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Apply to Become a DNR License Sales Agent

Map link to DNR Sales Agent locations
DNR Sales Agent locations

The Department of Natural Resources (DNR) currently has over 700 business locations that partner with the department as Authorized Sales Agents (ASA). These businesses are contracted to sell recreational license products to our mutual customers using state-assigned equipment, collecting the license fees and printing out the license documents for customers to use in the field.

To qualify for a contract to be an ASA, the business would first need to complete an Agent Application (form 9400-538). Applications are accepted year-round and reviewed every three months during a designated application review period. After this review, a letter of approval or denial will be sent to the applicant.

The application must be filled out completely and pass some pre-qualifications before it can be reviewed:

  • Sales equipment must be available in the department’s inventory. The department will issue the equipment necessary to process and print licenses, but the number of available equipment is limited.
  • The business must be open year-round, 52 weeks per year.
  • The business will be subject to a background check and must receive a positive credit reference for your application to be accepted.

Once received, your application will be subject to a review process. Per authority granted in ch. NR 8.03(2)(c), Wis. Adm. Code the department considers several factors when processing sales agent applications.

You will find a summary of the responsibilities listed on page 1 of the application. Make sure to review this summary thoroughly to help you decide if selling hunting and fishing licenses is a good fit for your business. You may also select the tabs below to get more information on what it means to be an Authorized Sales Agent. If you are interested in becoming an Authorized DNR Sales Agent, please complete the Agent Application (form 9400-538) and email it to: DNRCSAgentApplication@wisconsin.gov. You will receive an email confirmation that your application has been received, and it will be reviewed at the next application review period.

Becoming A Sales Agent

DNR Sales Equipment

DNR Sales Equipment

  • At the time of initial enrollment, the ASA shall provide a $500.00 refundable, non-interest-bearing security deposit for the issuance of this equipment.
  • This equipment remains the property of the department, and cannot be sold, transferred or discarded. The ASA shall pay the total replacement cost for any equipment that is not returned in a timely manner, or for equipment that shows obvious damage, is missing or is destroyed.
  • The department-issued equipment includes the items listed below. The license sales equipment must be placed in a location where the customer can reach to sign their name on the customer facing screen. The kiosk and printer require an approximate area of 30x16 inches.
DNR Sales Agent kiosk - what is included

A. Main kiosk with dual-facing monitors
B. Handheld scanner (HP model HSN-NL03)
C. Printer (shipped separately, HP LaserJet M209DW)
D. Kiosk power cord brick
E. Black USB printer cable
F. Gray network cable
G. Surge protector/power strip

Printer: HP LaserJet M209DW | Scanner – HP Model HSN-NL03

DNR Sales Agent kiosk monitor and printer

 

ASA Responsibilities

ASA Responsibilities

  • The ASA must provide a high-speed internet connection and an electrical outlet for the sales equipment. Only department provided extension cords/power strips can be used.
  • The ASA is responsible for purchasing an adequate supply of printer paper and printer toner for the provided printer. The department does not supply paper or toner.  
  • The ASA will collect the license fees from the customer at time of purchase and place those fees in a designated account. The ASA shall authorize the department to access a bank account for electronic fund transfers to pay for all authorized products sold.
  • It is expected that the department’s products will be available 52 weeks per year and when the business is open. The employee time required to issue products varies based on license or product type, and there are time-sensitive sales events based on season or deadline dates. The sales process will also require customer identification and/or document verification.
  • The ASA is required to sell a minimum of 200 transactions within a 12-month period. Sales below that number in a 12-month period could result in the removal of the sales equipment and the cancellation of the contract.
  • The license kiosk will access a web-based system, and the ASA will be required to create individual user accounts for each employee who will be operating the system.

Training And Support

Training And Support

Wisconsin Map for contacts supporting DNR license agents

The department shall provide regulations to the ASA for distribution to hunters, anglers and other customers relating to DNR products sold.

Access to a dedicated Agent Support Line to assist with license sales, customer lookup, regulation questions, etc. This number is staffed from 7 a.m. – 10 p.m., 7 days per week (closed on Christmas Eve, Christmas Day, New Year's Eve, New Year's Day, and after 6 p.m. on Thanksgiving).

Get on-site equipment set-up, training and support from your designated Business Support Specialist. These DNR staff will assist your business with:

  • Assistance with license sales and regulation questions.
  • Training for your staff on the operation of the license sales equipment.
  • Hardware troubleshooting and replacement.
  • Financial questions regarding your weekly ACH sweep.
  • Assistance with the closing or sale of your business.

Frequently Asked Questions

Frequently Asked Questions

Question: Who can apply to be a DNR license agent? 
Answer: Any interested businesses can apply. 

Question: Where can I find the application? 
Answer: The application form can be found at the following link: Agent Application (form 9400-538)

Question: Where should I send the completed application? 
Answer: The application must be emailed to: DNRCSAgentApplication@wisconsin.gov. This email address is also provided at the bottom of the application.

Question: What else should I send with the application? 
Answer: Nothing else is needed.  

Question: After I submit my application, what is the next step? 
Answer: You will receive an automated email response that your application was received. The applications will then be reviewed quarterly and either an acceptance or denial letter will be sent. 

Question: Is there any cost to my business?
Answer: Yes, there are some costs associated with the operation of the equipment. 

  • The $500 security deposit for the issuance of the equipment.
  • Printer paper and toner costs.
  • Employee time to operate the equipment.

Question: Does my business make any commission on the license sales?
Answer: Yes. You receive a 50-cent transaction payment each time that a transaction is processed. In addition to the transaction payments, an ASA also retains the following amounts for each of the following items (*subject to change):

  • License / License Reprint – $0.50
  • Trail Passes – $0.50
  • Bonus Deer Hunting Permit – $0.50
  • Stamps – $0.15
  • Harvest Authorization – $0.15
  • Conservation Card – $0.15

Question: If I have additional questions or am curious about my application status, who should I contact? 
Answer: You may email DNRCSAgentApplication@wisconsin.gov with your questions.