What advantages does the rep bring to the manufacturer?
Representatives already know your customers. They cultivate long-term relationships with buyers in their territories. They know who is likely to need your product, and their recommendations have the credibility that comes from a longstanding relationship. They can help you enter new markets quickly and effectively, because they’ve already penetrated the territory. You don’t have to hire and train sales people. Representatives are already highly trained and knowledgeable about their markets. They give you access to a broader, more stable source of market feedback. Because representatives sell a number of lines, in territories and to customers they know well, they provide a more reliable source for market intelligence. Their customers feel confident in discussing changes and opportunities in the marketplace with them, as well as airing criticisms, praise, and suggestions they’d be reluctant to share with factory personnel. They’re motivated. Representatives work on a straight commission
