Thomas visits the same stores in his area every week. But unlike a conventional sales agent, he presents 4 different Catalogues each time: kitchen equipment, cleaning products, professional tableware and table textiles. Thomas is a multi-brand agent, a status that enables him to represent several brands simultaneously and optimize each trip.
The status of multi-brand agent is attracting more and more sales professionals who want to combine independence and diversification. But what does it actually involve? How does it work on a day-to-day basis? What are its advantages and constraints?
What is a multicard agent? Definition and legal status
Definition of sales representative for several companies
A multi-principal sales representative is an independent professional who simultaneously represents several companies (called principals) to a customer base, without being bound by an exclusive employment contract.
Unlike salaried sales representatives who depend on a single employer, multi-brand agents develop their business independently. They choose their principals, organize their sales rounds and manage their schedule as they see fit.
The essential features of this status are :
- Self-employed status no subordination to principals
- Several simultaneous mandates Representation of 3 to 10 brands on average
- Commission-based remuneration : income based solely on sales
- Organizational freedom Total autonomy in managing your business
- Commercial representation the agent neither stocks nor buys goods, but puts them in contact with each other.
This formula optimizes every customer visit. Instead of presenting a single Catalogue, you can propose several complementary offers that meet the different needs of your customers.
The legal framework for multi-card agents
The status of independent sales representative is strictly regulated by French law. Here’s what you need to know about the legal framework:
Legal basis :
- Protected by the Doubin law (1991), which governs contractual relations between agents and principals.
- Specific legal protection in the event of breach of contract
Registration obligations :
- Mandatory registration with the Registre Spécial des Agents Commerciaux (RSAC) at your local Chamber of Commerce and Industry
- Choosing the right legal status: micro-entrepreneur, EURL, SASU or other corporate form
- Tax and social security contributions for self-employed workers
Contractual and professional obligations :
- Signature of a written mandate contract with each principal, specifying the terms of collaboration (area, commission rate, duration, etc.).
- Compulsory professional liability insurance
- Respect your duty of loyalty to each of your principals
- Declaring your business and keeping compliant accounts
Multi-brand agent vs. other business statuses: key differences
Are you hesitating between different business statuses? Wondering which formula best suits your situation? Let’s clarify the essential distinctions between the multicard agent and other similar statuses.
Multicard agent vs. other statuses
Multi-brand agent vs. exclusive sales agent Exclusive sales agents are employees of a single company. They enjoy a highly protective status: paid vacations, social security, severance pay, and often a fixed salary plus commission. In return, they represent a single brand and are subject to their employer’s directives.
Multi-brand agents, on the other hand, are totally independent. They choose their principals, organize their days as they wish and multiply their sources of income. But beware: there’s no minimum wage and no employee benefits (health insurance, provident fund, paid vacations).
Multi-brand agent vs. multi-brand sales agent Multi-brand sales agents remain salaried employees, even if they represent several companies. They retain all the benefits of salaried employment (social protection, paid vacations) while diversifying their mandates. However, their employers retain decision-making authority and can impose organizational constraints.
The multi-brand agent is a true entrepreneur. They negotiate their own contracts, set their own rules and assume all the risks and rewards of their business.
Multi-brand agent vs. salaried sales representative for several companies The salaried sales representative works for a single employer, with a clear relationship of subordination. They follow instructions, respect schedules and enjoy financial stability (fixed salary).
Multi-brand agents enjoy total freedom, but are solely responsible for their sales results, professional expenses and fluctuating income.
The day-to-day role and missions of the multi-card agent
Now that the legal status is clear, let’s get down to the nitty-gritty: what does a multi-brand agent do during the day? How do they organize their activity to effectively represent several brands simultaneously?
Main sales representation missions
The day-to-day work of a multi-card agent revolves around three main categories of activity:
- Prospecting and customer development
Your first role is to identify potential new customers in your geographical area.
You actively prospect:
- Search for qualified prospects (companies, businesses, professionals)
- Appointments by phone, email or spontaneous visit
- Targeted presentation of your different Catalogues according to your needs
The advantage of multicard status? You multiply your chances of attracting a prospect. If your first brand isn’t a good fit, you’ve got other cards to play!
