Factsheet – Sales Agent Recruitment: How to Generate Interest

Information Required

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.

Other Methods

  • 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!)

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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