Factsheet 13 – Sending Out Information to Prospective Sales Agents: The Sales Agent Information Pack

When making an initial enquiry about an agency opportunity, it is usual for the sales agent to require some detailed information on the company, the products / services to be sold, and the agency deal.  You should prepare an information pack.  The Agent Specification and Agency Description could be included.  Be sure to detail the commission deal, and to include trade prices (if relevant).

Typical Sales Agent Information Pack contents:

  • Covering email / letter – giving brief overview, contact details, and details of what happens next if the agent is interested (interview, training, etc)
  • Product information (literature, brochures, etc)
  • A sample (if practical)
  • Details of the agency package:
    • commission rate
    • commission payment terms
    • exclusivity arrangement
    • support package [training, business cards, sales presentation materials, order forms, samples to give out, literature, etc]
    • Details of your planned promotional and/or lead generation activities (advertising, exhibitions, PR, direct marketing, etc)
  • Trade prices (and recommended retail prices if applicable)
  • Details of trade support and incentives:
    • point of sale equipment or materials (displays, posters, leaflets, etc)
    • special deal packs
    • discounts
    • etc.
  • Details of trading terms: minimum orders, carriage charges, delivery lead times, credit account policy, returns policy, etc
  • Press cuttings, copies of advertisements
  • Customer case studies, testimonials, etc
  • Other requirements: such as requiring sales agents to sign an agency agreement as provided by the company, or any other tasks that might be unusual (site surveys, money collecting, car stock, unusual training, credit checking, CRB checks, etc)

Working with sales agents can be an ideal way to grow a business or launch a new product with minimal costs. Often sales agents are the most cost-effective, quickest and lowest risk route to market. They may also simply be the best strategy when trying to open up new markets, where pre-existing customer relationships are key.

At AgentBase we have extensive experience of sales agent planning, recruitment and management. Call our friendly staff for a chat about your situation and how we can help you to get the most of out of using sales agents.

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