How Well Do You Market Your Manufacturers’ Representative Firm to Prospective High-Quality Principals?
Manufacturers are not all created equal. Some work really well with their manufacturers’ representatives as “Partners in Profits.” The relationships they create with their manufacturers’ representatives work really well for both of them. These relationships last a long time.
As a manufacturers’ representative, you always want to connect with these high-quality principals.
When a high-quality principal needs to connect with a manufacturers’ representative, they interview multiple candidates. How well do you compete with the others? Do you create resources that effectively market your manufacturers’ representative business to prospective principals?
MANA provides information on how to create resources to market your manufacturers’ representative business to high-quality principals. Login to the member area of the website and click on the “Steps to Rep Professionalism” program link in the “Professional Development Resources” section. Once the next screen opens, click on step 2, “Connect With High-Quality Principals That ‘Get It.’” Invest some time in the “Backselling” resources and get a significant return when you sign up higher-quality principals.
To successfully compete for high-quality principals, you also need a professionally done website. And avoid generic email addresses (Gmail, Yahoo, etc.).
MANA Online Ad Program: This ad program allows principals to provide significantly more information about their companies than the Agency Sales magazine ad program. They can tell you not only about their products and services, but also about how they plan to work with their manufacturers’ representatives. Click here for the current online ads. On the Platinum ad program, we email the principal’s ad to manufacturers’ representative members with relevant product classifications. If you receive one of these, please remember to reply to the advertiser; do not reply to the email that contains the ad. Manufacturers’ representatives can also place “Lines Wanted” online ads.
Agency Sales Magazine Ad Program: Look in the back of each Agency Sales magazine issue for classified ads from principals looking for manufacturers’ representatives. You receive periodic emails with some of these ads as well. View current Premium ads here. Manufacturers’ representatives can also place “Lines Wanted” ads and Manufacturers’ Rep Business Opportunities (buy, sell or merge rep businesses) in Agency Sales magazine.
Network With Fellow Manufacturers’ Representatives: When you attend a principal’s sales meeting, you meet manufacturers’ representatives who sell complementary products to what you sell. Ask them for recommendations on companies to represent. You may also reciprocate with them and recommend companies you work with.
Tradeshows: Visit tradeshows and look for exhibitors with a “Sales Representatives Wanted” sign in their booth.
MANA LineFinder®: Did you know we have a directory of our current manufacturers? Select from a list of product classifications to find those of interest to you. Watch the LineFinder® Tutorial before you start your search. Login to the member area of the MANA website to access this directory of MANA manufacturer members.