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It’s Only Common Sense: There Has to Be a Better Way, Part 3—What the Reps Want

Last week we discussed what the principals want from the rep-principal relationship, but turnabout is fair play, so now we are going to discuss what the reps want. As we mentioned last week, these are only wish lists; some of the things both these entities want are not fair or even practical, but it symbolizes the chasm between their individual agendas, which makes their successful partnership so challenging.

There is hope, though. Once we list their differences, we can list their similarities, the things they have in common, and from there develop the ideal rep-principal partnership.

Here are what the independent sales representative is looking for in a partnership with a principal. They want a principal who:

1. Treats reps with respect.
2. Treats reps as a true partner.
3. Has a mission and a vision.
4. Knows who his ideal customer is.
5. Can turn quotes around rapidly.
6. Has a great deal of respect for the customer.
7. Focuses on great customer service.
8. Is respected by her customers.
9. Is willing to share any information that can help the rep.
10. Is willing to turn over some house accounts, even if it is at a reduced fee.
11. Will not shoot the messenger when the news is not good.
12. Will take criticism.
13. Can tell her reps exactly what kind of business she needs.
14. Pays reps for their time. A rep can no longer afford to work for free. He can no longer work for a company for three quarters of a year before he sees a penny in commission.
15. Pays some sort of seed money, either a stipend or a draw—something that will pay for her time, or at least some of her expenses as she pursues new customers for her principal.
16. Puts out a great product.
17. Makes delivery promises they actually keep.
18. Is well-known.
19. Invests money in marketing so that they can become well-known.
20. Feels that reps are important and not a necessary evil.
21. Goes to trade shows.
22. Pays the reps on time.
23. Includes the reps in their business decisions.
24. Takes a long view at their relationship and their partnership.
25. Makes sure that the reps are including in all customer interactions.
26. Is financially secure.
27. Is willing to share and produce leads for the reps.
28. Makes sure the reps have everything they need when it comes to their accounting paperwork.
29. Is willing to invest in his company to keep it technologically abreast with the needs of the market.
30. Will support her.
31. Is willing to visit the customers with him.
32. Invites the rep to his annual sales meeting, and helps with the expense.
33. Has an excellent website.
34. Has excellent, up-to-date literature.
35. Will not fire a rep at the first sign of trouble.
36. Will not cut commissions because the rep is making too much money.
37. Will not terminate the rep because he is making too much money.
38. Will stick to the letter of the contract once it is signed.
39. Has a fair contract with clauses beneficial for both sides.
40. Is not going to reduce commissions every time there is a pricing issue.
41. Is actually willing to raise commissions or give a bonus when things have gone exceptionally well.
42. Will pay bonuses for special sales initiatives.
43. Does not put the rep last when it’s time to pay the bills.

Whew! That is one long list, isn’t it? I think I covered just about everything I have heard reps say they want from their principals. There might be a few items that I missed and if that is so, then I am sure one of you will let me know.

I invite you to lay this list side-by-side with last week’s list of what principals want and you will start to see a pattern that goes from some items being fairly close to others being completely polarized.

Now, the next step to find the common ground between the two parties and from that build a rep-principal relationship that will work for both parties.

Stay tuned that’s what we’ll talk about next week.

It’s only common sense.

Dan Beaulieu is president of D.B. Management Group.