An independent sales representative is a sales professional who operates as their own business. Instead of being employed by a single company, they partner with one or more businesses and build a portfolio of products and services they represent. They earn sales commission for the revenue they help create for the companies they partner with.
Independent reps are typically engaged as third-party contractors. In the US market, Independent sales reps are often referred to as 1099 sales reps. They’re paid on newly closed business, not working hours, and are responsible for how they manage their time, sales activity, and client relationships.
Independent reps don’t rely on a single product or service line. Instead, they build diverse, yet complimentary sales portfolios, representing multiple non-competing products or services that typically fit the same customer base. This approach allows them to generate multiple income streams while staying focused on markets they know well.
Example of a diversified, complementary independent sales portfolio
Imagine an independent sales representative who specialises in manufacturing and industrial clients. Rather than selling a single product for a single company, they build a portfolio around the same buyer, the same problems, and the same buying cycle.
At the core of their portfolio, they may act as a manufacturer’s representative for an industrial equipment supplier — for example, selling CNC machinery, automation components, or specialised tooling into mid-sized manufacturing firms.
Alongside that, the rep partners with a maintenance and servicing provider that offers installation, preventative maintenance, and ongoing support for the same types of equipment. The buyer is often the same operations or plant manager, and the service naturally follows the product sale.
To complement this further, the rep may also represent a software or systems provider, such as a manufacturing execution system (MES), inventory optimisation platform, or predictive maintenance software. Once physical equipment is in place, manufacturers often look for better visibility, efficiency, and data - making the software a logical extension of the original sale.
Finally, the rep could partner with a consulting or compliance service, such as health and safety advisors, energy efficiency specialists, or regulatory compliance consultants who work specifically with manufacturing businesses.
This model also works in favour of the companies they partner with. Independent reps often bring established relationships, industry credibility, and existing networks, which can shorten sales cycles and open doors that would otherwise take months or years to access.
Independent sales representation is especially common in B2B sales, where trust, experience, and sector knowledge matter more than volume or scripts. Deals are rarely transactional, and buyers expect to work with someone who understands their industry.
For companies, working with independent sales reps offers a flexible way to grow revenue without taking on the fixed cost and risk of full-time sales hires. For reps, it offers autonomy, uncapped earning potential, and the ability to build a long-term career around partnerships rather than employment.
To lean more about the inner workings of an independent sales rep, you'll find these articles from the CommissionCrowd blog useful: