More products means more complexity
When you have a single product, agents either sell it or they do not. When you have multiple products, new challenges emerge. Which products do agents prioritise? How do you prevent them from defaulting to the easiest sell? How do you ensure your full range gets market coverage?
The natural tendency agents follow
Left to their own devices, agents will sell whatever earns them the most money with the least effort. This usually means your most established product with the largest market and the simplest sales conversation.
Newer products, niche offerings, or complex solutions get neglected because the path of least resistance leads elsewhere. This is rational behaviour from the agent's perspective, but it may not align with your business strategy.
Using commission rates to steer focus
The most direct lever you have is differential commission rates. Pay higher rates on products you want to push and lower rates on products that sell themselves.
If your flagship product is well established and your new product needs market traction, consider a standard rate on the flagship and a premium rate on the new product. This financial incentive redirects agent attention where you need it.
Product bundling strategies
Encourage agents to sell products together by offering commission bonuses on bundles. This increases average deal size and gives customers a more complete solution.
Design bundles that make natural sense from the customer's perspective. Agents will resist pushing bundles that feel forced.
Certification and specialisation
Not every agent can sell every product effectively. For complex or technical products, create a certification program that agents must complete before they can sell that product. This ensures quality while creating a sense of achievement and exclusivity.
Specialised agents who focus on one or two products often outperform generalists who spread themselves thin across your entire range.
Product knowledge requirements
Each product needs its own training materials, objection handling guides, and sales playbooks. Do not assume that agents who understand one product automatically understand another.
When launching a new product through your agent network, treat it like onboarding all over again. Provide specific training, materials, and early stage support.
Tracking and reporting
Your reporting needs to show sales by product and by agent. This visibility lets you identify which products are getting attention and which are being neglected, and which agents are effective with which products.
On Zepys, you can list multiple products with individual commission structures and track sales at the product level, giving you clear visibility into your product mix performance.
Regular product focus meetings
Hold monthly or quarterly meetings focused on specific products. Share success stories, new customer use cases, and selling tips. Rotate the focus across your product range to ensure no product gets permanently sidelined.