Manufacturer sales representatives play a crucial role in connecting product brands with retail buyers. For many consumer product companies—especially startups looking to break into retail—these reps can help increase product awareness, secure buyer meetings, and ultimately drive retail sales.
Before you decide whether a manufacturer sales representative is right for your brand, it’s important to understand the benefits, challenges, and best places to find qualified reps.
What Is a Manufacturer Sales Representative?
A manufacturer sales representative (often called a “rep group” or “independent rep”) is a third-party salesperson who promotes and sells products to retailers on behalf of a manufacturer. They typically work on commission and leverage their existing retailer relationships to help brands get placement in stores.
Pros of Using a Manufacturer Sales Representative
1. Established Relationships With Retail Buyers
One of the biggest advantages of working with a rep is access to their retail network. Experienced manufacturer reps already have relationships with category buyers across major retailers, allowing them to open doors faster than a brand can on its own.
2. Expertise in Retail Sales
Manufacturer reps understand how retailers operate. They know how to pitch products, what buyers look for, and how to guide you on key areas such as:
- Improving retail packaging
- Strengthening your value proposition
- Positioning your product effectively on the shelf
Their insights can help you avoid costly mistakes.
3. Commission-Based Incentives
Because most reps work on commission, they are highly motivated to sell. They only get paid when they successfully generate orders for your product, aligning their success directly with yours.
4. Faster Market Access
A well-connected rep can help you get your product into the right stores more efficiently, shortening the time it takes to gain retail distribution.
Cons of Using a Manufacturer Sales Representative
1. Limited Coverage With Retail Buyers
Even the best rep groups don’t know every buyer at every retailer. Their reach may not always align with your target accounts, reducing the value they can provide.
2. Commission-Driven Priorities
Because reps earn only when they sell, they may prioritize quick wins over long-term customer service or brand-building. This can be a challenge if you need strategic or high-touch sales support.
3. Multiple Brands Competing for Attention
Most manufacturer sales reps represent several product lines. Smaller brands may receive less attention—especially if another client is generating more sales volume.
For these reasons, it’s important to evaluate whether a rep’s focus, retail relationships, and sales process align with your brand’s goals.
Where to Find Manufacturer Sales Representatives
If you’ve decided to work with a manufacturer sales rep, here are a few reliable ways to find one:
1. Ask Retailers for Recommendations
Retail buyers often work with specific rep groups and may be able to recommend ones they trust—especially those experienced in your product category.
2. Search Online Directories
There are several online directories and rep agency listings where you can search by industry, region, or retail channel.
3. Attend Trade Shows and Industry Events
Trade shows are an excellent place to meet manufacturer reps in person. Events like CES, ASD, NRF, or category-specific expos attract hundreds of sales representatives looking for new brands.
Taking time to research and interview multiple reps will help you find the right fit for your product line.
Final Thoughts
Manufacturer sales representatives can be a valuable asset for consumer product brands looking to break into retail. Their buyer relationships and retail expertise can accelerate growth—but it’s essential to weigh the pros and cons before making a decision.
If you’re considering launching your product in retail, our team at Retailbound can help. Since 2008, we’ve supported hundreds of product brands as they scale into major retailers across the U.S. and Canada.
Contact us today to learn how we can help you grow your retail presence.
About the Author
Yohan Jacob is the President and Founder of Retailbound, a retail channel management consultancy that helps product brands launch and scale in over 150+ retailers across the U.S. and Canada. Retailbound specializes in retail strategy, buyer engagement, sales management, and channel marketing support. Whether you’re a startup or an established brand, Retailbound provides the expertise needed to strengthen retailer relationships, increase distribution, and drive long-term sales growth online and in stores.
