They stay on track and don't try to weasel their way into other businesses. Good reps are straightforward. They take the time to find out whom they are calling before they call. They cut through the clutter and give you a quick snapshot of what they are about. Bad reps are those that are too aggressive.
Bad reps are arrogant.
They need to remember that they are miniscule on the face of the earth. Big agencies run more ads than on all of the Internet. Poor Internet reps attitude is that they are so much better or bigger. Bad reps don't understand the client and have bad web sites. A bad rep is one who keeps pushing even when it is not the right fit.