- Follow-up and retention of existing portfolio
Once you’ve acquired your customers, the most important part of your business is to follow them up on a regular basis:
- Visits scheduled at a frequency adapted to each customer
- Taking orders for each of your principals
- Claims management and first-level after-sales service
- Sales follow-up and proposals adapted to their changing needs
This is where your organization needs to be beyond reproach. You need to know exactly which customer buys what, how often, and for which principal; consider equipping yourself with a CRM adapted to multi-principal management.
- Transmission and coordination
The last, and often underestimated, aspect is the administrative and coordination part.
- Immediate transmission of orders to each principal concerned
- Tracking delivery and invoicing for your customers
- Feedback of valuable field information (competition, market trends, emerging needs)
- Production of activity reports for each of your principals
The ability to manage several brands simultaneously
Managing several mandates simultaneously is not simply a matter of multiplying tasks. It requires a specific approach and special skills.
Optimizing sales rounds The major advantage of multi-brand status lies in your ability to make the most of every trip. Rather than visiting a restaurant owner just to sell food products, you can also offer kitchen equipment, table textiles or even management software.
The result? Fewer kilometers traveled, more sales generated, and a more complete service for your customers who appreciate centralized purchasing.
Extended product knowledge The other side of the coin: you need to master several catalogues, memorize dozens of part numbers, and know the prices and sales conditions of each principal. This requires extensive ongoing training and an excellent memory… or high-performance management tools!
Strategic management of complementarity Your success depends largely on your ability to choose mandates that are complementary rather than competing. The objective? Propose a coherent global offering that brings real added value to your customers.
For example, an agent visiting hair salons can legitimately represent hair care products, professional furniture, payment solutions and scheduling software. All these products address the same target without competing with each other.
- Rigorous organization (ability to manage multiple tasks and mandates)
- Excellent memory or use of high-performance management tools
- Ability to adapt quickly (change hats depending on the principal and the customer)
- Sharp commercial sense and strength of conviction
- Total autonomy and self-discipline
How does a multi-card agent's remuneration work?
Let’s talk money. How do you make a living as a multi-brand agent? What income can you expect, and what expenses do you need to anticipate?
Commissioning system
It’s important to understand that, as a multi-brand agent, you don’t receive no fixed salary. Your income comes exclusively from commissions on sales you make for each of your principals.
Current commission rates Rates vary considerably by industry. Here are the generally observed ranges:
- Food: 3 to 6% of sales revenue (excl. VAT) generated
- Professional equipment: 5% to 10%.
- Textiles and fashion: 8% to 15%.
- B2B services and solutions: 10-20
Different calculation methods Pay attention to the subtleties of commission calculation. There are three main systems:
- Commission on sales ordered : you are paid as soon as the order is placed (risk: cancellation or non-payment)
- Commission on invoiced sales more secure, you get paid when the invoice is issued
- Commission on sales received safest, but with significant cash flow lag
Potential income and expenses
Observed average income The situation varies so widely that it is difficult to give precise figures, but here are some realistic orders of magnitude:
- Beginner (1st year): €1,500 to €2,500 net per month
- Confirmed (3-5 years’ experience): €2,500 to €4,000 net per month
- Expert (well-established portfolio, 5+ years): €4,000 to €6,000+ net per month
These revenues obviously depend on a number of factors: your sector, the number of principals, your geographical area, your commitment and your sales skills.
Charges to deduct from your sales revenue Remember: your commissions are your gross sales revenue. You must deduct :
- Social security contributions (around 22% for micro-businesses, more for companies)
- Business vehicle expenses (purchase, fuel, maintenance, insurance)
- Telephone and computer equipment
- Professional liability insurance
- Professional tools (sales CRM, software)
- Training and sales literature
A multi-brand agent with 4-5 well-chosen principals can generate a higher net income than a salaried sales agent, while enjoying total organizational freedom. But beware: there's no minimum income guarantee! Your discipline and organization make all the difference.
The advantages of multi-brand agent status
Why do so many sales representatives choose this status rather than a salaried position? What are the real advantages that compensate for the lack of security offered by salaried employment?
Independence and freedom
The number-one argument is that you have total freedom:
Organizational freedom Freedom of organization: You decide your own hours, days of the round, and working methods. Want to leave early on Fridays to make the most of the weekend? It’s possible, as long as your objectives are met. Need to set aside a day for administration? It’s up to you.
Choosing your principals You select the brands you wish to represent according to your affinities, your knowledge of the sector and your commercial strategy. If a principal no longer suits you, you can terminate the contract (subject to the contractual terms and conditions).
Autonomous area management You define your sales territory in agreement with your principals, but without having an area imposed on you that doesn’t suit you.
