B2B Marketing Blog

How to get the most of a sales agent

Jul 13, 2011 5:10:50 AM / by The Mezzanine Group

For companies who sell through distributors and brokers, the key to success lies in the effectiveness of the broker relationship. It’s very easy to get into a new partnership / distribution agreement – and in my experience it’s ten times harder to actually make the relationship work.

Here are a few tips to help you pursue the right distributors, and create an effective business relationship:

1. Negotiate for exclusivity within the range of products the agent carries

  • You don’t want an agent who sells a competitors products

2. Never give territorial exclusivity to an agent

  • Keep your options open
  • You want sales agents to get as much trial and error experience as possible, and quickly

3. Equip agents with the best-selling tools you can provide

  • Agents deal with many products – make yours easy to deal with
  • Provide tools that work independently for agents.

4. Bring agents together regularly (quarterly or semi-annually) to exchange ideas, successes, and failures

5. Be top of mind

  • Keep in touch with bi-weekly emails, phone calls, updates of products and services, and successes elsewhere in the company
  • Look for agents who are proven and have strong sales skills and integrity


Topics: General Business

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