sales agent

business

Also known as: sales representative

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Last updated

July 13, 2026

Quick Summary

A sales agent is a self-employed individual authorized to sell or distribute a manufacturer's products within a specific territory. Unlike a typical employee, they take title to the goods they sell and do not act as a direct agent for the principal manufacturer.1

Sales agents are a type of marketing intermediary that facilitates the distribution channel. They help bring buyers and sellers together and negotiate deals, often working on commission. They do not typically hold inventory or assume the risks associated with ownership of the goods. Sales agents can have significant autonomy in setting prices and terms, and they often provide valuable market feedback to manufacturers.2

Summary created from Britannica articles using AI. AI can make mistakes, so verify using Britannica articles.

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marketing
Efficiency control
…of the marketing mix, including sales force, advertising, sales promotion, and distribution. For example, to understand its sales-force efficiency, a company may keep track of how many sales calls a representative makes each day, how long each call lasts, and how much each call costs and generates in revenue. This…
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…of the marketing mix, including sales force, advertising, sales promotion, and distribution. For example, to understand its sales-force efficiency, a company may keep track of how many sales calls a representative makes each day, how long each call lasts, and how much each call costs and generates in revenue. This…
Read More

agency
Sales representative
The sales representative is a dependent employee of a merchant who concludes contracts for the merchant outside the business establishment. Most European legal systems have no special provisions governing such an agent but rather treat the position under the general rules governing dependent…
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The sales representative is a dependent employee of a merchant who concludes contracts for the merchant outside the business establishment. Most European legal systems have no special provisions governing such an agent but rather treat the position under the general rules governing dependent…
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marketing
Sales force
Sales representatives are the most expensive means of promotion, because they require income, expenses, and supplementary benefits. Their ability to personalize the promotion process makes salespeople most effective at selling complex goods, big-ticket items, and highly personal goods—for example, those related to religion or insurance.…
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Sales representatives are the most expensive means of promotion, because they require income, expenses, and supplementary benefits. Their ability to personalize the promotion process makes salespeople most effective at selling complex goods, big-ticket items, and highly personal goods—for example, those related to religion or insurance.…
Read More

marketing
Brokers and agents
Sales agents are given contractual authority to sell all of a manufacturer’s output and generally have considerable autonomy to set prices, terms, and conditions of sale. Sometimes they perform the duties of a manufacturer’s marketing department, although they work on a commission basis. Sales agents…
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Sales agents are given contractual authority to sell all of a manufacturer’s output and generally have considerable autonomy to set prices, terms, and conditions of sale. Sometimes they perform the duties of a manufacturer’s marketing department, although they work on a commission basis. Sales agents…
Read More