Guide to Sales Agents and Distributors

Find sales agents who specialize

One benefit of an outside agent in your industry is his experience – he'll likely have a better-than-average understanding of the industry, products, and best places for distribution and sales.

I recommend: Start with the master – Manufacturers' Agents National Association (MANA), "The One Association for All Agents and Manufacturers." Next, check out their MANA's Sister Associations list.

Reap the rewards of using reps

Choose a sales agent who has experience marketing and selling similar products to yours – not direct competitors', of course – so he is familiar with that segment of the industry.

I recommend: Find excellent info at Manufacturers' Representatives Educational Research Foundation (MRERF); for your industry-specific MRERF-sponsoring rep trade association, visit the MRERF Directory. Ready to interview prospective rep firms? Use MRERF's Evaluation Questionnaire.

Choose the right channels

Not sure which distribution channels you need? Analyze your competitors' channels to get you started. Here are some options: direct sales, wholesalers, retailers, and direct mail.

I recommend: Go to National Association General Merchandise Representatives (NAGMR), a professional association of consumer products sales reps/distribution channels, for food, drug, and mass merchandise trade. Input your company's info and NAGMR will contact their "matching" member firms for you.

Go worldwide

Many sales agents and distributors get their products into stores around the world. According to the U.S. Small Business Administration (SBA), the number of American businesses sending their goods/services overseas has tripled since 1990, and two-thirds of those companies are those with 20 employees – OR LESS!

I recommend: First stop for the small biz exporter? SBA: International Sales. Visit SBA Office of International Trade. Check out Export.gov for excellent info, and to take their Export Questionnaire. For more great tools, go to Business.gov's General Resource List.