How to find European distributors?
Finding the right European distributor is a critical step for businesses looking to expand into the European market. For companies that are not ready to set up a subsidiary or hire a local sales team, a well-structured distribution network can accelerate sales and drive sustainable growth.
At Exportia, we’ve spent over 16 years setting up European distribution networks for businesses across various industries, and we’ve learned what works—and what doesn’t. This article outlines the best strategies for finding and selecting European distributors, avoiding common mistakes, and ensuring long-term success.
Why Work With European Distributors?
✔️ Access to local expertise: Distributors have existing relationships with your target customers.
✔️ Lower operational costs: No need to set up a European office or hire a local sales team.
✔️ Faster market entry: Distributors provide immediate access to a large customer base.
✔️ Stronger brand positioning: Established distributors enhance your credibility in the European market.
✔️ Regulatory compliance: Local distributors understand GDPR and EU-specific regulations.
Avoid Common Mistakes When Choosing a European Distributor
Before selecting a European distributor, businesses often fall into common traps that can slow down sales growth or lead to unproductive partnerships. Here are three myths to avoid:
1. Choosing Only Large Distributors
Many businesses assume that bigger is always better, but large distributors often move slowly and may not prioritize your product. They likely have hundreds of brands in their portfolio and limited time to dedicate to your offering.
Alternative: Consider small and mid-sized distributors that are agile, hungry for growth, and willing to dedicate more effort to promoting your product.
2. Offering Exclusivity Too Soon
Companies sometimes believe that offering exclusive rights to a distributor will motivate them to push sales harder. However, exclusivity can lead to complacency, and if the distributor fails to deliver results, you lose valuable time and market opportunities.
Alternative: Instead of full exclusivity, consider performance-based agreements where exclusivity is conditional on meeting sales targets.
3. Assuming One Distributor Can Cover Multiple Countries
Many distributors claim they can sell across multiple European countries, but in reality, each country operates differently in terms of business culture, regulations, and language. A distributor based in France may not effectively sell in Germany or Spain.
Alternative: Start with one or two focused countries and validate the distributor’s ability before expanding to other regions.
Step 1: Profile Your Ideal European Distributor
Selecting the right distributor starts with defining what you need. Consider these factors when building your ideal distributor profile:
1. Do They Have the Right Customers?
Your distributor must have existing relationships with your target customers. To assess this:
✔️ Look at their customer portfolio—do they sell to the industries you are targeting?
✔️ Ask for case studies or references from similar clients.
✔️ Research their website and social media presence.
2. Do They Sell Similar or Complementary Products?
Your distributor should already be selling products that complement yours.
✔️ If you sell high-end industrial equipment, they should specialize in premium solutions, not budget products.
✔️ If you have a high-tech product, they should have a team that understands technical sales.
✔️ If you require installation or after-sales support, check if they have the necessary team in place.
3. Do They Have the Right Sales Skills and Resources?
✔️ How many sales representatives do they have?
✔️ Do they provide customer support in local languages?
✔️ Do they offer technical support and training?
4. Are They the Right Size?
✔️ Large distributors = More resources but lower priority for your brand.
✔️ Small distributors = Faster response time but may lack broad coverage.
5. Do They Have Strong Market Reach?
✔️ Are they regional, national, or pan-European?
✔️ If they claim to cover multiple countries, do they have physical offices in each region?
Step 2: Find and Identify European Distributors
Once you’ve defined your ideal distributor, use these methods to find the best partners in Europe.
1. Look at Your Competitors’ Distributors
✔️ Identify who distributes your competitors’ products in Europe.
✔️ Check their “Where to Buy” or Distributor List on their website.
✔️ If a distributor sells a competing product, they already understand the market and may be open to switching.
2. Find Distributors of Complementary Products
✔️ Search for distributors of similar but non-competing products (e.g., if you sell medical equipment, look at companies distributing surgical tools).
✔️ These distributors already sell to your target customers and might be open to expanding their portfolio.
3. Attend European Trade Shows
✔️ International trade shows (e.g., Medica, Hannover Messe, Automechanika) attract thousands of distributors.
✔️ Meet potential partners in person to assess their professionalism and enthusiasm.
✔️ Visit competitor booths to see who they work with.
4. Use Online Directories and Industry Associations
✔️ Check industry directories like Europages, Kompass, and LinkedIn.
✔️ Explore national distributor associations (e.g., VDMA in Germany, FIM in France).
5. Network With Industry Peers
✔️ Talk to businesses selling in your industry and ask for recommendations.
✔️ Many trusted connections come from peer-to-peer referrals.
Step 3: Conduct a Professional Selection Process
Once you’ve identified potential European distributors, don’t commit immediately. Instead, conduct a structured selection process to ensure you find the best partner.
✔️ Contact multiple distributors (at least 10-20 per country).
✔️ Clearly state that you are conducting a selection process—this creates competition.
✔️ Ask about their past performance, customer portfolio, and typical sales cycles.
✔️ Test their responsiveness—how quickly and professionally do they reply?
Evaluate Key Metrics
✔️ Market coverage—Are they strong in the country or region you are targeting?
✔️ Sales potential—What are their sales targets for your product?
✔️ Marketing investment—Are they willing to invest in promoting your product?
✔️ Technical expertise—Can they provide training and customer support?
Final Thoughts: Build a Strong European Distribution Strategy
Finding the right European distributor is not just about signing an agreement—it’s about building a long-term sales partnership.
Key Takeaways
✔️ Avoid common mistakes: Don’t rely on large distributors, don’t offer exclusivity too soon, and don’t assume one distributor can cover all of Europe.
✔️ Create an ideal distributor profile: Focus on their customer base, expertise, and sales capabilities.
✔️ Use multiple channels to find distributors: Competitor analysis, complementary products, trade shows, directories, and networking.
✔️ Conduct a structured selection process: Assess multiple distributors before making a commitment.
By following this approach, your business can successfully build a European distribution network and accelerate sales in the region.
Next Steps: Take Action Today
🎯 Challenge: Download our Ideal Distributor Profile Template [Link] and start defining your perfect European distributor today.
📩 Need help? Contact us at Exportia to receive expert guidance on building your European sales strategy.