In the previous article I pondered whether introverts might benefit from agents who could market their goods, and services. While you might find an agent to represent you, you need to put yourself and your work into the public eye before any agent becomes interested. Salespeople might feel the same way about your products or services. Before you break out in hives over the "public eye" problem, allow me to explain the differences between agents and salespeople?

While you might refer to agents and salespeople as one and the same person, many agents may beg to differ with you. For instance, an agent can hire a salesperson to help with a workload, and that salesperson could carry out an agent's agenda outside legally binding contracts. But, a salesperson usually doesn't need an agent, unless he needs a representative for a side business.

So, the difference between a salesperson and an agent is a fine hair to split, but it's there nevertheless:

1. Agents may be licensed, and some take tests to meet state or federal requirements. Agents usually contract with you and for you when necessary (booking events like book signings, etc.). Salespeople, on the other hand, may be bonded but not licensed.
   
   
2. Agents want to know everything about you, as you are as important as your product or service. You're the investment. Salespeople, on the other hand, want to know everything about your customers and your goods, so that they can sell your product or service effectively. The salesperson is your investment.
   
   
3. To that end, another way to view the difference between agents and salespeople is to think of an agent as a person who represents you, while a salesperson represents your goods and/or services.
   
   
4. Agents may maintain a network of other agents and specific buyers, and the buyers usually consist of larger entities, like galleries or publishing houses. For that reason, successful agents usually are established in their fields. Salespeople may specialize in the sales of specific products or services, but salespeople may also pride themselves on their abilities to "sell anything to anyone," like ice cubes to Alaskans (although, the prospect of global warming might normalize that ability).
   
   
5. Salespeople usually are easier to acquire than agents, as salespeople aren't concerned with you as much as with your products or services. In many cases, you can be a voice on the machine to a salesperson, as long as your merchandise and services are easily accessible for sale and the paycheck arrives on time.
   
   
6. Agents usually interview you like you're the one going for the job (and for good reason, because you become their product); however, you must also feel right about that agent's abilities and his or her "fit" to your personality. On the other hand, you interview the salesperson; although many salespeople prefer to sell quality goods and services, so they may query you about your merchandise and work ethic as well.

So do you need or want an agent or a salesperson? Say that you carve wooden chairs. If you want to sell your work to a gallery, you might choose to find an agent. The agent who knows about the carved wood chair market would know whether your work appropriate to sell in galleries or in fine arts or crafts stores. However, if you mass-produce wooden chairs, or if your chairs don't interest an agent, then you might hire a salesperson to peddle your wares to furniture stores. The difference between the use of an agent or a salesperson in this and many other situations often lies in how someone might define your goods or services.

Another example: You design and build Websites, but this activity absorbs your time. Would you hire an agent or a salesperson to sell your talents and services? You would hire a salesperson, as your work is considered part and parcel of a business's public relations/sales tools and not a work of art. However, if you create digital art, you might rely on an agent rather than a salesperson to sell your work.

The two most cited reasons to hire a salesperson would be to 1) allow you more time, and; 2) to expand your business financially and/or into a new market niche. However, the addition of a salesperson often takes more work than when flying solo, because:

If you haven't spent time with the public to develop a customer base, you may find that salespeople will balk at selling your wares. This is one area where salespeople and agents are very similar. Both agents and salespeople seek marketable goods, as "marketable" means profits. But, some salespeople do venture into untested waters - a place where agents don't dare tread - especially if the salesperson believes he can sell your goods to his already established clientele.

If you feel you've come to an impasse with your business, then perhaps the time is right to invest in a salesperson. You might have good reason to hire one if you've recently:

While these reasons may entice an introvert to hire a salesperson, you might think about whether a salesperson would be interested in someone who hasn't ventured outdoors for two years. Maybe the introvert needs a business partner instead. More about that possibility next week.

Until Then,
Linda Goin