Tapping the Market

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The best way to find your representative is through a classified advertisement in the Part Time Employment section of your local newspaper. Writing the ad is just a matter of describing the job and the person you want. In screening applicants consider sincerity, interest, experience and contacts. An older graphic arts salesman will be hard to beat on those last two points because he'll probably know—and have dealt with—every printer in the area. Of course, you mustn't discount an eager young rep either . . . sheer fire and vinegar can make a lot of sales. Just insist that the man or woman you hire represents you honestly at all times.

Once you have a representative, don't drop the entire promotional burden into his or her lap. Help your salesman in every way possible. Make sure he understands all the details and advantages of your service. Remember, he may know the business inside out . . . but he's starting out completely unfamiliar with you. Follow his suggestions, when necessary, in preparing your sales kit. Work with your representative on a list of prospects and arrange for him to report his progress regularly.

When your salesman brings in an order, let your gratitude shine through. The folks out on the firing line get a lot of their satisfaction from the psychological end of the bargain. And the money doesn't hurt either: 10-15% should be about right on a straight commission deal but that's negotiable for a few points either way. Pay your rep promptly when he brings you a sale if you can . . . or, if your budget is really tight, immediately upon your receipt of payment for the jobs he's brought in.

If you choose a salesman carefully and hammer out a fair working relationship, you'll both have a most satisfying situation going for you.

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