Production companies often have complex relationships with their sales reps. The union begins with lots of energy and enthusiasm, declarations of allegiance and hopeful plans for the future. In some cases, the good feeling goes on forever, but in many instances, challenges that test the strength of the bond arise over the course of time. Sometimes, the relationship matures and deepens as the two parties work together to overcome hurdles and achieve success. In other cases, difficult times cause fractures to develop that may lead production company and rep to part ways, occasionally with irreconcilable differences.
Sounds a lot like a marriage, doesn’t it?
When I joined forces with my partner Mary Saxon, she had worked exclusively as an in-house rep for years. As together we began balancing our client’s needs, I suggested she consider each company association as a marriage. She agreed that production companies and their reps would do well to think of their relationship as a marriage. Like a marriage, it is an alliance that should not be entered into lightly or easily given up. And like any good personal relationship, it takes commitment and effort to make it work. Few can get by on love alone.
When a production company signs a new rep, there is usually a courtship or honeymoon period. The rep is excited to work with the new directors, intrigued by the talents they offer and determined to win them new accounts. The production company is energized by the rep’s enthusiasm, and their plans to improve board flow and take the directors to the next level.
But as time goes by, the glow may fade a little as both sides settle down with the hard work of actualizing their goals. That is why it is important to set clear and reasonable objectives from the outset. Reps that promise their clients the moon are setting them up for disappointment. Likewise, production companies that set the bar too high will inevitably feel disillusioned if the rep can’t make the mark. The key to avoiding these problems is to have a relationship that is governed by open and honest communication, mutual trust and a commitment to the long term. Only then can the two sides work together to develop an effective game plan for achieving their common goal.
Both rep and production company bring a cast of relatives and friends to the alter—their precious agency contacts. Some have shared stellar success, others may nurse a few battle scars. The luxury of developing new relationships (outside of a shoot) demands time that few agency personnel have available. That is why preexisting relationships become a vital premium to the sustenance of the production company. Your combined previous agency relations can strengthen or fragment sales efficiency. As job situations arise (and sometimes before), it’s helpful to know if the rep and/or the production company have established relationships so that when it’s appropriate, you can combine your efforts. If there are disgruntled in-laws at the reception, everyone will know sooner or later. Better to avoid the awkwardness with an appreciated awareness of one another’s past. After all, nobody’s perfect and this is all about "through thick and thin."
From all indications, it appears that broadcast advertising spending is down, which makes for an extremely competitive market. This obviously makes pursuing the work more challenging for the production company, as well as the rep. Depending on the job you are pursuing, it may require thinking outside the box. Whether it’s when the lead comes in, during the bidding process, or developing alternative marketing strategies to promote new business, communication between the production company and rep is key. Not only does it strengthen the working relationship, but it also ultimately helps to "reel in the job." And if the big one gets away, at least you’ve had all hands on deck pulling together. An efficient working relationship where both sides are aligned and informed prevents finger-pointing for a loss neither is responsible for.
Reps are the frontline liaisons between the production company and the agency. Their persona projects the core taste, talent and values of the roster they represent. Producers who are willing to work with their sales team and face up to the challenge of a tight market will be rewarded for their effort. Just as navigating difficult times can strengthen a marriage, it can also improve the working relationship between a rep and their production company client. They become more sensitive to one another’s needs, more certain of the firmness of their bond. Rather than bringing them down, the challenge inspires them to use their imaginations, and when necessary, develop new approaches—pursuing different avenues to attain the results they seek. As opportunities arise, everyone is in sync and ready to jump onboard.
Trust, honesty and commitment are the keys to a good marriage, and they are also essential to making the production company/rep relationship a fulfilling and profitable one. Parties that apply those principles to their business "marriage" will not only avoid divorce court, they just might stick together long enough to earn the diamond ring.
