Creativity and networking are invaluable for finding resellers. If you don’t already have contacts, dedicating time to an active search can yield results. Fortunately, there are many ways to identify potential resellers, so it’s worth using multiple channels for your search.
Customer contacts and trade fairs
Companies aiming for international markets often already have a few foreign customers who could point them toward potential resellers. Directly ask your existing customers if they can recommend a suitable reseller in their home country.
With some luck, an existing customer might even offer to explore a reselling opportunity with their supplier. This way, the customer could consolidate their purchases and benefit both parties.
Trade fairs are also excellent venues for finding resellers. Starting a partnership almost always requires a face-to-face meeting, and trade fairs provide an ideal setting for this. Remember, you don’t always have to purchase your own booth; you can simply attend as a visitor. Check the participant list in advance, identify interesting companies, and visit their booths.
Direct contact
In direct outreach, the supplier takes the initiative. You can contact a potential reseller via phone or email. However, direct outreach requires strong sales skills, as you’ll need to convince the reseller of your product range’s profitability. Direct outreach allows you to efficiently filter out unsuitable reseller candidates.
Advertising
Advertising in industry-specific media can assist in finding resellers. However, relying solely on advertising is not ideal, as it may primarily reach end-users rather than potential resellers.
Private service providers and experts
If finding resellers feels burdensome, you can outsource the task. Various expert agencies and organizations offer comprehensive services. The key advantage of outsourcing lies in service providers’ experience and expertise in local languages and business cultures. Local market experts also have access to established business networks. Moreover, outsourcing frees up the manufacturer’s time, allowing them to focus on growing their core business.
Keep these in mind when looking for resellers:
- Existing customer contacts
- Advertising
- Trade fairs
- Direct outreach
- Private service providers and international experts
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