Single- and multi-firm agents: same job, different needs

Single- and multi-firm agents

Not all sales agents are the same — their needs and approach to both sales and customers vary greatly depending on whether they hold a single mandate (single-firm agents) or multiple mandates (multi-firm agents).

Across Europe, there are hundreds of thousands of sales agents, the majority working with multiple companies. In Italy alone, there are over 250,000 sales agents, 70% of whom are multi-firm. Unlike single-firm agents, who can be considered an extension of a company’s sales office in the field, multi-firm agents can promote several companies and products at the same time (provided they are not competitors), although the aspects that define them are different.

What sets them apart?

• Customer approach: the multi-firm agent considers their customer base as “their own”, which is why they build a direct, personal relationship with each of their contacts — something that can be facilitated by detailed customer records in which all relevant information is collected.
• Fast sales: given their approach and tendency to minimise travel distance, multi-firm agents often group all their mandates into a single visit, meaning they see all customers in a given geographic area on the same day. A GPS map showing all assigned customers can help the agent reach the highest possible number of clients in the shortest time.
• Type of sale: due to the variety of mandates and products, sales are often limited to reorders. The number of different references, often from different product categories, also limits the salesperson’s product knowledge. To make up for this basic level of product knowledge, it is useful to provide agents with detailed product sheets as well as PDF catalogues to browse together with the client. Thanks to these tools, even a multi-firm agent can suggest the best products to their customers and, if their favourites are unavailable, offer valid alternatives.

Thousands of multi-firm agents across Europe use our applications every day to increase their efficiency across various markets — from food to fashion, from stationery and office supplies to pet food and pet care.