. AgentBase magazine and website, other agent register magazines
- Trade – only a handful any good (grocer, drapers record, etc) must have an established ‘sales agents wanted’ section
- General – very expensive and will attract timewasters. Most serious agents don’t use such media.
- Targeted Methods (eg. emailshotting) – good on a small scale, otherwise costly.
- Word Of Mouth – the best method, but usually too slow
- Recruitment Consultants – not their strength. They will advertise in local papers and get the time wasters!
- Exhibitions – good but slow (and expensive!)