Activating Your Distributor Network in Europe in 5 Steps

Step 1 – Finding the distributor that is willing to make an effort

After a critical qualification process, you have found that partner in Europe who is just as excited about your products as you are and who is keen to start introducing them to their market. If you are introducing a fairly new technology into the market, you will be partnering with a distributor who knows it takes time to introduce this into the market, who has the right contacts to approach and is willing to invest their time in promoting new technology.

If you are offering a product that is not technically complex, you may have chosen a distributor with a local sales force on the ground. They are already visiting your potential customers and are eager to add a new product to their portfolio, actively promoting it during their customer visits.

Step 2 – Provide your distributor with the right marketing tools

To help your distributor get started, you will need to provide them with marketing tools. In Europe, pretty much every country has a different language. You have to be open to get all your marketing content translated into a local language. Provide your distributor with content and pictures for their website and a marketing brochure in their own language.

If you are working with a translation agency it is always a good idea to ask your distributor to check the translated content and make sure it is properly done with the right wording. Olga mentions: Don’t forget about the importance of providing your distributor with a product for demonstration. People often like to see a product before they will decide to buy it.

In case of new technology, your customer may like the option to try this for a few weeks before they decide to go ahead with a purchase.

Think about the right strategy to demonstrate your products to potential customers.

Step 3 – Train your distributor and their sales force

Everyone can sell a product more successfully when they fully understand what they’re selling. As Olga emphasizes, it’s important to take the time to properly train your new sales team. Consider offering on-site training at your distributor’s location. They can invite their entire sales team, giving you the perfect opportunity to not only educate them but also demonstrate your products in person.

Be aware that the local sales team may not all be fluent in English. Work with your main contact to organize a training with maximum impact. Make sure you have a translator on site who has already studied your product and the marketing materials.

If you are not able to organize a training on-site, an online training can also be a good replacement. The same applies to being prepared and having a contact who can translate if needed. In this case, it would also be great to have some short videos to demonstrate your product to your audience. In both cases, take the time to answer all the questions thoroughly. This way, the sales team can become experts in your products across Europe.

Step 4 – Work on a marketing plan together

Check with your distributor on their marketing plan, as Olga mentions as a next step. Make sure they have actions in their plan to promote your brand and products. If your distributor sends out newsletters, make sure to supply them with content to promote your brand.

Is your distributor exhibiting at an interesting trade show? Why not talk about space on the stand for your product and mark those dates in your agenda to attend the trade show together.

Is your distributor working on digital marketing campaigns? Talk about setting up some campaigns together.

Bonus read: 5 Steps for Finding Distributors in Europe 

Step 5 – Work together on sales opportunities

Now your distributor is trained and all the marketing is sorted, it is time for sales!

Check in with your distributor on a regular basis. Find out about the feedback they get from potential clients, this will help you to understand the local market.  Checking in with your distributor on a regular basis will make sure they keep your product in mind for promotion and allow you to change the course together if needed.

Be open to visiting some potential clients together with the sales team. They can set up all the right meetings for you, and you can help them to sell the first products. Visiting potential customers together will train the sales team even further and will increase the opportunity of success for your brand and products in Europe.

About EuroDev

Activating your distributor network in Europe is about more than just signing an agreement - it’s about building a strong, collaborative partnership. By following five key steps - selecting the right distributor, providing localized marketing tools, offering product training, aligning on marketing efforts, and working together on sales - you lay the foundation for lasting success in the European market.

At EuroDev, we help North American companies do exactly that. Since 1996, we've supported over 500 businesses with Sales Outsourcing, HR Outsourcing and Digital Marketing.

Ready to grow in Europe? Let EuroDev guide your expansion.