No hierarchy Your relationship with your principals is one of partnership, not subordination. You discuss as equals, negotiate terms and conditions, and make strategic decisions on your own.
Income diversification and optimization
In addition to freedom, multi-brand status offers concrete economic advantages:
Several sources of income You’re not dependent on a single principal. If one of them runs into difficulties, or if you lose a contract, your other mandates continue to generate commissions. This diversification provides real financial security.
Commercial synergy The same customer can order from several of your principals. This multiplies your commissions on a single visit. That’s what optimization is all about!
Maximum time efficiency Every customer visit becomes a multiple opportunity. You don’t just present a Catalogue, but potentially several complementary offers, which considerably increases your conversion rate.
Unlimited earning potential Unlike a capped salary, there’s no limit to your commissions. The more you sell, the more you earn. Your talent and hard work are directly rewarded.
- An order for food products (principal 1): €800 excluding VAT = €40 commission (5%)
- An order for table textiles (principal 2): €300 excluding VAT = €30 commission (10%)
- An order for kitchen equipment (principal 3): €500 excl. tax = €50 commission (10%)
Total: €120 commission for a single optimized visit, versus €40 if you represented just one brand. Efficiency multiplied by three!
Legal protection for independent sales representatives
Contrary to popular belief, the status of sales representative offers significant legal guarantees:
Compensatory indemnity at the end of the contract When a principal terminates your contract, you are entitled to compensation based on your commissions over the last few years. This is the equivalent of severance pay for a self-employed person.
Protection against wrongful termination Protection against wrongful termination: A principal may not terminate your contract without prior notice and without a legitimate reason. In the event of abuse, you may be entitled to damages.
Indemnified non-competition clause If your contract provides for a non-competition clause after termination, it must be compensated. You cannot be prevented from working for free.
Commission payment guarantee The French Commercial Code protects your entitlement to commissions, even in the event of your principal’s financial difficulties.
The challenges and constraints of the multi-card agent's job
Let’s be honest: multi-brand agent status is not a miracle solution. There are real challenges to be aware of before you take the plunge. Here are the main constraints to anticipate.
Organizational challenges
Management complexity multiplied Managing a single principal already demands rigor. Managing five simultaneously multiplies the complexity:
- You’re juggling several different catalogues, price lists and sales conditions
- You must follow the specific delivery times for each principal.
- You manage dozens of open orders for 3, 5 or 7 different principals
- The risk of error increases: price confusion, wrong deadline announced, order sent to wrong principal…
Without proper organization and the right tools, you’ll quickly find yourself in over your head.
Substantial administrative burden Administrative tasks can quickly become time-consuming:
- Production of reports for each principal
- Meticulous verification of every commission statement received
- Billing and accounting management
- Regular tax and social security declarations
Financial constraints
No guaranteed income This is the inescapable counterpart of independence. You have :
- No minimum monthly wage
- Income that fluctuates greatly depending on the season and your activity
- Commission payment deadlines (generally 30 to 60 days after invoicing)
- No protection in the event of illness or prolonged downtime
It’s essential to build up a cash reserve for both the early stages and the off-peak periods.
Significant initial investment Even before generating your first euro in commission, you need to invest in :
- A reliable, professional vehicle for the round
- IT equipment (computer, smartphone, tablet)
- Multi-mandate management and CRM tools
- Samples and sales literature for your various brands
- Compulsory professional insurance
These investments represent several thousand euros before launch.
Relationship constraints
Delicate balance between principals You have to navigate between several sometimes contradictory expectations:
- Risk of conflict of interest if two principals offer similar products
- Pressure from certain principals who would like you to give priority to their products
- The need to maintain balanced and equitable relations with everyone
Your credibility and reputation depend on your ability to remain neutral and professional with everyone.
The loneliness of self-employment Unlike salaried sales representatives, you work alone:
- No team or colleagues to talk to or support you
- Full responsibility for your results without being able to share them
- Self-motivated maintenance
- No manager to coach you or reassure you in difficult times
This loneliness can sometimes take its toll, especially in times of doubt or slump.
Many novice agents think that multiplying mandates is enough to multiply income. As a result, it's impossible to represent each brand properly, customer service is degraded, and credibility with customers and principals is lost.
Our advice: 3-4 perfectly mastered and well-managed mandates are better than 8 neglected mandates that exhaust you without generating satisfactory results.
