The benefits of using an agent to reach local distributors to sell your product in an international market
Being in-between sellers/Brands/manufacturers and Buyers/retailers/Distributors/Importers is much more than what we call an “agent”.
The definition of an agent in this market is an intermediary you appoint to negotiate and, if required, conclude contracts with customers on your behalf so you have the contract with the customer. Agents are paid commission on the sales they make, usually on a percentage basis. But agents are not always presented as they should, thanks to many agents in the market doing the job not as professional as they should.
When a brand is prepared for an international distribution using an agent is crucial. It is long processes and you better have a global pro on your side. This is not just “I know the buyer. I can just show it to him on my next trip and if interested, great! we can all earn from it!”. That would be too easy!!!
Being an agent and being good at it is much more than this. It is a profession you need to excel at, like any position you may take on.
Two way street
An agent needs to have enough ACTIVE customers on each side so it can interest both sides: Distributors can approach the agent and look for certain products/categories…and find their needs if that agent represents enough lines and get her hands on different types of products. On the other side, brands need to assure the agent is in daily/weekly communication with many “active buyers”, and is not limited to 5-10 potential customers.
Global distribution- It takes time
Buyers and Sellers should be able to trust only those agents that do their job 100% and not “by the way” or “in between jobs”. Being an agent for a good time permits you to create this trust with the buyers and the sellers. TIME here is crucial and whoever thinks they can make great $$$ in one year, i remind you “Rome wasn’t built in a day”. it takes time but if you are an agent and keep working on your brands, things grow with time.
It’s about believing in your brand
Agents that respect this position, work very hard. It is not about making few calls and you get a deal, like some people think. It is about being consistent, reminding people, calling and emailing news and info to feed buyers with information so they can feel confident on that line or product. It requires time, patience, self-motivation, and being goal oriented.
Do not take no for an answer
Professional agents do not really get the answer “no thank you”. They want to understand why?, is it the product? the price? the pack? bad timing? the buyer can’t take new products?….She won’t give up after a “no”. There is always a new season coming in few months or in a year and with it, an opportunity again to discuss, show the lines. Each side grew in one year, so it is good to get together and see if any interest.
They care
Last, but not least, agents, honestly care about the brands they take on and look for their long-term success, not that one deal they can bring. This sometimes might require being very honest and you need to be ready, as the agent, to lose some today opportunity for bigger future opportunities.
Karen Klein