Diary of an Agent

In the first in a new series, Richard Pass talks about the role of sales agents in the greeting card industry

Diary of a sales agent

Redback Cards at Betty Loves...

Betty Loves... Leeds

Jesmond Beauty Clinic The life of a sales agent is a precarious one. We have to balance the wishes of the companies we represent and the requirements of the retailers we supply. Fortunately, all the companies I work with understand the role of the sales agent and find ways to help us, which in the long run helps them to achieve more sales. The retailers too are very understanding and appreciate the efforts the sales agent goes to in order to help them increase their business.

Sales, while our life blood, are not the be all and end all. Working with the retailers to increase their footfall and profit is key to a long-lasting partnership, and a bonus to that is the genuine friendships that are formed.

The retailers have had a punishing couple of years. Some have fallen by the wayside, which is always sad, while others have taken the opportunity to look at new ways to do business. This has taken many forms - from websites and social media to simply looking at their product ranges and what their bestsellers are. This is where the sales agent comes into their own. We can advise on bestsellers, make sure the retailer has the latest information about products, and perhaps suggest the retailer looks at new products that previously didn’t suit. We can also give an overview of other retailers’ feedback on the current trading climate.

The publishers and distributors have all equally faced tough times. Often the cash flow hasn’t been available to introduce the new products or to increase the ranges, but we all have to keep moving forward to stay in the game. Again the interaction with sales agents can really bring fresh eyes to this. As the agents speak to the retailers they find out the new trends, the bestselling products and we can feed this back, helping to complete the cycle that keeps everyone going.

This time of year is interesting for a sales agent, especially with the difficult trading times. Retailers have swapped out everyday for Christmas and they are less keen to see sales agents as the festive season kicks in.

Appointments become harder to make, understandably, while the publishers are pushing last-minute Christmas and promoting the new Spring ranges. We have lists of everyday products that are discontinued to remove from the sample box while finding space for all the new designs. I find that I have three sample boxes on the go: everyday, Christmas and the new Spring ranges.

Retailers are finding new ways to create space to fill with stock, even using window sills and making creative use of point of sale. The retailers have the constant battle of having lots of stock with limited space, while still allowing room for pushchairs and so on. Again, sales agents visit diverse stores and can offer hints and tips to help with this. For example, a retailer in the North West was unsure about notebooks and stationery as an additional line. After an initial trial they now have a counter display of A6 notebooks in each store.

Spinners are a bone of contention, with many shops having a natural dislike of them. However, greeting cards definitely sell much better from a spinner, because the consumer can see the whole of the design. Undoubtedly spinners generate extra card sales but they have to work within the restrictions of each store layout. They are always worth considering just from the increased turnover viewpoint. One retailer in Yorkshire trialled the Alljoy Design Message in a Bottle cards in one store and now has a spinner in each of their three shops.

Sales agents have a challenging workload but the benefits far outweigh any downsides, and each day is different. I for one would not change my working life.

“We can advise on bestsellers, make sure the retailer has the latest information about products, and perhaps suggest the retailer looks at new products that previously didn’t suit’’

Alljoy Design at Salts Mill, Saltaire

Richard Pass is a sales agent (STL Agency), who covers the North of England except where listed below. The companies he currently represents are: Alljoy Design; Dandelion Stationery; Redback Cards (Yorks & NE only); Two Little Monkeys; Giftwrap UK (Yorks & NE only), and FlameTree Publishing. Contact: 07790 844342 or richard.pass@yahoo.co.uk