How to find a rep

Finding a sales rep—the right rep—isn’t easy. Here are a few suggestions to help make your search a success.

Online resources in your industry are a great way to find reps. In the kid’s industry, the following websites are terrific resources that give vital information about regional sales reps including contact information, the territory that they cover, trade shows that they attend and other lines that they represent:

• www.jamesgirone.com
• www.earnshaws.com
• www.thegiggleguide.com

Not in the kid’s industry? Linked In, Facebook and Twitter are other great informational and networking resources. Anyone who spends time networking on-line and marketing their business on the web can be an industry valuable resource for you to befriend. (More on good networking habits in the weeks to come).

Before you reach out to a rep, make sure that she doesn’t already carry a brand that is so similar to yours that if the same rep carries both of them, the brands will cannibalize each other’s sales. Let me give you an example: Let’s say you design and manufacture organic toddler blankets. You do some research on The Giggle Guide and find a fabulous rep that carries organic toddler bedding. Next, evaluate the other lines she reps to see if she already carries blankets that are already very similar to yours or if she reps products that would complement your blankets, like crib mattresses? If the rep already carries a blanket line, she might not be the right fit for you. If she doesn’t, give her a call! Store buyers are like consumers, they buy add-ons that make sense to them, like blankets with crib mattresses or belts with pants. Successful reps know that and when they build their line lists; they make an effort to rep products in associated categories.

Another tactic for finding a rep is to check out other brands that you love—and have maybe bought for yourself or your own family. That brand should have a similar aesthetic and price point to your brand. To find out who reps these brands, check out the wholesale page on that brand’s website. Many websites list sales reps by region. Or, sleuth out the owner of the company, give her a call and ask her who reps her brand. When you call, make it clear to her you don’t want to “poach” her rep. Think of it as a good networking opportunity! Before you place the call, keep in mind that the same rule applies as above. Make sure your product fits in with the rep’s other lines and also ensure that it isn’t too similar to any of them.

Another method is to reach out to your existing reps. Do you have a rep in Texas but you need one in California? If you like (and trust!) your Texas rep, ask her who she knows that might be able to take on your brand in California. Most people like to be helpful and offer “expert advice.” By reaching out to your Texas rep, you’re not only getting assistance finding your new CA rep, you’re building a stronger relationship with your TX rep. Plus, once your Texas rep helps you bring someone in, she can also help mentor the new rep and train her on your products.

Industry trade shows also have rep listings on their association websites and show directories. Do you want a rep that regularly attends the ABC show? Or ASTRA? Register to attend the show, sign up for membership and access the membership/attendee roster ABC or ASTRA provides. These lists usually include not only buyers but sales reps and members of the press/media too. It might be a small additional fee for a CD or access to a link but, in the end, that’s money well-spent.

Good luck finding your rep!

Next week … details on creating multi-purpose sales pitch.

Lara owns and is the primary sales rep for LJBryn&Co., a Midwest-based, independent rep group specializing in children’s gift, toys, gear and apparel. www.LJBrynAndCo.com