How to find the right distributors and partners in new markets
Choosing the wrong partner costs time, margin and reputation. This guide gives an objective method to identify, assess and activate distributors and partners that actually deliver sales — from ideal profile to contract, via due diligence, onboarding and metrics.
1) Define what “good” means: ICP & coverage
- ICP (Ideal Channel Partner): segment, customer base, average deal size, geographic coverage, technical skills, after-sales.
- Coverage model: exclusive vs. non-exclusive; by territory, vertical or application.
- Minimum size: active sales team, certified technicians, stock and financial capacity.
- Proof: represented brands, certifications, client references.
Outcome: a simple weighted scorecard (0–5) with 8–10 criteria.
2) Where to look (and how to reach out)
- Sources: trade fair exhibitor lists, trade associations, B2B marketplaces, chambers of commerce, customer referrals.
- Public signals: case studies, teams and service; local presence (stores/workshops), regional coverage.
- Multilingual outreach (EN + local language): short message with benefit, proof and a 20‑min call to action.
Tip: prioritise those already selling complementary solutions.
3) Fast qualification (2 calls)
- Call 1 — Commercial fit (20 min): customer base, sales cycle, average deal size, competitors, territory; interest and decision-maker.
- Call 2 — Capability (30–40 min): team, technicians, stock, install/service, CRM, local marketing, compliance; ask for 2 references.
- No fit? Log the reason and move on. Fit? Book a meeting with the decision-maker.
4) Due diligence to avoid surprises
- Legal & reputation: records, litigation, sanctions/embargoes, grey channels.
- Financial: basic accounts, DSO/DPO, insurances.
- Technical & quality: certifications, workshop, response times, RMA.
- Channel conflict: existing exclusivities, brand overlap.
5) Partner value proposition (beyond the end-customer)
- Territory & estimated opportunities (top 50 accounts).
- Margin & incentives: volume discounts, quarterly targets, MDF.
- Support: technical/sales training, co-visits, pre-sales, demos, parts/service SLAs.
- Tools: partner portal, localised content library, clear pricing.
6) The right contract: clear, lean, enforceable
- Scope & territory, exclusivity (tied to targets), prices and discount policy.
- KPIs and targets (sell-in/sell-out, pipeline, coverage, stock, satisfaction).
- Brand & marketing rules, minimum monthly reporting.
- After-sales: response SLA, parts, warranty, RMA management.
- Compliance: anti-bribery, sanctions, data protection, export controls.
- Graceful exit: notice, material returns, customer transition.
7) 30-day onboarding (what activates sales)
- 30-60-90 plan: training (product, objections, pricing), simulations, certification.
- Joint pipeline: top 20 accounts per region with dated next steps.
- Enablement: proposal kits, localised price sheets, install guides, FAQs.
- Launch: local webinar, anchor-account visits, geo-targeted digital campaign.
- Support: named channel, <24 h response time, demo calendar.
8) Channel governance (avoid conflict and “paper deals”)
- Monthly reviews (pipeline, proposals, wins, losses, learnings).
- Anti-conflict rules: account/territory assignment, lead arbitration.
- Price hygiene: MAP/transfer price policies, light auditing.
- Capillarity: sub-distributors controlled via criteria and reporting.
9) KPIs that matter
- Time to first sale (target ≤90 days).
- Active pipeline by stage and conversion (MQL→SQL→Proposal→Close).
- Sell-in / sell-out and stock turns.
- Coverage: #accounts contacted/month per territory.
- Satisfaction (NPS) and SLAs (response/repair time).
- Realised margin per partner.
10) Common mistakes (and how to avoid them)
- Choosing by likeability → use a scorecard and references.
- Exclusivity without targets → tie it to quarterly goals.
- Endless, unenforceable contracts → focus on key clauses.
- Onboarding = catalog only → add simulations, certification and joint pipeline.
- Ignoring local language → do outreach and content in-language.
Practical checklist
- ICP & scorecard defined
- Long list of 30–50 targets per market
- Multilingual outreach with clear value proposition
- Due diligence (legal, financial, technical)
- Contract with targets, SLAs and compliance
- 30-60-90 plan + review calendar
How Consenso Global helps
We map, qualify and activate distributors and partners with method: ICP, shortlist, due diligence, contract, onboarding and governance — without bureaucracy, focused on sales and margin.
