Emmanuel BisiWhen selecting distributors or agents for export, choosing the right business partners is a key factor in international success. While there is no shortage of potential candidates, finding the right partner is not always easy. So, how do you select a distributor or agent for export? To optimize the selection process, it is important to proceed methodically and base decisions on the right criteria.
Conducting initial screening with 'deal-breaker criteria' to select a distributor or agent for export
Understanding local aspects (language, mentality, culture, etc.) is generally considered a basic requirement for any potential partner. Therefore, this can be a 'deal-breaker criterion' that, if not met, automatically eliminates the candidate. Deal-breaker criteria may vary depending on the company and may also include the type of contract. Therefore, the first step is to conduct initial screening based on these criteria to avoid evaluating a partner who does not meet the minimum expected conditions.
Thoroughly evaluating distributors, starting with their commitment
To assess the selected candidates, it is important to build a grid incorporating different selection criteria and, for each criterion, a list of questions. Potential partners can then be scored on each item, with scores weighted according to the importance of the criteria. Experience shows that the 'commitment' of the partner is the primary driver of success and satisfaction for exporting SMEs. This commitment can be evaluated based on the distributor's contribution to marketing support, attitude during discussions on payment terms, or willingness to make investments.
Market access, commercial attitude, resources...
Among the important criteria is also 'market proximity': Is the distributor well connected to the market? Can they cover all current and potential demand? Do they have a good reputation? Do they have good contacts with key decision-makers? These are all questions that need to be asked. It is also important to ensure that the partner's 'commercial attitude' aligns well with that of the company. Regarding resources, which are a key criterion for financial success, particular attention should be paid to the distributor's financial strength and the skills of their teams.
Giving due consideration to 'intuitive feelings'
Finally, once potential distribution partners have been ranked using this scoring method, the last step is to consider 'instinctive feelings', the 'likability', or 'trust' that the candidate may inspire, as an additional evaluation criterion. This dimension generally plays a major role in the selection process, so it is important to give it due consideration alongside more objective criteria.
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